Attached is two separate pieces of work. one is a report & other is an assignment
Coursework 1-Report: Deadline- 2pm Thursday, 13th December 2018 based on Travelodge (2000 words) The below Table of Contents and Structure is ONLY a GUIDE that can be worked on to make the heading/subheadings shorter. Those that try to be creative with it will be rewarded accordingly. Please do NOT copy word for word to avoid high similarity! TABLE OF CONTENTS Page# i.e. 1.0 Description of the Product and Production Orientations 2 2.0 Orientation adopted by Travelodge 3 Introduction -Outline the purpose of the report (100 words) What is the purpose of the report? i.e. Hired as a marketing assistant of Travelodge’s marketing team, you have been assigned the task of writing a report that addresses each the following areas: ………………………… -Provide an overview of Travelodge (200 words) Give a brief history of Travelodge Must include in-text citations of the sources used Task 1: Marketing Management Orientations/Concepts (L01) a. Describe the product and production orientations, highlighting the advantages and disadvantages of each (200 words) Describe the product and production orientations - What are they? What are the advantages and disadvantages of each? b. Identify and discuss the marketing management orientation adopted by Travelodge, providing one (1) example that demonstrate Travelodge’s use of the approach (200 words) Briefly discuss the different marketing management orientations/concepts Explain the orientation/concept adopted by Travelodge – what evidence is there to suggest Travelodge is using the chosen orientation/concept. i.e. provide one example that demonstrates Travelodge is using the orientation/concept Must include in-text citation of the sources used Task 2: Marketing Environment (L02, 3) a. Identify and discuss one legal factor and one technological factor that could impact Travelodge's business operations and consumer buying behaviour (200 words) Choose one legal and one technological factor Explain each factor and the impact each factor could have on Travelodge’s business operations and consumer buying behaviour Do the factors present an opportunity or threat to the business? Must include in-text citation of the sources used b. Identify and explain two (2) internal environmental factors that could be considered as strengths or weaknesses of Travelodge’s business operations (250 words) What are internal environmental factors? Choose two factors that could be considered as strengths or weaknesses in Travelodge’s operations i.e. Organisation Resources, Capabilities, Core Competencies. Explain each of the chosen factors Why are the factors considered to be strengths or weaknesses? Must include in-text citation of the sources used Task 3: Marketing Strategies (LO3) a. Explain the concept of positioning and its importance in planning a marketing strategy for Travelodge (200 words) What is positioning? What does it involve? Consider the various approaches to positioning i.e. product attribute, user, product class etc. Why is positioning important in planning a marketing strategy for Travelodge? b. Discuss one (1) positioning strategy that Travelodge could adopt in positioning themselves (200 words) Out of the different positioning strategies, discuss one strategy that Travelodge could adopt in positioning themselves Task 4: Marketing Mix (LO1) a. Identify and describe Travelodge’s product and service offerings, the processes they go through to deliver their products/services to the customers and the physical environment of Travelodge; providing detailed descriptions and examples for each (250 words) What is the marketing mix? Explain it first State Travelodge’s current approach for products/services, processes and the physical environment I.e. for products/services – what products product/services does Travelodge offer? I.e. for processes- what are the processes Travelodge goes through to deliver their products/services to the customers? I.e. for physical environment- describe the physical environment of Travelodge: e.g. impressive buildings, ambience, furnishing etc. Must include in-text citation of the sources used Conclusion – -Summary of the key findings discussed (200 words) Reference list - credible academic sources from books, academic journals, reports, which will earned you better grades not Wikipedia Appendix (optional) Please write your work in 3rd person not 1st meaning, avoid ‘I’. Use the author, writer, researcher in its place. Do not use WE, use the name of the company. Also, do not use contractions i.e. shouldn’t, couldn’t etc. Instead use could not, should not Underpin all of your work with relevant theory Include referenced sources throughout Do not rely on bullet points LPC MCOM4040 AUTUMN 2018 COURSEWORK BRIEF MCOM4040 Marketing and Communications Autumn 2018 Coursework Brief Handout: [Week 1] Access via GSM Learn Deadline for Submission: Coursework 1-Report: Thursday, 13-12-2018 2pm Coursework 2-Assignment: Thursday, 20-12-2018 2pm Submit this coursework through the Student Portal with a Turn-it-in Report Word Limit Coursework 1-Report: 2,000 Words (Plus or minus 10%) Coursework 2-Assignment: 750 Words (Plus or minus 10%) Learning outcomes assessed: At the end of a module students will be expected to be able to: 1. Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix. 2. Explain the relationship between the marketing environment, its impact upon organisational decision making and consumer behaviour. 3. Discuss the factors that determine competitive advantage within organisations 4. Explain key theories, concepts and models underpinning business communication to create effective communications. 5. Examine and discuss organisational issues and challenges that impact on the effectiveness of business communication through the use of pre-defined criteria to assist in improving communication within the organisation. 6. Demonstrate an application of concepts and techniques related to business communication processes used within the workplace. MCOM4040 AUTUMN 2018 COURSEWORK BRIEF This Coursework is worth 100% of the total marks for this module. MCOM4040 AUTUMN 2018 COURSEWORK BRIEF GSM LONDON Page 2 of 15 Coursework Instructions Please read carefully • Carefully read the module handbook, the marking criteria and the grade descriptors. Academic Misconduct You are responsible for ensuring you understand the policy and regulations about academic misconduct. You must: • Complete this work alone except where required or allowed by this assignment briefing paper and ensure it has not been written or composed by or with the assistance of any other person. • Make sure all sentences or passages quoted from other people’s work in this assignment (with or without trivial changes) are in quotation marks, and are specifically acknowledged by reference to the author, work and page. MCOM4040 AUTUMN 2018 COURSEWORK BRIEF GSM LONDON Page 3 of 15 Coursework 1-Report (50%) 2000 words Assignment Questions Case Travelodge became Britain’s first value hotel brand when it launched in the UK in 1985, opening its first hotel at Barton under Needwood in the heart of England. Since those early days, Travelodge has grown from strength to strength. It is one of the UK’s largest independent hotel brands. Travelodge Operates in the attractive midscale and economy sector of the hotel market and are positioned as a low-cost operator, offering standardised modern guest rooms at affordable prices to both business and leisure customers (The Guardian 2018; Travelodge 2018). The