Course Code and Name: SIT50416 Diploma of Hospitality ManagementUnit Code: SITXMPR007Unit Title: Develop and implement marketing strategies
ASSESSMENT 2Marketing Project
The assessment tasks for assessment 2 consist of 3 parts, Part A, B and C.Please use the attached Marketing plan template and guide (or any template as instructed) and follow thestructure of the document for the purpose of this project.Part A– requires the preparation for the complete marketing strategy for your chosen product(s) service(s),project or event: Step 1 – Research – include an acknowledgement page and a bibliography page that lists all thereferences (this should include any websites, textbooks, journals and or other related documents)and all downloaded information in the form of research notes also need to be attached asevidence. Step 2 – Develop a marketing strategy – the report should include your developed marketingstrategy. Step 3 – Prepare a marketing plan – the marketing plan should address all the key criteria as listedin the task. Step 4 – Prepare the monitoring and evaluation strategies you will use to monitor the activity(ies)in progress and to measure the outcomes achieved. Step 5 – Prepare the implementation strategy including all timelines (when, where, who, what)
Part B– requires a written report detailing the success of your marketing strategy and marketing plans,based on the evaluation you have carried out. This report must be presented to the relevantinternal stakeholders in your organisation in Part C so that you can collaboratively identify successof the marketing as well as areas for improvement.
Part C
Imagine EducationMarketing Project
J:\VET\Hospitality\2018 SIT Hospitality\SIT50416 - Diploma of Hospitality (Mgmt)\_SITXMPR007\STUDENTASSESSMENT GUIDE\SITXMPR007_Student Assessment v2.0.docx– requires a presentation of your report to the stakeholders identified for the marketing activity. Youare required to seek feedback from stakeholders and make adjustments to your marketing plan asor if relevant.Your trainer or a person to be determined will script the feedback received. This must be attachedto this project.The marking criteria on the final page provide an indication for aspects to be covered during thepresentation
J:\VET\Hospitality\2018 SIT Hospitality\SIT50416 - Diploma of Hospitality (Mgmt)\_SITXMPR007\STUDENTASSESSMENT GUIDE\SITXMPR007_Student Assessment v2.0.docxPART A
Step 1 – Conduct thorough research to collect and analyse information on:
The internal business environment: (key criteria to be included are as follows):1. Describe the current core activities, customer base, business values and business direction2. Identify and analyse information relating to the effectiveness of current and past marketing efforts3. Review business performance information to identify strengths, weaknesses, opportunities, threatsand critical success factors4. Identify and record current capabilities and resources (e.g. the use of technology or e-business todevelop and implement marketing strategies) including the need for specialist assistance (e.g.underperforming products and services with reasons for underperformance)andThe external business environment: (key criteria to be included are as follows):1. Identify and analyse information on expected market growth or decline, along with the associatedrisk factors2. Analyse projected changes in the labour force, population and economic activity that would affectyour marketing3. Current comparative market information which may include best practice information,benchmarking and competitor information4. Industry and customer trends, emerging issues and developments which may be: economic,ecological, environmental, government activities, social and cultural, demographic, technological orindustrial5. Legal, ethical and sustainability constraints of the market and potential business impacts6. Opportunities presented by new technologies
Step 2 - Develop a marketing strategyMarketing strategies:1. Detail the specific opportunities for your product, service, project or event based on your internaland external market analysis2. Explore and list new and innovative marketing approaches and techniques that are appropriate toyour product, service, project or event3. Outline the marketing channels and distribution networks you will use for your marketingcommunications and materials4. Explain how you will integrate legal, ethical and sustainability considerations
J:\VET\Hospitality\2018 SIT Hospitality\SIT50416 - Diploma of Hospitality (Mgmt)\_SITXMPR007\STUDENTASSESSMENT GUIDE\SITXMPR007_Student Assessment v2.0.docx5. Explain how you will consult with key stakeholders in this strategy development process.
Step 3 – Prepare a marketing plan1. In the template provided, outline the methodology used to clearly communicate all priorities,responsibilities, timelines and budgets.2. Explain how you will provide opportunities to colleagues to contribute to this marketing plan.
Step 4 – Prepare the monitoring and evaluation strategies
The Evaluation strategy shall include:1. Evaluation criteria to be used when evaluating the marketing initiatives2. Benchmarks you will use to evaluate success of methods/impacts3. Timeframes for evaluation4. Provisions for adjustment/continuous improvement5. Communication requirements
Step 5 – Prepare the implementation strategy
The implementation strategy shall include:1. A detailed schedule of all required activities. This may include a Gantt chart or other suitablescheduling approaches.2. An overview of monitoring procedures you will use, including the types of reports or data collectionmechanisms.3. Communication processes.
