Develop a marketing campaign for a hospitality business

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Reference no: EM131940246 , Length: word count:2500

Services Marketing Assignment - Marketing Campaign

Aim: The Marketing Campaign requires students to apply their knowledge of services marketing through the development of a hospitality specific business strategy.

The Campaign will demonstrate students' ability to create marketing strategies relevant to the services industry and apply appropriate research to the development of those strategies.

Assessment brief: You are required to develop a Marketing Campaign for a hospitality business wishing to increase the demand for its products and services. The business MUST be a real example operating within a hospitality context. The campaign must be presented as a strategy document, clearly outlining how objectives are to be achieved. The Campaign must include the following elements:

Business background
Business Overview (Strengths and Weaknesses)
Overview of the market conditions, including the competition and economy (Opportunities and Threats)
Campaign objectives
Target Market Profile - Full demographic and geographic profiles (psychographic profile optional) And Current research, correctly cited
Key campaign messages and offers / unique selling proposition
Campaign plan / integrated marketing communication plan
Campaign evaluation (how the success of the campaign will be measured)

The assessment is broken into two (2) parts.

Part A - Draft:

Bullet points are acceptable for Part A.

You are required to:

Introduction - outline all the sections of the marketing campaign plan and clearly indicate what you will cover in each section.
Provide background information on the business
Business Overview (Strengths and Weaknesses)
Overview of the market conditions, including the competition and economy (Opportunities and Threats)
Campaign objectives
Target Market Profile - Full demographic and geographic profiles (psychographic profile optional) and Current research, correctly cited
A list of full references at least five (APA Referencing)

Part B - Final Submission

The final submission includes all sections of the Marketing Campaign Plan. All these Sections should be fully explained with relevant and credible sources (at least five sources). All Sections of the Marketing Campaign Plan will be considered for marking in the final submission, including those that have previously been submitted.

Suggested Layout for Final Marketing Campaign Plan - Assessment 1b

1. Cover page - include your name, student id, subject name and assessment details

2. Executive summary

3. Table of contents

4. Introduction - briefly outline what you will discuss under each section of the plan

5. Background - business details

6. SWOT Analysis

7. Campaign Objectives - remember they need to be SMART

8. Target Market(s) profile - demographic and geographic profiles - psychographics optional

9. Key campaign messages and offers / unique selling proposition

10. Campaign plan / integrated marketing communication plan - paid, owned and earned and the promotions mix

11. Campaign evaluation (how the success of the campaign will be measured)

12. Reference list - academic references must be used

13. Appendix

Reference no: EM131940246

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Reviews

len1940246

4/13/2018 2:40:24 AM

Subject Name: Services Marketing. Word Count Limit: Part A Draft: 500 words, Part B Final: 2000 , Total 2500 words. Due date: Part A Draft: Week 4 (Friday 23rd) and Part B Final: Week 7 (Friday 20th), 11:30 pm. Submission: The submission of this assessment is broken into two (2) parts. All parts must be submitted by the respective due dates. Standard penalties apply for late submissions. Students are encouraged to use the feedback provided from the draft submissions to form the base of their final submission. Part B must be submitted through Turnitin in the Brightspace.

len1940246

4/13/2018 2:40:19 AM

Excellent objectives, designed to move business forward, fully measureable. Target market is excellent match with business growth and aligned with future environmental trends. Excellent identification of internal & external impacts likely to impact on business and target market. Thorough investigation of competitors and their likely impacts on the target market’s decision making. Thoroughly developed and articulated strategy, with detailed implementation guidelines supporting all aspects. Excellent development of the campaign as a whole, with well thought-out integration between all areas.

len1940246

4/13/2018 2:40:14 AM

Excellent consideration of strategy, able to work with existing business structures, but focused on necessary changes to allow for growth. All strategies written with TM needs in mind. Excellent alignment and thorough consideration of necessary changes to existing operations and likely impacts. Excellent evidence of existing business operations, either primary or secondary. Thoroughly developed TM profile including demographic and psychographic data, from either primary and/or secondary sources. All evidence and supporting research correctly cited.

len1940246

4/13/2018 2:38:44 AM

Excellent consideration of campaign evaluation. Evaluation methods able to be implemented and provides meaningful feedback to business in terms of future decision making. Appendices clearly labelled, included in contents, referred to throughout body of work Accurate spelling and grammar Clear strategy document, able to be utilised as a working document by the business Includes all sections Excellent overall presentation of business documentation, with consistent headings and sub-headings.

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