LO1:Evaluate different marketing channels and how they serve communication objectives for various hospitality organisations
LO2:Devise communication objectives and justify appropriate channel selection and integration
LO3:Design and produce content appropriate to the channel and communication objectives
LO4:Demonstrate the ability to critically evaluate a hospitality case study involving communication strategy, channel choice and creative content.
Scenario and Activity
You are applying for a role as a Marketing Executive at a private resort. The resort is based in the countryside and have the following facilities, which are managed by a group of senior managers in various roles.
There are two wedding venues that are managed by a separate team of Event Managers.
There are also various accommodation facilities that can be hired with the weddings or if available for informal visitors. The accommodation is overall managed by an accommodation manager.
The Accommodation manager works closely with the Event managers.
As part of the final interview you are being asked to submit in writing a report outlining the approach that you would suggest to ensure all the objectives of the individual facilities as well as the overall objects of the resort can be achieved.The report owners are focused on learning from the following case study: “The Case of a Small Luxury Resort: An Online Marketing and Distribution Channel Dilemma”
In producing the report, you will:
- Evaluate the different marketing channels used in the case study and how they served the communication objectives for the resort.
- Critically evaluate the hospitality case study involving communication strategy, channel choice and creative content
LO1 Evaluate different marketing channels and how they serve communication objectives for various hospitality organisations
P1 Evaluate different types of marketing channels and how they serve communication objectives within a range of hospitality organisations
M1 Critically evaluate how marketing channels of communication are integrated within a range of hospitality organisations to add value and maximise resources
D1 Make valid judgements about how marketing channels add value using specific hospitality organisational examples to demonstrate how they serve communication objectives
LO4 Demonstrate the ability to critically evaluate a hospitality case study involving communication strategy, channel choice and creative content
P5 Critically evaluate an integrated marketing communications plan in relation to the communication strategy, channel choice, creative content
M3 Critique and review the success of the monitoring and impact of the integrated marketing communications plan
D3 Provide appropriate and justified recommendations for improving the integrated marketing communications plan to maximise revenue and successfully meet both communication and business objectives
Task B: Submission Format and Guidance: LO2 and LO3 Team Presentation and Presentation Notes
Scenario and Activity
As a new manager in the team you are working with Event Managers and Accommodation manager to design and plan the implementation of an Integrated Marketing Communication Strategy for the resort. One of the main objectives of the communication is to ensure that the target market would be international rather than just local and national customers.
You will be doing a 10 minute presentation to the resort owners and other stakeholders that should cover the following:
- The proposed communication objectives for the resort
- The justification for the selection and integration of the communication channels chosen
- The integrated marketing communications plan that effectively meets communication objectives for the resort
You need to record the presentation and submit the video or audio file as part of the submission. The presentation slides and speaker notes should be submitted as one copy. You are required to make effective use of PowerPoint headings, bullet points and subsections as appropriate. Your research should be referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 1,000 words (+/- 10%), including speaker notes but excluding the bibliography.
LO2 Devise communication objectives and justify appropriate channel selection and integration
P2 Design communication objectives for a given hospitality organisational situation
P3 Provide justifications for the selection and integration of communications channels chosen
M2 Evaluate the application of the communication objectives in relation to the marketing communications mix and the hospitality business objectives
D2 Create a valid and detailed integrated marketing communications plan that appropriately integrates multiple communication channels, has SMART objectives and tactics to meet the overall marketing and business objectives
LO3 Design and produce content appropriate to the channel and communication objectives
P4 Create an integrated marketing communications plan that effectively meets communication objectives for a given hospitality organisational situation
