The purpose of this assignment is to allow you to apply the Services Marketing concepts presented in this course to a hospitality service based business. You have the choice to complete this project as an individual assignment OR a partner assignment (max two people working together).
DUE DATE: Friday, March 26, 2021 before Midnight.
WORTH: 20% of final grade
TOPIC: First, choose a hospitality business (service based) to focus your project on. Next, research the company and use the course models/tools to better understand the company’s current marketing strategy. Finally, present a summary of your findings and/or recommendations to improve the company’s current marketing strategy.
NOTE: You are NOT PERMITTED to select Starbucks or the Fairmont Pacific Rim for this assignment.
You must include the sections outlined below. This means that you will need to apply the 7 P’s of Services Marketing to the company you have chosen.
The required assignment sections are listed below:
Project introduction (1/2 page)
Applied 7 P’s of Services Marketing (5 – 6 pages)
Describe and comment on the current focus strategy of the company (Fully focused, Marketing Focused, Service focused, unfocused) and comment on if it is working for the company. (1 page)
Summary of findings on current services marketing P’s and 3 recommendations on how the company you have chosen can be improved connected to information presented in the paper. (1 - 2 pages)
Conclusions (1/2 pages)
APA reference page/s (unlimited pages – pages do not count towards project page count)
Each student is required to write 8 -10 page paper (not including references). If you choose to have a partner, ONLY ONE PARTNER needs to submit the assignment. Last thing – make sure that BOTH NAMES are on the project.
In terms of format and presentation the paper should include but is not limited to the following:
Table of contents
Introduction / Conclusion
Proper use of Headings and Sub-headings
Documentation of graphics, data and figures
Documentation and bibliographic references in APA format
The final paper should be complete, well presented and easy to read. Please proof carefully for spelling and grammatical errors. The paper must be properly referenced and cited using APA guidelines. Sources must be credible sources i.e. journals, books, articles from a reputable news source.
Delivery of the message is extremely important in marketing. Ensure that you spend some time designing the layout of your project. Headings, diagrams, images, clear language free of spelling and grammar errors and APA referencing will all help to increase the quality of your marketing project and therefore your project grade.
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