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A Critical Review of Strategic Approach to Marketing Planningconcepts applied to firms in the hospitality sector
University
Berlin School of Business & Innovation
Subject
Management
Module Code
-
A Critical Review of Strategic Approach to Marketing Planningconcepts applied to firms in the hospitality sector
Introduction
The assignment will test the knowledge and its application you acquire in the module ‘Strategic Approach in Marketing Planning for Hospitality’. You are highly encouraged to apply all the concepts you have learnt in the course while taking into consideration the learning outcomes.
Tasks (All tasks are equally weighted):
Assignment Tasks:
In this assignment, your tasks are to critically review and analyse a firm strategic approach to marketing planning in the hospitality & tourism industry. The firm could be either a domestic or international firm however it has to be a firm operating in the hospitality and tourism industry. The following structure below could be used as a guide. This guide however should not be used as the ultimate reference, you may add any topics related to the course.
- Executive Summary (LO1)
- Introduction & Scenario Overview (LO2)
- Marketing Mix (LO2)
- Marketing Strategy & Goals (LO2)
- Target Markets (LO2)
- Communications & Branding Strategy (LO2)
- Marketing Research (LO3)
- Competitors Strategy (LO3)
- Budget, (LO3)
- Calendar (LO3)
- Control Strategy (LO4)
- Conclusion (LO4)
- Extra: Appendix
GUIDANCE ON ASSESSMENT
All materials must be properly referenced under Harvard conventions. The length required in 3000 words (+-10% ) with tasks equally weighted. The writing style should be formal academic / Written assignment writing style with in-text referencing to support your comments and observations. Originality, quality of argument and good structure are required. The Written assignment should demonstrate sound understanding and ability to apply knowledge and theory of marketing strategy. Additional marks being awarded for juxtaposition and insight of issues.
Grading Criteria
| Generic Criteria | 90 – 100 | 80 – 89 | 70 – 79 | 60 – 69 | 50 – 59 | 40 – 49 | 30 – 39 | 0 – 29 | |
| Level 7 | Knowledge of contexts, concepts, technologies and processes
The extent to which knowledge is demonstrated: relevant contextual or theoretical issues are identified, defined and described historical or contemporary practices are identified, defined and described appropriate technologies, methods and processes are identified, defined and described |
Exceptional and remarkable critical understanding of current issues and historical contexts demonstrating knowledge at the forefront of the discipline
Exceptional and highly original understanding of techniques methods and processes |
Excellent and highly sophisticated critical understanding of current issues and historical contexts demonstrating knowledge
at the forefront of the discipline
An excellent and highly impressive understanding of techniques, materials and processes |
Comprehensive critical understanding of current issues and historical contexts much of which is at, or informed by, the forefront of the discipline.
Comprehensive knowledge of techniques and processes, and a critical understanding of their potential to advance scholarship in the discipline. |
Significant understanding of current issues and historical
contexts, much of which is at, or informed by, the forefront of the discipline.
Significant knowledge of the techniques and processes applicable to understanding research and advanced scholarship in the discipline |
Sound understanding of knowledge of current issues and historical contexts, some of which is at, or informed by, the forefront of the discipline.
Sound knowledge of the techniques and processes applicable to research and advanced scholarship in the discipline |
Passable understanding of knowledge of current issues and historical contexts, some of which is at, or informed by, the forefront of the discipline.
Acceptable knowledge of the techniques and processes applicable to research and advanced scholarship in the discipline |
Insufficient understanding of knowledge of the contextual, historical or theoretical issues that inform the discipline.
Insufficient knowledge of techniques applicable to research and advanced scholarship in the discipline. |
Very poor demonstration of understanding of contextual, historical or theoretical issues that inform the discipline.
