Marketing in Hospitality

Assignment Front Sheet
Qualification Unit Number and Title
Pearson BTEC Level 5 HND Diploma in
Hospitality Management
HNHM 108: Marketing in Hospitality
Level 4 (15 credits)
Student Name Assessor Internal Verifier
A. Isufi J. Dowlen
Date issued Formative Submission Date
(Task 1)
Final Submission Date
(All Tasks)
11th February 2016 20th March 2016 13th May 2016
Assignment title An investigation into marketing for the hospitality sector
Learning Outcome Assessm
ent
Criteria
In this assignment you will have the opportunity
to present evidence that shows you are able to:
Task
no
Evidence
(Page no)
LO1 The learner will
understand the
concepts of
marketing in a
services industry
context
1.1 Discuss concepts of marketing for a relevant
services industry
1b
1.2 Assess the impact of the marketing environment on
the industry
1e
1.3 Evaluate the relevance of consumer markets in the
industry
1f
1.4 Discuss the rationale for developing different market
segments
1g
LO2 The learner will
understand the role
of the marketing mix
2.1 Assess the importance of components of the
marketing mix to the industry
1c
1d
2.2 Analyse pricing strategies and policies in relation to
the industry
1h
LO3 The learner will
be able to use the
promotional mix
3.1 Evaluate the role of the promotional mix 2j
2m
3.2 Plan an advertising campaign for a services industry
operation
2q
3.3 Analyse the role that sales promotion and public
relations play in promotional efforts
2n
LO4 The learner will
understand the
marketing cycle in a
services industry
environment
4.1 Discuss the relevance of market research to
services industry operations
2k
4.2 Undertake market research for an appropriate
product or service
2l
4.3 Analyse the suitability of different media for
marketing an appropriate product or service
2o
4.4 Evaluate the implementation of the marketing plan
for an appropriate product or service
2p
Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Student signature: Date:
Assignment Spring 2016: HNHM 108 Marketing in Hospitality (Assessor A. Isufi)
Page 2 of 6
In addition to the above Pass Criteria, this assignment gives you opportunity to submit evidence in order to achieve the
following MERIT and DISTINCTION grades
Grade Descriptor Indicative characteristic/s Contextualisation
M1 Identify and apply
strategies to find appropriate
solutions
Complex problems with more than
one variable have been explored.
To achieve M1:
Discussions about hospitality marketing are analytical, based on
good research and reach sound conclusions. They consider a
range of relevant, inter-related factors and use specific examples to
illustrate points made.
(Tasks 1 and 2)
M2 Select/design and apply
appropriate
methods/techniques
A range of methods and techniques
have been applied
To achieve M2:
The report is based on primary as well as secondary research.
Marketing discussions and analyses are well applied to the case
study business.
(Tasks 1 and 2)
M3 Present and communicate
appropriate findings
The appropriate structure and
approach has been used.
To achieve M3:
The written assignment is in an appropriate academic report
format, i.e. in impersonal academic language and well structured,
with contents page, introduction and conclusion. The work is neatly
and professionally presented, maintaining the highest academic
and professional standard.
The oral presentation is well structured and logically presented.
PowerPoint is well used to aid your presentation. Case study
business choice is justified.
The work has been checked for spelling errors.
A range of sources of information is used. This is shown by clear
on-page citations and a bibliography, in the Harvard format, of at
least ten sources for the whole assignment.
All tasks are submitted on time.
(Tasks 1 and 2)
Assignment Spring 2016: HNHM 108 Marketing in Hospitality (Assessor A. Isufi)
Page 3 of 6
In addition to the above Pass Criteria, this assignment gives you opportunity to submit evidence in order to achieve the
following MERIT and DISTINCTION grades
Grade Descriptor Indicative characteristic/s Contextualisation
D1 Use critical reflection to
evaluate own work and justify
valid conclusion
Conclusions have been arrived at
through synthesis of ideas and have
been justified.
To achieve D1:
Conclusions for the report are summative, well justified, come
directly from the student’s analysis and include critical
evaluation.
(Task 2)
D2 Take responsibility for
managing and organising
activities
Activities have been managed.
