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: