Marketing

1. Individual Essay (2’500 words) – 60% of total grade Identify a company of your choice in the hospitality industry. Suggest how it can adapt its marketing strategies to meet new challenges and opportunities. Word limit of 2’500 words +/-10% is a part of marking criteria (if not met or exceeded, then 5 marks will be deducted from the assessment criteria “Organization”. Cover page, contents page and references are not included in the count. Structure of the essay. The Individual Essay should contain introduction, main text, conclusion, reflection, references.

1. Introduction (1-3 short paragraphs introducing your chosen business)

2. Main text

a. define the challenges faced by the business b. suggest marketing responses (new products, pricing, communication and/or distribution strategies) c. indicate specific actions the business should implement

3. Limitations (1 short paragraph pointing out limitations of such as applicability to a given time, geographical market, or product type)

4. Conclusion (1 short paragraph recapping the key findings, no new information should be presented in this section)

5. Reference list (5-15 literature sources, using only English based literature from reliable credible sources). If references do not appear in the main text and they are missing either from the main body or from the list you will receive half the points assuming that the rest is correct. Wikipedia and other non academic, non professional sources will be marked down.