INTERNAL Holmesglen: PB_BHM 24-Feb-2016 J:\Higher Education\BACHELOR OF HOSPITALITY MANAGEMENT\BHM\Teaching materials\Stage 4\BHM206 Services Marketing\BHM206
Assessments\Sem 2 2016\9BHM206_Ass 1_mkting campaign_sem22016.docx
ASSESSMENT 1 TASK COVER SHEET
Course Name: Bachelor of Hospitality Management
Course Code: BHM16
Subject Name: Services Marketing
Subject Code: BHM206
Assignment title/Item: Marketing Campaign
Word Count Limit: Part A Draft: 500 words, Part B Final: 2000
Weighting: Part A Draft: 10%, Part B Final: 30%
Semester/Trimester: Sem. 1, 2017
Lecturer/Tutor: Cynthia Tang
Due date: Part A Draft: Week 4 (26th March ) and Part B Final: Week 7 (16th April)
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
Marketing Campaign Plan must include the following elements:
Introduction
Business overview (Strengths and Weaknesses)
Overview of market conditions (Opportunities and Threats)
Target market
o Full demographic and psychographic profile
o Current research, correctly cited
Unique Selling Propositions – help in creating the message of the campaign
Campaign objectives
Key campaign message
Campaign plan / Integrated Marketing Communication plan
Campaign execution (what needs to be checked or tested before the campaign goes live)
Campaign evaluation (monitor and measure)
Conclusion
Submission:
The submission of this assessment is broken into two (2) parts. All parts must be submitted by the respective
due dates. Standard penalties apply for late submissions.
Students are encouraged to use the feedback provided from the draft submissions to form the base of their final
submission.
Part A - Draft: Due on Week 4, 26th March
You are required to :
Outline all the Sections of the Marketing Campaign Plan (as shown in the Assessment Brief above)INTERNAL Holmesglen: PB_BHM 24-Feb-2016 J:\Higher Education\BACHELOR OF HOSPITALITY MANAGEMENT\BHM\Teaching materials\Stage 4\BHM206 Services Marketing\BHM206
Assessments\Sem 2 2016\9BHM206_Ass 1_mkting campaign_sem22016.docx
Do some research on the organisation which you have chosen and provide detailed information of the
following Sections of the Marketing Campaign Plan:
o Business Overview (Strengths and Weaknesses)
o Overview of the market conditions, including the competition and economy (Opportunities and
Threats)
o Target Market Profile
Full demographic and psychographic profile
Current research, correctly cited
o Unique Selling Proposition (USP) – based on the SWOT analysis and target market, what is the
USP? Give some thoughts to the USP because it will help you when you come to create messages
for a marketing campaign. A USP should be a benefit to your customer.
Provide a brief indication of what you will cover in the other Sections of the Marketing Campaign Plan. Bullet
points for these Sections are acceptable for the draft.
A list of full references (at least two sources). Use Holmesglen APA Referencing style. You could refer to this
link for correct referencing:
http://www.holmesglen.edu.au/students/learning_commons_library/research_and_referencing/referencing
Submission
The draft of the Marketing Campaign Plan must be submitted through Brightspace by Week 4 so that you could
obtain some feedback to complete the final campaign plan.
Part B - Final Submission Week 7, 16th April
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). Students are encouraged to make
adjustments to their work based on the feedback they received from the Draft submission. All Sections of the
Marketing Campaign Plan will be considered for marking in the final submission, including those that have
previously been submitted. Evidence and supporting research have to be correctly cited. Full reference list has to
be provided.
Use Holmesglen APA Referencing style. You could refer to this link for correct referencing:
http://www.holmesglen.edu.au/students/learning_commons_library/research_and_referencing/referencing
Submission
Part B must be submitted through Turnitin in the Brightspace by Week 7.