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Paper instructions:
access the correct frontispiece you will need to access the Assignment Tracking System (ATS) via UCB Online or directly by typing in http://ats.ucb.ac.uk. You will need to use the above Assignment Key to access the frontispiece which should be attached to your submitted work.
Module Learning Outcomes
1. Critically analyse marketing issues, plan appropriate courses of action and complete, present & defend a marketing plan within a hospitality & tourism context.
2. Critically analyse and develop marketing strategies with an emphasis on brand positioning and market segmentation strategies
3. Critically analyse integrated marketing communications and their implementation
4. Analyse and evaluate the effect of contemporary marketing issues on market planning within hospitality and tourism.
Assignment Remit
This assignment is divided into two parts:
Part A (30%) Group presentation – Marketing audit
In nominated teams of 3,4 select an individual hotel, restaurant or tourist attraction in Birmingham. This should be agreed with your seminar tutor. Critically analyse and evaluate the current situation of the organisation, considering any issue or problems relating to the future marketing direction of your organisation. You should use appropriate models, as well as an incorporation of relevant strategic marketing theory and frameworks. You should clearly provide evidence of research. It is important to be concise about the information you present and provide clear conclusions. You should also submit a copy of your presentation and any group logs and self-reflection form.
Your presentation should include the following key elements:
• Customer analysis – You should clearly identify potential segments and provide detailed analysis of consumer motivations and trends affecting your chosen segments. You should highlight any opportunities or threats relating to your chosen target market.
• Internal audit – this should clearly relate to the company’s critical success factors. This should include a discussion of assets and competencies and key strengths and weaknesses
• Competitor analysis – You should assess the relevant strategic group of competitors and clearly compare relevant assets and competencies.
• Audit of current marketing activity – you should comment on issues such as the company’s image, its marketing tools such as its website, use of social media, advertising, brochure, for example or other key marketing activities that you identify
• You should provide clear conclusions which state the marketing issues or problems affecting your chosen organisation
• You should provide a full list of references
Part B (70%) Individual report
Building on your findings and conclusions in part A, you are required to write an individual report outlining a suggested marketing strategy, focusing in detail on one of your target markets, for the future marketing direction of your chosen organisation. You should be considering the issues and / or problems identified in part A.
You should include the following:
Clearly identify the chosen target market, making reference to any relevant motivations and trends
Summarise the marketing issue(s), opportunities or challenges identified in your earlier presentation. Any issues should clearly relate to your chosen target market
Clearly identify and discuss in detail the image and positioning strategy required for your target market
Clearly identify and discuss other key marketing strategies relevant to your future success
Clearly outline a tactical marketing campaign, discussing in detail any relevant marketing mix activity. You should make specific reference to any promotional/communication mix activity and consider any specific interactive marketing needs, taking into account latest best practice of e-marketing techniques
You should discuss any potential issues/problems with the implementation, control and measurement of your ideas
Any strategies discussed should relate to the identified specific marketing issues concerning your individual organisation and not wider corporate strategic management issues.
Format
Part A
This is a group presentation (teams of no more than 4 students).
A copy of your PowerPoint should be submitted at the start of your presentation.
Each group is responsible for compiling a log sheet detailing each member’s contribution and attendance at meetings or contribution during online discussions. In addition, individual students are expected to complete a self-reflection form outlining their own contribution. These should also be handed in at the time of the presentation.
Presentations may be recorded for the purpose of internal verification.
Part B
This is an individual report.
Length
Part A: Group presentation – no more than 20 minutes with 5 minutes for questions.
Part B: Maximum of 3,000 words.
Grading Criteria
The University’s Level 7 Generic Grading Criteria apply to this assignment. In addition you are asked to note the following advice:
Part A
Demonstrate clear evidence of wide reading and research. Clearly reference your research sources and apply any appropriate analytical models to your chosen organisation
DO NOT simply DESCRIBE the current situation but critically evaluate according to contemporary research.
You should provide clear conclusions as to the key issues found in your analysis
It is anticipated that the members will be awarded a group mark. However, if there is clear evidence of a discrepancy in contribution from individual group members, then individual marks will be allocated. For this, the teaching team will take into consideration individual contributions during seminar sessions, performance during the presentation and whether there are discrepancies with log sheets and self-reflection forms.
Part B
You should concentrate on marketing strategies rather than wider corporate strategic management issues
Where larger major corporate branded companies are concerned you should relate your answer to an individual hotel or restaurant, for example, rather than considering corporate strategy
You should focus on one target market
Develop an appropriate tactical marketing mix plan for reaching your chosen target market
Demonstrate evidence of wide research and reading.
Integrate appropriate models and theory to justify your response and discussions
Plagiarism
Please note that this assignment is an individual piece of work and should represent your own individual effort. University policy in case of plagiarism will apply.
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