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CHM601BM Contemporary Hotel Marketing

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ASSESSMENT 1 BRIEF
Subject Code and TitleCHM601BM Contemporary Hotel Marketing
AssessmentMarket Research Report
Individual/GroupIndividual
Length1,500 words (+/- 10%)
Learning OutcomesThe Subject Learning Outcomes demonstrated by successful completion of the task below include: Explain the rationale and process of developing a marketing strategy.   Analyse, and evaluate market opportunities and trends.   Locate, appraise, and interpret market and consumer intelligence.
SubmissionDue by 11:55pm AEST/AEDT Sunday end of Week 4.
Weighting30%
Total Marks100 marks
CHM601
CHM601

Assessment Task

Research the current business environment and critically analyse the macro environmental factors which may influence the Australian hospitality industry. Then, discuss their application to hotel marketing planning.

Please refer to the Instructions for details on how to complete this task.

Context

This assessment aims to develop the skills required to investigate and critically analyse the trends, factors and current business environment that may influence marketing planning in hotel organisations by focusing on the research, analysis and planning phases of marketing management.

Upon successful completion of this assessment, you would have established the foundations required to inform future marketing plans. Please note that this assessment does not require you to create a marketing plan.

Instructions

To complete this assessment, you are required to select an existing four- or five-star hotel located in Australia to serve as your case hotel. You will need to undertake secondary research in order to investigate and critically analyse the current business environment in which your chosen hotel operates. You are required to write a report based on independent research, while engaging with the relevant concepts, theories and models addressed in the course material. You are not required to conduct any primary research for this assessment.

You are expected at a minimum to use the PESTLE framework (Political, Economic, Socio-Cultural, Technological, Legal and Environmental/Ecological) to identify the macro environmental factors and discuss indicators relevant to the case hotel. To present a thorough but concise analysis, it is recommended that you select only one or two indicators for each PESTLE factor to discuss.

Attempting to discuss all potential indicators within a limited word count will be counter-productive.

Relevant market and consumer intelligence should be identified and interpreted in a meaningful way in order for the hotel to plan its marketing efforts strategically and effectively.

You are also required to conduct a Competitor Set (CompSet) analysis to identify, present and justify a chosen set of four (4) direct hotel competitors in tabular form.

Structure Guideline:

  1. Individual Assignment Cover Sheet
  2. Introduction (150 words approximately)
    1. Aims/Objectives
    1. The significance of market research in marketing management within the hotel sector
    1. Methodology
  3. Findings
    1. Overview and analysis of the macro environment. An overview of each of the PESTLE factors, and discussion of one or two relevant indicators for each factor, which are critical for the hotel to be aware of (1,000 words approximately)
    1. Market and consumer research should draw on data relevant to the context and current year to support your analysis
    1. Competitive set analysis (this is best presented as a short discussion of the

competitive landscape in the main body of the report along with your ‘Competitive Set’ table presented in the appendices)

  • Conclusion (100 words approximately)
  • Reference List (you must refer to a minimum of three (3) academic and three (3) credible professional/trade publications)
  • Appendix or Appendices

You should utilise the following resource for writing your report: https://library.torrens.edu.au/academicskills_ap/reports

Referencing

It is essential that you use appropriate APA style for citing and referencing research. Please see more information on referencing in the Academic Skills webpage.

Submission Instructions

Please submit your Individual Market Research Report via the Assessment 1 submission link in the main navigation menu in CHM601BM: Contemporary Hotel Marketing on Blackboard. The Learning Facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in My Grades.

Academic Integrity

All students are responsible for ensuring that all work submitted is their own and is appropriately referenced and academically written according to the Academic Writing Guide. Students also need to have read and be aware of Torrens University Australia Academic Integrity Policy and Procedure and subsequent penalties for academic misconduct. These are viewable online.

You also must keep a copy of all submitted material and any assessment drafts.

Special Consideration

To apply for special consideration for a modification to an assessment or exam due to unexpected or extenuating circumstances, please consult the Assessment Policy for Higher Education Coursework and ELICOS and, if applicable to your circumstance, submit a completed Application for Assessment Special Consideration Form to your Learning Facilitator.

