Assignment Front Sheet

Qualification

Unit Number and Title

Pearson BTEC Level 4 HND Diploma in

Hospitality Management
Student Name

Y/601/1793-Unit 8 Marketing in Hospitality

Assessor name

Narinder Pangli

Date of Issue

Completion date

Submitted on

5th November 2014

19th December 2014

19th December 2014

Assignment title

Student No.

Marketing in Hospitality

Learning
Outcome

Learning
outcome

Assessment
criteria

In this assessment you will

have the opportunity to
present evidence that shows
you are able to

Task
No.

LO1

Understand
the concepts
of marketing in
a services
industry
context

1.1

discuss concepts of marketing

for a relevant services
industry
assess the impact of the
marketing environment on the
industry

1a)

1.3

evaluate the relevance of

consumer markets in the
industry

1b)

1.4

discuss the rationale for

developing different market
segments
assess the importance of
components of the marketing
mix to the industry
analyse pricing strategies and
policies in relation to the
industry
evaluate the role of the
promotional mix
plan an advertising campaign for

1b)

LO2

Understand
the role of the
marketing mix

1.2

2.1
2.2

LO3

Be able to use
the
promotional

3.1
3.2

Evidence
(Page no)

1a)

2
3
4 a)
4 a)
1

mix

3.3

LO4

Understand
the marketing
cycle in a
services
industry
environment.

4.1
4.2
4.3

4.4

a services industry
operation
analyse the role that sales
promotion and public
relations play in promotional
efforts
discuss the relevance of market
research to services
industry operations
undertake market research for
an appropriate product
or service
analyse the suitability of different
media for marketing
an appropriate product or
service
evaluate the implementation of
the marketing plan for
an appropriate product or
service

4 b)

5 b)
5 a)
5 a)

5 c)

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged.

Student Signature:

Date:

In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and
DISTINCTION grades.
Grade Descriptor

Indicative characteristic/s

Contextualisation

M1 Identify and apply strategies to find

appropriate solutions

Effective judgements have been made.

Problem has been approached in multiple angles leading to well

evaluated judgements.

Complex problems with more than one variable

have been explored.

M2 Select/Design and apply

appropriate methods/techniques

A range of methods and techniques have been

applied.

A range of sources of information has been used.

TASK 4a) & b); Task 5 c)

Information in addition to the sources provides is used alongside
provided information.
Methods beyond those highlighted in the information provided
have been used.

The selection of methods and techniques/sources

M3 Present and communicate

appropriate findings

D1 Use critical reflection to evaluate

own work and justify valid conclusions

has been justified.

TASK 1, 2 and 3

The appropriate structure and approach has

been used.

Detailed a relevant use of SWOT, PESTLE, (TASK 1) Marketing

Mix (TASK 2) and AIDA (TASK 4 b))

Conclusions have been arrived at through

synthesis of ideas and have been justified.

Data visualisation techniques used for present gathered data.

(TASK 5 b))
Exceptional arguments provided when providing conclusions.
TASK 5c)

D2 Take responsibility for managing

and organising activities

Autonomy/Independence has been

demonstrated.

Additional relevant sources of information have been used

effectively to support arguments and referenced correctly (ALL
3

TASKS)

D3 Demonstrate convergent/lateral and

creative thinking

Ideas have been generated and decisions taken

Evaluation of conclusions based on strengths and weaknesses

of data about the business environment.

Self-evaluation has taken place

(ALL TASKS)

Convergent and lateral thinking have been applied

Problems have been solved
Innovation and creative thought have been applied
Receptiveness to new ideas is evident
Effective thinking has taken place in unfamiliar
contexts.