To achieve D2:
The student has demonstrated an effective approach to
independent research and study throughout this assignment,
so ideas in the report and the presentation are welldeveloped, clear and logical, demonstrating independent
thinking.
There is evidence that the whole assignment has been well
planned and completed to a high standard.
The student has regularly attended (80%) and contributed to
class sessions.
(Tasks 1 and 2)
D3 Demonstrate convergent /
lateral / creative thinking
Self-evaluation has taken place
To achieve D3:
There is in-depth evaluation of hospitality industry marketing.
The self-evaluation shows the student’s ability to deeply
reflect upon their learning experience, both individually and in
a group, by identifying strengths and areas for improvement
in relation to Marketing in Hospitality.
(Tasks 1 and 2)
Assignment Spring 2016: HNHM 108 Marketing in Hospitality (Assessor A. Isufi)
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Assignment Brief
Purpose of the assignment
The aim of this assignment is to enable learners to understand the key concepts and functions of marketing,
such as the marketing mix and the marketing cycle as they apply to the hospitality industry. You should also
gain skills in using the promotional mix.
Scenario
You are working as a trainee marketing assistant for a hospitality business. As part of your training, the
marketing manager has asked you to carry out tasks that demonstrate both your theoretical knowledge and
practical skills, and to make recommendations to the company based on market research to help them plan
future marketing campaigns.
You may select any type of hospitality business for this assignment. You may use the same or different
businesses for the two tasks. Choices may be influenced by industry experience, career plans, etc.
Evidence Required
Task 1 – Group oral presentation with Power Point slides. You need to submit one copy per group of your
PowerPoint slides, any notes & handouts, a bibliography in the Harvard Referencing Format and selfevaluation of your approach to this assignment. Students aiming for a distinction should also provide
evidence of your plan for carrying out and completing the work, to demonstrate good planning, organisation
and management of the investigation.
Task 2 – Individual written report.
Task 1: Marketing concepts in a hospitality environment (LO 1, LO 2: 1.1, 1.2, 1.3, 1.4, 2.1, 2.2,
and M1, M2, M3, D2, D3)
You are expected to work in twos or threes for the task 1 presentation. All team members must contribute
to the preparation of all assessment criteria and the delivery of the oral presentation. This presentation should
be illustrated by PowerPoint slides. You should also submit an evaluation of what you have learnt and how
you have learnt it, both individually and working as a group, with recommendations for future learning.
Give a 20-25 minute oral presentation on the specified date about the results of your research into
hospitality marketing It should include the following:
a) Introduction briefly describing the case study business.
b) Discussion of the core concepts of marketing for the hospitality industry and how they apply to your case
study business (LO 1.1). Analytical merit level discussions are well applied to the case study business.
c) Explanation or the term “marketing mix”.
d) Assessment of the importance of the components of the marketing mix to the hospitality industry (LO2.1)
e) Assessment of the impact of the marketing environment on the hospitality industry (LO 1.2). Merit level
assessments are applied to the case study hospitality business. Distinction level analyses are based on
a PEST analysis.
f) Evaluation of the relevance of consumer markets in the hospitality industry, including a description of the
types of consumers who may visit your case study business (LO 1.3). Merit level evaluations consider
models of consumer behaviour.
g) Discussion of the rationale for developing different market segments (LO 1.4). A merit level discussion
will explain how your case study business could segment their different markets. A distinction level
discussion is evaluative.
h) Analysis of hospitality industry pricing strategies and policies (LO 2.2). A merit level analysis will identify
and justify the pricing strategy for products and services at your case study hospitality business. A
distinction level analysis will consider the relationship between pricing strategies and market segments.
i) Conclusion, summarising learning. Distinction level conclusions show in-depth evaluation.
For M1 discussions are analytical, showing how different factors & influences are interrelated.
For M2 discussions are well applied to the case study business.
For M3 the presentation is well structured, logically presented, well aided by visual media and provides
evidence of good oral presentation and team working skills.
For D2 the whole presentation has been completed to a high standard, based on high quality research.
For D3 there is in-depth evaluation of both what you have learnt and how you have learnt it, both individually
and working as a group, with recommendations for future learning.
