SALES AND MARKETING PRINCIPLES

5HC002

Assessment 1

Assessment 2

A reminder that (per the Electronic Marking Policy): 3

•    Deadlines for electronic submission of assignments are set to 15:00 local time on Fridays.

•    Provisional grade and feedback release falls on SHMS working days and between the hours of 08:00 and 17:00 (Mon - Fri).

Description of the Assessment 1

The first assessment is an individual closed-book exam with Lockdown Browser which will take  place during week 6. The access to  internet  pages will  be closed. The assignment will include a mix of closed and open-ended questions over 1 hour on Moodle. Please make sure that your device has been updated with the latest version and that you have downloaded the application Lockdown Browser before the exam.

This assessment addresses learning outcomes 1 and 2, as specified below:

1 Demonstrate an understanding of the management or promotion and consumption within the service sector.

2 Demonstrate an ability to critically apply marketing tools.

Assessment 1 Content

The assessment is an Individual Quiz based on theory from the classroom sessions. As most of the points granted are for the 3 open questions, the key is to produce some excellent short essays by relating to the theories learned through the module and by justifying your choices. The use of academic in-text citations will increase the level of your essays as it shows evidence of research and demonstrates your ability to support your statements.

Description of the Assessment 2

The second assessment is to produce a team report of 3000 words. Groups must be composed of a  maximum of 5  members who must critically analyze, outline and evaluate the digital marketing strategy of a given hotel brand.

This assessment addresses learning outcomes 1, 2, and 3 as specified below:

1 Demonstrate an understanding of the management or promotion and consumption within the service sector.

2 Demonstrate an ability to critically apply marketing tools.

3 Critically appraise contemporary strategic marketing planning.

Assessment 2 Content

In this assessment, you are expected to demonstrate the ability to apply the theories covered in the class session to an existing hotel brand.  The marketing plan needs to include context analysis, buyer persona, buyer journey, value proposition, usage of earned, owned,  paid  media,  content  matrix with  screenshots  of examples and a conclusion.

Assessment 2 Structure:

The report is to be structured as follows:

Title page: Include the program name, module name and code, report, group number, lecturer name, and submission date, word count.

Table of Contents: List of headings, subheadings and page numbers

Introduction: Set the background, context, how you are approaching the project and states the aim of the analysis.

Context: is an internal & external analysis and related insights applying 4Ps & SWOT and TOWS models

Target Market segmentation & Buyer Person description: describe the target market using the segmentation & Buyer Persona tool.

Buyer’s Journey Analysis: using ZMOT tool.

Value proposition: Identify the value proposition of the given hotel including the completion of FAB worksheet and showcase through communication and content strategy how this comes to life.

Content analysis: for owned, paid, earned media with min 3 examples per type and how it linked for value proposition. Use content matrix as support and provide mood boards with examples.

Conclusion: Summarize eloquently the main points & findings. It should include critical and reflective elements while finishing your narrative of the analysis on a high note.

References: Provide an academic reference list of all sources in alphabetical order. Min of 6 academic references.

Appendix: Provide additional information you are referring to in the report & further screenshots of the digital marketing content.

Assessment 2 Formatting:

◆  Arial 12.

◆  Spacing 1.5, justify main text.

◆  Spell and grammar check your text.

◆  Reference all sources in the text using the Harvard Referencing System. Appendices are allowed and do not count in the word count.

Assessment 2 Research:

This individual report at an academic level 6, ought to be thoroughly supported by research from books, journals, and  industry reports. A minimum of 10 academic references are expected.

Assessment 1 Rubric

Please note that the below rubric can be subject to minor adjustments in the course of a semester. Any such changes will be explicitly announced in class. There will be 15 questions in total:

12 Multiple choice and True and False questions

3 Open questions

Assessment 2 Rubric

Details will be communicated in class.

Referral

Content

You are expected to demonstrate the ability to apply the theories covered in the class session to an existing hotel brand of your choice.

Structure

The report is to be structured as follows:

Title page: Include the program name, module name and code, report, group number, lecturer name, and submission date, and word count.

Table of Contents: List of headings, subheadings and page numbers

Introduction: Set the background, context and state the aim of the analysis.

Context: An internal & external analysis of the hotel applying 7Ps & SWOT analysis.

Target Market segmentation & Buyer Person description: Describe the target market using the segmentation criteria & Buyer Persona tool.

Content analysis: for owned, paid, earned media, with min 1 example per type. Use the content matrix as support.

Conclusion: Summarise eloquently the main points and findings.

References: Provide an academic reference list of all sources in alphabetical order. Min of 10 academic references.

Appendix: Provide additional information you are referring to in the report & further screenshots of the digital marketing content.

Formatting:

◆   Arial 12.

◆   Spacing 1.5, justify main text.

◆   Spell and grammar check your text.

◆   Reference all sources in the text using the Harvard Referencing System. Appendices are allowed and do not count in the word count.