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Task 2 Final This in an individual task. The task consists of an essay about a luxury hotel selected by the student. Please, read carefully all the questions and answer them in your own words, quoting relevant authors and providing examples. The questions you have the answer are:

Text Box: BAT311 Tourism Marketing	Task brief & rubrics

 Task 2 Final

This in an individual task.

The task consists of an essay about a luxury hotel selected by the student. Please, read carefully all the questions and answer them in your own words, quoting relevant authors and providing examples.

The questions you have the answer are:

1-     PART ONE: Pick one existent hotel and explain:

a.      Briefly describe the company. How is their workflow? What do they offer? Which is their brand personality? Who are their customers? What about their pricing strategy?

b.      Analyze its digital resources: website, app, social media profile…

c.      Explain its marketing environment (macroenvironment and microenvironment)

 

2-     PART TWO: Think about an original marketing strategy for the company selected in the question 1 and answer:

a.      Which objective do you have?

b.      Which target have you selected? Why? Explain the segmentation

c.      Which channels would you use? Why?

d.      Which content would you create?

e.      How would you evaluate the campaign?

To submit your essay, you must upload it to Turn it in a single PDF document.

 

Formalities:

·        Wordcount: 2.000 words

·        Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

·        Font: Arial 12,5 pts.

·        Text alignment: Justified.

·        The in-text References and the Bibliography have to be in Harvard’s citation style.

 

 

Submission: Week 12 – Sunday 8th of January at 23:59h (Barcelona’s time) Via Moodle (Turnitin).

 

Weight: This task is a 60% of your total grade for this subject.

It assesses the following learning outcomes:

·        The student will practice her/his critical thinking

·        The student will practice her/his creative thinking

·        The student will apply the knowledge and the concepts seen at class

·        The student will learn how to develop a proper strategy in the tourism industry

·        The student will reflect about the existent strategies in the tourism industry

 

Rubrics

 

Learning Descriptors

Fail Below 60%

Marginal Fail 60-69%

Fair 70-79 %

Good 80-89%

Exceptional 90-100%

 

Purpose & Understanding

 

KNOWLEDGE & UNDERSTANDING 15%

Very poor coverage of central purpose, goals, research questions or arguments with little relevant information evident. Virtually no evidence of understanding or focus.

Minimal understanding of purpose of the study; factual errors evident. Gaps in knowledge and superficial understanding. A few lines of relevant material.

Reasonable understanding and clearly identifies the purpose, goals, research questions or argument.

Reflect partial achievement of learning outcomes.

A sound grasp of, and clearly identifies, the purpose, goals, research questions or argument. Some wider study beyond the classroom content shown.

Effectively describes and explains the central purpose, arguments, research questions, or goals of the project; explanation is focused, detailed and compelling. Recognition of alternative forms of evidence beyond that supplied in the classroom.

 

Content

 

KNOWLEDGE & UNDERSTANDING

 

15%

Content is unclear, inaccurate and/or incomplete. Brief and irrelevant. Descriptive. Only personal views offered.

Unsubstantiated and does not support the purpose, argument or goals of the project. Reader gains no insight through the content of the project.

Limited content that does not really support the purpose of the report. Very poor coverage.

Displays only rudimentary knowledge of the content area. Reader gains few if any insights

Presents some information that adequately supports the central purpose, arguments, goals, or research questions of the project. Although parts missing, it demonstrates a level of partially proficient knowledge of the content area. Reader gains some insights.

Presents clear and appropriate information that adequately supports the central purpose, arguments, goals or research questions of the project.

Demonstrates satisfactory knowledge of the content area. Reader gains proficient insights.

Presents balanced, significant and valid information that clearly and convincingly supports the central purpose, arguments, research questions or goals of the project. Demonstrates in- depth and specialised knowledge of the content area. The reader gains important insights

 

Organization COMMUNICATION 5%

Information/content is not logically organized or presented.

Topics/paragraphs are frequently disjointed and fail to make sense together.

Reader cannot identify a line of reasoning and loses interest.

Information/content is not, at times, logically organized or presented. Topics/paragraphs are frequently disjointed which makes the content hard to follow. The reader finds it hard to understand the flow of the report.

