Critique Marriott International’s current domestic marketing communication strategy of the chosen hotel (LO4)

Assignment Information

Department

Edge Hotel School

Intake

October 2024

Course

MSc International Hospitality Management

Module Code

EG704 - SP

Module

International Marketing and Customer Experience for the Hospitality Industry

Lecturer

Dr Banthita Hunt and Dr Nicola Cade

Assessment Weighting

60%

Assessment Method

Written report 2 – 2400 words

Issue Week

Week commencing 31

Submission Day

2 May 2025 at 12:00 midday

Assignment Task

Write a report of no more than 2400 words developing a marketing plan for a UK-based Marriott International hotel, using the following criteria:

1. Critique Marriott International’s current domestic marketing communication strategy of the chosen hotel (LO4)
2. Review Marriott International’s current marketing plan and propose a new marketing plan for them entering a new international market which analyses the macro-environment for entry (e.g., PESTEL; Porter’s Five Forces) (LO4)
3. Critically examine how the chosen brand can adapt to the country’s culture through developing a proposed marketing mix (7Ps) and SMART objectives (LO5)  

Use the reading list on Moodle as a starting point for research

Additional information

Business Reports bring together findings that have been made on a particular topic and present them in concise language.  They are often written in order to make recommendations for change in a business 

The usual format for a business report is:

• Edge Hotel School cover page (see Moodle and EHS student page for this)
• Page numbers
• Font size 11-12 Arial or Times New Roman
• 1.5 spacing and straight edges/edges should align (using ‘Justify’ on Word)

• Executive summary: An executive summary should restate the purpose of the report, highlight the major points as well as describe any results, conclusions or recommendations. The style should be succinct in manner, enabling the reader to grasp the entire report in 100 words (not in word count).
• Contents page (using the automatic contents feature in Word)
• Numbered headings which are subject/topic related using the headings function in Word
• Introduction
• Main body including numbered and labelled headings
• Conclusion
• References (in alphabetical order using Harvard referencing)
• Appendices (each Appx on a new page for additional supporting information as needed. Should be labelled with A-Z with a title at top and in-text reference at bottom)

Further information on business reports can be found in the EHS Student Moodle page.

Use the EHS cover page.

            Technical information

Submit the work as a standard Microsoft WORD document.

Upload the assignment by the deadline to FASER using either the link on the Essex University website or by following the link on Moodle.

Use Harvard referencing in the text and provide a reference list at the end (see EHS Student Moodle).

Refer to Student Handbook for further requirements, e.g., font, font size, line spacing, cover sheet.

Assessment criteria and weighting

Learning Outcomes                                                                      

Weighting

Knowledge and understanding

• Understand marketing communication strategy within the hospitality industry (LO4)
• Understand the components of a marketing plan for implementation and environmental analysis (LO4)
• Identify the stages in the internationalisation process (LO5)

30%

Cognitive skills 

• Critique current marketing communication strategies (LO4)
• Critique the internationalisation process of your chosen business (LO4)
• Justify the adaptation of marketing mix for entering a new international market (LO5)

30%

 Key skills 

• Identify, select, and use information from a range of sources
• Use Harvard referencing consistently and accurately
• Communication (terminology and articulation)

30%

 Transferable skills 

• Structure (title, contents page, introduction, headings, subheadings, conclusion, references, appendices)
• Evidence of planning and balanced discussion

10%