Assignment Brief
Unit Number and title

Y/601/1793-Unit 8 Marketing in Hospitality

Qualification

Pearson BTEC Level 4 HND Diploma in Hospitality Management

Start Date

5th November 2014

Deadline

19th December 2014

Assessor

Narinder Pangli

Assignment title
Marketing in Hospitality
Purpose of this assignment
This unit enables learners to understand the concepts of marketing, the role of the marketing
mix, the marketing cycle, and gain skills in using the promotional mix.
You will achieve this by analysing the below case study:
The National Trust www.nationaltrust.org.uk
What do the words National Trust mean to you? Historic houses? Gardens? An organisation
that older people join? All of these are accurate, but they reflect only a small part of what the
National Trust is and does. What you might not know is that the Trusts responsibilities
include over 350 historic houses, 255,000 hectares of land including gardens, mills, coastline,
forests, farmland, moorland, islands, castles, nature reserves, villages, pubs and even a
goldmine! The National Trust is a registered charity that looks after special places. It has over
4 million members and every year welcomes around 19 million visitors to its properties and
special places, which are open to everyone. As a not-for-profit organisation managed by a
small Board of Trustees, it is completely independent of government. Its funding is generated
entirely from membership fees, donations, legacies and revenue raised from its commercial
activities such as its National Trust shops and catering business.
The Trust attracts customers of different types, young and old, including families, history
lovers and nature lovers. Its mission is to grow the nations love of special places Forever, for
everyone, so it aims to inspire as many people as possible in many different ways. These
might include themed events to celebrate the UKs history, guided walks across its estates
and countryside to discover wildlife, open-air performances of Shakespeare and music
festivals or firework displays. Its properties regularly appear in film sets, such as in the recent
Sherlock Holmes and Harry Potter films. However, its interests extend far beyond just bricks
and mortar. Much of the Trusts work reflects its interest in getting people outdoors and closer
to nature, as well as wider global and environmental issues, such as increasing energy
efficiency, recycling and sustainability.
The National Trust aims to increase membership by 25% to five million by 2020. To do this, it
is adopting a strategy of Going local. This aims to ensure the Trust can respond quickly to
local issues on the ground and get more people involved as members, volunteers or
employees. It will also put the Trust at the heart of communities so that everyone in the UK
5

can feel like a member.

The National Trust is now adopting a new strategy and modern marketing techniques to
excite a younger audience, generate new members and enhance its position as an employer
with young people.
Promotion may have a number of purposes depending on the needs of an organisation. For
example, it can raise awareness of a brand or business, highlight the benefits of value of its
products to attract sales or help to change the image of a firm. Promotion covers a variety of
techniques by which an organisation communicates with its customers and potential
customers. These communications may have different forms and content to ensure that the
target audience can understand and receive the messages properly.
The AIDA model demonstrates the stages of promotion:
Initiating awareness (attention) amongst non-customers or increasing knowledge of new
offers for existing customers
Generating interest for and creating desire to have the product
Finally ensuring action to purchase.
The ultimate aim is to keep customers loyal so that over time they become advocates and
promote the product to other consumers. Customer recommendation is a very strong form of
promotion.
As a business, the National Trust has few direct competitors, but there are many alternative
ways for the public to spend their leisure time and money. In addition, recent research has
shown that, even when aware of the Trusts work, few young people considered it as a
possible organisation to work for. The National Trust is therefore focusing on a promotion
strategy that applies equally to highlighting what the Trust can offer its visitors and members
and to promoting National Trust jobs of all types.
The Trust is using digital media and social networking sites such as Facebook to highlight the
huge variety of roles it offers. These channels enable the Trust to present practical and
personal insight
into different job roles, such as skilled professional posts, catering staff or young volunteers,
through the use of employee profiles, articles or guest blogs.
The National Trust has embraced social media and new technologically-inspired below-theline activities to increase the shareability of its messages. This broadens the Trusts reach
beyond existing members or fans. Different parts of the National Trust use social media for
marketing and promotion in different ways. For example:
use of Twitter helps the National Trust to engage more flexibly and informally with the public
and members and both receive and capture their ideas
guest articles about its activities and properties on blogs show younger people what the
Trust can offer them
Facebook updates and employee profiles help to demonstrate the Trusts job opportunities
and widen the pool of possible applicants for jobs.