Very weak knowledge of technologies, methods and processes |
| Understanding through application of knowledge
The degree to which research methods are demonstrated: relevant knowledge and information is compared, contrasted, manipulated, translated and interpreted knowledge and information is selected, analysed, synthesized and evaluated in order to generate creative ideas, solutions, arguments or hypotheses |
Exceptional and remarkable demonstration of research methods which generate highly developed critical insights into existing knowledge
Exceptional and remarkable critical evaluation of existing knowledge leading directly to new hypotheses
Exceptional and remarkable judgements made in relation to creative practice, current ideas, arguments and hypotheses |
Excellent and highly sophisticated demonstration of research methods leading to impressive critical insights into existing knowledge
Excellent and highly sophisticated critical evaluation of existing knowledge working towards new hypotheses
Excellent and highly sophisticated judgements made in relation to creative practice, current ideas, arguments and hypotheses |
Rigorous use of established methods of research combined with the ability to generate new concepts or insights into existing knowledge.
Critical evaluation of current knowledge to evaluate methodological practices and propose new hypotheses.
Carefully considered judgements on highly complex or ‘under-researched’ problems showing evidence of systematic analysis and deduction and creative processes to resolve them. |
Confident use of established methods of research combined with the ability to recognise new concepts using existing knowledge.
Critical evaluation of current knowledge to analyse methodological practices and propose hypotheses
Informed judgements made on highly complex research problems showing evidence of systematic analysis and deduction and creative processes to resolve them |
Sound use of established methods of research to develop and interpret existing knowledge.
Critical evaluation of current knowledge and recognition of methodological practices.
Sound judgements made on complex research problems showing evidence of systematic analysis and deduction and creative processes to resolve them. |
Passable use of established methods of research to develop and interpret existing knowledge.
Evidence of critical evaluation of current knowledge and recognition of methodological practices.
Passable judgements made on complex research problems showing evidence of systematic analysis and deduction and creative |
Insufficient use of existing methodologies to develop knowledge.
Inability to fully understand or interpret relevant knowledge and methodological practices.
Research problems are insufficiently complex and require mainly routine analytic and creative |
Inability to use and interpret existing research methodologies
Little or no ability to evaluate existing knowledge
Inability to define a research problem and to generate solutions or hypotheses through research and practice |
| processes to resolve
them. |
processes to resolve
them. |
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| Application of technical and professional skills
The degree to which: appropriate materials and media are selected, tested and utilised to realise and present ideas and solutions appropriate technologies, methods and processes are demonstrated transferable, professional skills are effectively demonstrated self management and independent learning are demonstrated |
Exceptional and remarkable critical and evaluative skills utilised leading to highly original solutions to very complex problems
Outstanding application of advanced technical skills that fundamentally challenges current understanding and practices
Exceptional and remarkable demonstration of professionalism, self- management and independent learning |
Excellent and highly sophisticated critical and evaluative skills utilised leading to impressive solutions to very complex problems
Highly impressive application of advanced technical skills that challenge current understanding and practices
Excellent demonstration of professionalism, self- management and independent learning |
Evidence of a high level of critical and evaluative skills in order to create original solutions to a range of highly complex problems.
Application of advanced skills, techniques and processes that challenge knowledge and understanding of the discipline.
Demonstration of a very high level of professionalism, self- management and independent learning |
Evidence of the critical and evaluative skills necessary to construct solutions to a range of complex problems
Application of advanced skills, techniques and processes that contribute to knowledge and understanding of the discipline.
Demonstration of a competent level of professionalism, self- management and independent learning |
Evidence of the critical and evaluative skills necessary to identify solutions to a range of complex problems.
Application of advanced skills techniques and processes that sustain independent learning in the discipline.
Clear demonstration of professionalism, self- management and independent learning |
Evidence of the critical and evaluative skills necessary to identify solutions to a range of varied problems.
Application of advanced skills techniques and processes that sustain independent learning in the discipline.
Acceptable demonstration of professionalism, self- management and independent learning |
Inability to demonstrate the critical and evaluative skills necessary to identify solutions to problems
Insufficient ability to demonstrate the skills necessary for sustained independent learning
Insufficient evidence of professional and transferable skills |
Very poor ability to apply appropriate materials and media to present ideas and solutions
Very poor judgement shown in choice of methods and processes
Inability to manage self, meet deadlines, work professionally and independently |
