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\nASSIGNMENTS BRIEF
\nConsumer Behaviour
\n________________________________________________________________________
\nAssignments: CW 1 \/ CW 2 \/ Exam
\nProgram: Diploma of Higher Education in Hospitality Management
\nCourse: Consumer Behaviour
\nFaculty responsible: Cedric Michiels
\nDue date: CW1 (week 13, 12 November, 10 pm) CW2 (Week 15 &
\n16, 19 November, 10 pm) Exam (Week 18 TBC)
\nOverview: The aim of this unit is that students will become convinced that a good
\nknowledge of customer buying behaviour, at both the individual and corporate level, will
\nhelp to increase sales volume and profitability. If producers are to market successfully in
\nthe hotel and tourism industries they must understand the behaviour of their customers,
\ntheir needs and wants and how these can be satisfied.
\nLearning outcomes: Upon successful completion of this project the student will be able
\nto:
\n1. Analyse hotel and tourism products as needs
\nand wants satisfiers.
\n2. Apply concepts that determine the different
\nneeds of different segments in the marketplace
\n3. Analyse, apply and illustrate, how individuals
\nand groups select products using
\ncontemporary theory in a tourism domain.
\nOrganization & Methodology:
\nCW1 (weighting 30 % of final course grade)
\nThe report is to be submitted in font times new roman, size 10. Graphs, tables and
\nscreenshots of the system are encouraged to illustrate points. Minimum 5 referenced
\nauthors.
\nStudents will develop an individual report CW1. Students will need to focus their
\nanalysis and understanding on explaining the hotel brand selected. The students are
\nrequired to submit an analytical report (1500 – 2000 words) centered innovative hotel
\nbrand and your understanding of its target market and segment.
\nPage 2 of 4 23\/08\/2017
\nYou are not allowed to submit a report on the same hotel brand as your class
\ncolleagues. In order to avoid this please check CW1 report list on Hisp. Fill your
\nchoice of brand in this document. Choice must be communicated and done by week
\n3. Please inform lecturer of choice.
\nReport guidelines: Write the individual report including the following:
\n1. Critical analysis of the current image (hotel brand) and its location
\n2. Critical assessment of the official marketing campaign
\n(advertisement) for the hotel brand
\n3. Competitor analysis (main local and international hotel
\ncompetitors)
\n4. The target markets (who and why)
\n5. Assess the main focus of the marketing communication strategy for
\nyour chosen hotel.
\n6. Analysis of problem areas of the current communication strategy
\n(is it focused on the right target, right attractions, , competitive
\nenough, too broad, too general etc.)
\n7. Analysis and critical comments about the official website
\n8. Further recommendations based on the success of other hotels.
\n9. Further recommendations for the future
\nCW2 (weighting 30 % of final course grade)
\nGroup business presentation, will be presented by 4 students will. The groups will be
\nallocated in week 2.
\nChoose one hotel group loyalty program, from a specific international hotel group. You
\nwill be required to explain the features (advantages and disadvantages) of this loyalty
\nprogram in comparison to other existing programs. You are not allowed to choose the
\nsame loyalty program as other students. Choice must be communicated and done by
\nweek 3. Please inform lecturer of choice in class week 3.
\nPresentation guidelines
\nThe presentation is to be submitted in power-point, in font times new roman, size 10.
\nGraphs, tables and screenshots of the program are encouraged to illustrate points.
\nPage 3 of 4 23\/08\/2017
\nFor the presentation, you are required to:
\n\u2022 Select hotel loyalty program of your preference currently used in the tourism and
\nhospitality industry.
\n\u2022 Select a company profile for which it is applied.
\n\u2022 State what the purpose of the assignment.
\n\u2022 Highlight the significance of this loyalty program.
\n\u2022 Indicate the main theoretical concepts learnt in class (also personal experience) to
\nbe included in the report and relate how these concepts are applied in the selected
\nloyalty program.
\n\u2022 How will this loyalty program affect consumers and the organization both from a
\npositive and negative point of view
\n\u2022 Consider the ethical and social implications this program may have.
\n\u2022
\nConsideration when preparation of the presentation:
\n\u2022 Explain the company brand profile you have selected.
\n\u2022 What segment, structure and objectives does the company have with regards to it
\nconsumers.
\n\u2022 Determine the importance of the selected program.
\n\u2022 Analysis and critical comments about the official website
\n\u2022 Identify the target users.
\na. Who is going to use the program?
\nb. What information do they want?
\nc. What decisions do they need to make?
\nd. Why will they use this?
\n\u2022 Short \/ mid-term advantages for consumers and company using this loyalty
\nprogram.
\n\u2022 Recommendations for the future based the success of other hotel brands.
\n\u2022 Critical conclusion; referring to the selected loyalty program.
\nExam (weighting 40 % of final course grade)
\nThe individual exam will be divided into three sections. This will be a 2 hour unseen
\nexamination in which there will be an element of choice. Questions encompass the
\nfull theoretical curriculum we have covered this semester.
\nThe paper contains three sections:
\nA – Multiple choice (30 points) All questions must be answered
\nB \u2013 Short Answers (30 points) All questions must be answered
\nPage 4 of 4 23\/08\/2017
\nC \u2013 Essay questions (60 points) 2 out 4 questions compulsory
\nThe student who will not respect the structure and answer two questions in the same
\nsection will be granted the highest mark, the other one being given a 0.
\nResources Available: Please refer to module handbook for learning resources and
\nrelated topics documents, class notes on HISP, websites
\nwhich will be announced and distributed in class.<\/p>\n","protected":false},"excerpt":{"rendered":"
Page 1 of 4 23\/08\/2017 ASSIGNMENTS BRIEF Consumer Behaviour ________________________________________________________________________ Assignments: CW 1 \/ CW 2 \/ Exam Program: Diploma of Higher Education in Hospitality Management Course: Consumer Behaviour Faculty responsible: Cedric Michiels Due date: CW1 (week 13, 12 November, Read More …<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[],"class_list":["post-437676","post","type-post","status-publish","format-standard","hentry","category-essay-paper-writing"],"_links":{"self":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/437676","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/comments?post=437676"}],"version-history":[{"count":0,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/437676\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/media?parent=437676"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/categories?post=437676"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/tags?post=437676"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}