Assessment 3 (mini-Marketing Plan)
Marketing Strategies for Hotel Management
Last day of the module at 23:59h
This coursework consists of creating a (brief) marketing plan for a hotel of your choice.
Apply marketing strategies as we see them in class, to a real-life scenario and effectively
communicate it in written
1, 2, 3, 4.
Organization and methodology:
This is an individual project. You have to produce a report (marketing plan)
Max. 5000 words.
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
There is also a guideline to be used as support for the project. (See Assessment Tasks and Weighting
Section for details).
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Assessment tasks & weighting:
Briefly explain the chosen hotel
Connection to main business plan (consider mission only)
Brief macro-level analysis (max. 1 page)
Establish one marketing goal
Develop Marketing Strategies
Segmentation and targeting
Differentiation and positioning
Select only two of the following
Promotional strategies (offline)
Promotional strategies (online)
Develop Implementation Plan
Provide one action as contingency for any of the two selected strategies above
Common skills: assessed (bold) or developed (italics):
MANAGING AND DEVELOPING
2. Manages own
time in achieving
WORKING WITH AND RELATING
and opinions with
responds to a
MANAGING TASKS AND SOLVING
BECOMING NUMERATE AND
7.Relates to and
information in a
variety of visual
14. Deals with a
routine and nonroutine tasks
17.Uses a range
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4. Transfers skills
gained to new and
8.Works effectively as
a member of a team
solves routine and
12.Participates in oral
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)
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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
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.
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