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ASSIGNMENT OUTLINE Assignment title: Assessment 3 (mini-Marketing Plan) Weighting: 45% Faculty responsible: Ms. Garrido Programme: MEPIHM1 Course name: Marketing Strategies for Hotel Management Course number: M9112 Hand-in date: Last day of the module at 23:59h

Assignment Overview: This coursework consists of creating a (brief) marketing plan for a hotel of your choice. You can optionally present a summary of the plan in a short video (less than 10 min). Overall aim: Apply marketing strategies as we see them in class, to a real-life scenario and effectively communicate it in written and (optionally) in audio-visual format.

Learning outcomes: 1, 2, 3, 4. Organisation and methodology: This is an individual project. You have to produce a report (marketing plan) and optionally a video summarizing the plan. Different weighing applies to the different options (please see Assessment Tasks and Weighting Section for details). Word count: Max. 5000 words. Video length: Max. 10 minutes Resources available: Course materials, e-library tools (books, newsletter, online magazines, etc.), internet, professionals from the industry, and of course the discussions in class based on handouts and videos posted in Moodle. There is also a guideline to be used as support for the project. (See Assessment Tasks and Weighting Section for details).

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Assessment tasks & weighting: Marketing plan Plan only Plan+Video Briefly explain the chosen hotel 5% 5% Initial Considerations

Connection to main business plan (consider mission only) 5% 5% Brief macro-level analysis (max. 1 page) 5% 5% Competitive environment 10% 10% Internal environment 5% 5%

Establish one marketing goal 5% 5% Develop Marketing Strategies

Segmentation and targeting 10% 5% Differentiation and positioning 10% 5%

Select only two of the following 20% each 15% each

 Service strategies

 Pricing strategies

 Promotional strategies (offline)

 Promotional strategies (online) Develop Implementation Plan Provide one action as contingency for any of the two selected strategies above 5% 5% Video (Optional) 20%

Clarity of explanation N/A 10% Summarizing of contents out of the plan N/A 10%

Common skills: assessed (bold) or developed (italics):


1.Manages own role and responsibilities

2. Manages own time in achieving objectives.

3.Undertakes personal and career development

4. Transfers skills gained to new and changing situations and contexts.

5.Uses a range of thought processes


6.Treats others’ values, beliefs and opinions with respect

7.Relates to and interacts objectively with individuals and groups

8.Works effectively as a member of a team


9.Receives and responds to a variety of information

10.Presents information in a variety of visual forms

11.Communicates in writing

12.Participates in oral and non-verbal communication


13.Uses information sources

14. Deals with a combination of routine and non-routine tasks

15.Identifies and solves routine and non-routine problems


16.Applies numerical skills and techniques

17.Uses a range of technological equipment and systems

Special instructions: This coursework consists of developing a marketing plan for a hotel of your choice. Ideally you should choose one hotel that you know very well (for example where you are currently working or where you have had working experience). You can also choose to accompany your plan with a summary of it in a short video (less than 10 min.). If you choose to create a video, the marketing plan will weigh 80% and the video 20% of this project’s grade. If you choose to only produce a report, the plan will weigh 100% of the grade. Your videos should show your face while presenting. You can use any supporting material that you prefer but it is advisable that you create a slide deck to present the summary of your plan (you can use Zoom or Powerpoint to create that video). Remember that any material should be presented in a professional way.

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The videos should be submitted as follows: upload it to your favorite video hosting platform (for example YouTube or Vimeo) as a non-public or non-listed video and email me the link to sgarrido@lesroches.es If you need help creating the video, please let me know and we can organize a session. If you have not created a video like this before it could be a great learning experience.

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Plagiarism is the act of presenting another’s ideas or words as one’s own. Cheating includes, but is not limited to, the intentional falsification or fabrication of any academic activity, unauthorized copying of another person’s work, or aiding and abetting any such acts. Particular care must be taken when presenting information that has been obtained from an internet site. Should this information not be correctly referenced, then you are guilty of plagiarism and will be penalized accordingly. With respect to projects/assignments, faculty reserves the right to randomly call upon any student and ask them to defend their work orally. Any assignment/exam which is found to contain plagiarism will automatically be awarded a grade of 0, and an e-mail will be sent to the student or the student’s parents/tutors/sponsors. Depending on the circumstances, additional penalties could be imposed (see LRM Academic Regulations, Section 11). Statement of authorship Following the title page of your assignment there should be a page on which you sign a statement that the work included in the assignment is your own work except where appropriately referenced. The following statement should be used:

Statement of authorship

I certify that this assignment is my own work and contains no material which has been submitted as part of an assignment in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the assignment.

Signed ……………………………………………………………………. Name…………………………………………………………………….. Student number. ……………………………………………………