Unit Number and Title: 33: Integrated Hospitality Marketing Communications
Assignment Title: Development of an Integrated Marketing Communication Strategy
LO1: Evaluate different marketing channels and how they serve communication objectives for various hospitality organisations
LO2: Devise communication objectives and justify appropriate channel selection and integration
LO3: Design and produce content appropriate to the channel and communication objectives
LO4: Demonstrate the ability to critically evaluate a hospitality case study involving communication strategy, channel choice and creative content.
TaskA: Submission Format and Guidance: LO1and LO4 Report
Scenario and Activity
You are applying for a role as a Marketing Executive at a private resort. The resort is based in the countryside and have the following facilities, which are managed by a group of senior managers in various roles.
There are two wedding venues that are managed by a separate team of Event Managers.
There are also various accommodation facilities that can be hired with the weddings or if available for informal visitors. The accommodation is overall managed by an accommodation manager.
The Accommodation manager works closely with the Event managers.
As part of the final interview you are being asked to submit in writing a report outlining the approach that you would suggest to ensure all the objectives of the individual facilities as well as the overall objects of the resort can be achieved. The report owners are focused on learning from the following case study: “The Case of a Small Luxury Resort: An Online Marketing and Distribution Channel Dilemma”
In producing the report, you will:
- Evaluate the different marketing channels used in the case study and how they served the communication objectives for the resort.
- Critically evaluate the hospitality case study involving communication strategy, channel choice and creative content
Task B: Submission Format and Guidance: LO2 and LO3 Team Presentation and Presentation Notes
Scenario and Activity
As a new manager in the team you are working with Event Managers and Accommodation manager to design and plan the implementation of an Integrated Marketing Communication Strategy for the resort. One of the main objectives of the communication is to ensure that the target market would be international rather than just local and national customers.
You will be doing a 10 minute presentation to the resort owners and other stakeholders that should cover the following:
- The proposed communication objectives for the resort
- The justification for the selection and integration of the communication channels chosen
- The integrated marketing communications plan that effectively meets communication objectives for the resort