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Assignment Front Sheet

Qualification Unit Number and Title

Pearson BTEC Level 4 HND Diploma in Hospitality Management

Y/601/1793-Unit 8 Marketing in Hospitality

Student Name

Student No.

Assessor name Narinder Pangli

Date of Issue Completion date Submitted on

5th November 2014 19th December 2014 19th December 2014

Assignment title Marketing in Hospitality

Learning Outcome

Learning outcome

Assessment criteria

In this assessment you will have the opportunity to present evidence that shows you are able to

Task No.

Evidence (Page no)

LO1 Understand the concepts of marketing in a services industry context

1.1 discuss concepts of marketing for a relevant services industry

1a)

1.2 assess the impact of the marketing environment on the industry

1a)

1.3 evaluate the relevance of consumer markets in the industry

1b)

1.4 discuss the rationale for developing different market segments

1b)

LO2 Understand the role of the marketing mix

2.1 assess the importance of components of the marketing mix to the industry

2

2.2 analyse pricing strategies and policies in relation to the industry

3

LO3 Be able to use the promotional

3.1 evaluate the role of the promotional mix

4 a)

3.2 plan an advertising campaign for 4 a)

2

mix a services industry operation

3.3 analyse the role that sales promotion and public relations play in promotional efforts

4 b)

LO4 Understand the marketing cycle in a services industry environment.

4.1 discuss the relevance of market research to services industry operations

5 b)

4.2 undertake market research for an appropriate product or service

5 a)

4.3 analyse the suitability of different media for marketing an appropriate product or service

5 a)

4.4 evaluate the implementation of the marketing plan for an appropriate product or service

5 c)

Learner declaration

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. Student Signature: Date:

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In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades.

Grade Descriptor

Indicative characteristic/s Contextualisation

M1 Identify and apply strategies to find appropriate solutions

Effective judgements have been made.

Complex problems with more than one variable have been explored.

Problem has been approached in multiple angles leading to well evaluated judgements. TASK 4a) & b); Task 5 c)

M2 Select/Design and apply appropriate methods/techniques

A range of methods and techniques have been applied.

A range of sources of information has been used.

The selection of methods and techniques/sources has been justified.

Information in addition to the sources provides is used alongside provided information. Methods beyond those highlighted in the information provided have been used. TASK 1, 2 and 3

M3 Present and communicate appropriate findings

The appropriate structure and approach has been used.

Detailed a relevant use of SWOT, PESTLE, (TASK 1) Marketing Mix (TASK 2) and AIDA (TASK 4 b)) Data visualisation techniques used for present gathered data. (TASK 5 b))

D1 Use critical reflection to evaluate own work and justify valid conclusions

Conclusions have been arrived at through synthesis of ideas and have been justified.

Exceptional arguments provided when providing conclusions. TASK 5c)

D2 Take responsibility for managing and organising activities

Autonomy/Independence has been demonstrated.

Additional relevant sources of information have been used effectively to support arguments and referenced correctly (ALL

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TASKS)

D3 Demonstrate convergent/lateral and creative thinking

Ideas have been generated and decisions taken

Self-evaluation has taken place Convergent and lateral thinking have been applied Problems have been solved Innovation and creative thought have been applied Receptiveness to new ideas is evident Effective thinking has taken place in unfamiliar contexts.

Evaluation of conclusions based on strengths and weaknesses of data about the business environment. (ALL TASKS)

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Assignment Brief

Unit Number and title Y/601/1793-Unit 8 Marketing in Hospitality

Qualification Pearson BTEC Level 4 HND Diploma in Hospitality Management

Start Date 5th November 2014

Deadline 19th December 2014

Assessor Narinder Pangli

Assignment title Marketing in Hospitality Purpose of this assignment This unit enables learners to understand the concepts of marketing, the role of the marketing mix, the marketing cycle, and gain skills in using the promotional mix. You will achieve this by analysing the below case study: The National Trust www.nationaltrust.org.uk What do the words National Trust mean to you? Historic houses? Gardens? An organisation that older people join? All of these are accurate, but they reflect only a small part of what the National Trust is and does. What you might not know is that the Trusts responsibilities include over 350 historic houses, 255,000 hectares of land including gardens, mills, coastline, forests, farmland, moorland, islands, castles, nature reserves, villages, pubs and even a goldmine! The National Trust is a registered charity that looks after special places. It has over 4 million members and every year welcomes around 19 million visitors to its properties and special places, which are open to everyone. As a not-for-profit organisation managed by a small Board of Trustees, it is completely independent of government. Its funding is generated entirely from membership fees, donations, legacies and revenue raised from its commercial activities such as its National Trust shops and catering business. The Trust attracts customers of different types, young and old, including families, history lovers and nature lovers. Its mission is to grow the nations love of special places Forever, for everyone, so it aims to inspire as many people as possible in many different ways. These might include themed events to celebrate the UKs history, guided walks across its estates and countryside to discover wildlife, open-air performances of Shakespeare and music festivals or firework displays. Its properties regularly appear in film sets, such as in the recent Sherlock Holmes and Harry Potter films. However, its interests extend far beyond just bricks and mortar. Much of the Trusts work reflects its interest in getting people outdoors and closer to nature, as well as wider global and environmental issues, such as increasing energy efficiency, recycling and sustainability. The National Trust aims to increase membership by 25% to five million by 2020. To do this, it is adopting a strategy of Going local. This aims to ensure the Trust can respond quickly to local issues on the ground and get more people involved as members, volunteers or employees. It will also put the Trust at the heart of communities so that everyone in the UK

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can feel like a member. The National Trust is now adopting a new strategy and modern marketing techniques to excite a younger audience, generate new members and enhance its position as an employer with young people. Promotion may have a number of purposes depending on the needs of an organisation. For example, it can raise awareness of a brand or business, highlight the benefits of value of its products to attract sales or help to change the image of a firm. Promotion covers a variety of techniques by which an organisation communicates with its customers and potential customers. These communications may have different forms and content to ensure that the target audience can understand and receive the messages properly. The AIDA model demonstrates the stages of promotion: Initiating awareness (attention) amongst non-customers or increasing knowledge of new offers for existing customers Generating interest for and creating desire to have the product Finally ensuring action to purchase. The ultimate aim is to keep customers loyal so that over time they become advocates and promote the product to other consumers. Customer recommendation is a very strong form of promotion. As a business, the National Trust has few direct competitors, but there are many alternative ways for the public to spend their leisure time and money. In addition, recent research has shown that, even when aware of the Trusts work, few young people considered it as a possible organisation to work for. The National Trust is therefore focusing on a promotion strategy that applies equally to highlighting what the Trust can offer its visitors and members and to promoting National Trust jobs of all types. The Trust is using digital media and social networking sites such as Facebook to highlight the huge variety of roles it offers. These channels enable the Trust to present practical and personal insight into different job roles, such as skilled professional posts, catering staff or young volunteers, through the use of employee profiles, articles or guest blogs. The National Trust has embraced social media and new technologically-inspired below-the-line activities to increase the shareability of its messages. This broadens the Trusts reach beyond existing members or fans. Different parts of the National Trust use social media for marketing and promotion in different ways. For example: use of Twitter helps the National Trust to engage more flexibly and informally with the public and members and both receive and capture their ideas guest articles about its activities and properties on blogs show younger people what the Trust can offer them Facebook updates and employee profiles help to demonstrate the Trusts job opportunities and widen the pool of possible applicants for jobs.

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TASK 1 - LO1 1.1, 1.2, 1.3, 1.4 (M2. M3, D2 D3) a) Analyse the environment that the National Trusts operates in. Conduct this analysis

using SWOT and PESTLE analysis. It is essential you assess the impact of the marketing environment (Ensure you discuss modern marketing techniques made possible with technology) AC 1.1 and 1.2

b) Highlight the National Trusts relevance and its rationale for developing different market segments (refer to the Product Life Cycle where appropriate and refer to above- the- line and below- the- line marketing). AC 1.3 and 1.4

