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Your company’s board of directors is interested in the international marketing plan proposal and has asked you to do a cultural audit. Your audit will explore two main areas: (1) cultural factors related to doing business in this particular country, and (2) a competitive analysis.
Develop a PowerPoint presentation organized as follows:
Cultural Factors
Slide 1: Briefly describe the country’s history and its relevance to its current cultural state today.
Slide 2: Identify customer demographic trends that are related to business activities in this particular country.
Slide 3/4: Briefly discuss customers and traditions of the country’s citizens and how these can possibly influence business there.
Slide 4/5: Identify and discuss language issues and any other cultural implications of introducing your product in this country.
Slide 6: Provide an assessment of the geographic region and why this is a good fit for your company’s product.
Competitive Analysis
Slide 7/8: Analyze the industry in this particular country. Perform a SWOT analysis. For more on how to conduct a SWOT analysis, see http://articles.mplans.com/how-to-perform-a-swot-analysis/.
Slide 8/9: Based on what you learned in the competitive research, apply the four Ps of marketing to your specific product by outlining the following:
Product (the features and benefits of the product)
Place (one possible outlet to sell the product in this particular country)
Price (one price strategy to consider in this particular market based on your competitive analysis)
Promotion (one promotional strategy to consider in appealing to your new global customers)
Slide 9/10: Conclusion: Based on everything you researched, present a brief analysis of any similarities between the domestic and international markets, any particular challenges and how you will manage those challenges in your selected country.
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Congratulations! You are a marketing research consultant and have just won a contract with a client. Your client is facing an issue, and your job is to explain to the organization the advantages and disadvantages of a focus group and questionnaire as part of the research process for this issue. To do this, you have been asked to create a PowerPoint to present to the stakeholders of the organization. It is not your job to decide whether to use a questionnaire or focus group; you are only expected to present the information so that the stakeholders can select a method. Your presentation should include the components below. a description of the issue the client is facing (this issue will be created by you); a discussion of the different data collection methods including focus groups and surveys; a description of the questionnaire development process; a sample of five good questions for a questionnaire (you should include different types of questions such as closed-ended, open-ended, scale, ranking, or other types of questions); a sample of five good questions for a focus group; and an analysis of the value of questionnaires and focus groups in marketing research (how would each help in the research process for this issue?). Your PowerPoint must be a minimum of 10 to 12 slides. Each slide should have three to five bullet points and slide notes that you would use as if you were actually presenting the presentation. The total length for all slide notes should be at least 300 words. Your introduction slide and speakers notes should detail the issue the client is facing. At least two academic sources must be used, and they should be cited and referenced in APA format.
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2750 words paper on the topic The Knights of Columbus Marketing.
The Knights of Columbus is an international organization that provides different kinds of services to its members. It was established in February 1882 by a group of men who were Roman Catholics. The headquarters are based in New York City. The organization consists of assets that are worth over $1.3 billion and insurance cover of over $65 billion dollars. The company has over 1200 employees and a revenue turnover of over $1.2 billion. The services provided are insurance and financial services that are aimed at supporting the families that are affected by the death of their loved ones (Plant 2000). The organization has over 1.7 million members and over 13000 councils in countries such as the Philippines, Canada, Mexico, Guam the Bahamas, Virgin Islands, Cuba, the Poland Dominican Republic amongst other states (Bayse2008). The main purpose of its existence is that of instilling practical catholic discipline on its members so that they can understand the norms and beliefs of the religion.
Knights of Columbus also promote catholic education and charity to its members so that they can learn how to carry out their activities in the future. The core values of this organization are charitable work, Catholicism and acts of volunteering. For example in the year 2003, over $130 million efforts were contributed and over $ 60 million hours were contributed to the church and other projects. They promote intellectual and social integration to its members through the provision of education, charitable work, social welfare and relief in both the war and the public domain.
With time Knights of Columbus was able to venture into the insurance industry whereby they were to offer financial compensation to its members in case a financial loss occurred. According to Anderson, the main mission of the Company is to protect the interests of catholic families with life insurance. A service refers to the work done by people on behalf of their customers so that they can derive some benefit from it. The management of the organization issues insurance policies to its customers in form of thousands of dollars who are of ages 18 to 60 years so that they can benefit from the services provided to them within the stipulated period of time. 
