Marketing in Hospitality


HND Hospitality Management


Unit code: Y/601/1793

Edexcel Assessment Brief Front Sheet

AssessorName: Fidele-Claudine
Internal VerifierName:
Suhel Khan
DateIssued: 22/09/2014
Hand inDate: 08/12/2014
Qualification:

BTECHigherNationalDiplomain Hospitality Management

 UnitTitle: Marketing  in  Hospitality



Rules and regulations:
Plagiarism is presenting somebody else’s work as your own. It includes: copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work.  Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the procedures set down by LSBF. Please see your student handbook for further details of what is / isn’t plagiarism.

Assignment Regulations  
1.             Learners are required to submit their work using the LSBF Assessment cover sheet and write <<Student ID, name, intake, group and the unit of the module>> in the subject of email and name the file this way.
2.             You are required to submit your assignment electronically to My Page
3.             If you need an extension (even for one day) for a valid reason, you must request one, using a reasonable adjustment form available from the EdexcelProgramme Leader. Do not ask the lecturers responsible for the course - they are not authorised to award an extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.
4.             General guidelines for submission of assignment:
a)     All work must be word-processed and must be of “good” standard.
b)     Document margins shall not be more than 2.5cm or less than 1.5cm
c)     Font size in the range of 11 to 14 points distributed to including headings and body text. Preferred typeface to be of a common standard such as Arial or Times New Roman for the main text.
d)     Any computer files generated such as program code (software), graphic files that form part of the course work must be submitted either online or with the documentation.




Outcomes and assessment requirements
Outcomes
Assessment requirements
On successful completion of this unit a learner will:
To achieve each outcome a learner must demonstrate the ability to:
LO1
Understand the concepts ofmarketing in a services
industry context
 




LO2
Understand the role of the marketing mix
1.1 Discuss concepts of marketing for a relevant services industry
1.2 Assess the impact of the marketing environment on the industry
1.3 Evaluate the relevance of consumer markets in the industry
1.4 Discuss the rationale for developing different market segments




2.1 Assess the importance of components of the marketing mix to the industry
2.2 Analyse pricing strategies and policies in relation to the industry
LO3.
Be able to use the
promotional mix

3.1 Evaluate the role of the promotional mix
3.2 Plan an advertising campaign for a services industryoperation
3.3Analyse the role that sales promotion and publicrelations play in promotional
efforts
LO4.
Understand the marketing cycle in a services industry
Environment.
4.1 Discuss the relevance of market research to services industry operations
4.2 Undertake market research for an appropriate product or service
4.3 Analyse the suitability of different media for marketing an appropriate
product or service: sources of information
4.4 Evaluate the implementation of the marketing plan for an appropriate
product or service














Assignment Details
Weighting 100%
Written Report: 3000 words (+/- 10%)
SCENARIO
Conrad N. Hilton began with a 40-room hotel in a small Texas town in 1919. Today, Hilton Worldwide is the world's preeminent hospitality company, stretching across 24 time zones.
(You are recommended to read about the Hilton hotels by visiting the website:
http://www3.hilton.com/en/about/hilton/index.html  )
Vision Statement of Hilton Hotels Group
“Our vision is to fill the earth with the light and warmth of hospitality, by being the first choice of hotel guests, team members, and owners alike.”
You are appointed as the Senior Sales Executive for one of Hilton’sfive star properties.  Your Director of Sales and marketing had requested you to contribute your fresh ideas on the following areas in order to improve Sales and Marketing for the Hilton hotel of your choice.
Assignment Brief
Task 1 [LO01.1-1.4]
Understand the concepts of marketing in a services industry context
As a senior Sales Executive, discuss the concepts of marketing of the hotel while assessing the impact of the marketing environment on the industry as a whole.Further, you need to evaluate the relevance of consumer markets in the hospitality industry and discuss the rationale for developing different market segments that your chosen hotel may serve.

Task 2 [LO02.1-2.2]
Understand the role of the marketing mix
Using relevant industry examples, discuss the different components of the marketing mix and analysepricing strategies and policies that can be used by your hotel.

Task 3 [LO3.1-3.3]
Be able to use the promotional mix
Hilton hotels are developing a new promotional strategy by utilising elements of the promotional mix. You are requested to contributea new concepts ofthe role of the promotional mix in order to increase sales, together with a detailedadvertising campaign and analyse  the role that salespromotion and public relations play in promotional efforts of the selected Hilton hotel.

Task 4 Understand the marketing cycle in a services industry Environment. [LO4.1-4.4]
As you need to monitor areas such as guest satisfaction and staff loyalty, you are required to use market research methods in order to identify the above performance indicators. Using suitable research techniques including areas of secondary research and other methods such as guest questionnaires, discuss the importance of market research for your hotel, and illustrate with examples as to how you would use various market research techniques to measure such performance indicators.

As there are many different types of new media and traditional media for promotional efforts, discuss the suitability of different types of media in order to promote your hotel to different audiences.

Make justified recommendations in order to implement the suggested marketing plan for your hotel.



AssessmentCriteria

Each unit will be graded as a pass, merit or distinction. A pass is awarded for the achievement of all outcomes against the specified assessment criteria. Merit and distinction grades are awarded for higher-level achievement.
Summary of grades
In order to achieve a pass
• all outcomes and associated assessment  criteria have been met
In order to achieve a merit
• pass requirements achieved
• all merit grade descriptors achieved
In order to achieve a distinction
• pass and merit requirements achieved
• all distinction grade descriptors achieved










Grade Descriptors
Pass grade
A pass grade is achieved by meeting all the requirements defined in the assessment criteria for pass for each unit.
P1
Task 1 Understand the concepts of marketing in a services industry context
1.1 Discuss concepts of marketing for a Hilton Hotel of your choice.
1.2 Assess the impact of the marketing environment on the Hilton Hotel.
1.3 Propose an evaluation of consumer markets in the Hilton
1.4 What are the rationale for developing different market segments in the company

P2
Task 2 Understand the role of the marketing mix
2.1 Assess the importance of components of the marketing mix to the industry
2.2 Analyse pricing strategies and policies in relation to the industry
P3
Task 3 Be able to use the promotional mix
3.1 Evaluate the role of the promotional mix
3.2 Plan an advertising campaign for a services industry operation
3.3Analyse the role that sales promotion and public relations play in promotional efforts
P4
Task 4 Understand the marketing cycle in a services industry Environment.
4.1 Discuss the relevance of market research to services industry operations
4.2 Undertake market research for an appropriate product or service
4.3 Analyse the suitability of different media for marketing an appropriate product or service
4.4 Evaluate the implementation of the marketing plan for an appropriate product or service












Merit grade

Merit descriptors
Indicative characteristics
In order to achieve a meritthe learner must:
The learner’s evidence shows:

M1: Identify and apply strategies to find appropriate solutions
Ø  Complex problems with more than one area of hotel’s departments are discussed with suitable examples (M1)

M2: Select/design and apply appropriate methods/techniques
Ø  The design of methods / techniques has been justified (M2)

M3: Present and communicate appropriate findings
Ø  Professional presentation of both visual presentation and report (M3)

Distinction grade

Distinction descriptors
Indicative characteristics
In order to achieve adistinctionthe learner must:
The learner’s evidence shows:


D1: use critical reflection to evaluate own work and justify valid conclusions
Ø  Realistic recommendations made for emerging trends with proper justification. (D1)


D2: take responsibility from an aging and organising activities
Ø  The unforeseen has been accommodated (D2)
D3: Demonstrate convergent /lateral / creative thinking

Ø  Ideas have been generated and decisions taken (D3)


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