Marketing Management - Go Plc

Learning Outcome

• LO1. Provide an understanding of the opportunities, barriers and impact of the digital environment within the hospitality industry.
• LO2. Identify the key digital tools, platforms and mechanism used by the many hospitality organisation.
• LO3. Examine how to conduct digital marketing activities and build multi-channel capabilities in a hospitality industry.
• LO4. Analyse methods of monitoring and measuring digital marketing effectively.

Brief Scenario

Marriott Hotel is intensifying its digital leadership on all aspects: marketing leadership, social leadership, e-commerce leadership in establishing new and significant competitive benefits for the organisation.

Growth has been estimated in the e-commerce which has passed 2-billion-euro mark, showing 8% of the Group's earnings. They are growing more than 30% year on year, which significantly contributes in their group's growth and helpful from the increase in online service. The US, china, Korea and the UK are continuously growing with the help of this new mode of business and both Hilton's business customers and holiday seekers are active, resulted into 10% hike in their revenues in e-commerce.

They are satisfying their consumers with its online service. Hilton marketing is no shifted into “digital-first method. Around 30% of its investors invested in digital platforms, massive of audience starts following their official websites, all the works are managing through social networks.

Marriott Hotel campaigns were started for digital network users such as Facebook and Instagram which shows high consumer engagement and well performance of the hospitality industry. This campaigns and marketing activities helps them to aware the general public about the attractive services and it is paving the new era of digital world.

Brief and Guidance

LO1. Provide an understanding of the opportunities, barriers and impact of the digital environment within the hospitality industry.

Task 1 Produce a report on digital marketing at Marriott Hotel. In this task, you are required to provide an environmental analysis for Marriott Hotel digital presence, focusing on the opportunities, challenges that are likely to impact the digital environment for the industry.

LO2. Identify the key digital tools, platforms and mechanism used by the many hospitality organisation.

Task 2 Critically assess the Marriott Hotel business by comparing its digital presence.

LO3Examine how to conduct digital marketing activities and build multi-channel capabilities in a hospitality industry.

Task 3 Provide a detailed plan for organising digital marketing activities that is useful for multi-channel capabilities of the Marriott Hotel in dealing with:

• its luxury business areas.
• its active holiday seekers.

LO4. Analyse methods of monitoring and measuring digital marketing effectively.

Task 4 On the basis of Task 3, you are required to produce key methods to evaluate monitor and measure the digital marketing effectiveness of your suggested activities.

Learning Outcome and Assessment Criteria

UPTO50%

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