Creating a Marketing Plan

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DescriptionASSIGNMENT OUTLINE
Assignment title:
Assessment 3 (mini-Marketing Plan)
Weighting:
45%
Course name:
Marketing Strategies for Hotel Management
Hand-in date:
Last day of the module at 23:59h
Assignment Overview:
This coursework consists of creating a (brief) marketing plan for a hotel of your choice.
Overall aim:
Apply marketing strategies as we see them in class, to a real-life scenario and effectively
communicate it in written
Learning outcomes:
1, 2, 3, 4.
Organization and methodology:
This is an individual project. You have to produce a report (marketing plan)
Word count:
Max. 5000 words.
Resources available:
Course materials, e-library tools (books, newsletter, online magazines, etc.), internet, professionals
from the industry, and of course the discussions in class based on handouts and videos posted in
Moodle.
There is also a guideline to be used as support for the project. (See Assessment Tasks and Weighting
Section for details).
Page 1 of 4
Classification: Public
Assessment tasks & weighting:
Marketing plan
Plan
Briefly explain the chosen hotel
5%
Initial Considerations
Connection to main business plan (consider mission only)
5%
Brief macro-level analysis (max. 1 page)
5%
Competitive environment
10%
Internal environment
5%
Establish one marketing goal
5%
Develop Marketing Strategies
Segmentation and targeting
10%
Differentiation and positioning
10%
Select only two of the following
20% each
−
Service strategies
−
Pricing strategies
−
Promotional strategies (offline)
−
Promotional strategies (online)
Develop Implementation Plan
Provide one action as contingency for any of the two selected strategies above
5%
Common skills: assessed (bold) or developed (italics):
MANAGING AND DEVELOPING
SELF
1.Manages own
role and
responsibilities
2. Manages own
time in achieving
objectives.
WORKING WITH AND RELATING
TO OTHERS
6.Treats others’
values, beliefs
and opinions with
respect
COMMUNICATING
9.Receives and
responds to a
variety of
information
MANAGING TASKS AND SOLVING
PROBLEMS
13.Uses
information
sources
BECOMING NUMERATE AND
USING TECHNOLOGY
16.Applies
numerical skills
and techniques
7.Relates to and
interacts
objectively with
individuals and
groups
10.Presents
information in a
variety of visual
forms
14. Deals with a
combination of
routine and nonroutine tasks
17.Uses a range
of technological
equipment and
systems
Special instructions:
Page 2 of 4
Classification: Public
3.Undertakes personal
and career
development
4. Transfers skills
gained to new and
changing situations
and contexts.
8.Works effectively as
a member of a team
11.Communicates in
writing
15.Identifies and
solves routine and
non-routine problems
12.Participates in oral
and non-verbal
communication
5.Uses a
range of
thought
processes
This coursework consists of developing a marketing plan for a hotel of your choice. Ideally you should
choose one hotel that you know very well (for example where you are currently working or where
you have had working experience)
Page 3 of 4
Classification: Public
Plagiarism:
Plagiarism is the act of presenting another’s ideas or words as one’s own. Cheating includes, but is not
limited to, the intentional falsification or fabrication of any academic activity, unauthorized copying of
another person’s work, or aiding and abetting any such acts.
Particular care must be taken when presenting information that has been obtained from an internet
site. Should this information not be correctly referenced, then you are guilty of plagiarism and will be
penalized accordingly.
With respect to projects/assignments, faculty reserves the right to randomly call upon any student
and ask them to defend their work orally.
Any assignment/exam which is found to contain plagiarism will automatically be awarded a grade of 0,
and an e-mail will be sent to the student or the student’s parents/tutors/sponsors. Depending on the
circumstances, additional penalties could be imposed (see LRM Academic Regulations, Section 11).
Statement of authorship
Following the title page of your assignment there should be a page on which you sign a statement that
the work included in the assignment is your own work except where appropriately referenced. The
following statement should be used:
Statement of authorship
I certify that this assignment is my own work and contains no material which has been submitted as part
of an assignment in any institute, college or university. Moreover, to the best of my knowledge and
belief, it contains no material previously published or written by another person, except where due
reference is made in the text of the assignment.
Signed…………………………………………………………………….
Name……………………………………………………………………..
Student number…………………………………………………….
Page 4 of 4
Classification: Public

