Reference no: EM133807330 , Length: word count:3500

Marketing Management

Learning Outcome 1: To critically appraise key marketing activities and the contribution of the marketing department to the organisation.

Learning Outcome 2: To anticipate and critically evaluate future developments in the field of marketing especially through technology.

TASK DESCRIPTION

A thorough discussion of the Case Study - Marriott International Marriott's response to the COVID crisis as the travel and tourism industry struggles will be discussed in class during the assignment briefing in Week 2. You are required to critically analyse and evaluate the marketing theories and strategies deployed by Marriot International in the case study.

Critically Analyse and Evaluate the Marketing Theories and Strategies used by Marriott International during the Covid Crisis. Produce a full account the Theories and Strategies identified WITHIN THE CASE STUDY and evaluate its effectiveness for Marriott International during the Covid Crisis.

Provide recommendations and improvements on the theories and strategies identified in the case study for the POST PANDEMIC era. Justify your decisions with evidence and examples (this can include links to examples of adverts or other marketing activities, where appropriate).

Task 1: Provide a Critical Evaluation of the Effectiveness of the Marketing Theories and Strategies used by Marriott International during the Covid Crisis. - Word count guide: 2000 - 2200
You should consider the following:
The concept and importance of Marketing during the Covid Crisis. What and How resources were distributed towards marketing activities by Marriott International
Provide a critical evaluation of the SWOT analysis of Marriott International during the Covid Crisis as discussed in the case study.
Analyse the marketing strategies deployed by Marriott International during the Covid Crisis and the effect on its stakeholders. Consideration should be given to both internal and external stakeholders. Consider the use of the marketing mix in identifying the strategies used by the Marriott International.
Produce a competitive analysis of the strategies used by Marriott International during the Covid Crisis
Technology - analyse the impact of technology in the strategies implemented during the crisis. This includes digital marketing, communication, and internationalisation.
Critically evaluate the success of the strategies implemented by Marriott International during the Covid Crisis. Identify the measurement metrics used for the evaluation. If the marketing strategies were ineffective, how could they have controlled the marketing functions.

Task 2: Provide a Managerial implication on Marketing Strategies implemented by Marriott International during the Covid Crisis
Provide a managerial implication on the marketing strategies identified in the case study. The managerial implications should be based on appropriate research and proven marketing theories and concepts Let professional writers elevate your assignment!! Order Now!

Task 3: Based on the Managerial Implications drawn in Task 2, provide recommendations on how Marriott International can improve their marketing strategies in the POST PANDEMIC era.

The recommendations should be based on the managerial implications drawn for Task 2. Recommendations not based on Task 2 will be considered inappropriate. You should give due attention to the feasibility of the recommendations you make: i.e. They are realistic within the resources of Marriott International.

Engagement with Literature Skills
Your work must be informed and supported by scholarly material that is relevant to and focused on the task(s) set; you should make use of scholarly reviews and primary sources, as appropriate (for example, refereed research articles and/or original materials appropriate to the discipline). You should provide evidence that you have accessed a wide range of sources, which may be academic, governmental and industrial; these sources may include academic journal articles, textbooks, current news articles, organisational documents, and websites. You should consider the credibility of your sources; academic journals are normally highly credible sources while websites require careful consideration/selection and should be used sparingly. Any sources you use should be current and up-to-date, mostly published within the last five years or so, though seminal/important works in the field may be older. You must provide evidence of your research/own reading throughout your work, using correctly a suitable referencing system, including in-text citations in the main body of your work and a reference list at the end of your work.

Guidance specific to this assessment:

You are expected to have a minimum of 2 in-text citations and a complete reference list for every 500 words that you write.
Use of mostly recent peered - review academic journals, textbooks and relevant and credible sources preferred.
You should benchmark your organisation against other organisations to ensure your assignment is current and up-to-date.

High-level referencing skills using the Harvard Method must be demonstrated throughout your work and all sources listed alphabetically within your reference list.

Knowledge and Understanding Skills
At level 7, you should be able to demonstrate a systematic understanding of knowledge, and a critical awareness of current problems and/or new insights, much of which is at, or informed by, the forefront of your academic discipline, field of study or area of professional practice, with a comprehensive understanding of techniques applicable to your own research or advanced scholarship. Your work must demonstrate your growing mastery of these concepts, principles, current challenges, innovation and insights associated with the subject area. Knowledge relates to the facts, information and skills you have acquired through your learning. You demonstrate your understanding by interpreting the meaning of the facts and information (knowledge). This means that you need to select and include in your work the contemporary concepts, techniques, models, theories, etc. appropriate to the task(s) set. You should be able to explain the theories, concepts, etc. meaningfully to show your understanding. Your mark/grade will also depend upon the extent to which you demonstrate your knowledge and understanding; ideally each should be complete and detailed, with comprehensive coverage.