Assessment Rubric

Assessment AttributesFail (Yet to achieve minimum standard)   0-49%Pass (Functional)   50-64%Credit (Proficient)   65-74%Distinction (Advanced)   75-84%High Distinction (Exceptional)   85-100%
Knowledge and understanding of the role of market research in marketing management, the macro-environmental factors and market and consumer intelligence influencing marketing planningDemonstrates a partially- developed understanding of the role of market research in marketing management, the macro- environmental factors, and market and consumer intelligence influencing marketing planning in the context of hospitality organisations.   Key components of the assignment are not addressed.   Limited discussion of the PESTLE framework.   Little to no competitive analysis.Demonstrates a functional knowledge of the role of market research in marketing management, the macro- environmental factors, and market and consumer intelligence influencing marketing planning in the context of hospitality organisations.   Most components of the assignment are addressed.   Broad discussion of the PESTLE framework.   Limited analysis of the competitive landscape.   Conducted independent research and identifiedDemonstrates proficient knowledge of the role of market research in marketing management, the macro-environmental factors, and market and consumer intelligence influencing marketing planning in the context of hospitality organisations.   All components of the assignment are addressed.   Critical analysis of relevant macro environmental indicators influencing marketing planning.     Supports personal opinion and informationDemonstrates advanced knowledge of the role of market research in marketing management, the macro-environmental factors, and market and consumer intelligence influencing marketing planning in the context of hospitality organisations.   Discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading.   Well-demonstrated capacity to explain and apply relevant concepts.Demonstrates exceptional knowledge of the role of market research in marketing management, the macro-environmental factors, and market and consumer intelligence influencing marketing planning in the context of hospitality organisations   Systematically and critically discriminates between assertion of personal opinion and information substantiated by robust evidence from the research/course materials and extended reading. Mastery of concepts and application to new

        Percentage for this criterion = 35%Limited independent and relevant research on market and consumer research.relevant market and consumer trends influencing marketing planning.substantiated by evidence from the research/course materials.   Identifies and justifies relevant competitors.   Demonstrates a capacity to explain and apply relevant concepts. situations / further learning.   Extends theories and concepts and applies them to further learning.
Analysis and application with synthesis of new knowledge                             Percentage for this criterion = 35%Limited synthesis and analysis of the external business environment in the context of hotel organisations.   Little to no analysis of relevant macro environmental indicators influencing marketing planning in hospitality.   Limited independent and relevant research on market and consumer trends.Demonstrates analysis and synthesis of new knowledge of the external business environment with application to hospitality organisations.   Limited analysis of the macro environmental factors influencing marketing planning.   Conducted independent research and identified relevant market and consumer trends influencing marketing planning.Well-developed analysis and synthesis with application linked to analysis/synthesis.   Demonstrates a capacity to explain and apply relevant concepts.   Supports personal opinion and information substantiated by evidence from the research/course materials.Thoroughly developed and creative analysis and synthesis with application of pretested models and/or independently developed models and justified recommendations linked to analysis/synthesis.   Information substantiated by robust evidence from the research/course materials and extended reading.   Mastery of concepts and application to new situations / further learning.Highly sophisticated and creative analysis; synthesis of new with existing knowledge.   Strong application by way of pretested models and/or independently developed models. Recommendations/ suggestions are clearly justified based on the analysis/synthesis. Applying knowledge to other cases.   Extends theories and concepts and applies them to further learning.
      
Effective communication (written)                             Percentage for this criterion = 15%Provides information.   Specialised language and terminology is rarely or inaccurately employed.   Meaning is repeatedly obscured by errors in the communication of ideas, including errors in structure, sequence, spelling, grammar, punctuation and/or the acknowledgment of sources.Communicates in a readable manner that largely adheres to the given format.   Generally employs specialised language and terminology with accuracy.   Meaning is sometimes difficult to follow. Information, arguments and evidence are structured and sequenced in a way that is not always clear and logical.   Some errors are evident in spelling, grammar and/or punctuation.Communicates in a coherent and readable manner that adheres to the given format.   Accurately employs specialised language and terminology.   Meaning is easy to follow.   Information, arguments and evidence are structured and sequenced in a way that is clear and logical.   Occasional minor errors present in spelling, grammar and/or punctuation.Communicates coherently and concisely in a manner that adheres to the given format.   Accurately employs a wide range of specialised language and terminology.   Engages audience interest.   Information, arguments and evidence are structured and sequenced in a way that is, clear and persuasive.   Spelling, grammar and punctuation are free from errors.Communicates eloquently. Expresses meaning coherently, concisely and creatively within the given format. Discerningly selects and precisely employs a wide range of specialised language and terminology.   Engages and sustains audience’s interest.   Information, arguments and evidence are insightful, persuasive and expertly presented.   Spelling, grammar and punctuation are free from errors.
Correct citation of key resources and evidence                 Percentage for this criterion = 15%Demonstrates inconsistent use of good quality, credible and relevant resources to support and develop ideas.   Referencing is omitted or does not resemble APA.Demonstrates use of credible and relevant resources to support and develop ideas, but these are not always explicit or well developed.   Referencing resembles APA, with frequent or repeated errors.Demonstrates use of credible resources to support and develop ideas.   Referencing resembles APA, with occasional errorsDemonstrates use of good- quality, credible and relevant resources to support and develop arguments and statements.   Shows evidence of wide scope within the organisation for sourcing evidence. APA referencing is free from errors.Demonstrates use of high- quality, credible and relevant resources to support and develop arguments and position statements.   Show evidence of wide scope within and without the hotel organisation for sourcing evidence. APA referencing is free from errors.