Audit the marketing environment in which hospitality and tourism organisations operate, demonstrating knowledge of a range of marketing tools and techniques.

Assessment Brief

Module title: Service Sector Marketing and Sales

Module code: IHM4004

Assignment title: Pres: Research Infographic

Assignment format: Infographic

Word/time limit: 2000 Words Equivalent

File type: docx file

Percentage of final grade: This assignment is worth 100% of your final grade for this module.

Submission deadline: See module iLearn page for date of submission

Grade release: You will normally receive your provisional grade and feedback within 20 working days of the submission deadline

Useful terms:

Task summary:

Introduction:

In this assignment, you are required to demonstrate your research, understanding and innovative application of the key concepts, principles, practices and processes of service sector marketing and sales in the context of a specific hospitality and tourism organisation of your choice. The objective of the assessment is to assess your ability to analyse and creatively use sales and marketing strategies within the hospitality and tourism industry, aligned with the learning outcomes outlined on page 2.

Choice of Organisation:

You are advised to choose an international hospitality or tourism organisation of your choice upon which to focus your research and presentation. The organisation could be one you are currently working for, aspire to work for or one that you familiar with. The critical point in selecting your organisation is that it enables you to gain access to sufficient marketing and sales information insights, relating to the service sector marketing and sales practices to complete the research audit.

Your Role:

In this assignment, imagine yourself as a contextually innovative marketing and sales researcher, applying skills of critical, creative, and evidenced-based analysis to current real- world situations and future challenges facing your chosen organisation.

Your submission must be appropriately structured containing the following sections:

• A front cover page: downloadable from iLearn

• Table of Contents: Appropriately structured with headings and page numbers.

• Introduction: Provide an overview of the purpose of your presentation, the key points that you will address in the assignment in sequential order, and brief details of your chosen organisation.

  • Main body: Concise, creatively presented findings, analyses and discussions.

    • Marketing environment audit.

    • Perceptual map.

    • Target market segment.

    • Customer persona.

    • Marketing mix.

• Conclusion: Summarise your key findings and insights.

• Citations and References: Use the AU Harvard Referencing Style.

Research:

You must apply appropriate research skills to systematically analyse marketing and sales practices, external information and other sources to establish facts regarding your selected hospitality or tourism business. You should research a wide range of sources, including company website resources, academic, industry and practitioner sources to establish the context in which it operates.

Assignment instructions:

The assignment:

In an innovative digital format, equivalent to 2,000 words maximum, you are required to produce an infographic of your choice, for a hospitality or tourism organisation of your choice highlighting your key research findings of the key marketing dynamics and sales strategy for the chosen organisation. Your work must be underpinned by relevant academic literature. The infographic should include but not be limited to:

• An audit of both the internal and external marketing environment: Demonstrating knowledge of a range of marketing tools and techniques (LO1).

• A perceptual map: Defining the organisation’s market position in relation to its competitors (LO1)

• Review of one market segment: That the organisation is currently targeting using appropriate segmentation variables and assess the sales strategy for that segment (LO2, LO4).

• Customer persona: For one identified target market, that outlines their characteristics and buying behaviour including an analysis of the sales tactics implemented by the organisation (LO2, LO4).

• An outline of the organisation’s current marketing mix (LO3)

(2,000 Words Equivalent)

(100 Marks)

(LOs: 1 - 5)

Learning outcomes (LO)

By completing this assessment, you will have shown and be assessed on all five of the learning outcomes: 

1. Audit the marketing environment in which hospitality and tourism organisations operate, demonstrating knowledge of a range of marketing tools and techniques.

2. Describe an existing or potential target market segment for an organisation that operates within hospitality and tourism.

3. Illustrate the extent to which the marketing mix of a hospitality and tourism organisation links to its competitive position within a target market segment.

4. Appraise appropriate sales management strategies and techniques for a given scenario.

5. GA: Contextually innovative through applying skills of critical, creative, and evidence- based analysis to current real-world situations and future challenges.

Your marker will use a rubric/ marking matrix to grade your work, and you can access this by clicking on the submission portal.