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)