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The Business School Edinburgh Napier UNIVERSITY MKT11108 Principles and Practice of Marketing Dr Mavis Gutu, Dr Alessandro Feri, Prof. Anna Watson Dr Elaine Prof. Christof Backhaus The Business School Edinburgh Napier UNIVERSITY Welcome: Principles and Practice of Marketing Dr Mavis Gutu (Module Leader) M.Gutu@napier.ac.uk Dr Alessandro Feri A.Feri@napier.ac.uk Prof. Anna Watson A.Watson@napier.ac.uk Dr Elaine Thomson Prof. Christof Backhus Module Guide available on Moodle The Business School Edinburgh Napier What will you learn? UNIVERSITY Aim: To enable you to develop awareness, knowledge and understanding of fundamental marketing theory and practice. — LO1 Identify, understand and critique the role and function of marketing within both “for-profit” and “not-for-profit” organisations — L02 Comprehensively and critically examine key marketing concepts, models, and processes. — LO3 Analyse internal and external marketing problems, using the cognitive skills of critical thinking and synthesis, within macro- and – micro organisational environments — LO4 Evaluate and apply relevant and appropriate marketing theory and analytical and conceptual frameworks to different marketing contexts — LO5 Generate and select alternative solutions to identified marketing problems using effective problem solving and decision making skills The Business School Edinburgh Napier Theory and Practice UNIVERSITY ¦ This module will critically analyse the overall principles of marketing management and help you learn how to apply this theory in practice. ¦ This module is about thinking about marketing in its entirety, rather than an examination of one or other of its different components. What will the lectures cover? ¦ Environment, segmentation, positioning ¦ Objective setting and strategy ¦ The creation of value (brands, pricing, communications, services, experiences) ¦ Sustainability ¦ Evaluating success: Resources, implementation, measurement and control The Business School Edinburgh Napier UNIVERSITY Lecture schedule Tri Week Marketing Concept and Planning Lecturer Week 1 Induction Week (no classes) Week 2 Module and Assessment Information – Introduction to Marketing Mavis Week 3 The Marketing Environment Mavis Week 4 Strategy and Planning Alessandro Week 5 Products and Brands Alessandro Week 6 Marketing Communications (on-line and off-line) Alessandro Week 7 Services Marketing: Relationships and Experiences Anna Week 8 Distribution Channels and Pricing Strategies Anna Week 9 Dimensions of Sustainability Anna Week 10 Defining and Measuring Marketing Performance Anna Week 11 Revision and Assessment Formative Feedback Mavis Week 12 Easter break Week 13 Easter break Week 14 Assessment Submission (online) – Wednesday 21st April by 12 noon The Business School Edinburgh Napier UNIVERSITY The Assessment • A 3,000 word (max) single-authored report (worth 100%). Assessments that exceed the 3,000 word limit will be capped at P1. The brief: Acting as a Marketing Consultant: Launch a product or service of your choice onto the UK market in 2020/21 or 2021/22 and sustain it for 12 months. You could also select a company from the list below and launch a new product or service: • Aramark, Boeing, Caterpillar, DuPont, Emirates, General Electric, ICICI Bank, L’Oreal, Nairn’s Oatcakes Ltd, PayPal, Reliance Industries Ltd, Tyson Foods, Tata Consultancy Services, United Health Group; Verizon Communications, Walt Disney, Waste Management Inc. You must not choose a product or service that is already on the market, UNLESS you are planning a substantial repositioning and rebranding of that product or service. Consider one of the following: – a particular product or service – a product or service range – an event – another aspect which requires communication to a user / customer Students are expected to discuss all elements of the marketing or services mix. In business it is important to be concise, and relevant. The word count of this report will help you develop these skills. The assessment should be submitted via Turnitin in week 14 (Wed 21st April, 12 noon). The Business School Edinburgh Napier UNIVERSITY The Assessment ¦ /“The report should have three (3) parts. Part 1: Analysis of the Market & Objectives Analyse the current market (competitors, environment – internal/micro, external / macro) ¦ Identify objectives (corporate and marketing) / key performance indicators / P Part 2: Strategy, Target and Tactics/Actions /l_ ¦ Set a strategy Define target market Identify tactics (marketing mix) ¦ ¦ Identify tactics (marketing mix) /I !_¦ Address sustainability issues /I 1/ l_Part 3: Measurement and control What resources are required? How will strategy be implemented? How will success be measured? ¦ ¦ ¦ The Business School Edinburgh Napier UNIVERSITY The Assessment ¦ Be detailed and specific. ¦ Apply theory ¦ Explain and justify your choices ¦ Include the following: ¦ An analysis of the internal and external environment ¦ Your targeting strategy ¦ SMART objectives ¦ A discussion of the relevant aspects of the marketing/services mix ¦ Definition of relevant and justified controls and measurements (Key Performance Indications and Critical Success Factors). ¦ Analysis of issues of sustainability and how these might be addressed ¦ A timeline for the campaign period and budget breakdown of expenditure. The Business School Edinburgh Napier The Assessment UNIVERSITY ///I Marking criteria: ¦ Situation Analysis and Objectives (30%) (Internal and external marketing environment, Objective setting ) ¦ Strategy, Target, Tactics/actions (50%) (Proposal and justification ofrarget market, strategic planning, tactical implementation (marketing /services mix)) ¦ Measurement and Controls (10%) (Proposals for project management and measurement of campaign) ¦ Referencing and Presentation of Report (10%) (Sourcing and using appropriate material. Using appropriate referencing and . ( ( 1J I I I ( I I I citation conventions.) ¦ Theory