Marketing in Hospitality
Learning Outcome
Learning outcome
Assessment criteria
In this assessment you will have the opportunity to present evidence that shows you are able to
Task No.
Evidence (Page no)
LO1
Understand the concepts of marketing in a services industry context
1.1
discuss concepts of marketing for a relevant services
industry
1a)
1.2
assess the impact of the marketing environment on the
industry
1a)
1.3
evaluate the relevance of consumer markets in the
industry
1b)
1.4
discuss the rationale for developing different market
segments
1b)
LO2
Understand the role of the marketing mix
2.1
assess the importance of components of the marketing
mix to the industry
2
2.2
analyse pricing strategies and policies in relation to the
industry
3
LO3
Be able to use the promotional
3.1
evaluate the role of the promotional mix
4 a)
3.2
plan an advertising campaign for
4 a)
2
mix
a services industry
operation
3.3
analyse the role that sales promotion and public
relations play in promotional efforts
4 b)
LO4
Understand the marketing cycle in a services industry environment.
4.1
discuss the relevance of market research to services
industry operations
5 b)
4.2
undertake market research for an appropriate product
or service
5 a)
4.3
analyse the suitability of different media for marketing
an appropriate product or service
5 a)
4.4
evaluate the implementation of the marketing plan for
an appropriate product or service
5 c)
Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Student Signature: Date:
3
In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades.
Grade Descriptor
Indicative characteristic/s
Contextualisation
M1 Identify and apply strategies to find appropriate solutions
Effective judgements have been made.
Complex problems with more than one variable have been explored.
Problem has been approached in multiple angles leading to well evaluated judgements.
TASK 4a) & b); Task 5 c)
M2 Select/Design and apply appropriate methods/techniques
A range of methods and techniques have been applied.
A range of sources of information has been used.
The selection of methods and techniques/sources has been justified.
Information in addition to the sources provides is used alongside provided information.
Methods beyond those highlighted in the information provided have been used.
TASK 1, 2 and 3
M3 Present and communicate appropriate findings
The appropriate structure and approach has been used.
Detailed a relevant use of SWOT, PESTLE, (TASK 1) Marketing Mix (TASK 2) and AIDA (TASK 4 b))
Data visualisation techniques used for present gathered data. (TASK 5 b))
D1 Use critical reflection to evaluate own work and justify valid conclusions
Conclusions have been arrived at through synthesis of ideas and have been justified.
Exceptional arguments provided when providing conclusions.
TASK 5c)
D2 Take responsibility for managing and organising activities
Autonomy/Independence has been demonstrated.
Additional relevant sources of information have been used effectively to support arguments and referenced correctly – (ALL
4
TASKS)
D3 Demonstrate convergent/lateral and creative thinking
Ideas have been generated and decisions taken
Self-evaluation has taken place
Convergent and lateral thinking have been applied
Problems have been solved
Innovation and creative thought have been applied
Receptiveness to new ideas is evident
Effective thinking has taken place in unfamiliar contexts.
Evaluation of conclusions based on strengths and weaknesses of data about the business environment.
(ALL TASKS)
5
Assignment Brief
Unit Number and title
-Unit 8 Marketing in Hospitality
Assignment title
Marketing in Hospitality
Purpose of this assignment
This unit enables learners to understand the concepts of marketing, the role of the marketing mix, the marketing cycle, and gain skills in using the promotional mix.
You will achieve this by analysing the below case study:
The National Trust – www.nationaltrust.org.uk
What do the words ‘National Trust’ mean to you? Historic houses? Gardens? An organisation that older people join? All of these are accurate, but they reflect only a small part of what the National Trust is and does. What you might not know is that the Trust’s responsibilities include over 350 historic houses, 255,000 hectares of land including gardens, mills, coastline, forests, farmland, moorland, islands, castles, nature reserves, villages, pubs and even a goldmine! The National Trust is a registered charity that looks after special places. It has over 4 million members and every year welcomes around 19 million visitors to its properties and special places, which are open to everyone. As a not-for-profit organisation managed by a small Board of Trustees, it is completely independent of government. Its funding is generated entirely from membership fees, donations, legacies and revenue raised from its commercial activities such as its National Trust shops and catering business.
The Trust attracts ‘customers’ of different types, young and old, including families, history lovers and nature lovers. Its mission is to grow the nation’s love of special places ‘Forever, for everyone’, so it aims to inspire as many people as possible in many different ways. These might include themed events to celebrate the UK’s history, guided walks across its estates and countryside to discover wildlife, open-air performances of Shakespeare and music festivals or firework displays. Its properties regularly appear in film sets, such as in the recent Sherlock Holmes and Harry Potter films. However, its interests extend far beyond just bricks and mortar. Much of the Trust’s work reflects its interest in getting people outdoors and closer to nature, as well as wider global and environmental issues, such as increasing energy efficiency, recycling and sustainability.
The National Trust aims to increase membership by 25% to five million by 2020. To do this, it is adopting a strategy of ‘Going local’. This aims to ensure the Trust can respond quickly to local issues on the ground and get more people involved as members, volunteers or employees. It will also put the Trust at the heart of communities so that everyone in the UK
6
can feel like a member.
The National Trust is now adopting a new strategy and modern marketing techniques to excite a younger audience, generate new members and enhance its position as an employer with young people.
Promotion may have a number of purposes depending on the needs of an organisation. For example, it can raise awareness of a brand or business, highlight the benefits of value of its products to attract sales or help to change the image of a firm. Promotion covers a variety of techniques by which an organisation communicates with its customers and potential customers. These communications may have different forms and content to ensure that the target audience can understand and receive the messages properly.
