BHMH2157 Hospitality and Tourism Marketing 2024-25Haskell

Java Python (2024-25) BHMH2157 Hospitality and Tourism Marketing

Individual Assignment

Design of a “Tailor-made” Executive Business Package for April 2025*

(*The whole April from 1st – 30th April with peak and non-peak periods’ consideration)

Objectives:

    Understand the roles of service marketing in the hospitality and tourism industry.

    Examine the customer and organizational buyer’s behaviour and their influences to market the hospitality and tourism products.

    Apply marketing concepts and principles to the hospitality and tourism industry.

Deadline: Submit in Hardcopy Tutorial Class (Week 6) – registered class As a reminder: Please staple your assignment and do not fold

Before preparing your assignment, please check your assigned hotel on page 3 and 4. Due to fairness, NO marks will be granted for using the wrong hotel

Assigned Hotel: W Hong Kong

https://w-hotels.marriott.com/hotel/w-hong-kong/

Assigned Hotel: JW Marriott Hotel Hong Kong

https://www.marriott.com/en-us/hotels/hkgdt-jw-marriott-hotel-hong-kong/overview/

Assigned Hotel: The Ritz-Carlton, Hong Kong

https://www.ritzcarlton.com/en/hotels/hkgkw-the-ritz-carlton-hong-kong/overview/

Assigned Hotel: Island Shangri-La

https://www.shangri-la.com/hongkong/islandshangrila/

Grading Aspects:

Application of theories and concepts	35%
Analysis and interpretation	35%
Presentation & layout	15%
Structure & organization	10%
Referencing	5%
Total	100%

Instruction:

As the director of sales and marketing, you are going to propose an Executive Business Package for travelers. With  the  aim  of  attracting  your  target  market,  you  have  to  design  an  attractive  and  comprehensive promotional leaflet that covers the “WHOLE period” from 1 to 30 April which includes any peak and non- peak seasons/ periods within the month.

Students should have a deep understanding about:

•   the types of accommodation (room type(s)) to be offered to the target markets

•   facilities and services of the assigned hotel that are suitable for the package

•   peak and non-peak periods in April, are there any room rates difference?

•   promotional room rates (rather than the highest rack/ published rate) and/ or packages of the primary competitors nearby.

•   The privileges/ benefits that are suitable for the target market BHMH2157 Hospitality and Tourism Marketing 2024-25Haskell s (business travellers

Students are recommended to go through your spelling and grammar. Marks maybe deducted for poor  English writing.

l  Students   should   read   the  “Guidance  Notes   on  Avoiding  Plagiarism”  and  “Bibliographic Referencing”, which is set out in the Student Handbook.

l  Marks will be penalized for late submission. Down one grade for late submission per day.

l  Plagiarism in any form. is highly prohibited.

First page	Cover Page (Student full name, Englishname, Student number, Assigned Hotel Name)
Second Page Promotion al leaflet Be professional, comprehensive   but creative	Promotional Leaflet (Maximum One “A4 SINGLE SIDE” page, other size is    not allowed, NO double-side)    DARK BACKGROUND IS NOT RECOMMENDED, (use the hotel’s corporate colour is recommended)      Based upon your investigation and research on your hotel and your primary competitors from websites, observations, newspapers, magazines, interviews, etc.      design the layout of the promotional leaflet      identify the suitable room types for the package      the suitable room rates for the room types      any privileges and benefits      any terms and conditions, etc.
	directly(plagiarism)
Third page Short Essay	Short Essay (Maximum One SINGLE-side page) •    Times New Roman, font size 12, 1.5 line spacing, margin: 1.5-2 cm (if single line spacing or font size is too small, only ½ will be marked due to fairness and marks may be deducted) Explaining your methodology