should be applied throughout. ¦ Issues of sustainability should be addressed where necessary The Business School Edinburgh Napier UNIVERSITY Books? PRINCIPLES AND PRACTICE OF MARKETING David Jobber and Fiona Ellis-Chadwick The Business School Edinburgh Napier UNIVERSITY Purchase your core textbook with a 20% discount and free delivery • Your core text is Principles & Practice of Marketing by Jobber 9e and is available in print or e book • To purchase your own copy with 20% discount, please click on the following link ¦ https://www.mheducation.co.uk/principles-and-practice-of-marketing-9e-9781526847232-emea-group • Add the PRINT OR E BOOK TO THE CART • Insert the Promo code MGH20UK6 where it states APPLY DISCOUNT CODE for the 20% discount to make the final cost £43.99 FOR PRINT & £31.33 FOR E BOOK I l/l 1—1/1 /~ Edinburgh Napier UNIVERSITY The Business School The Business School Edinburgh Napier UNIVERSITY Quick quiz: l.How long is your assessment for Principles and Practices of Marketing? a. 2,500 b. 3,000 c. 4,000 d. 2,500 +/-10% 2.When and where do you submit your assessment? a. Wednesday 21st April 2021 via Turnitin on Moodle b. Friday 16th April via Panopto c. Thursday 22nd April. Take it to the I-point d. Monday 26th April. Leave it on the bedroom floor and hope someone finds it. More quiz a VW2 b a c a d WTF a The Business School RE1/DE1 QVC4 d. Kim Kardashian Edinburgh Napier UNIVERSITY 4. Who said: “creativity is intelligence having fun | a. Steve Jobs b. Hedy Lamarr C/c. Albert Einstein UlBrJLc JH 3.If you need an extension, which form should you look for on My Napier? a The Business School Edinburgh Napier More quiz UNIVERSITY 5.The first Instagram photo featured what animal? a. 2004 b. 2005 c. 2006 d. 2007 a. A dog b. A parrot c. A cat d. A shark 6.In what year was the first tweet Final quiz 7. How many of these social influencers can you name? ¦¦ The Business School Contemporary opinion: Lou Stoppard, ‘Influencers lose their gloss,’ Financial Times May 28th 2020 Edinburgh Napier UNIVERSITY The Business School Edinburgh Napier^^ UNIVERSITY Interesting on-line industry publications ¦ https://www.thedrum.com/ ¦ https://www.marketingweek.com/ ¦ https://www.ama.org/ ¦ https://www.socialmarketinggateway.co.uk/ ¦ https://www.thedrum.com/topics/award-winning-case-studies The Business School Edinburgh Napier UNIVERSITY __What is marketing? It is about creating value that meets customers expectations in order to retain them. -/• 4P’s: product, price, place, promotion (people, physical evidence, processes) Relationships, value creation, co-creation. It is at the heart of all successful businesses The most dynamic of all business functions Aims at creating value Long term satisfaction means loyal customers Marketing can be described as the study and management of exchange relations /| • “The aim of marketing is … to attract and retain customers at a profit.” (Drucker, 1999) The Business School Edinburgh Napier UNIVERSITY I l/L Success? • Commercial – profit • Not-for-profit – behaviour change (social marketing) • Charities – donations, volunteers What you learn on this module should be applicable to business and not-for-profit / charitable organisations. The Business School Cabrita, M. D., & Cabrita, M. (2014). Applying Social Marketing to Healthcare: Challenges and Opportunities. In Kapoor, A., & Kulshrestha, C. (Ed.), Dynamics of Competitive Advantage and Consumer Perception in Social Marketing (pp. 78-97). The Business School Edinburgh Napier UNIVERSITY Customers / competition • Existing customers vs new customers • 6 x cheaper to retain existing customers than to find and retain new ones • Relationship building is essential, and is more important than transaction-based exchanges (Seth and Parvartiyar, 1995) • Almost all markets, whether for consumer products, B2B or not-for-profit and subject to competition — What do your customers want? — What do your competitors provide? I l/L The Business School Edinburgh Napier UNIVERSITY Dynamic marketing Digital marketing has transformed the marketplace • Market research • Marketing communications • Distribution Marketing as an exchange • The key to understanding marketing is the focus on the customer, and on the competition. • “the marketing concept can be expressed as the achievement of corporate goals through meeting and exceeding customer needs and expectations better than the competition.”(Jobber and Ellis-Chadwick, 2020: 6) The Business School Edinburgh Napier UNIVERSITY Value, satisfaction, loyalty Customer value • Customer value = perceived benefits – perceived sacrifice / risk Customer Satisfaction • Meet and exceed customer expectations better then the competition • Satisfaction depends on perceived performance vs buyer expectations • Exceeded expectations, delight by over-delivering Customer loyalty • Convenience, quality of service / product, social interaction, price. Long term customer relationships • Social media to understand and engage customer. The Business School Edinburgh Napier UNIVERSITY TASK Everyday marketing: social media and loyalty creation Take a look at your social media profile. How many social media platforms do you use? Do you follow any brands / organisations? Pick a brand / organisation that you follow. Take five minutes to consider how they use social media to encourage your loyalty. • Describe what they do (give examples) • Explain how what they do encourages loyalty. I l/l The Business School Edinburgh Napier UNIVERSITY TASK Managing complaints at the Glenbogle Hotel You are the marketing intern for the Glenbogle Hotel. On the hotel’s Twitter account, @happytourist (who has over 15k followers) has written the following: Terrible short break at @GlenbogleHotel this weekend. Cold room, cold food. Waited forty minutes to be served at the bar. Staff walked straight past me! Highland hospitality? I dont think so! • Tweet your response to @HappyTourist Edinburgh Napier UNIVERSITY TASK The Business School Communicating with your customers on