Reference no: EM132533651 , Length: word count:1200
CHM601 Contemporary Hotel Marketing - Laureate International Universities
Hotel - PIOR ONE SYDNEY HARBOR
Assessment - Marketing Plan
Learning Outcome a. Identify and understand the critical elements in the planning and execution of an applied marketing research based project to investigate and solve marketing problems;
Learning Outcome b. Exhibit a contemporary understanding of existing and emerging marketing methodologies including those relating to branding, advertising and promotion, digital media, consumer behaviour, relationship marketing and strategy development
Learning Outcome c. Exhibit an understanding of the global environment and dynamic marketing trends
Learning Outcome d. Participate in team decision making and planning to determine and plan effective marketing strategies within specific environments and resources
Learning Outcome e. Produce persuasion based marketing programs using all elements of the marketing mix across multi-media and design interactive communication subjects
Learning Outcome f. Develop a set of criteria to continuously monitor marketing opportunities, to measure marketing success and to determine strategic adjustments in accordance with organisational objectives.
Context
Philip Kotler says:
Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.
Hospitality organisations prepare annual marketing plans for every Strategic Business Unit within their operations. The ability to deliver ‘business ready' marketing plans within a corporate context will be integral to hospitality students industry knowledge and career advancement.
• This assessment will move the student through each stage of the marketing planning, strategy development and plan evaluation process. Omitting only the budgeting requirement.
• This process will advance students ability to identify, source and apply marketing intelligence in the development of appropriate strategies to effect business advancement targeting a specific market segment in a team environment.
• Premised on the notion that in their professional life, Students with a hospitality business degree can and will be called upon to contribute to marketing planning process of the businesses in which they are employed..
Instructions:
TARGET MARKETS
• MICE Market
• Millennial Traveller
• Ethical Traveller
• Family Travellers
• Bleisure Travellers
• Luxury Travellers
• Corporate Travellers
• Leisure Travellers
There is a library of information on SharePoint(Student Resources) and this will be updated from time to time as more current information or research data becomes available. However, students should research widely, sign up to several marketing and industry epublications including eHotelier and be across current and world events.
NB: As stated previously, you will not be required to prepare a marketing plan budget for this assessment.
Following is a brief overview of each of these target markets set down for this assessment. Select wisely and ensure it is appropriate to your hotel.
1. MICE Meetings, Incentives, Conferences, and Events (MICE) is a type of tourism in which large groups, usually planned well in advance, are brought together for a particular purpose.
2. Ethical Traveller Ethical consumerism (alternatively called ethical consumption, ethical purchasing, moral purchasing, ethical sourcing, ethical shopping or green consumerism) is a type of consumer activism that is based on the concept of dollar voting.
3. Millennial Travellers Millennial travellers want their hotels to be well-designed and efficient, just like the highly technical world that they live in with their smartphones.
4. Family Travellers The family/intergenerational travel trend and addressing the specific and unique needs and expectations that multiple generations that travel together have.
5. Bleisure Travellers The line between work and play is blurring - and it's creating a new kind of business traveller.
6. Luxury Travellers Outpaces the rest of the travel industry and is the fasted growing segment. What constitutes luxury travel, what are their needs. There has been an upsurge of luxury travellers across the globe with highest growth seen in the Asia Pacific region.
7. Corporate Travellers- Corporate travel management (CTM) is the function of managing a company's strategic approach to travel (travel policy), the negotiations with all vendors, day-to-day operation of the corporate travel program, traveller safety and security, credit-card management and travel and expenses ('T&E') data management. CTM should not be confused with the work of a traditional Travel Agency. This means a B2B marketing focus should be adopted.
8. Leisure Travellers - either domestic or international travelers. This is travel in which the primary motivation is to take a vacation from everyday life. Leisure travel is often characterized by staying in nice hotels or resorts. In general, the leisure traveller wants to have the best deal for their stay. Not necessarily cheap, but good value for money. Research on leisure travellers is readily available through State and City Tourism Bureaus.
Leisure travellers are one of the most important travel segments, with three out of four domestic trips taken for leisure purposes. Internationally, Australia promotes tourism in 17 key international markets. Apart from the tourist the travel agent and tour wholesaler are important.
Attachment:- Contemporary Hotel Marketing.rar