CHP Professional Assignment Introduction
Your Professional Marketing Assignment for Learning Outcome 4.1 focuses on four marketing expertise fields: Consumer Behavior, Digital Marketing, Hospitality Marketing, and Marketing Analysis & Research. Hospitality Marketing deals with the attraction of ‘making guests feel welcome’ in the Hospitality Industry. Consumer Behavior is directed at understanding the guests’ conduct and focuses on the guest persona and the guest journey. Marketing Analysis & Research is about the systematic and ongoing collection and interpretation of data about internal and external factors that affect performance. The external analysis focuses on the PESTEL model and the internal analysis of the Service Marketing Mix. The Service Marketing Mix includes the 7Ps: Product, Price, Place, Promotion, People, Processes, and Physical Evidence. These two are integrated in the SWOT analysis and their meaning is interpretated in the TOWS analysis. Digital Marketing covers the opportunities of the online world. Per marketing concept, several conceptual models will be presented by the marketing expert.
Figure 6. Sphere Pictures as Inspiration
The enhanced understanding of these four marketing expertise fields is thought to enable you to come up with a well-thought improvement from a marketing perspective regarding your NHG sub brand Design Challenge.
This Marketing Assignment is intended to be carried out by teams/ groups that work together on a Design Challenge (DC) in the specific context and the situation of the Design Challenge NHG sub brand and the person of your Industry Partner. At Level1 you are expected to operationalize and apply these four marketing perspectives and show understanding of their interrelationship in the context of your Design Challenge. Based on your concise, coherent, and theoretically well structured analysis, you ‘decide’ what ‘change’ could/ should be made.
For instance, your group might see opportunities to improve the current Guest Journey based on the PESTEL, SWOT, and TOWS analysis of your Design Challenge (DC) brand. You could then, for example, describe the moments of truth of the interactions with this persona based on your analysis, e.g., at the registration of the guest and/or the accompanying to the room. Describe how Notiz Hotel, Wannee, etc. can create value to enhance the guests’ DC brand experience.
CHP Professional Marketing Assignment Instructions
Each Design Challenge Group submits a paper of a maximum of 600 Words following the SIBC structure. It starts with a Summary and an Introduction to your Design Challenge (DC) and the NHG sub brand involved. Then the Body of you text covers your research and analysis. Your document closes with Conclusions and Recommendations, and a reference list in APA style. The Body of your document covers four sections/ chapters:
Finally, you create a great design, including a cover with a title that fits the message of your analysis, a visualization of this title, a subtitle that covers the content (CHP Marketing Assignment), the date, and the (brand) name of your team as the key of marketing is be able to attract guests by presenting your product hospitable; in this assignment covering an attractive, concise, consistent, and systematic paper with visuals matching your text paragraphs as the key of DBE is visualization.
CHP Professional Marketing Assignment Feedback
Students are enabled to submit the CHP Marketing Assignment two times for feedback at set deadlines:
Each Design Challenge Group needs to upload this CHP Marketing Assignment at least once for feedback from the Marketing Expert on the CHP Grade Centre.
Marketing Experts intend to provide valuable feedback (= connected to LO4.1) on the first opportunity here within a week to enable students to have a dialogue with the Marketing Expert on the received feedback in the next class meeting. The intention is that students include this assignment with the feedback of the Marketing Expert in the LO4.1 part of their portfolio.
CHP Marketing Expert Sessions
Throughout the entire semester, there are five sessions planned: four Marketing Expert Sessions and one Marketing Walk-In Session (last session). The first four sessions cover the four marketing topics relevant to LO4.1. The walk-in session is intended for a dialogue on the provided Marketing Expert feedback. It is up to each lecturer to structure the class sessions how s/he sees fit. An idea concerning the sessions might be (with PowerPoint examples provided in Teams Group HMS Lesson Plans):
Session 1. Introduction overall marketing program, the four topics, expert, professional assignment, recommended literature, working of expert course on BlackBoard
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Session 2. |
Consumer Behavior, with focus on Brand Persona and Guest Journey |
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Session 3. |
Hospitality Marketing and Digital Marketing, with focus on AI (T of PESTEL) |
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Session 4. |
Marketing Analysis & Research, with focus on PESTEL, SWOT, and TOWS |
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Session 5. |
Walk-in with dialogue on feedback provided by Marketing Expert. |
CHP Professional Marketing Assignment Rubric
CHP Learning Outcomes
The CHP Marketing Assignment focuses on Learning Outcome (LO) 4.1: Understanding stakeholders’ interests. Table 1 presents an overview of LO 4.1, its Explanations, and its Indicators that are covered in the 20 weeks of the CHP semester. As the indicators are currently under revision, the focus of this lesson plan is on the LO4.1 Explanation.
CHP Marketing Learning Objectives
Level 1 Marketing has an introductory nature and is brought into the context of the specific Learning Outcomes of its two semesters. CHP focuses on the “Hospitality Marketing Environment” (Marketing Syllabus 2023-2024, p.9). With the help of class sessions, students explore on the application of marketing in the real world based of a theoretical understanding and an explanation of the four marketing fields covered in this semester: Hospitality Marketing, Consumer Behavior, Digital Marketing, and Marketing Analysis & Research. Table 2 presents some conceptual opportunities.
Table 2: Some conceptual opportunities
Hospitality Marketing by 
Business-to-you.com (B2U) is a website built by (former) university students interested in business, management and strategy with as main purpose to share the latest insights into today’s business world. By applying scientifically grounded frameworks onto real life business cases, we distinguish ourselves from other business-related news websites. We help our readership not only to understand what is going on in the industry, but we also provide them with useful managerial tools and frameworks so they can make their own business decisions throughout their career. On top of that, we encourage our readers to actively engage in the discussion sections underneath each article so they can form a well-thought opinion on the matter presented. Ultimately it is our conviction that ‘alone we are smart, together we are brilliant’.
Shoko Takayasu/Bloomberg/Getty Images/
Read more here:
Yeung J., & Ogura J.(September 19, 2023). Japan says one in 10 residents are aged 80 or above as nation turns gray. CNN. https://edition.cnn.com/2023/09/18/asia/japan-elderly-population-workforce-intl-hnk/index.html
Reuters., & Marcus, L. (2024, April 17). Amsterdam bans construction of new hotels as a way tot fight overtourism,. CNN. https://edition.cnn.com/travel/amsterdam-bans-construction-new-hotels-overtourism-intl/index.html
Vallance, C., & WainOfcom: Almost a quarter of kids aged 5-7 have smartphones
CNN. https://www.bbc.com/news/technology-68838029
Venice entry tickets go on sale. Here's how they work
Andrea Merola/Bloomberg/Getty Images
Buckley, J. (2024, April 25). Venice entry fee tickets go on sale. Here's how they work. CNN. https://edition.cnn.com/travel/article/venice-entry-fee-explained/index.html
Galloway, L. (2024, December 5). What it's like to live in the world's most innovative countries. BBC.https://www.bbc.com/travel/article/20241204-what-its-like-to-live-in-the-worlds-most-innovative-countries