social media Exclusive Edinburgh fish restaurant ‘Skippers’ need to tell customers that they have a new menu using Scottish produce and are open for business, with COVID19 social distancing measures in place. How would you use Twitter, Instagram and Facebook to encourage people to come to Skippers? • Write out a tweet / FB post for Skippers. OR On-line skateboard shop ‘Sharksk8’ have struggled during the COVID19 lockdown. They have ordered in a load of new gear and hope to take advantage of the easing of restrictions to make some money. • Write a tweet / FB / Insta post aimed to help Sharksk8 shift their stock. The Business School Edinburgh Napier UNIVERSITY TASK Thinking about marketing: reflecting on your own experiences • Identify TWO examples of organisations that you consider provide customer value, and describe how they do it. I l/L The Business School Edinburgh Napier UNIVERSITY TASK Thinking about both sides of the argument. Marketing assists in the creation of value, but is it also responsible for many of society’s current problems? • Set out three arguments celebrating the role of marketing (the good things) • . . . and three arguments questioning marketing’s role in society (the bad things). Rather than speaking in abstract terms, illustrate your answers with examples. The Business School Edinburgh Napier UNIVERSITY Coming next… Environment: the big picture • Marketing audit: PESTEL, Competitors, SWOT Strategy: where are we going, why, and how fast? • Objective setting Tactics • Product / service mix • Communications, distribution, pricing. Ethical considerations • Sustainability? Implementation • Evaluation • Measurement The Business School Edinburgh Napier UNIVERSITY References • John Fahy and David Jobber (2019), Foundations of Marketing, 6th Edition (London, McGraw-Hill) • David Jobber and Fiona Elis-Chadwick (2020), Principles and Practices of Marketing, 9th Edition (London’ McGraw-Hill) • Peter Drucker, The Practice of Management (1999), (London, Heineman) • J.N.Sheth and A. Parvatiyar (1995), ‘The evolution of relationship, International Business Review, 4(4), 397-418 • L. Quinn, et al (2016), ‘Troubled waters: the transformation of marketing in a digital world,’ European Journal of Marketing, 50(12): 2103-2133
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ASSESSMENT Contemporary Hotel Marketing Assessment Market Research Individual/Group Individual Length 2,500 words (+/- 10%) Learning Outcomes The Subject Learning Outcomes demonstrated by successful completion of the task below include: a. Explain the rationale and process of developing a marketing strategy. b. Analyse and evaluate market opportunities and trends. c. Locate, appraise and interpret market and consumer intelligence. e. Develop a set of criteria to continuously monitor marketingopportunities, to measure marketing success and to determine strategic adjustments in accordance with organisational objective. f. Formulate a set of key performance indicators to measure thesuccess of a marketing plan and prioritise the marketing activities. Submission Week 5 – Sunday at 11:55pm (AEST/AEDT/ACST/ACDT) Weighting 30% Total Marks 100 marks Task Summary You are working in a CBD 4- or 5-star hotel in the City of your campus. Town Hall Sydney Flinders Street Melbourne Wakefield Adelaide Scenario The long-term General Manager (GM) has retired and been replaced last minute, by a senior executive from your Tokyo sister property. Context The assessment has been prescribed to develop the students’ ability to identify and evaluate factors that can affect marketing planning and business operations. Please also note additional articles relevant to this Assessment will be posted under Assessments on Blackboard and in class discussions will assist students to develop the key information required for this submission. The following should assist your understanding of Assessment requirements. Task You have been assigned the task of preparing a Briefing Report for your new General Manager (GM) addressing the business’s macro environmental elements. These comprise 8 elements: o Political & Legal o Economic o Social & Cultural o Technology o Environmental o Competitive Analysis o Commercial Partners o Market & Consumer Trends. What is a Briefing Report A briefing paper outlines a particular topic (in this case, the macro environmental factors for your hotel). The purpose of your report is to brief your new GM, to bring the key issues to your GM’s attention and alerting him/her as to what they need to know about the environment in which your business operates. In this case the unique characteristics of operating in your City. A persuasive an effective briefing paper is concise, well-organized and covers the most important and relevant facts. Remember all reports are written for a purpose. So clearly state the purpose of your Report in the introduction. You have 8 elements to research and consider in preparing this report and you need to show you know where to go to determine this market intelligence, while being clear and succinct in your writing. Macro environmental Factors to be addressed in this Briefing Report: o Political & Legal – visas, taxes, government support for tourism. o Economic – interest rates, CPI, exchange rates. o Social & Cultural – lifestyles, cultural diversity o Technology – new technologies affecting business marketing and operations. o Environmental – Importance of sustainability initiatives in your city and your customers. o Competitive Analysis – number of rooms in the CBD. Range of accommodation and new builds. o Commercial Partners – organisations or brands that you can work with in your marketing Source: P.Rix, McGraw Hill endeavours. o Market & Consumer Research -who is visiting your city? where are the travellers coming from? What do arrival statistics look like? Task Instructions Please review the Suggested Report Format presented after the marking rubrics in this Assessment Brief. It will assist you to get started with this Assessment. 