marketing and hospitality and events
note it must be from the tourism and hospitality or events
dont write about food court and mcdonalds ect
please follow the assignment brief with the side headings,
Assessment 1
© Beacon International College, Singapore 2019
Draft submission in week 6 01 FEB 2021 by 1800hrs (Singapore time) in Turnitin via Moodle
Final submission in week 9 08 FEB 2021, by 1800hrs (Singapore time) in Turnitin via Moodle
Using secondary research sources, you are to carry-out an investigation and critique of the marketing strategy of a
tourism, hospitality or events organization of your choice This may be an organization you work for, would like to work for,
or are interested in. Your findings should evaluate the organization’s marketing objectives and activities, and should
include the following:
1. Introduction. Introduce the organization to your reader, – assume no knowledge. Describe the core business that your
organization is involved in, – including location, products, services, USPs (unique selling points) and competition.
Which market segments are they trying to attract, – explain the targeting and positioning of the organization’s
products/services in relation to market segmentation? (500 words)
© Beacon International College, Singapore 2019
ASSESSMENT 1: INDIVIDUAL WRITTEN
ASSIGNMENT (WEIGTING 50%) 2000 WORDS
Draft submission in week 6 01 FEB 2021 by 1800hrs (Singapore time) in Turnitin via Moodle
Final submission in week 9 08 FEB 2021, by 1800hrs (Singapore time) in Turnitin via Moodle
2. Evaluation. In this section, you should evaluate the strengths and weaknesses of the organization’s marketing
activities. You will need to access relevant marketing textbooks to support and focus fully on each of the elements
chosen. You should select areas of activity in which your organization demonstrates good or poor practice. Areas you
may wish to select from include the following:
a. Marketing research
b. Product,
c. Positioning
d. Place
e. Price
f. Promotion
You are not expected to cover all these elements but should choose those that are most relevant to your
organization. (1200 words)
© Beacon International College, Singapore 2019
g. Brand building
h. People
i. The role of customer service
j. Ethical awareness
k. Physical appearance
l. Process
m. Digital marketing
ASSESSMENT 1: INDIVIDUAL WRITTEN
ASSIGNMENT (WEIGTING 50%) 2000 WORDS
Draft submission in week 6 01 FEB 2021 by 1800hrs (Singapore time) in Turnitin via Moodle
Final submission in week 9 08 FEB 2021, by 1800hrs (Singapore time) in Turnitin via Moodle
3. Recommendations for future marketing activities. What are your overall impressions of
the success or otherwise of the marketing activities undertaken by your organization? Based upon
these findings, make recommendations as to how the organization could improve its future
marketing activities. (300 words)
© Beacon International College, Singapore 2019
ASSESSMENT 1: INDIVIDUAL WRITTEN
ASSIGNMENT (WEIGTING 50%) 2000 WORDS
ASSESSMENT 1: INDIVIDUAL WRITTEN ASSIGNMENT
(WEIGTING 50%) 2000 WORDS
Draft submission 10%
Introduction 15%
• Organization’s core business and competitors
• Product and services, competitive advantage and USPs
• Target market and Positioning
Evaluation 50%
• Strength and weakness and areas of good or poor practices and reference to relevant marketing and theoretical
models.
• Coverage of key elements
Recommendations 10%
• Key findings and suggestions for improvements
Referencing 15%
• Strict application of Harvard Referencing System
• Demonstrated depth of reading and research
• Minimum 10 ACADEMIC references
© Beacon International College, Singapore 2019
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