EHL Professional Marketing Assignment

Based on the LO5.2 Explanation and the trialogical DBE-principle, the EHL Marketing Assignment needs to allow Industry Partners, Students, and Teachers to determine to what degree students have created a well-founded marketing solution with added value for a hospitality industry case and its environment. Applied to the four topics of this semester (Marketing Communication & Analytics, Value Proposition, and 2^nd level Experience Marketing) this results in the formulation of the marketing assignment as: A well-founded marketing solution with added value for a hospitality industry case and its environment.

EHL Professional Marketing Assignment Introduction

Your Professional Marketing Assignment for Learning Outcome 5.2 focuses on four marketing expertise fields: Marketing Communication & Analytics, Value Proposition, and 2^nd level Experience Marketing (a follow-up of the Experience Marketing covered in RHH). Experience Marketing focuses on enhancing the guests’ internal positive states such as their joy with the hospitality services provided. While the 1^st level Experience Marketing in RHH focused on a transformation from the P of

People/ Personnel to the E of Empathy Capital to enhance the guests’ experiences, the 2^nd level

Experience Marketing systematically goes into the change from the 7Ps of Service Marketing (covering Product, Price, Place, Promotion, People, Processes, and Physical Evidence) into the 7Es of Experience (including Exchange, Extension, Emphasis, Empathy, Emotional touchpoints, and Emic/Etic process). A Value Proposition is a statement that denotes the guests’ unique experiences that a company expects to create. Marketing Communication goes into how companies can reach out for guests. Marketing Analytics is about gathering and interpreting data on the effect(ivenesss) of these communications. 

       Figure 2.      Sphere Pictures as Inspiration

The enhanced understanding of these four marketing expertise fields is thought to enable you to create a well-founded [marketing] solution to add a specific value for a hospitality industry case and its environment.  

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 your Design Challenge NHG brand and the person of your Industry Partner. At Level2/3 you are expected to operationalize and apply 

these four marketing perspectives and show you expect to improve their interrelationships in the context of your Design Challenge. Based on your concise, coherent, and theoretically wellstructured analysis, you ‘decide’ what ‘change’ could/ should be made.

EHL Instructions 

The EHL Marketing Assignment covers the following seven steps.

1. Choose a hospitality company with which you are familiar (preferably in Leeuwarden)
2. Describe its last social media messages on Facebook, Instagram, LinkedIn, and X 
3. Analyze three key similarities and three key differences between these messages
4. Develop (un update of) its Value Proposition
5. Describe (concisely) one application of each of the seven Ps of the Service Marketing Mix 
6. Transform each of these 7Ps to the 7Es and clarify your transformations
7. Include matching visualizations and create an attractive paper.

       Figure 3.      From the 7Ps to the 7Es

Each Design Challenge Group submits a well-designed paper of a maximum of 600 Words following the SIBC structure. It starts with a Summary, followed by an Introduction to your Design Challenge (DC) and a description of the brand involved. Then the Body of you text covers your research and analysis. It closes with Conclusions and Recommendations, and a Reference list in APA style. The core of your paper covers four sections/ chapters:

1. Concise, consistent, and systematic¹ analysis of your hospitality brand’s social media actions
2. Concise, consistent, and systemic Value Proposition of this brand
3. Concise, consistent, and systematic overview of filled out 7Ps on this brand 
4. Concise, consistent, and systematic suggestions to transform these 7Ps to the matching 7Es to enhance the guest experience of your service company/ brand and thus increase its value.

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 (EHL 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.  

EHL Feedback

Students are enabled to submit the EHL Marketing Assignment two times for feedback at set deadlines: 

• Friday week 1.9 before noon 12.00 hrs (Semester 1)
• Friday week 2.3 before noon 12.00 hrs (Semester 1)
• Friday week 3.9 before noon 12.00 hrs (Semester 2)

•    Friday week 4.3 before noon 12.00 hrs (Semester 2).

Each Design Challenge Group needs to upload this EHL Marketing Assignment at least once for feedback from the Marketing Expert on the EHL Grade Centre. 

Marketing Experts intend to provide valuable feedback (= connected to LO5.2) 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 LO5.2 part of their portfolio.

EHL 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 Marketing Lesson Plans):

Session 1.         Introduction overall marketing program, the four topics, expert, NHG sub brands, -professional assignment, recommended literature, working of expert course on BlackBoard

EHL Learning Outcomes

The EHL Marketing Assignment focuses on Learning Outcome (LO) 5.2. LO5.2 covers ‘Creating valuable solutions for the hospitality industry’ Table 1 presents an overview of this LO, its Explanation, and its Indicators that are covered in the 20 weeks of the EHL semester. As the indicators are currently under revision, the focus of this lesson plan is on the LO5.2 Explanation.

EHL Marketing Topics

Level 2/3 Marketing has a more profound nature and is brought into the context of the specific Learning Outcomes of its two semesters. EHL focuses on the “Marketing for Hospitality Entrepreneurs” (Marketing Syllabus 2023-2024, p.9). With the help of class sessions, students explore on the application of marketing in the real world based on a theoretical understanding of the four marketing fields covered in this semester: Marketing Communication & Analytics, Value Proposition, and 2^nd level Experience Marketing (a follow-up of the Experience Marketing covered in RHH). Table 2 presents some conceptual opportunities.