Services Marketing Assignment - Marketing Campaign

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 and 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 background
• Business Overview (Strengths and Weaknesses)
• Overview of the market conditions, including the competition and economy (Opportunities and Threats)
• Campaign objectives
• Target Market Profile - Full demographic and geographic profiles (psychographic profile optional) And Current research, correctly cited
• Key campaign messages and offers / unique selling proposition
• Campaign plan / integrated marketing communication plan
• Campaign evaluation (how the success of the campaign will be measured)

The assessment is broken into two (2) parts.

Part A - Draft:

Bullet points are acceptable for Part A.

You are required to:

• Introduction - outline all the sections of the marketing campaign plan and clearly indicate what you will cover in each section.
• Provide background information on the business
• Business Overview (Strengths and Weaknesses)
• Overview of the market conditions, including the competition and economy (Opportunities and Threats)
• Campaign objectives
• Target Market Profile - Full demographic and geographic profiles (psychographic profile optional) and Current research, correctly cited
• A list of full references at least five (APA Referencing)

Part B - Final Submission

The final submission includes all sections of the Marketing Campaign Plan. All these Sections should be fully explained with relevant and credible sources (at least five sources). All Sections of the Marketing Campaign Plan will be considered for marking in the final submission, including those that have previously been submitted.

Suggested Layout for Final Marketing Campaign Plan - Assessment 1b

1. Cover page - include your name, student id, subject name and assessment details

2. Executive summary

3. Table of contents

4. Introduction - briefly outline what you will discuss under each section of the plan

5. Background - business details

6. SWOT Analysis

7. Campaign Objectives - remember they need to be SMART

8. Target Market(s) profile - demographic and geographic profiles - psychographics optional

9. Key campaign messages and offers / unique selling proposition

10. Campaign plan / integrated marketing communication plan - paid, owned and earned and the promotions mix

11. Campaign evaluation (how the success of the campaign will be measured)

12. Reference list - academic references must be used

13. Appendix