TASK 1 - LO1 1.1, 1.2, 1.3, 1.4 (M2. M3, D2 D3)

a) Analyse the environment that the National Trusts operates in. Conduct this analysis
using SWOT and PESTLE analysis. It is essential you assess the impact of the
marketing environment (Ensure you discuss modern marketing techniques made
possible with technology) AC 1.1 and 1.2
b) Highlight the National Trusts relevance and its rationale for developing different
market segments (refer to the Product Life Cycle where appropriate and refer to
above- the- line and below- the- line marketing). AC 1.3 and 1.4
(600 Words)
TASK 2 - LO2 2.1 (M2, M3, D2, D3)
Apply your knowledge of the marketing mix to at least two products/services that the National
Trust provides ensure you cover each area of the marketing mix and outline the importance of
the marketing mix to the National Trust and the industry in which they operate.
(500 Words)
TASK 3 - LO2 2.2 (M2, D2, D3)
Based upon your above findings conduct a detailed analysis of the pricing strategies used by
the National Trust and the industry (i.e. compare with competitors).
(500 Words)
TASK 4 LO3 3.1, 3.2, 3.3.
a) Focusing on the promotional mix plan an advertising campaign for a product/service
that the National Trust provides. Ensure you produce a poster along with your
advertising campaign plan that is aimed at sales promotion; you must outline a clear
strategy for promotion within the advertising campaign. LO3 AC 3.1, 3.2 (M1, D2)
b) Using the AIDA model analyse the role sales promotion and public relations play
within promotional mix for the National Trust. LO3 3.3 (M1, M3, D2)
(600 Words)
TASK 5 LO4 AC 4.1, 4.2, 4.3, 4.4
a) Design a questionnaire that will act as a marketing survey which will assess the
effectiveness of your advertising campaign, the aim of the survey should be to
evaluate the suitability of the approach for promotion you have selected in Task 4.
LO4 AC 4.2, 4.3, D2
b) Present the results of the marketing survey and discuss the relevance of market
research. LO4 AC 4.1 (M3, D2)
c) Evaluate the marketing plan developed earlier based upon the result of the marketing
survey and make recommendations and reflect upon your understanding of Marketing
in Hospitality. LO4 AC 4.4 (M1, D1, D2)
(900 Words)

Evidence
Checklist
Task 1

Summary of evidence

Task 2

Answers to questions given (600 words).

Task 3

Answers to questions given (500 words).

Task 4

Production of a marketing plan and a

poster. (600 words)

Task5

Production of a questionnaire and the

result of the questionnaire presented in a
graphical format i.e. table, pie chart, graph
etc... (900 words)

Evidence presented

Answers to questions 1(a) through 1(b)

given (600 words).

Important
Plagiarism, collusion and non-compliance with assessment regulations are offences
under the awarding body regulations and where suspected will be thoroughly
investigated under official procedures.
Penalties may be imposed depending on the severity of the offence, as per the
awarding body guidance.
Appropriate citations of source documents are essential when presenting
written/word processed work and it is crucial that you quote the books,
journals, websites etc. that you used whilst you carried out desk research.

Achievement Summary
Qualification

Unit Number
and title
Student Name

Assessor
Pearson BTEC Level 4 HND
Name
Diploma in Hospitality
Management
Y/601/1793- Unit 8 Marketing in Hospitality

Narinder Pangli

Student No.

Criteria
Reference
LO1

To achieve the criteria the evidence must show that the

student is able to:

1.1

discuss concepts of marketing for a relevant services

industry
assess the impact of the marketing environment on the
industry
evaluate the relevance of consumer markets in the
industry

1.2
1.3

1.4
LO2
2.1
2.2
LO3
3.1
3.2
3.3
LO4
4.1
4.2
4.3
4.4

Achieved?
(tick)

discuss the rationale for developing different market

segments
assess the importance of components of the marketing
mix to the industry
analyse pricing strategies and policies in relation to the
industry
evaluate the role of the promotional mix
plan an advertising campaign for a services industry
operation
analyse the role that sales promotion and public
relations play in promotional efforts
discuss the relevance of market research to services
industry operations
undertake market research for an appropriate product
or service
analyse the suitability of different media for marketing
an appropriate product or service
evaluate the implementation of the marketing plan for
an appropriate product or service

Grade Descriptor

Achieved? Grade descriptor

(tick)

M1 Indentify and apply

strategies to find appropriate
solutions

D1 Use critical reflection to

evaluate own work and justify
valid conclusions

M2 Select/Design and apply

appropriate
methods/techniques

D2 Take responsibility for

managing and organising
activities

M3 Present and
communicate appropriate
findings

D3 Demonstrate
convergent/lateral and
creative thinking

Achieved?
(tick)

10

Assignment Feedback

Formative Feedback: Assessor to Student

Action Plan

Summative feedback

11

Feedback: Student to Assessor

Assessor
Signature

Date

Student
Signature

Date

12