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
