(2024-25) BHMH2157 Hospitality and Tourism Marketing
Individual Assignment
Design of a “Tailor-made” Executive Business Package for April 2025*
(*The whole April from 1st – 30th April with peak and non-peak periods’ consideration)
Objectives:
Understand the roles of service marketing in the hospitality and tourism industry.
Examine the customer and organizational buyer’s behaviour and their influences to market the hospitality and tourism products.
Apply marketing concepts and principles to the hospitality and tourism industry.
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Deadline: Submit in Hardcopy Tutorial Class (Week 6) – registered class As a reminder: Please staple your assignment and do not fold
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Before preparing your assignment, please check your assigned hotel on page 3 and 4. Due to fairness, NO marks will be granted for using the wrong hotel
Assigned Hotel: W Hong Kong
https://w-hotels.marriott.com/hotel/w-hong-kong/
Assigned Hotel: JW Marriott Hotel Hong Kong
https://www.marriott.com/en-us/hotels/hkgdt-jw-marriott-hotel-hong-kong/overview/
Assigned Hotel: The Ritz-Carlton, Hong Kong
https://www.ritzcarlton.com/en/hotels/hkgkw-the-ritz-carlton-hong-kong/overview/
Assigned Hotel: Island Shangri-La
https://www.shangri-la.com/hongkong/islandshangrila/
Grading Aspects:
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Application of theories and concepts
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35%
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Analysis and interpretation
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35%
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Presentation & layout
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15%
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Structure & organization
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10%
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Referencing
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5%
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Total
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100%
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Instruction:
As the director of sales and marketing, you are going to propose an Executive Business Package for travelers. With the aim of attracting your target market, you have to design an attractive and comprehensive promotional leaflet that covers the “WHOLE period” from 1 to 30 April which includes any peak and non- peak seasons/ periods within the month.
Students should have a deep understanding about:
• the types of accommodation (room type(s)) to be offered to the target markets
• facilities and services of the assigned hotel that are suitable for the package
• peak and non-peak periods in April, are there any room rates difference?
• promotional room rates (rather than the highest rack/ published rate) and/ or packages of the primary competitors nearby.
• The privileges/ benefits that are suitable for the target markets (business travellers
Students are recommended to go through your spelling and grammar. Marks maybe deducted for poor English writing.
l Students should read the “Guidance Notes on Avoiding Plagiarism” and “Bibliographic Referencing”, which is set out in the Student Handbook.
l Marks will be penalized for late submission. Down one grade for late submission per day.
l Plagiarism in any form. is highly prohibited.
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First page
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Cover Page
(Student full name, Englishname, Student number, Assigned Hotel Name)
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Second
Page
Promotion al leaflet
Be professional, comprehensive but creative
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Promotional Leaflet (Maximum One “A4 SINGLE SIDE” page, other size is not allowed, NO double-side)
DARK BACKGROUND IS NOT RECOMMENDED, (use the hotel’s corporate colour is recommended)
Based upon your investigation and research on your hotel and your primary
competitors from websites, observations, newspapers, magazines, interviews, etc.
design the layout of the promotional leaflet
identify the suitable room types for the package
the suitable room rates for the room types
any privileges and benefits
any terms and conditions, etc.
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directly(plagiarism)
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Third page
Short Essay
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Short Essay (Maximum One SINGLE-side page)
• Times New Roman, font size 12, 1.5 line spacing, margin: 1.5-2 cm (if single line
spacing or font size is too small, only ½ will be marked due to fairness and marks may be deducted)
Explaining your methodology. Your write-up should be based on:
the investigation (room rate, facilities and services, privileges and so on) about the assigned hotel – as a reminder, usually not use the “published/ rack hotel”
the room rates/ package summary of the primary competitor hotels nearby
the high and low season of April
how to set/ determine the room rates, package rate, privileges
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Forth page
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References/ Appendix (in APA format) - Photos (if any)
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