Post Graduate Diploma in Hospitality Management

Stage 3
February May 2010
MARKETING ASSIGNMENT
Submission: W/C 1Oth and 17th MAY 2010
Name:

Module Title: Strategic Marketing Management in the Hospitality

Industry
Lecturer:

Maria Pillay
FINAL GRADE

Overall grade for assignment (based on below criteria)

ACHIEVED
Outcome for Achievement

Clear understanding of the link between secondary research,

target marketing and segmentation applied to the new
product launch within the hospitality sector

Display a clear understanding of marketing models and how

to apply them

Effectively apply the indicated models to launch a new product

within the hospitality sector

Apply strategic marketing models effectively throughout the

assessment

Show coherent and logical development of principles and

concepts for the intended audience.
Able to communicate effectively with key information and
data logically structured.
To present material in a clear and concise manner that is
professional in format and coherent

ASSESSOR FEEDBACK

Assessors Signature: Date:

PGD2010/ASSIGNMENTS/Marketing/MP

ASSIGNMENT BRIEF
Select your Group size of a minimum 4 and maximum of 6 people. You will be allocated a
date for your submission.
Your task is to launch a new product for an existing brand. The aim of this task is to apply the
models successfully to ensure all aspects of this product launch are address locally and
internationally. You will have a maximum of 20 minutes to pitch your product video and any
props to the Dragons Den for an investment of 80 000.

Task 1
Create a product for an existing brand of your choice. Ensure that the following models are
used in your product pitch to outline the planning and implementation of your marketing
strategy. Carefully assess your situation in respect of this product launch and as a Marketing
Manager apply these models to ensure a successful product launch.

Secondary research
(Focus groups)

Explain the link from secondary research to target marketing and

segmentation.
Segmentation and Target marketing should profile and examine
the targeted audience in detail

Product life cycle &

BCG Matrix

Assess the position of the current product on the product life cycle
and the BCG matrix. Explain the expectations of the performance
of your new product launch on these models.

SWOT and PEST

Investigate the internal and external pressures that an

organisation has to experience. Discuss how these pressures
might impact your product launch

Ansoff Matrix

Outline your attempt to grow and develop your business with the
launch of your new product with respect to the existing product.

Porters 5 forces

Evaluate the pressure of international trade and provide

recommendation to overcome these barriers to ensure a
successful product launch.

Bear in mind that this is a product pitch in the format of the Dragons Den. The use of props
and discussing your product launch in relation to the hospitality sector and adhering to the
above models, will help towards achieving your desired grade.
Task 2
Submit your 1000 word (+/-10%) product pitch to www.submit.ac.uk, by 11.59pm on the day
of your product launch submission. Your product pitch should be brief and your application of
models must be based on your new product launch in the hospitality industry.

PGD2010/ASSIGNMENTS/Marketing/MP

HAND IN GUIDELINES
A written account of your research and material used for the seminar with a cover sheet must
be submitted in a plastic wallet by each individual immediately after completion of the
seminar. This should be the same document that has been submitted to www.submit.ac.uk
on the day of the day of the launch by 11.59pm.

OTHER ADVICE:
 Where appropriate, use appendices to help illustrate and explain your work,
conclusions and recommendations.


Information word processed with correct paragraphing, formal grammar, tenses and
spelling.

Use the Harvard method for Referencing & to layout your Reference list correctly.

MARKS WILL BE AWARDED BASED ON:

Content of your presented material in relation to the outcomes

specified

Clarity and presentation of content

Structure and detail of information presented

Quality of recommendations and conclusions

Standard of presented work

Grade criteria achieved appropriate to the content and detail of the

work presented

REFERENCING

The Harvard Referencing System will be used conventionally to identify all

secondary research

A conventional and complete Reference list using the Harvard System of

Referencing will be included.

It is recommended that the minimum references used should include:

o

1 book

1 journal article

1 website

Please note that you are NOT allowed to include any reference from the
Wikipedia website your assessment may be adversely graded if Wikipedia
features in the referencing or Bibliography.

Please see the example below for how a reference list should be formatted:

PGD2010/ASSIGNMENTS/Marketing/MP

Example Reference List

Books

Grbich, C. (2007). Qualitative Data Analysis: an introduction. London, Sage

Publications Ltd.

Journal Articles

Bignold, D. (2006). "Schooled and Tooled." Caterer & Hotelkeeper 10th

August 2006: 23-26.

Websites

"Foundation Degree Facts." Retrieved from

http://www.foundationdegree.org.uk/employers/page_23.shtml.
(Accessed: 05/01/2007)

For further assistance please visit http://www.students.wlc.ac.uk For the correct

format for Harvard Referencing

PGD2010/ASSIGNMENTS/Marketing/MP

Post Graduate Diploma in Hospitality Management

February May 2010
Stage 3
Strategic Marketing Management in the Hospitality Industry
Name
Student No
Mark Awarded

Student Declaration
I declare that this assignment is my own work, that all sources of reference are
acknowledged in full according to college policy and that it has not been
submitted for any other course.

Signature:

Date:

LECTURER COMMENTS

Assessor Name: ................................................... Date: .................................

PGD2010/ASSIGNMENTS/Marketing/MP

GRADE CRITERIA FOR

Post Graduate Diploma in Hospitality Management
Strategic Marketing Management in the Hospitality Industry
MARKETING ASSIGNMENT
Assignment 1 (of 1)
In order to gain a:
Referred:

Produce an individual assignment that does not meet the specified criteria or outcomes
and is not supported by appropriate research or documentation.
Pass - they must show:
Present and communicate appropriate findings using the medium of a product pitch
(Dragons Den video)

Display a clear understanding of a marketing strategy and how to apply models

respectively.
Effectively apply the indicated models to launch a new product within the hospitality
sector

They understand the industry changes and dynamics to apply the respective models

Clear understanding of the link between secondary research, target marketing and
segmentation applied to the new product launch within the hospitality sector.

Show appropriate research in line with outcomes and criteria of the assessment.

Indicate use of at least two sources of research.

Write a clear Reference list using the Harvard System of Referencing.

Merit - in addition to the above they must show:

An understanding of methods applied in the industry to demonstrate the effectiveness

and dynamics of marketing strategies

The appropriate structure and approach has been used
Coherent, logical development of principles/concepts for the intended audience and
technical language has been accurately used
Demonstration of analysis and synthesis of different perspectives.
Justify conclusion by using secondary research in support of arguments and
recommendations.

Effective approach to study and research has been applied and a minimum of 2
books, 1 journal and 2 websites have been fully referenced.
Show a coherent use of in-text referencing using the Harvard method.
Distinction - in addition to the above they must:

Evaluate own work and justify valid conclusions

Show realistic improvements in the organisations practices have been proposed against
defined characteristics for success
Critically analyse the implications and applications of a range of examples for their
organisation
Demonstrate convergent/lateral/creative thinking
Ideas have been generated and decisions taken
Problems have been solved
Receptiveness to new ideas is evident.

PGD2010/ASSIGNMENTS/Marketing/MP