Part of a capstone project
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ASSIGNMENT OUTLINE
Assignment title: Capstone Project – Marketing Specialization
Program: BBA7
Semester: 2022.2
Course name: Marketing 4.0 / Digital Marketing and Content Creation / Global Strategic
Management / Innovative Sales Strategies
Course number: MKT 5285 / MKT 5283 / MKT 5286 / MKT 5282
Faculty responsible: Ekaterina Vlad / Carlos Santín / Carlos Zea / Andrés Báez
Hand out date: Week 3
Hand in date: Week 5 (Concept) / Week 12 (All files including ppt) / Week 13 (Group
Presentations)
Weighting: 30% / 35% / 30% / 30%
Assignment Overview:
You are the new Marketing Team of a new hospitality brand (with physical assets, located
outside of your home country) that is developing their marketing strategy. Based on the criteria
described below, create a Marketing Plan for your brand launch (timeline: 1 year) and present
the highlights to the potential investors.
Overall aim:
The assignment will allow students to apply marketing tools to a practical case and to become
comfortable and confident in analyzing brands and competition, planning communications for
product launch, and creating an effective sales environment to promote any product.
Organization and methodology:
1. The class is divided into teams.
2. Each team represents a Marketing Department which is presenting their Brand strategy.
3. Product: a new hospitality brand in a country of your choice BUT outside of your home country/-ies.
4. Prepare the Marketing Plan for the launch of your hospitality brand (see report outlines for topics to
be included in the plan and use the report template).
5. Conduct a 20-minute group presentation to owners with the purpose of convincing them to choose
your brand to invest into.
Resources available:
See the syllabi of all courses related to this project.
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Learning outcomes for MKT 5285:
2. Evaluate the process of managing advertising, public relations, sales promotions, direct marketing, and
personal selling.
3. Assess the key strategic issues that must be addressed in preparing communication plans and campaigns.
4. Assess the use of integrated marketing communications in different contexts and situations.
5. Apply the appropriate vocabulary used in marketing communications.
Learning outcomes for MKT 5283:
1. Assess the theory, practice and use of cutting-edge digital marketing models
2. Identify and target consumers and non-consumers with personalized digital experiences through innovative
canvasing and value maps
3. Implement innovative digital technologies ranging from fluid and optimized web apps/mobile apps to
traditional communication models
4. Prototype user-facing communication channels for user engagement
5. Support digital marketing campaigns
Learning Outcomes for MKT 5286
1. Understand the global marketing environment, segmentation and positioning for strategic decision-making.
2. Explore competitive strategies in considering attractive markets for sustainable competitive advantage.
3. Examine branding strategies and the process of strategic brand management.
5. Review the process of global marketing research and the main marketing research methods.
Learning Outcomes for MKT 5282
1. Distinguish between the roles of sales and marketing.
2. Outline and apply the sales process.
3. Understand and appreciate consumer behaviours.
4. Understand and appreciate hospitality distribution channels
5. Create and use appropriate sales and marketing tools
Part I. Written Report – Marketing Plan
Every report must have the following structure:
Cover page
Statement of authorship (see page 5)
Table of contents
1. Executive summary
2. Brand Concept (WK5 & WK12)
2.1. Product
2.1.1 Product concept
2.1.2 Customer benefits related to your product & services features
2.2 Location
2.2.1 PESTLE
2.2.2 Market trends
2.2.3 Market potential
2.3 Customer
2.3.1 Customer segments (at least 2) & buyer personas
3 Competitive Strategy
3.1 Competitive analysis
3.2 SWOT
3.3 Price segment & average prices in EUR
3.4 First year revenue forecasts
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4 Global Marketing Strategies
4.1 Brand Logo & Slogan
4.2 Brand Image & Brand Associations
4.3 Brand Positioning
4.4 Cultural analysis of the country
4.4.1 Self-Reference Criterion
4.4.2 High Context - Low Context
4.4.3 Hofstede’s Cultural Typology
4.5 Economic analysis of the country
4.6 Taxes & Law
4.7 Political risks
5 Communication Strategies
IMC campaign plan for 3 months pre-launch + 9 months after launch
5.1 Goals and SMART objectives (2-3) of the IMC campaign
5.2 Selection of Promotion Mix tools
5.2.1 Content examples for each tool
5.3 Choice of communication media channels (digital and traditional)
5.3.1 Evaluation criteria (KPIs) for each channel
5.3.2 Ad Payment Models for each advertising channel
5.4 Communication activities schedule - Media plan (Excel template)
5.5 Budget allocation for each channel (reflected in the media plan)
6 Digital Strategies
6.1 Wordpress
6.1.1 Template
6.1.1.1. Design at least 3 prototypes (Home, second-level pages, third-level pages, etc.)
6.1.1.2. Implement a template according to prototypes 6.1.2. Index with Google
6.1.2.1. Google Search Console (Webmaster tools)
6.1.2.2. Google Analytics
6.1.3. Information Architecture
6.1.3.1. URL structure
6.1.3.2. Menu structure
6.1.3.3. Internal linking
6.1.4. On-page SEO
6.1.4.1. Metatags on each page
6.1.4.2. On-page SEO ranking factors
6.1.4.3. Content (human-machine)
6.1.5. Special features
6.1.5.1. Plugins
6.2 Media plan (see points 5.2-5.5)
7 Sales Strategies (Acquisition Strategy)
7.1 Sales Team (If your business is small but becomes successful and you need a powerful sales team
because you open at least ten physical assets more)
7.2 Quantitative and qualitative objectives
7.3 Prospecting strategy
7.4 Compelling offer: Added value
7.5 Objections
8 Conclusion
9 References
10 Appendices (if any)
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Word limit for the Concept (section 2): Minimum 1000 - maximum 1500 words
Word limit for the total Report: Minimum 6000 - maximum 8000 words (introduction to conclusion
inclusively)
Special instructions:
The written report must include the statement of authorship (see page 5) signed by all team members.
