• ASSIGNMENT INSTRUCTIONS Interim/Final and Intake: Final /September intake Assessment code: 012 Academic Year: 2016/17. Semester: 1 Module Title: Principles and Practice of Marketing for Hospitality or Health Care Module Code: MOD003507 Level: 5 Module Leader: Neil Jones Weighting: 50% Word Limit: 3000 words Submission Date: This assignment must be received by no later than 01/12/2016 WRITING YOUR ASSIGNMENT: • This assignment must be completed individually. • The Harvard Referencing System must be used. • Your work must indicate the number of words you have used. Do not exceed the maximum number of words specified above; all assignments which do so will be penalised. The penalty will be the deduction of marks at the Marker's judgement. • Assignment submissions are to be made anonymously. Do not write your name anywhere on your work. Write your student ID number at the top of every page. • Where the assignment comprises more than one task, all tasks must be submitted in a single document. • You must number all pages. SUBMITTING YOUR ASSIGNMENT: • You must submit your assignment using Turnitin software and obtain a receipt. Work cannot be uploaded on Turnitin after the stated date and time, and will receive a mark of 0% unless an extension has been approved in advance of the deadline. • Requests for short-term extensions will only be considered in the case of illness or other cause considered valid by the Student Adviser ([email protected]). These must normally be received and agreed by the Student Adviser in writing at least TWENTY-FOUR (24) hours prior to the deadline. Please refer to the Academic Regulations or your Student Handbook for full details. Assignment question(s) As a Marketing consultant for A Business Consultants Ltd you are required to prepare a 3,000 word report to the Marketing Director of an organisation of your knowledge covering the following questions. You must select an organisation relevant to your course- hospitality or health care 1. Apply and analyse the "SAVE" techniques your organisation uses within it's marketing strategy. 40 marks. 2. Evaluate the use of 2 of the following marketing models in your chosen organisation. ( You are recommended to choose the 2 models most relevant to your organisation) – Ansoff's Growth Matrix, Porter's Generic Strategies, Boston Matrix, TQM 30 marks 3. Analyse the effectiveness of Servqual techniques used by your chosen organisation.30 marks You are also required to prepare a 500 word background report describing the current marketing strategy of your organisation. Although this background information will not contribute towards your final grade, it will provide the research on which to build your graded answers. THIS SHOULD NOT BE A HISTORY OF YOUR CHOSEN ORGANISATION. You should NOT choose from the following organisations- Tesco, Apple, Sainsbury's or McDonalds. Answer outline 1. Apply and analyse the "SAVE" techniques your organisation uses within it's marketing strategy. 40 marks. Explain how SAVE techniques work in unison with the traditional marketing mix. Outline each of the four elements of SAVE. Apply each of the four elements of SAVE to the marketing strategy of your chosen organisation . Comment on the effectiveness of SAVE in the marketing strategy of your chosen organisation . Make justified recommendations as to how your organisation could improve the use of SAVE techniques 2 Evaluate the use of 2 of the following marketing models in your chosen organisation. ( You are recommended to choose the 2 models most relevant to your organisation) – Ansoff Growth Matrix, Porter's Generic Strategies, Boston Matrix, TQM 30 marks Select two models only - equal weighting for each. Explain each model- support graphically if appropriate. Consider the application of each model in your organisation- comment on the effectiveness. Recommend how the application of each model could be improved within your organisation. 3 Analyse the effectiveness of Servqual techniques used by your chosen organisation. 30 marks Identify a range of Serval techniques and models. Outline the application of these techniques at your chosen organisation. Analyse the effectiveness of these techniques. Recommend and justify strategies which you believe will improve Servqual at your organisation. Four elements New Marketing Mix are: Solution Access Value Education Focus on Solution instead of Production Focus on Access instead of Place Focus on Value instead of Price Focus on Education instead of Promotion Integrate Marketing Mix Marking guide Tasks 1 to 3 30-39% • The overall coursework is hard to follow or may lack focus. • The point of the coursework has been missed • Ideas are not developed beyond basic restatements. • The work is lacking in organisation at any level • Poor knowledge of marketing theory. • Poor application of marketing theory to the chosen organisation. • Poor referencing and research 40-49% • The overall coursework is developed to a basic level • Ideas are basically developed with little analysis • The organisation of paragraphs or sections does not help the reader's understanding • Basic knowledge of marketing theory. • Basic application of marketing theory to the chosen organisation. • Basic referencing and research 50-59% • The overall coursework is adequately structured • Ideas begin to develop but lack critical insight • Reasonable knowledge of marketing theory. • Reasonable application of marketing theory to the chosen organisation. • Reasonable referencing and research 60-69% • The overall coursework is very clearly structured • Ideas begin to develop and critical analysis is applied • The work is well structured, which aids the reader's comprehension • Good knowledge of marketing theory. • Good application of marketing theory to the chosen organisation. • Good referencing and research 70%+ • The overall message proliferates throughout and is clearly identifiable • Ideas are adeptly developed and argued • The structure of the work helps to deliver the overall point being made • Excellent knowledge of marketing theory. • Excellent application of marketing theory to the chosen organisation. • Excellent referencing and research