1. Your submission needs to be ‘business ready’ i.e. professional enough to hand to your GM. 2. Watch word count, be clear and succinct. 3. Consider the task from the perspective of what your GM need to know. This is normally a process of identifying the opportunities or threats to operations within your location. 4. You have been provided with a list of suggested subscriptions, weekly academic text and a range of articles you need to read, research and interpret the key information for your GM’s better understanding of the local business environment. 5. Use headings, subheadings and diagrams, infographics and charts to support your evidence/discussion. Cite sources and remember to interpret information you present. 6. Do not use dated information it needs to be current. You are doing an environmental analysis for this month and this year. Submission Instructions To be submitted on Blackboard under Assessment on Due date via the link provided. Before Submitting. o Please see marking rubrics and make sure you have not omitted any elements that will gain you marks. o Please re read and check that sentence structure makes sense, that grammar is correct, word choices are accurate, and opinions expressed are supported by valid sources. o Resources available to you include articles and chapters posted to or linked on Blackboard. o Tutorials/Workshops will include discussion of this Assessment in particular Weeks 2, 3 & 4 will be important in assisting you to develop your submission. o Ask questions in class as this assists all students participating in CHM601 and use class messaging to clarify any issues or question you may have. o Word Count: please observe word count limits as potential penalties apply for significantly exceeding limit. o The assessment requires the student to read broadly and to be abreast of current issues using various sources of marketing intelligence. Undertake independent research. o Students should read chapters from assigned text and search out additional academic text to explain the role of situation analysis in marketing planning. o Give evidence of understanding the various sources of marketing information available to determine trends. Use the subscriptions and recommended reading sites. o Suggested structure/format for this report is provided within this Assessment Brief. o Report to be typed 1.5 spacing and formatted following the Assessment Structure using headings and subheadings – referencing the Style Guide and uploaded to Blackboard on time of the due date, in electronic form as a word-processed file. o Number your pages. o Students must refer, in text, to a minimum of 12 academic and professional articles, plus others as required, in order to show competency in the assessment. All referencing must be in accordance with APA 7th Edition Referencing and Academic Writing Guide. o A school assessment cover sheet to be attached with your paper. Referencing 1. It is essential that you use appropriate APA style for citing and referencing research. Please see more information on referencing here in the Academic Writing Guide found via the Academic Skills website. 2. In preparing this report your referencing should be broader than just academic texts and should include: government and official sources such as Australian Bureau of Statistics, local councils, Tourism Australia, Research organisation reports, Consumer and trade media – print and electronic. 3. APA 7th Ed. Referencing Guide https://library.torrens.edu.au/ld.php?content_id=49180373 4. Referencing Tool https://library.torrens.edu.au/academicskills/apa/tool Academic Integrity By attempting this assessment, you agree to adhere to the full policies and procedures on Academic Integrity prior to, during and following this assessment. Work presented for this Assessment can be applied to later Assessments for this subject without penalty. However: • Do not simply cut and paste. Paraphrasing is necessary. • Diagrams, graphs and visuals can be directly converted from external sources and applied and cited in your submission. All students are responsible for ensuring that all work submitted is their own and is appropriately referenced and academically written according to the Academic Writing Guide. Students also need to have read and be aware of Torrens University Australia Academic Integrity Policy and Procedure and subsequent penalties for academic misconduct. These are viewable online. Students also must keep a copy of all submitted material and any assessment drafts. Learning Rubric Assessment Criteria Fail (Unacceptable) 0-49% Pass (Functional) 50-64% Credit (Proficient) 65-74% Distinction (Advanced) 75 -84% High Distinction (Exceptional) 85-100% Communication Quality of introduction and conclusion 15% Insufficient introduction & conclusion Satisfactory introduction & conclusion. Good introduction & conclusion Superior introduction & conclusion Excellent introduction & conclusion Situation Analysis and application addresses all elements required 25% Poor understanding of the role of situational analysis. Limited synthesis and analysis Demonstrates limited awareness of context and/or purpose of the assignment Demonstrates consistent awareness of context and/or purpose of the assignment. Demonstrates a capacity to explain and apply relevant concepts. Demonstrates an advanced and integrated understanding of context and/or purpose of the assignment. Demonstrates a capacity to explain and apply relevant concepts. Consistently demonstrates a systematic and critical understanding of context and purpose of the assignment. Identified critical information and presented effective overview 30% Limited or no discussion of appropriate environmental factors and their impacts on the marketing process. Adequate discussion of appropriate environmental factors and their impacts on the marketing process. Good discussion of appropriate environmental factors and their impacts on the marketing process. Superior discussion of appropriate environmental factors and their impacts on the marketing process. Excellent discussion of appropriate environmental factors and their impacts on the marketing process. Researched appropriate sources of information 15% Limited evidence of reading and referencing to support report. Information presented unsubstantiated. Inconsistent use of good quality, credible and relevant resources to support. Satisfactory evidence of reading and referencing. Literature is presented uncritically. Demonstrates use of credible and relevant resources to support and develop report. Good evidence of reading and referencing. Supports personal opinion and information substantiated by evidence from the research/course materials. Superior evidence of reading and referencing. Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading. Systematically discriminates information which is substantiated by robust evidence from the research/course materials and extended reading. Information is taken from sources with a high level of interpretation to develop a comprehensive critical analysis. Effective clear Communication Business Ready Grammar Headings and sub headings Spelling & word choices Referencing 15% Difficult to understand for audience, no logical/clear structure, poor flow of ideas, argument lacks supporting evidence. Audience cannot follow the line of reasoning. Poor structure and clarity of expression. Requires assistance. Information, arguments and evidence are presented in a way that is not always clear and logical. Line of reasoning is often difficult to follow. Satisfactory standard of writing, presentation and structure. Information and evidence are well presented, mostly clear flow of ideas. Line of reasoning is easy to follow. Good standard of writing, presentation and structure. Information and evidence are very well presented; the presentation is logical, clear and well supported by evidence. Superior standard of writing presentation and structure. Expertly presented; the presentation is logical, persuasive, and well supported by evidence, demonstrating a clear flow of ideas. Excellent standard of writing, presentation & structure. SUGGESTED REPORT STRUCTURE Remember all reports are written for a purpose. So clearly state the purpose of your Report in the introduction. You have 8 elements to research and consider in preparing this report and you need to show you know where to go to determine accurate and specific marketing intelligence. Format and content of this report should be as follows: o BMIHS Cover page o Introduction o The introduction should state the purpose of your report (to brief management on the business environment for your hotel). You should foreshadow the elements you are about to cover in your report and state why a situation analysis is important to business and marketing planning. o External Environment o Environmental Scanning (situation analysis) is about maintaining a watching brief on factors that may be issues that lay outside of the organisations direct control however, you need to be aware of them and the potential impacts. The opportunities or threats to your business. o Political & Legal visas, taxes, government support for tourism o Economic – interest rates, CPI, exchange rates o Social & Cultural – lifestyles, cultural diversity o Technology- new technologies affecting business and marketing. o Environmental – more attention is being paid to environmental issues-efficient use of resources, energy management or pollution control; can have a direct impact on the organisations bottom-line and its reputation. o Competitive Analysis – How many rooms are available in your city, how many of a similar grading? Is there any direct or indirect competition e.g. AirBnb, what is average occupancy across the city? What is the present state of the hospitality industry in your city? Are there any new properties under construction? o Commercial Partners – brands or organisations you could work with in your marketing efforts. suppliers and distributors of the business – things like additional government funding for say Tourism Australia or Destination NSW or Tourism Victoria may result in more funds for cooperative campaigns. o Market & Consumer Research – market segmentation- what visitor segments are visiting your city– where are the travellers coming from? What do arrival statistics look like? What new products or experiences are emerging in the destination and what are the key market segments you are focusing on and what do you know about them. o Conclusion- summary of key information presented in your report. o References
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Contemporary Hotel Marketing Supplementary Assessment Brief Prepare A Report Report 1500-2000 words Pass/Fail You have five (5) days to complete this assessment. Your Report Topic Throughout the semester this unit has identified key theories and concepts for effectively marketing hotels. We have explored how hospitality marketing has been transformed over recent years, driven by advances in technology which in turn have changed consumer’s buying habits. The impacts of COVID 19 on our local industry has drastically reduced occupancy and revenue. The application of technology to stay in touch with and remain relevant to your past and potential customers, has become an imperative for survival. Clearly identify and explain three marketing strategies hotels have or could adopt to achieve this goal. Format: Tense: Third person Style: Report form – grammatically correct Size: 11 point Spacing: 1.5 lines Justification: Fully justified Indentation: First line Referencing: APA 7th Edition accepted. No footnotes. Submission instructions are as per accompanying communication. Take note of the deadline. CHM601 –REPEAT ASSESSMENT BRIEF 1 Report Structure
BMIHMS Cover Page 2. Introduction You need to define what you are going to talk about in your report. All reports are written for a purpose – what is the purpose of your report? Then what will you be covering.