The AIDA model demonstrates the stages of promotion:
• Initiating awareness (attention) amongst non-customers or increasing knowledge of new offers for existing customers
• Generating interest for and creating desire to have the product
• Finally ensuring action to purchase.
The ultimate aim is to keep customers loyal so that over time they become ‘advocates’ and promote the product to other consumers. Customer recommendation is a very strong form of promotion.
As a business, the National Trust has few direct competitors, but there are many alternative ways for the public to spend their leisure time and money. In addition, recent research has shown that, even when aware of the Trust’s work, few young people considered it as a possible organisation to work for. The National Trust is therefore focusing on a promotion strategy that applies equally to highlighting what the Trust can offer its visitors and members and to promoting National Trust jobs of all types.
The Trust is using digital media and social networking sites such as Facebook to highlight the huge variety of roles it offers. These channels enable the Trust to present practical and personal insight
into different job roles, such as skilled professional posts, catering staff or young volunteers, through the use of employee profiles, articles or guest blogs.
The National Trust has embraced social media and new technologically-inspired below-the-line activities to increase the ‘shareability’ of its messages. This broadens the Trust’s reach beyond existing members or fans. Different parts of the National Trust use social media for marketing and promotion in different ways. For example:
• use of Twitter helps the National Trust to engage more flexibly and informally with the public and members and both receive and capture their ideas
• guest articles about its activities and properties on blogs show younger people what the Trust can offer them
• Facebook updates and employee profiles help to demonstrate the Trust’s job opportunities and widen the pool of possible applicants for jobs.
7
TASK 1 – LO1 –1.1, 1.2, 1.3, 1.4 (M2. M3, D2 D3)
a) Analyse the environment that the National Trusts operates in. Conduct this analysis using SWOT and PESTLE analysis. It is essential you assess the impact of the marketing environment (Ensure you discuss modern marketing techniques made possible with technology) AC 1.1 and 1.2
b) Highlight the National Trusts relevance and its rationale for developing different market segments (refer to the Product Life Cycle where appropriate and refer to above- the- line and below- the- line marketing). AC 1.3 and 1.4
(600 Words)
TASK 2 – LO2 –2.1 (M2, M3, D2, D3)
Apply your knowledge of the marketing mix to at least two products/services that the National Trust provides ensure you cover each area of the marketing mix and outline the importance of the marketing mix to the National Trust and the industry in which they operate.
(500 Words)
TASK 3 – LO2 –2.2 (M2, D2, D3)
Based upon your above findings conduct a detailed analysis of the pricing strategies used by the National Trust and the industry (i.e. compare with competitors).
(500 Words)
TASK 4 – LO3 –3.1, 3.2, 3.3.
a) Focusing on the promotional mix plan an advertising campaign for a product/service that the National Trust provides. Ensure you produce a poster along with your advertising campaign plan that is aimed at sales promotion; you must outline a clear strategy for promotion within the advertising campaign. LO3 – AC 3.1, 3.2 (M1, D2)
b) Using the AIDA model analyse the role sales promotion and public relations play within promotional mix for the National Trust. LO3 3.3 (M1, M3, D2)
(600 Words)
TASK 5 – LO4 – AC 4.1, 4.2, 4.3, 4.4
a) Design a questionnaire that will act as a marketing survey which will assess the effectiveness of your advertising campaign, the aim of the survey should be to evaluate the suitability of the approach for promotion you have selected in Task 4. LO4 – AC 4.2, 4.3, D2
b) Present the results of the marketing survey and discuss the relevance of market research. LO4 – AC 4.1 (M3, D2)
c) Evaluate the marketing plan developed earlier based upon the result of the marketing survey and make recommendations and reflect upon your understanding of Marketing in Hospitality. LO4 – AC 4.4 (M1, D1, D2)
(900 Words)
8
Evidence Checklist
Summary of evidence
Evidence presented
Task 1
Answers to questions 1(a) through 1(b) given (600 words).
Task 2
Answers to questions given (600 words).
Task 3
Answers to questions given (500 words).
Task 4 Production of a marketing plan and a poster. (600 words)
Task5 Production of a questionnaire and the result of the questionnaire presented in a graphical format i.e. table, pie chart, graph etc… (900 words)
Important
 Plagiarism, collusion and non-compliance with assessment regulations are offences under the awarding body regulations and where suspected will be thoroughly investigated under official procedures.
 Penalties may be imposed depending on the severity of the offence, as per the awarding body guidance.
 Appropriate citations of source documents are essential when presenting written/word processed work and it is crucial that you quote the books, journals, websites etc. that you used whilst you carried out desk research.
9
Achievement Summary
Qualification
Unit 8 Marketing in Hospitality
Student Name
Student No.
Criteria Reference
To achieve the criteria the evidence must show that the student is able to:
Achieved? (tick)
LO1
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
LO2
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
3.1
evaluate the role of the promotional mix
3.2
plan an advertising campaign for a services industry
operation
3.3
analyse the role that sales promotion and public
relations play in promotional efforts
LO4
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
10
Grade Descriptor
Achieved? (tick)
Grade descriptor
Achieved? (tick)
M1 Indentify and apply strategies to find appropriate solutions
D1 Use critical reflection to evaluate own work and justify valid conclusions
M2 Select/Design and apply appropriate methods/techniques
D2 Take responsibility for managing and organising activities
M3 Present and communicate appropriate findings
D3 Demonstrate convergent/lateral and creative thinking
11
Assignment Feedback
Formative Feedback: Assessor to Student
Action Plan
Summative feedback
12
Feedback: Student to Assessor
Assessor Signature Date Student Signature Date

Do you need high quality Custom Essay Writing Services?