Assignment Spring 2016: HNHM 108 Marketing in Hospitality (Assessor A. Isufi)
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Task 2 Marketing Campaign (LO3, LO4: 3.1, 3.2, 3.3, 4.1, 4.2, 4.3, 4.4, M1, M2, M3 D1, D2, D3)
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:
j) Introduction, which includes an explanation of what is meant by the term “promotional mix”.
k) Discussion of the relevance of market research to hospitality businesses (LO 4.1). 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
l) Results of the market research you undertook into the case study hospitality business (LO 4.2). 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.
m) Evaluation of the role of the promotional mix (LO 3.1). 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.
n) Analysis of the role that sales promotion and public relations play in promotional efforts (LO 3.3). 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.
o) Analysis of the suitability of different media for marketing the products and services at your case study
hospitality business (LO 4.3). Merit level analyses will make use of the results of your primary research
survey as well as secondary sources.
p) Evaluation of the implementation of an existing marketing plan or campaign marketing plan of the case
study hospitality business (LO 4.4). 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.
q) Plan for an advertising campaign for your case study hospitality business (LO 3.2). 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.
r) 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 M1 discussions 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.
For D1 the conclusion is in depth, well justified, demonstrates independent thinking and comes directly from
your own analysis.
For D2 there is evidence of independent research and critical evaluation of the subject. The whole report has
been completed to a high standard, based on high quality research
For D3 there is in-depth evaluation of marketing of the case study hospitality business.
Assignment Spring 2016: HNHM 108 Marketing in Hospitality (Assessor A. Isufi)
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Guidelines for assignment submission
The assignment has TWO TASKS. Please read ALL TASKS carefully.
Each task has its own submission date. Please submit all assignment tasks ON TIME.
The final submission should include all Word tasks together in ONE document.
Group PowerPoint presentations should be submitted by one member of the group only
in the separate submission slot. This is to avoid them showing as plagiarised.
All tasks MUST be submitted on time to be considered for a MERIT grade.
The attendance percentage and participation in class tutorials will contribute towards the
achievement of DISTINCTION grade.
All assignments will be subject to PLAGIARISM checks. PLAGIARISM is a serious
academic offence and will automatically lead to ACADEMIC MISCONDUCT
PROCEDURES. In the event of COLLUSION (similar/identical submissions) please note
that both students will automatically be subject to ACADEMIC MISCONDUCT
PROCEDURES.
When IPADS/TABLETS/MACS are used please make sure documents are saved as
.doc. Otherwise the submission will not be valid and may not be marked.
Writing Guidelines
Your evidence for assessment must be handed in with a ticked learner declaration.
Make sure that all required Learning Outcomes and Assessment Criteria are covered
in the assignment. You must hand in individual work for assessment for all individual
tasks.
Written reports must be word-processed report and should use Times New Roman / Arial
font and font size 12. Use 1.0 or 1.5 line spacing. Please ensure that all pages of your
report are numbered and identify your name, ID number and unit number.
You should use your own words and ideas as much as possible. There must be no
plagiarism (see above for consequences)
You must include a BIBLIOGRAPHY of all sources used for the whole assignment, such
as books journals, websites, class handouts, etc. The bibliography should be in the Harvard
referencing format and show use of a wide range of sources of up-to-date relevant material.
(See the college guidelines for how to reference correctly).
Ensure that citations, referencing and bibliography fully acknowledge all sources. All
ideas, quotes, tables, pictures, diagrams, etc. from books, journals or the Internet must
be identified and clearly cited on the same page.
Wikipedia and similar sources must not be used as an academic reference.
Glossary
Analyse: Break an issue into its constituent parts. Look in depth at each part using supporting
arguments and evidence for and against as well as how these interrelate to one another.
Assess: Evaluate or weigh up the importance, drawing on evidence from a range of sources.
Critically evaluate: Give your verdict as to what extent a statement or findings within a piece of
research are true, or to what extent you agree with them. Provide evidence taken from a wide
range of sources which both agree with and contradict an argument. Come to a final conclusion,
basing your decision on what you judge to be the most important factors and justify how you have
made your choice.
Discuss: Outline competing points of view; weighing up arguments for and against; drawing on
evidence and considering implications.

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