DeanWaterFerret33
Learning Outcomes: On satisfactory completion of this unit you…
Learning Outcomes:
On satisfactory completion of this unit you will be able to:
LO1. Critically examine concepts and principles of marketing in the travel and tourism sector by using literature, undertaking research, and advancing scholarship.
LO2. Critically evaluate the role of marketing as a strategic planning tool in travel and tourism in complex organisation situations.
LO3. Develop a creative and innovative marketing mix in the travel and tourism sector for the maintenance and development of competitive advantage.
LO4. Critically assess marketing communication strategies for service and hospitality companies and where appropriation provide recommendations for improvement.
This gives you the opportunity to evaluate and critically analyse aspects of marketing management. You are required to make a formal business report that covers the assessments tasks set out below. The performance and grading are according to BSBI’s & UCA’s grading criteria.
Introduction
It is therefore essential that you support your findings and proposals with research from the body of strategic marketing management literature. As this is a level seven assignment, you are expected to show evidence of extensive reading, beyond the ,basic module materials. Choose a company from the Hospitality or Tourism Industry and critically Analyze and Report on the case based on the questions in the next page:
1) Show a critical review of the Business Case you have chosen based on the following Marketing concepts and specifically analyze how the company can employ any of the concepts to achieve a competitive Advantage. (LO1)
I. Production concept
II. Product concept
III. Selling concept
IV. Marketing concept
V. Societal marketing concept
2) Elaborate on the existing Marketing Process and of the company. Make use of references in mainstream Marketing Management concepts and those in the Hospitality Industry such as (Kotler, P., Bowen, J. T., Makens, J., & BALOGLU, S. (2014). Marketing for hospitality and tourism) a develop a well-structured strategic formulation of the company based on the following: (LO2)
I. Marketing Mix-the 4 p’s
II. Marketing Strategy
III. Marketing Program
3) Choose a product the company is known for. (LO3)
i. Design a Market Segmentation the company can employ gain popularity in any country for example: Germany. You are expected to choose one or more Marketing Segmentation approaches and use assumed data sets.
ii. Design or plot the Business Cycle of the Company and show how the company can make a competitive advantage in the national or international mark
4) Elaborate on the Positioning of the company and analyze the company based on the tests of the concept of Positioning outlined in (Jobber, D. (2004) Principles and Practice of Marketing, 4th ed., McGraw- Hill International, London or any other references of your choice). (LO4)
Determine the market segmentation using strategies and assume numerical data
