HOTL2006 TOURISM AND HOSPIATALITY SALES AND PROMOTION UNIT
HOTL2006 TOURISM AND HOSPIATALITY SALES AND PROMOTION UNIT
ASSESSMENT 3 BRIEF: Sales and Promotional Plan for new Target Market.
Summary
Title Assessment 3: Report
Due Date Week 6, Monday 4th December 11.59pm
Length 1200-word
Weighting 30%
Submission WORD document submitted to Turnitin
Unit Learning Outcomes You will demonstrate the following Unit Learning Outcomes on the successful completion of this task:
ULO1: Demonstrate knowledge of the sales and marketing elements and how they function.
ULO2: Identify and analyse the efficacy and efficiency of a sales and marketing promotion for a given hospitality product and target market.
ULO3: Demonstrate the capability to design and develop a set of sales and promotion artefacts for a given hospitality product and target market.
ULO4: Demonstrate the knowledge and skills to reflect upon the challenges of mastering both social media and traditional media in the hospitality industry.
Task Description
This assignment is based on Assessment 2. The task is to provide a report about your new target market and rationale for sales and promotional campaign for tourism and hospitality product that you have chosen. You will need to give this careful consideration and identify challenges for the new target market and how your promotional tactics can effectively and efficiently address the challenges that you identified for your new target market. Discuss the important concept of integrated marketing communication (IMC). Discussing each of the promotional tool how could each tool be used effectively to communicate your product or service to your new target market.
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Rationale
The purpose of this assignment is draw together areas of study and research into a skills-based assessment.
Task Instructions
You will write a sales and promotional plan and tactics for this product for your new target market. Your task should include the following:
Write a brief background of chosen product or service that presented in Assessment 1 (100 words).
Provide a description of the existing target markets and using Market Segmentation techniques, identify new target market for your existing tourism and hospitality product or service. Discuss the concepts of Market Targeting and
Market Positioning (refer to Chapter 8 Textbook: Marketing for Hospitality and Tourism, Global edition, Kotler et al. 2022). (300 words)
Describe the message you have developed that is relevant to this target market (100 words)
Explain the concept of integrated marketing communications. Provide examples using your particular product or service. (150 words)
Analysis of Promotion Mix: Advertising, Sales Promotion, Personal Selling, Public Relations, Direct and Digital Marketing. Discuss each category involving specific promotional tools used to communicate with your target market. (300 words)
Discuss the benefits of direct and digital marketing to buyers and sellers in relation to your chosen product or service. (150 words)
Discuss some of the limitations of online advertising? (100 words)
References: must cite at least 4 academic and 2 non-academic resources
Please note you need to: Use 12-point Arial. Use 1.5 line spacing. Leave proper margins. Include Table of content.
Report format
Cover Sheet
Executive Summary (Not included in the word count)
Table of Contents (using report format)
Introduction: A brief background of tourism and hospitality product or service chosen.
Body of the report (comprising headings that reflect the assignment task).
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Conclusion
Reference list (not included in word count).
Appendix (if applicable).
Submission Instruction:
Report should be submitted using the Turnitin activity titled Assessment 3: Sales and Promotional Plan for new Target Market.
in the Assessments Tasks & Submission section on the Blackboard portal. Only Microsoft Word documents submitted via the Turnitin portal on Blackboard will be accepted. You must label your submission with your surname and initials and the assessment task's name, e.g: SmithJ_PromotionPlan.doc
Grades & Feedback
Grades and feedback will be available to students within 1 weeks time via Blackboard Gradebook
Assessment Criteria & Rubrics
Description of SCU Grades
High Distinction:
The student's performance, in addition to satisfying all of the basic learning requirements, demonstrates distinctive insight and ability in researching, analysing and applying relevant skills and concepts, and shows exceptional ability to synthesise, integrate and evaluate knowledge. The student's performance could be described as outstanding in relation to the learning requirements specified.
Distinction:
The student's performance, in addition to satisfying all of the basic learning requirements, demonstrates distinctive insight and ability in researching, analysing and applying relevant skills and concepts, and shows a well-developed ability to synthesise, integrate and evaluate knowledge. The student's performance could be described as distinguished in relation to the learning requirements specified.
Credit:
The student's performance, in addition to satisfying all of the basic learning requirements specified, demonstrates insight and ability in researching, analysing and applying relevant skills and concepts. The student's performance could be described as better than satisfactory or adequate or competent or capable in relation to the learning requirements specified.
Pass:
The student's performance satisfies all of the basic learning requirements specified and provides a sound basis for proceeding to higher-level studies in the subject area. The
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student's performance could be described as satisfactory or adequate or competent or capable in relation to the learning requirements specified.
Fail:
The student's performance fails to satisfy the learning requirements specified.
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