Aim:
The Marketing Campaign requires students to apply their knowledge of services marketing through the development of a hospitality specific business strategy.
The Campaign will demonstrate students' ability to create marketing strategies relevant to the services industry, apply appropriate research to the development of those strategies.
Assessment brief:
You are required to develop a Marketing Campaign for a hospitality business wishing to increase the demand for its products and services. The business MUST be a real example operating within a hospitality context. The campaign must be presented as a strategy document, clearly outlining how objectives are to be achieved. The Campaign must include the following elements:
Business Overview (Strengths and Weaknesses)
Overview of the market conditions, including the competition and economy (Opportunities and Threats)
Campaign objectives
Target Market Profile
o Full demographic and psychographic profile
o Current research, correctly cited
Key campaign messages and offers / unique selling proposition
Campaign media plan / integrated marketing communication plan
Campaign execution (what needs to be checked or tested before the campaign goes live)