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DescriptionASSIGNMENT OUTLINE Assignment title: Assessment 3 (mini-Marketing Plan) Weighting: 45% Course name: Marketing Strategies for Hotel Management Hand-in date: Last day of the module at 23:59h Assignment Overview: This coursework consists of creating a (brief) marketing plan for a hotel of your choice. Overall aim: Apply marketing strategies as we see them in class, to a real-life scenario and effectively communicate it in written Learning outcomes: 1, 2, 3, 4. Organization and methodology: This is an individual project. You have to produce a report (marketing plan) Word count: Max. 5000 words. Resources available: Course materials, e-library tools (books, newsletter, online magazines, etc.), internet, professionals from the industry, and of course the discussions in class based on handouts and videos posted in Moodle. There is also a guideline to be used as support for the project. (See Assessment Tasks and Weighting Section for details). Page 1 of 4 Classification: Public Assessment tasks & weighting: Marketing plan Plan Briefly explain the chosen hotel 5% Initial Considerations Connection to main business plan (consider mission only) 5% Brief macro-level analysis (max. 1 page) 5% Competitive environment 10% Internal environment 5% Establish one marketing goal 5% Develop Marketing Strategies Segmentation and targeting 10% Differentiation and positioning 10% Select only two of the following 20% each − Service strategies − Pricing strategies − Promotional strategies (offline) − Promotional strategies (online) Develop Implementation Plan Provide one action as contingency for any of the two selected strategies above 5% Common skills: assessed (bold) or developed (italics): MANAGING AND DEVELOPING SELF 1.Manages own role and responsibilities 2. Manages own time in achieving objectives. WORKING WITH AND RELATING TO OTHERS 6.Treats others’ values, beliefs and opinions with respect COMMUNICATING 9.Receives and responds to a variety of information MANAGING TASKS AND SOLVING PROBLEMS 13.Uses information sources BECOMING NUMERATE AND USING TECHNOLOGY 16.Applies numerical skills and techniques 7.Relates to and interacts objectively with individuals and groups 10.Presents information in a variety of visual forms 14. Deals with a combination of routine and nonroutine tasks 17.Uses a range of technological equipment and systems Special instructions: Page 2 of 4 Classification: Public 3.Undertakes personal and career development 4. Transfers skills gained to new and changing situations and contexts. 8.Works effectively as a member of a team 11.Communicates in writing 15.Identifies and solves routine and non-routine problems 12.Participates in oral and non-verbal communication 5.Uses a range of thought processes This coursework consists of developing a marketing plan for a hotel of your choice. Ideally you should choose one hotel that you know very well (for example where you are currently working or where you have had working experience) Page 3 of 4 Classification: Public Plagiarism: Plagiarism is the act of presenting another’s ideas or words as one’s own. Cheating includes, but is not limited to, the intentional falsification or fabrication of any academic activity, unauthorized copying of another person’s work, or aiding and abetting any such acts. Particular care must be taken when presenting information that has been obtained from an internet site. Should this information not be correctly referenced, then you are guilty of plagiarism and will be penalized accordingly. With respect to projects/assignments, faculty reserves the right to randomly call upon any student and ask them to defend their work orally. Any assignment/exam which is found to contain plagiarism will automatically be awarded a grade of 0, and an e-mail will be sent to the student or the student’s parents/tutors/sponsors. Depending on the circumstances, additional penalties could be imposed (see LRM Academic Regulations, Section 11). Statement of authorship Following the title page of your assignment there should be a page on which you sign a statement that the work included in the assignment is your own work except where appropriately referenced. The following statement should be used: Statement of authorship I certify that this assignment is my own work and contains no material which has been submitted as part of an assignment in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the assignment. Signed……………………………………………………………………. Name…………………………………………………………………….. Student number……………………………………………………. Page 4 of 4 Classification: Public Purchase answer to see full attachment

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