Part II. Group Presentation
Based on the report, conduct a group presentation (sales pitch) to the investors. Remember, you are
presenting your hospitality brand to delight the investors!
Timing: 20 minutes (±2 minutes) for the actual presentation + 20 minutes Q&A
Every group member must participate equally in the presentation.
Assessment Deadlines & Weighting:
Week Date Time Assessment Format
Week 5 16/10/2022 23:59 Brand Concept (section 2) Moodle upload
Week 12 04/12/2022 23:59 All Files Submissions (incl. presentation) Moodle upload
Week 13 TBC In class Group presentations Live
Peer Evaluation
Please note that the peer evaluation is 10% of your grade, and it will be applied to your total project grade. See
the Peer Evaluation Form in the Appendix A (page 6).
Information & Submission Area in Moodle
All information and submission areas for the capstone project are in:
MKT5285 Marketing 4.0 – Assessment Strategy – Assessment 2 – Capstone Project
Weighting Marketing 4.0
Topic Weighting
Brand Concept (section 2) 10%
Written Report – General Part (sections 1-3) 20%
Written Report – IMC Campaign (section 5) 50%
Presentation Skills (individual grade) 20%
Weighting Digital Marketing and Content Creation
Topic Weighting
Brand Concept (section 2) 10%
Written Report, Website & Media Plan 70%
Presentation Skills (individual grade) 20%
Weighting Global Strategic Management
Topic Weighting
Brand Concept (section 2) 10%
Written Report (sections 1 - 4) 70%
Presentation Skills (individual grade) 20%
Weighting Innovative Sales Strategies
Topic Weighting
Brand Concept (section 2) 10%
Written Report (Sections 4, 5, 9) 60%
Presentation Skills (individual grade) 30%
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Common skills: assessed (bold) or developed (italics):
MANAGING AND DEVELOPING SELF
1.Manages own role and responsibilities
2. Manages own time in achieving objectives.
3.Undertakes personal and career development
4. Transfers skills gained to new and changing situations and contexts.
5.Uses a range of thought processes
WORKING WITH AND RELATING TO OTHERS
6.Treats others’ values, beliefs and opinions with respect
7.Relates to and interacts objectively with individuals and groups
8.Works effectively as a member of a team
COMMUNICATING
9.Receives and responds to a variety of information
10.Presents information in a variety of visual forms
11.Communicates in writing
12.Participates in oral and non-verbal communication
MANAGING TASKS AND SOLVING PROBLEMS
13.Uses information sources
14. Deals with a combination of routine and non- routine tasks
15.Identifies and solves routine and non-routine problems
BECOMING NUMERATE AND USING TECHNOLOGY
16.Applies numerical skills and techniques
17.Uses a range of technological equipment and systems
Plagiarism:
Plagiarism is the act of presenting another’s ideas or words as one’s own. Cheating includes, but is not limited to, the
intentional falsification or fabrication of any academic activity, unauthorized copying of another person’s work, or aiding
and abetting any such acts.
Particular care must be taken when presenting information that has been obtained from an internet site. Should this
information not be correctly referenced then you are guilty of plagiarism and will be penalized accordingly.
Statement of authorship
Following the title page of your assignment there should be a page on which you sign a statement that the work included
in the assignment is your own work except where appropriately referenced. The following statement should be used:
Statement of authorship
I certify that this assignment is my own work and contains no material which has been submitted as part of an assignment in any
institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or
written by another person, except where due reference is made in the text of the assignment.
Signed............................................................................... Name ...............................................................................
Student number. ...........................................................
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Appendix A. Group Project Peer Evaluation Form
Please rate each of the members in your group (including yourself) regarding their contribution to your group project on a scale
from 0 to 10 using the following criteria matrix.
Points Works effectively as a
member of a team
Identifies and
solves routine
and non-routine problems
Manages time in
achieving objectives
Participates in oral
& non-verbal
communication
Overall
Contribution to
Group Project
9 - 10
Helps getting the group
moving without
dominating it
Supports others to
find appropriate
solutions
Can be counted on to
finish tasks and
undertake additional
tasks
Always contributes and
is able to publicly justify
a course of action
Would not be possible
without her/him
7 – 8,9
Always participates,
makes sure everyone has
a chance to participate.
Able to give
creative and
flexible solutions
which are helpful
Always gets things
done on time
Provides thoughtful,
meaningful suggestions
Above Average
contribution
6 – 6,9 Acceptable participation
Some helpful ideas
for solutions to
tasks
Usually gets things
done on time
Is helpful and makes
some suggestions Acceptable contribution
3 – 5,9 Participates, but does not
accept the team decisions
Provides limited
solutions to tasks
Gets things done, but
usually late
Contributes from time
to time Minimal contribution
0 - 2,9
Never shows up or is
disruptive of the team
process
Never identifies
problems or
provides solutions
Never turns anything
in Never says anything None
Each
Student
Name in
the group
Works
effectively
as a
member of
a team
Identifies
and solves
routine
and non-
routine
problems
Manages
time in
achieving
objectives
Participates
in oral &
non-verbal communication
Overall
Contributio
n to Group
Project
TOTAL
Additional comments and concerns: