Project description
Please write an essay on the subject, and strictly according to the enclosed assignment. Should be maintained the order and numbering chapters.
According to the guidelines contained in the assignment, please create a short questionnaire (maximum ten question) as an attachment to a task.
Please with great care and diligence required to describe all the details of the task.
Regards
Leszek
Assignment title: An investigation into marketing for the hospitality sector
Task 2 Marketing Campaign
For this individual task you need to choose a hospitality business, such as a hotel or restaurant, in London. You may find it easier to use an independent business, rather than a major chain.
Merit and distinction level reports will be based on primary as well as secondary research. To carry out the primary research you should compile a short questionnaire (maximum ten questions) which asks ten customers and / or potential customers about their views of the case study hospitality business. Questions could be asked about their demand, quality perceptions, views on pricing and attitudes to existing marketing, etc. It is best to get your questionnaires checked before they are used.
The findings from task 2 should be submitted in a written report with an introduction at the beginning and a conclusion at the end. The suggested word length for this report is 2,000 2,500 words, excluding appendices. Include a bibliography in the Harvard referencing format. Make sure you write your name on your report and number all the pages.
The task 2 report should be structured as follows:
Introduction, which includes an explanation of what is meant by the term promotional mix.
3.1 Evaluate the role of the promotional mix
Evaluation of the role of the promotional mix. A merit level evaluation will include evaluation of the promotional mix of the case study business. A distinction level evaluation will include the relative effectiveness of sponsorship, branding and on-line marketing compare to traditional advertising.
3.2 Plan an advertising campaign for a services industry operation
Plan for an advertising campaign for your case study hospitality business. A merit level plan will build logically on your learning from the rest of this assignment. A distinction level realistic plan will include clear aims and SMART objectives.
3.3 Analyse the role that sales promotion and public relations play in promotional efforts
Analysis of the role that sales promotion and public relations play in promotional efforts. A merit level analysis will lead to your recommendations for the role that these promotional methods can play in promoting the products and services at your case study hospitality business.
4.1 Discuss the relevance of market research to services industry operations
Discussion of the relevance of market research to hospitality businesses. A merit level discussion is analytical. A distinction level discussion will consider both supply side aspects, such as products and services, and demand side aspects such as customer perceptions and the forecasting of customer demand
4.2 Undertake market research for an appropriate product or service
Results of the market research you undertook into the case study hospitality business. Merit level results will be based on your primary research survey as well as secondary sources, such as government statistics, business reports and industry journals. Distinction level results will demonstrate that the primary research was well planned and analysed.
4.3 Analyse the suitability of different media for marketing an appropriate product or service
Analysis of the suitability of different media for marketing the products and services at your case study hospitality business. Merit level analyses will make use of the results of your primary research survey as well as secondary sources.
4.4 Evaluate the implementation of the marketing plan for an appropriate product or service
Evaluation of the implementation of an existing marketing plan or campaign marketing plan of the case study hospitality business. A merit level evaluation will make use of learning from earlier parts of this assignment. A distinction level evaluation will demonstrate a high level of critical thinking.
Conclusion summarising your learning. A distinction level conclusion will evaluate your learning about marketing, about the case study hospitality business and about your approach to this assignment, with recommendations for how you might improve your learning in the future.
For M1discussions about marketing are analytical and complex marketing issues are clearly understood.
For M2 discussions are well applied to the case study business.
For M3 the report is in impersonal language and well-structured with citations and a bibliography in the Harvard referencing format. It has been checked for spelling errors
Instruction files
hnhm_108_marketing_in_hospitality.docx(16,22 KiB)
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