Guidance specific to this assessment:

Demonstrate your knowledge of Marketing concepts and marketing activities.
Apply your knowledge of key marketing activities, concepts to your chosen organisation.
Give relevant examples of these marketing activities in your chosen organisation.
You should provide evidence of current challenges, new insights and the constant need for creativity and innovation within the field of Marketing Management.

Cognitive and Intellectual Skills
You should be able to: evaluate critically current research and advanced scholarship in the discipline; evaluate methodologies and develop critiques of them and, where appropriate, to propose new hypotheses; deal with complex issues both systematically and creatively to make sound judgements in the absence of complete data. Your work must contain evidence of logical, analytical thinking, evaluation and synthesis. For example, to examine and break information down into parts, make inferences, compile, compare and contrast information. This means not just describing what! But also justifying: Why? How? When? Who? Where? At what cost? At all times, you must provide justification for your arguments and judgements. Evidence that you have reflected upon the ideas of experts within the subject area is crucial to you providing a reasoned and informed debate within your work. Your choice of methodologies to gather data and information must be rigorously defended. Furthermore, you should provide evidence that you are able to make sound judgements and convincing arguments using data and concepts. Sound, valid, persuasive conclusions are necessary and must be derived from the content of your work. Where relevant, alternative solutions and recommendations may be proposed.

Guidance specific to this assessment:
Analyse and support sourced information by adding personal judgement and then, relate them to your specific Marketing activities.
Your work should aspire to resemble work of top journal quality.
You should provide sound justification for your evaluation. Your conclusions/recommendations should be appropriate and feasible, within the bounds of your chosen organisation.

Practical Skills
At level 7, you should be able to demonstrate originality in the application of knowledge, together with a practical understanding of how established techniques of research and enquiry are used to create and interpret knowledge in the discipline. This includes acting autonomously in planning and implementing tasks at a professional or equivalent level, originality in tackling and solving problems, and decision-making in complex and unpredictable contexts or situations.

You should be able to demonstrate mastery of the leading-edge subject-related concepts and ideas as they relate to real world situations and/or particular contexts. How do they work in practice? You will deploy models, methods, techniques, and/or theories, in those contexts or circumstances, to assess current situations, perhaps to formulate plans or plausible, justifiable recommendations to solve problems, or to propose new models, or to create artefacts, which may be innovative and creative, thereby demonstrating your understanding of how the boundaries of knowledge are advanced through research and/or application. This is likely to involve, for instance, the use of real-world artefacts, examples and cases, the application of a model within an organisation and/or benchmarking one theory or organisation against others.

Guidance specific to this assessment:
Use examples where appropriate to support your points/arguments
Demonstrate originality and creativity/innovative thought in your work
You should be able to identify appropriate and relevant marketing concepts and discuss these in relation to your chosen organisation.
You should be able to evaluate the effectiveness of the material produced by your chosen organisation.
Your recommendations should be feasible for your chosen organisation

Transferable Skills for Life and Professional Practice
Your work must provide evidence of the qualities and transferable skills necessary for postgraduate-level employment in circumstances requiring sound judgement, personal responsibility and initiative in complex and unpredictable professional environments. This includes demonstrating: the independent learning ability for continuing professional development to advance existing skills and acquire new competences of a professional nature that will enable you to assume significant responsibility within organisations; that you can initiate and complete tasks, projects and procedures, whether individually and/or collaboratively, to a professional level; that you can use appropriate media to effectively communicate information, arguments and analysis in a variety of forms for a variety of audiences; fluency of expression; clarity and effectiveness in presentation and organisation. Work should be coherent and well-structured in presentation and organisation.

Guidance specific to this assessment:
Please pay attention to the words that are highlighted in BOLD in the above paragraph
Follow the generic submission guidelines provided on page 3
Your work should be in an appropriate format, including a title page, executive summary, table of contents, introduction, main findings, conclusions, recommendations, reference list and appendices (if appropriate).

You should communicate clearly and professionally throughout. You should be mindful of consistent and accurate formatting, i.e. spacing, font size, etc.