LO1. Identify the principles and concepts of marketing, corporate social responsibility and ethics in a hospitality industry context.
LO4. Understand the marketing planning process
LO5. Be able to use the promotional mix and integrated marketing communications strategy.
Assessment Descriptions: This is a group assessment and is for a formal report with a maximum word limit of 3,500 words plus or minus 10%. Words in tables, diagrams and appendices including reference lists will not be counted. Students should note that there may be penalties for assignments which are over or under the permitted word count. Each assessment groups are comprised of 5 students and is to be organised and agreed with the module lecturer
Assessment Submission Guidance: Students should provide a completed assignment cover sheet with all the essential details (including module details, student names and ID numbers. All assignments should be submitted in electronic format via college systems on or before the submission deadline. The e-submission system will not allow late submissions. Students should upload his/her individual report to Turnitin for checking and submission.
Assessment Aim: The aim of this assessment is for students to demonstrate their understanding of the concepts of marketing, the marketing planning process, the promotional mix and the integrated marketing communications strategy, and preparing a marketing plan for their own proposed hospitality organisation. The student is expected to evidence research and analysis commensurate with this level 4 degree All members of the group should contribute equally to the assessment if this is not the case then there may be penalties for students who do not contribute equally.
Assessment Questions This assessment is a Group Report of 3,500 words (including preparing a marketing plan for the group’s own proposed hospitality organisation), in which they will demonstrate their understanding of the concepts of marketing, the marketing planning process, the promotional mix and the integrated marketing communications strategy. The assessment is in two parts: A: You and your group will select an organisation from any of the following Hospitality and Tourism related sectors, your selection to be agreed with your lecturer. - Hotels, resorts, bed & breakfast (B&B) establishments - Leisure, recreation and entertainment venues - Restaurants, bars, clubs and cafes - Travel agents, tourism operators, transport operators - Travel and tourism associations B: You and your group will propose your own hospitality organisation, your proposal to be agreed with your module lecturer Your Group is then required to prepare a formal report (approx. 3,500 words in length) comprising and addressing the following:
1. For your selected organisation analyse each of the marketing management philosophies and provide examples of the principles of marketing, corporate social responsibility, and ethics. (LO 1) 25 marks
2. For your selected organisation demonstrate their use of the promotional mix and integrated marketing communications strategy. (LO 5) 25 marks
3. For your own proposed hospitality business prepare a marketing plan (to include all the sections of the marketing plan).
Title page: The details of the Module, student name and ID number.
Contents page: Should be provided with page numbers.
Introduction: The background, the context and the aim of the report. Starts on Page 2 Key Sections: As many as necessary in line with the questions required of you.
Summary and Conclusion: Overall findings of the investigation: the overall picture that has emerged and the implications. References: Identification of literature and other sources used and referred to in the text.
Ensure that all references are quoted at the end of any quotations, definitions and websourced materials. Submission of a report without references will not be allowed. Use the Harvard referencing system for your referencing.
Format – A formal report structure with page numbers, headings, section or chapter numbers, contents, introduction and summary and/or conclusion. Appendices - Do not provide appendices, unless agreed with your module tutor.