TOURISM AND HOSPITALITY MARKETING T1 2017
EARTH HOUR PROJECT INSTRUCTIONS – INDIVIDUAL
WORTH 25%
Note: These instructions, for the Individual component of the Earth Hour project, are provided separatelyto the instructions for the Groupcomponent.
Overview
EARTH HOUR is the context for both Individual and Group assignments. EARTH HOUR is a voluntary activity by firms and individuals to demonstrate their support for reducing human activity that is environmentally detrimental and especially tackling climate change. EARTH HOUR this year will be held at 8.30pm on Saturday 25 March (END OF Week 4). This event will be held worldwide at this time. See http:/www.earthhour.org/
The Individual component of the EARTH HOUR Project has three parts and requires submission on three separate dates. All Individual parts are to be submitted Online via the Blackboard system.
PART (Individual only) DUE DATE WORTH Word Guide
1.Earth hour critique 2017
4pm Monday 27 March 7.5% 500 words
2.Creative ideas for 2018 4pm Monday 17 April
7.5% 500 words
3.Reflection on personal creative activity 4pm Monday 22 May
10% 750 words
Marking criteria for all parts:
You need to demonstrate a strong knowledge of relevant theory that has been provided in relevant lecture/reading material for this Course.
Other sources of theory/readings are NOT required. Accordingly, referencing is not required.
You should provide analysis more than description for highest marks.
Your report should be presented clearly and succinctly with the following formatting (1.5 line spacing; 2.5cm margins; single sided; 12 point font). Good layout including use of headings and subheadings. Writing style including (structure, succinctness, readability, sentence and paragraph construction, spelling, and grammar).
PART 1
You may select any organisation from the hotelsector BUT the organisation should have an English website. The organisation can be from anywhere in the world.
Undertake a critique of the organisation’s EARTH HOUR activities in 2017to answer the following three questions:
– Evaluate 评估这个产品the 2017 EARTH HOUR 1.1product (1.5 marks)flowers分析比描述多 flowers
– Identify the 1.2Segment of customers/guests/tourists being targeted and positioning (2 marks)STPweek1 p6 p7 week 1 p12
– Use the 1.3TROCC framework to understand how likely would this product be ‘adopted’ by a new market of young consumers (21-25 years). (4 marks)
PART 2
You may select any organisation from the hotel sector BUT the organisation should have an English website. The organisation can be from anywhere in the world. The organisation can be the same as for Part 1.
Use the SCAMPER framework to generate some valid ideas for the organisation’s EARTH HOUR activities in 2018. All elements of SCAMPER should be used (7.5 marks).
PART 3
Use the 4R’s of reflective writing to review your creative activities for your Course involvement (7202hsl), including assessment in particular, to answer the following question:
– How creative were you and can your level of creativity be improved?
Marking allocation for the reflection;
Report – 1.5 marks
Relate – 2.5 marks
Reason – 3 marks
Reconstruct – 3 marks
MARKING GUIDE INDIVIDUAL EARTH HOUR PROJECT
The main purpose of this assignment is to encourage you to apply your learning in marketing to a specific area of interest and present your findings in a logical and coherent manner. In addition, good written communication skills are required.
Standard Criteria
Poor
Little understanding of relevant theory and their application to a real world situation. Lacks ability to support with evidence. No analysis of situation – just description and/or listing. Inability to discard irrelevant information and focus on key information and assumptions. Hard to read, unprofessionally presented and poor spelling and expression
Adequate
Some understanding ofrelevant theory and their application to a real world situation. Ability to support with evidence but superficially. Little analysis of situation. Inability to discard irrelevant information and focus on key information and assumptions. Readable with errors, soundly presented and reasonable expression
Good
Sound understanding of relevant theory and their application to a real world situation. Ability to support key issues without error. Good analysis of situation. Good to read, professionally presented and sound expression
Very good
Very good understanding of relevant theoryand their application to a real world situation. Ability to support key issues with evidence in a thoughtful manner. Strong analysis of situation. Easy to read, professionally presented and very good expression.
Excellent
Strong understanding of relevant theoryand their application to a real world situation. High level ability to support key issues with evidence in a thoughtful manner. Extremely strong analysis of situation. High level of readability, high quality professional presentation and excellent expression.