J:\VET\Hospitality\2018 SIT Hospitality\SIT50416 - Diploma of Hospitality (Mgmt)\_SITXMPR007\STUDENTASSESSMENT GUIDE\SITXMPR007_Student Assessment v2.0.docxPART BBased on your marketing plan from PART A you now need carry out the marketing activities.Following the marketing activities you must use carry out your evaluation strategy developed in Part A,Step 4 in order to measure the outcomes and impact of the marketing plan and strategy as a whole.Prepare a report detailing the success of your marketing strategy and marketing plans, based on theevaluation you have carried out. This report must be presented to the relevant internal stakeholders inyour organisation in Part C so that you can collaboratively identify success of the marketing as well as areasfor improvement.Your report must detail: Why the research was conducted How the research was conducted (Internal and External Environment) How the information from the research was analysed Which key aspects informed the development of your marketing strategy An overview of the marketing strategy Details and components of the marketing plan including implementation strategies The monitoring and evaluation procedures used for the marketing activities
J:\VET\Hospitality\2018 SIT Hospitality\SIT50416 - Diploma of Hospitality (Mgmt)\_SITXMPR007\STUDENTASSESSMENT GUIDE\SITXMPR007_Student Assessment v2.0.docxPART C
Present your report to the stakeholders identified in the marketing plan, your colleagues, or as instructedby your trainer.
Obtain feedback on the presented details of the plan including clarification of details as these arise.Responses should be documented by a student or trainer and inform adjustment to the marketing plan asor if relevant. This should be attached to this project.The key areas for the feedback need to focus on: Your ongoing evaluation process, including feedback and analysis from colleagues Suggested areas for improvement based on weaknesses that have been identified Proposed changes to the marketing strategy (channels, target market, timing, marketingapproaches, resourcing, etc.) based on feedback and evaluation
Marking Criteria
Criteria S NYS S NYS CommentsProvides an overview for the planned marketing activityThe goal(s) of the activity is identifiedThe goal(s) is/are clear and relevantReason(s) why activity is selected is providedThe internal environment has been analysed through aSWOT analysis:1. ______________________________2. ______________________________3. ______________________________4. ______________________________
The external environment has been analysed through aSWOT analysis:1. ______________________________2. ______________________________3. ______________________________4. ______________________________
J:\VET\Hospitality\2018 SIT Hospitality\SIT50416 - Diploma of Hospitality (Mgmt)\_SITXMPR007\STUDENTASSESSMENT GUIDE\SITXMPR007_Student Assessment v2.0.docxCurrent comparative market information is provided: Best practice Information Benchmarking Competitor information
Information for industry and customer trends isprovided: emerging issues economical aspects ecological environmental government activities social and cultural demographic technologicalThe details identified from the organisationaldocumentation have been analysed correctlyThe organisational marketing direction has beenidentifiedThe factors to determine promotional activities aredeterminedPromotional activities are analysedThe target market has been analysedThe legal aspects have been identifiedThe ethical requirement have been identified as relevantSustainability aspects have been considered andincluded.The available budget has been identifiedThe desired results have been analysedThe desired results are realistic (given the parameters)The timing has been establishedThe timing is realisticThe competitive market activity has been analysed andevaluatedProvides suitable networks to plan and market activitiesDistribution channels are identified as relevantThe required resources are identifiedInnovative technologies and techniques are used:1. ______________________________2. ______________________________3. ______________________________4. ______________________________The mechanisms to reach the identified target marketsare identifiedThe advantages and disadvantages have been identifiedThe cost factors have been evaluated
J:\VET\Hospitality\2018 SIT Hospitality\SIT50416 - Diploma of Hospitality (Mgmt)\_SITXMPR007\STUDENTASSESSMENT GUIDE\SITXMPR007_Student Assessment v2.0.docxThe cost factors for the marketing activity have beenprovidedThe cost details provided are realisticA complete implementation plan for the marketingactivity is providedThe promotional activities are implemented according tothe action planDelays are documentedThe results achieved from the activities are evaluated:1. ______________________________2. ______________________________3. ______________________________4. ______________________________
A complete evaluation report for the marketing activity isprovidedThe consistency with overall marketing direction isevaluatedThe exposure that was achieved is evaluatedThe reached attendees versus the intended targetmarket is evaluatedThe cost-effectiveness of financial and human resourcesis evaluatedThe completion within established timeframe isevaluatedA summary report is presented which gives a clearoverview of the overall success of the activityFeedback from stakeholders is acknowledged pro-actively and clarified as required.Changes for future activities are suggested and reflectedin feedback
Insert additional criteria as required and relevant
J:\VET\Hospitality\2018 SIT Hospitality\SIT50416 - Diploma of Hospitality (Mgmt)\_SITXMPR007\STUDENTASSESSMENT GUIDE\SITXMPR007_Student Assessment v2.0.docxFeedback:
Result: Satisfactory | Not Satisfactory | Not Assessed
Student Declaration: I declare that I have been assessed in thisunit, and I have been advised of my result. I also am aware ofmy appeal rights.
Name: ________________________Signature: ________________________Date: ____/_____/_____
Assessor: I declare that I have conducted a fair, valid, reliableand flexible assessment with this student, and I have providedappropriate feedback