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Status:
Mandatory
Number of Credits:
30
90
Unit Aims
In todays increasingly competitive business environment there has been a shift from
traditional marketing towards more varied approaches. In particular there has been a
change from transactional to relationship management in marketing. The current market
consumers determine whether brand and image are coherent and organisations recognise
the power of brand and image as central to marketing activity. Todays brands are often built
with effective PR campaigns and then maintained through a blend of marketing and PR. The
impact of the Internet is having profound effect upon PR and marketing practices. Therefore,
the aims of this unit are to enable candidates to develop their understanding and ability to
critically evaluate marketing, branding and public relations strategies in the hospitality and
tourism industry. Candidates will be able to develop marketing, branding and public
relations strategies that increase competitive advantage for the organisation.
Learning Outcomes
At the end of this unit the
learner will be able to:
1. Develop marketing
strategies for hospitality and
tourism organisations.
2. Critically evaluate
marketing communication
strategies for hospitality and
Assessment Criteria
The learner can:
Indicative Content
Network and
relationship
marketing
Strategic Customer
Relations
Developing and
creating customer
loyalty
Brand identity
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tourism organisations.
identity strategies.
2.2 Assess the effectiveness
of e-marketing, viral and
guerrilla marketing
strategies within hospitality
or tourism organisations.
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E-marketing
Viral Marketing
Guerrilla marketing
Candidates should use and apply marketing and marketing communications theory and
conceptual frameworks to critically analyse the above issues.
Candidates should then recommend marketing and customer loyalty strategies that would
secure and/or enhance the organisations competitive advantage. All recommendations
should be justified drawing on the analysis they have carried out.
The secondary research undertaken should be appended to this assignment.
All theories, concepts, models and industry examples must be appropriately referenced
using the Harvard System style.
Task 2
Learning Outcome 1 and 2
Assessment Criteria: 1.3 and 2.3
Weighting 20%
Individual Presentation with handouts (maximum two sides of A4) and speakers
notes.
Candidates are required to prepare and carry out a 15 minute presentation explaining the
recommendations made in task 1. The presentation should discuss the marketing,
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