(600 Words) TASK 2 - LO2 2.1 (M2, M3, D2, D3) Apply your knowledge of the marketing mix to at least two products/services that the National Trust provides ensure you cover each area of the marketing mix and outline the importance of the marketing mix to the National Trust and the industry in which they operate. (500 Words) TASK 3 - LO2 2.2 (M2, D2, D3) Based upon your above findings conduct a detailed analysis of the pricing strategies used by the National Trust and the industry (i.e. compare with competitors). (500 Words) TASK 4 LO3 3.1, 3.2, 3.3.

a) Focusing on the promotional mix plan an advertising campaign for a product/service that the National Trust provides. Ensure you produce a poster along with your advertising campaign plan that is aimed at sales promotion; you must outline a clear strategy for promotion within the advertising campaign. LO3 AC 3.1, 3.2 (M1, D2)

b) Using the AIDA model analyse the role sales promotion and public relations play within promotional mix for the National Trust. LO3 3.3 (M1, M3, D2)

(600 Words) TASK 5 LO4 AC 4.1, 4.2, 4.3, 4.4

a) Design a questionnaire that will act as a marketing survey which will assess the effectiveness of your advertising campaign, the aim of the survey should be to evaluate the suitability of the approach for promotion you have selected in Task 4. LO4 AC 4.2, 4.3, D2

b) Present the results of the marketing survey and discuss the relevance of market research. LO4 AC 4.1 (M3, D2)

c) Evaluate the marketing plan developed earlier based upon the result of the marketing survey and make recommendations and reflect upon your understanding of Marketing in Hospitality. LO4 AC 4.4 (M1, D1, D2)

(900 Words)

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Evidence Checklist

Summary of evidence Evidence presented

Task 1 Answers to questions 1(a) through 1(b) given (600 words).

Task 2 Answers to questions given (600 words).

Task 3 Answers to questions given (500 words).

Task 4 Production of a marketing plan and a poster. (600 words)

Task5 Production of a questionnaire and the result of the questionnaire presented in a graphical format i.e. table, pie chart, graph etc... (900 words)

Important Plagiarism, collusion and non-compliance with assessment regulations are offences

under the awarding body regulations and where suspected will be thoroughly

investigated under official procedures.

Penalties may be imposed depending on the severity of the offence, as per the awarding body guidance.

Appropriate citations of source documents are essential when presenting written/word processed work and it is crucial that you quote the books, journals, websites etc. that you used whilst you carried out desk research.

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Achievement Summary

Qualification Pearson BTEC Level 4 HND Diploma in Hospitality Management

Assessor Name

Narinder Pangli

Unit Number and title

Y/601/1793- Unit 8 Marketing in Hospitality

Student Name

Student No.

Criteria Reference

To achieve the criteria the evidence must show that the student is able to:

Achieved? (tick)

LO1

1.1 discuss concepts of marketing for a relevant services industry

1.2 assess the impact of the marketing environment on the industry

1.3 evaluate the relevance of consumer markets in the industry

1.4 discuss the rationale for developing different market segments

LO2

2.1 assess the importance of components of the marketing mix to the industry

2.2 analyse pricing strategies and policies in relation to the industry

LO3

3.1 evaluate the role of the promotional mix

3.2 plan an advertising campaign for a services industry operation

3.3 analyse the role that sales promotion and public relations play in promotional efforts

LO4

4.1 discuss the relevance of market research to services industry operations

4.2 undertake market research for an appropriate product or service

4.3 analyse the suitability of different media for marketing an appropriate product or service

4.4 evaluate the implementation of the marketing plan for an appropriate product or service

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Grade Descriptor Achieved? (tick)

Grade descriptor Achieved? (tick)

M1 Indentify and apply strategies to find appropriate solutions

D1 Use critical reflection to evaluate own work and justify valid conclusions

M2 Select/Design and apply appropriate methods/techniques

D2 Take responsibility for managing and organising activities

M3 Present and communicate appropriate findings

D3 Demonstrate convergent/lateral and creative thinking

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Assignment Feedback

Formative Feedback: Assessor to Student

Action Plan

Summative feedback

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Feedback: Student to Assessor

Assessor

Signature

Date

Student

Signature

Date