This summative assessment represents 100% of grade for PM205 module. All work is based on group work. 20% Presentation – 80% report,
All learning outcomes will be covered.
Brief
As a team (of 3 or 4) you have been asked to develop a Marketing Plan for Marriott, This plan must be based on the information provided in this assignment should also use other relevant sources of information, such as: business reports, books, websites, magazines and newspapers, among other academic sources.
Teams must use specific academic terms (such as segmentation criteria, marketing mix, positioning, etc.) in the assignment when appropriate. The use of references throughout the assignment is highly recommended. The use of theoretical frameworks (such as: SWOT analysis, Michael Porter’s five forces, etc.) must be applied in a practical way to Marriott’s situation analysis. This assignment must be divided into sections and within each section the use of numbered headings and subheadings is recommended. This assignment will be composed of a group presentation, which will be delivered firstly and a group report which will be submitted secondly.
Presentation (Marketing communications): Group 20%
This is a group presentation, all members must present (max. 15 minutes) and should include as a minimum:
External Analysis of the market (Macro and Micro) and Internal Analysis regarding Marriott
Identifying key issues the company needs to address in developing its marketing activity
A single mark for the presentation will be awarded to the Group.
Please note that this is a business presentation, and students should ensure the presentation is appropriate to be viewed by the client. It is recommended that you review your PowerPoint Presentation before you present. Students will not be allowed to walk in the class once they presentations have started; therefore it is strongly recommended that you get there on time.
Marketing Plan (80% Group submission)
Your marketing plan should include:
a) Summary situation analysis based on presentation as context for the rest of the report
b) Objectives set for Marriott
c) Identification of Segmentation, key target audiences and brand positioning for Marriott
d) Marketing Mix (7 Ps) including digital communication for Marriott
The report should be no more than 3,000 words (+10%). Use of appendices to detail the analysis is recommended and summarised within the report itself. The appendices are excluded from the word count.
Description of Marriott
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