代写 B ACHELOR OF INTERNATIONAL HOTEL MANAGEMENT

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  • B ACHELOR OF INTERNATIONAL HOTEL MANAGEMENT 
    OR INTERNATIONAL RESTAURANT MANAGEMENT
    ADVANCED MARKETING
    Assessment Information
    Assessment 1: Group Presentation in week 5 (25%)
    Assessment 2: Marketing Plan due week 9 (35%)
    Assessment 3: Exam (40%)
    Introduction to Marketing Assessment Guide
    Details of Assessment Tasks
    Assessment 1: Group Presentation (2-3 people per group)
    Due:  Week 5 (per assessment timetable)
    Length: 15 minute presentation with fully referenced slides, printed out for the lecturer and
    uploaded to TurnItIn before the presentation
    Weighting:  25%
    You must choose ONE of the following topics:
    TOPIC ONE:
    Your Marketing team has been commissioned to research the viability of opening a new pop up
    small restaurant or wine bar in Sydney. The investor has a budget of $250,000 for the initial set up
    including a short term lease. Research current hospitality industry trends and conduct market
    research to provide a development proposal. Consider potential target markets and choose an
    appropriate location. Your proposal must cover all elements of the marketing mix, including the
    products / services you will offer (menu), pricing, distribution and promotional strategies.
    TOPIC TWO:
    Your Marketing team has been commissioned to research the viability of opening a new small
    guesthouse or bed ‘n’ breakfast property with 6 bedrooms in Australia. The investor has a budget of
    $2,500,000 for the initial set up and would prefer to purchase the property. Research current
    hospitality industry trends and conduct market research to provide a development proposal.
    Consider potential target markets and choose an appropriate location. Your proposal must cover all
    elements of the marketing mix, including the products / services you will offer (menu), pricing,
    distribution and promotional strategies.
    Introduction to Marketing Assessment Guide
    Assessment 2: Strategic Marketing Plan
    Due:  Week 9 (per assessment timetable), to be submitted online.
    Length: 3000 words – (The suggested word count per section below is a guide)
    Weighting:  35%
    You are required to develop a strategic marketing plan for an existing hospitality organisation of your
    choice (e.g. a hotel chain, a restaurant chain, an airline, a theme park). You need to undertake an
    analysis of the selected organisation’s market(s) and an assessment of its position in that market as a
    basis for developing marketing objectives and strategies to meet the organisation’s challenges over a
    five year time frame.
    Your Strategic Marketing Plan should follow this format:
    Introduction – A brief introduction to the business  (100 words)
    External Analysis – Research the external environment in which the hospitality organisation
    operates. Use a minimum of 2 articles from the media to support your discussion, and include these
    in your Appendix.  (500 words)
    Competitor Analysis – Identify the 3 main competitors to the organisation and discuss their
    strengths and weaknesses compared to your chosen organisation. (300 words)
    SWOT Analysis – Conduct a SWOT Analysis, highlighting the organisation’s main strengths,
    weaknesses, opportunities & threats. (These can be written in bullet points).  (300 words)
    Positioning – Assess the organisation’s current position in the market, considering their key target
    market(s). Do you recommend any changes or improvements? (Use two academic references here)
    (300words) 
    Marketing Objectives and Strategies for the next 5 years
    Develop at least 3 Marketing strategies in detail, outlining the Marketing Mix that you will use to
    achieve your Marketing objectives. Explain how you will monitor the success of each strategy.
    (1500 words)
    Evidence - Relevant details such as sample ads, brochures, websites, or loyalty programs should be
    included and referenced in the Appendix.
    References - All media articles and academic references must be included.
    Assessment 3: Exam
    Due:  Week 10 (per assessment timetable)
    Length: Short answer questions
    Weighting:  40%
    Introduction to Marketing Assessment Guide
    Assessment 1: Group Presentation 
    Assessment ONE worth 25% of total semester marks
    Name:
    Key components  Performance on this component
    Excellent Very
    Good
    Good Adequate Needs
    Some
    Work
    Needs
    Some
    More
    Work
    Unacceptable
    CONTENT 
    External Research &
    Analysis
    10%
    Target Markets  10%
    Location  10%
    Marketing Mix based on
    research of current trends
    20%
      Product (5%) 
      Price (5%) 
      Place (5%) 
      Promotion (5%) 
    PRESENTATION SKILLS 
    Logical planning &
    sequence
    10%
    Spoke clearly  10%
    Maintained regular eye
    contact
    10%
    Minimal reliance on notes  10%
    Engaged the audience  10%
    Summary comment
    Assignment grade / mark
    Introduction to Marketing Assessment Guide
    Assessment 2: Mini Marketing Plan
    Assessment TWO worth 35% of total semester marks
    Name:
    Key components  Performance on this component
    Excellent Very
    Good
    Good Adequate Needs
    some
    work
    Needs
    some
    more
    work
    Unacceptable
    External Analysis
    demonstrating external
    market research & analysis
    10%
    Competitor Analysis
    demonstrating knowledge of
    competitors & analysis
    10%
    SWOT Analysis
    demonstrating internal &
    external market analysis
    10%
    Market Positioning
    designed to appeal to the
    target market(s)
    10%
    Marketing Strategy 1
    including objectives &
    monitoring methods
    10%
    Marketing Strategy 2
    including objectives &
    monitoring methods
    10%
    Marketing Strategy 3
    including objectives &
    monitoring methods
    10%
    Evidence
    including examples of
    materials used in strategies
    10%
    Readability & Persuasiveness
    Overall report was persuasive
    and easy to read
    10%
    References
    Accurate and appropriate use
    of references
    10%
    Summary comment
    Assignment grade / mark
    代写 B ACHELOR OF INTERNATIONAL HOTEL MANAGEMENT