2304HSL - Hospitality Marketing (Semester 1, 2012)
MARKETING PLAN ASSIGNMENT - OVERVIEW In groups of two (pairs), you are required to research the marketing environment of an Australian hotel or hospitality organisation with which you are familiar or have an interest in. This may be an organisation where you currently work. You are to assume the position of the organisation’s Marketing Manager who is responsible for preparing a report for the organisation’s management team in order to commence the annual business planning process. Overall this assignment represents 40% of your overall course assessment. 10% of the mark will be awarded for progress check assignment due in week 5 and 30% of the mark will be awarded for the written report assignment due in week 10. Course Workbook: The assignment builder activities in your tutorial workbook should assist you in considering key issues relating to this assignment. References: Use APA reference style (refer to the “Assessment” tab for a quick guide to APA reference style. Presentation: 12-point font Arial or Times New Roman. 1.5 line spacing. Single sided printing. Please collate the pages together and staple in the top left hand corner. Do not submit the assignment in a plastic folder or binding. PART A – PROGRESS CHECK - BACKGROUND RESEARCH & ANALYSIS (10%) In order to develop a comprehensive and high standard marketing strategy assignment you first need to complete extensive background research and analysis. This research and analysis is to ensure that as much relevant information about the current (and possibly past) operating environment is gathered and understood, so that appropriate marketing strategies are developed. Accordingly, for Part A of this assignment, you are required to conduct a comprehensive situation analysis of your selected organisation. In conducting this analysis, you will need to consult with industry resources (e.g., plans, reports, etc.) as well as academic literature to identify...
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