Body of Report (use headings and where needed subheadings) Each paragraph within the body of the report elaborates on one major point (in this case a specific strategy) in the development of the overall discussion (although some points may consist of a number of sub-points, each of which will need a paragraph). The main point in each paragraph needs to be clearly stated in the form of a topic sentence,(the paragraphs first sentence) which is then supported with evidence. Marketing Strategy One Marketing Strategy Two Marketing Strategy Three
Conclusion In the conclusion: You need to highlight the key strategies proposed and why they are relevant to hotel marketing in the age of COVID. Avoid introducing new material.
Reference List Your reference list must contain references from the essential text (Reid & Bojanic) and a minimum of 8 credible academic sources. Please note the link provided. Reid, R.D., & Bojanic, D.C., Hospitality Marketing Management, 6th Edition, Wiley Publishers Available online in the school library. https://ebookcentral-proquest-com.ezproxy.laureate.net.au/lib/think/detail.action?docID=5106232 CHM601 –REPEAT ASSESSMENT BRIEF 2
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Select a company mentioned in our chapter 1 reading (Kotler and Keller). Considering the three key forces driving the new marketing realities, design a two-paragraph plan of how your chosen company is likely to change in the future. What other major trends or forces might affect marketing for this company?
IBM Having celebrated its 100th corporate anniversary in 2011, IBM is a remarkable survivor that has maintained market leadership for decades in the challenging technology industry. The company has managed to successfully evolve its business and seamlessly update the focus of its products and services numerous times in its history—from mainframes to PCs to its current emphasis on cloud computing, “big data,” and IT services. Part of the reason is that IBM’s well-trained sales force and service organization offer real value to customers by staying close to them and fully understanding their requirements. IBM often even cocreates products with customers; with the state of New York, it developed a method for detecting tax evasion that reportedly saved taxpayers $1.6 billion over a seven-year period. As famed Harvard Business School professor Rosabeth Moss Kanter has noted, “IBM is not a technology company but a company solving problems using technology.”
Note:
· Five citations/references (in addition to the text) are required for this engagement.
· 700-750 words
Text:
Marketing Management,15th ed.
Kotler, P. & Keller, K.
Prentice Hall Publishing. 2016
ISBN: 9780133856460
Select a company mentioned in our chapter 1 reading (Kotler and Keller). Considering the
three key forces driving the new marketing realities, design a two
–
paragraph plan of how
your chosen company is likely to change in the future. What other major trends
or forces
might affect marketing for this company
?
I
BM
Having celebrated its 100th corporate anniversary in 2011, IBM is a remarkable survivor
that has maintained
market
leadership for decades in the challenging technology industry. The
company has managed to successfully
evolve its business and seamlessly update the focus of its
products and services numerous times in its history
—
from mainframes to PCs to its current
emp
hasis on cloud computing, “big data,” and IT services. Part of the reason is
that IBM’s well
–
trained sales force and service organization offer real value to customers by staying close to them
and
fully understanding their requirements. IBM often even cocr
eates products with customers;
with the state of
New York,
it developed a method for detecting tax evasion that reportedly saved
taxpayers $1.6 billion over a seven
–
year period.
As famed Harvard Business School professor
Rosabeth Moss Kanter has noted, “IBM
is not a technology company but
a company solving
problems using technology.”
Note:
·
Five
citations/references (in addition to the text) are required for this engagement
.
·
700
–
750
word
s
Text:
Marketing Managemen
t
,
1
5
th
ed.
Kotler, P. & Keller, K.
Prentice Hall Publishing. 201
6
ISBN:
978013385646
0
Select a company mentioned in our chapter 1 reading (Kotler and Keller). Considering the
three key forces driving the new marketing realities, design a two-paragraph plan of how
your chosen company is likely to change in the future. What other major trends or forces
might affect marketing for this company?
IBM Having celebrated its 100th corporate anniversary in 2011, IBM is a remarkable survivor
that has maintained market leadership for decades in the challenging technology industry. The
company has managed to successfully evolve its business and seamlessly update the focus of its
products and services numerous times in its history—from mainframes to PCs to its current
emphasis on cloud computing, “big data,” and IT services. Part of the reason is that IBM’s well-
trained sales force and service organization offer real value to customers by staying close to them
and fully understanding their requirements. IBM often even cocreates products with customers;
with the state of New York, it developed a method for detecting tax evasion that reportedly saved
taxpayers $1.6 billion over a seven-year period. As famed Harvard Business School professor
Rosabeth Moss Kanter has noted, “IBM is not a technology company but a company solving
problems using technology.”
Note:
Five citations/references (in addition to the text) are required for this engagement.
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CHM601 Contemporary Hotel Marketing Supplementary Assessment Brief Prepare A Report Report 1500-2000 words Pass/Fail You have five (5) days to complete this assessment. Your Report Topic Throughout the semester this unit has identified key theories and concepts for effectively marketing hotels. We have explored how hospitality marketing has been transformed over recent years, driven by advances in technology which in turn have changed consumer’s buying habits. The impacts of COVID 19 on our local industry has drastically reduced occupancy and revenue. The application of technology to stay in touch with and remain relevant to your past and potential customers, has become an imperative for survival. Clearly identify and explain three marketing strategies hotels have or could adopt to achieve this goal. Format: Tense: Third person Style: Report form – grammatically correct Size: 11 point Spacing: 1.5 lines Justification: Fully justified Indentation: First line Referencing: APA 7th Edition accepted. No footnotes. Submission instructions are as per accompanying communication. Take note of the deadline. CHM601 –REPEAT ASSESSMENT BRIEF 1 Report Structure
BMIHMS Cover Page 2. Introduction You need to define what you are going to talk about in your report. All reports are written for a purpose – what is the purpose of your report? Then what will you be covering.
Body of Report (use headings and where needed subheadings) Each paragraph within the body of the report elaborates on one major point (in this case a specific strategy) in the development of the overall discussion (although some points may consist of a number of sub-points, each of which will need a paragraph). The main point in each paragraph needs to be clearly stated in the form of a topic sentence,(the paragraphs first sentence) which is then supported with evidence. Marketing Strategy One Marketing Strategy Two Marketing Strategy Three
Conclusion In the conclusion: You need to highlight the key strategies proposed and why they are relevant to hotel marketing in the age of COVID. Avoid introducing new material.
Reference List Your reference list must contain references from the essential text (Reid & Bojanic) and a minimum of 8 credible academic sources. Please note the link provided. Reid, R.D., & Bojanic, D.C., Hospitality Marketing Management, 6th Edition, Wiley Publishers Available online in the school library. https://ebookcentral-proquest-com.ezproxy.laureate.net.au/lib/think/detail.action?docID=5106232 CHM601 –REPEAT ASSESSMENT BRIEF 2
Original and non-plagiarized custom papers. Our writers develop their writing from scratch unless you request them to rewrite, edit or proofread your paper.
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Customer satisfaction. Customer satisfaction. We have an outstanding customer care team that is always ready and willing to listen to you, collect your instructions and make sure that your custom writing needs are satisfied
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Describe the three important marketing concepts you learned about in this course.
Explain why these concepts will be useful to you in your current or future position.
Week 11 Critical Thinking Discussion
Please respond to the following:
Give your opinion on whether being an effective critical thinker makes decision making easier or more challenging. Talk about concrete decisions you had to or will have to make. Justify your response.
Consider the following statement: “The major difference between a successful person and one who is not successful is that the successful person, over time, tends to make better decisions than the less successful person.” Discuss whether you believe this statement to be true. Explain the fundamental ways in which effectively applying critical-thinking concepts has helped you to become more successful.
Be sure to respond to at least one of your classmates’ posts
Original and non-plagiarized custom papers. Our writers develop their writing from scratch unless you request them to rewrite, edit or proofread your paper.
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Customer satisfaction. Customer satisfaction. We have an outstanding customer care team that is always ready and willing to listen to you, collect your instructions and make sure that your custom writing needs are satisfied
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Premium papers. We provide the highest quality papers in the writing industry. Our company only employs specialized professional writers who take pride in satisfying the needs of our huge client base by offering them premium writing services.