Information/content is presented in a reasonable sequence.

Topic/paragraph transition is unclear in places with linkages for the most part. Reader can generally understand and follow the line of reasoning, although work needed to be proficiently organized.

Information/content is presented in a clear and understandable sequence. Topic/paragraph transition is good with clear linkages between sections and arguments. Reader can understand and follow the line of reasoning.

Information/content is presented in a logical, interesting and effective sequence. Topics and arguments flow smoothly and coherently from one to another and are clearly linked.

Reader can easily follow the line of reasoning and enjoyed reading the report.

Style & Tone COMMUNICATION 10%

Writing is poor, unclear and unengaging, and the reader finds it difficult to read and maintain interest. Tone is not professional or suitable for an academic research

Writing is unengaging and reader finds it difficult to maintain interest. Tone is not consistently professional or suitable for an academic research project. Work

Writing is usually engaging and keeps the reader’s attention. Tone is generally appropriate for an academic research project, although a clearer and more

Writing style and tone is generally good and sustains interest throughout. Tone is professional and appropriate for an academic research project.

Writing is compelling and sustains interest throughout. Tone is consistently professional and appropriate for an academic research project.

 

 

project. A reorganization and rewrite is needed.

needed on academic writing style.

professional style and tone is needed.

 

 

 

Use of References COMMUNICATION 10%

Little or no evidence of reference sources in the report. Content not supported and based on unsubstantiated views.

Most references are from sources that are not peer- reviewed or professional, and have uncertain reliability. Few if any appropriate citations are provided. Reader doubts the validity of much of the material.

Professionally legitimate references are generally used. Fair citations are presented in most cases. Some of the information/content/evidence comes from sources that are reliable, but more academic sources needed to be convincing.

Professionally and academically legitimate references are used. Clear and accurate citations are presented in most cases. The majority of the information/content/evidenc e comes from sources that are reliable.

Presents compelling evidence from professionally and academically legitimate sources. Attribution is clear and accurate. References are 75% from primarily peer- reviewed professional journals or other approved sources.

 

Formatting and visuals

 

COMMUNICATION

 

5%

Research project exhibits no formatting, or frequent and significant errors in Harvard formatting.

There are too many errors in the Harvard formatting to be acceptable as a partially proficient piece.

Harvard formatting is employed in the research project with minor errors. A review and rework of format and style of referencing in text and in the bibliography is needed.

Harvard formatting is used accurately and consistently throughout the research project, although some issues are apparent as the reader is unable to find sources.

Harvard formatting is used accurately and consistently throughout the research project. Accurate hyperlinks are included where required, making it easy for readers to review sources.

 

Written Communication Skills

 

COMMUNICATION

 

5%

The written project exhibits multiple errors in grammar, sentence structure and/or spelling. Inadequate writing skills (e.g., weaknesses in language facility and mechanics) hinder readability and contribute to an ineffective research project.

The written project exhibits errors in grammar, punctuation and spelling. The written project comes across as untidy and not properly checked for mistakes. Errors present in written communication make readability frustrating.

Written research project displays good word choice, language conventions and mechanics with a few minor errors in spelling, grammar, sentence structure and/or punctuation. Errors do not represent a major distraction or obscure meaning.

Readability of the project is good due to the clarity of language used. Grammar, spelling and punctuation is without error.

Spelling and grammar thoroughly checked.

Readability of the project is enhanced by facility in language use/word choice. Excellent mechanics and syntactic variety. Uses language conventions effectively (e.g., spelling, punctuation, sentence structure, paragraphing, grammar, etc.).

 

Analytical / Critical Thinking Skills

 

CRITICAL THINKING

 

25%

Research problem, concept or idea is not clearly articulated, or its component elements are not identified or described. Research information is poorly organized, categorized and/or not examined; research information is often inaccurate or incomplete.

Presents little if any analysis

or interpretation;

Research problem, concept or idea is not clearly articulated at times and confusing. Research information is badly organized, categorized, and/or only superficially examined; research information is often incomplete. Presents limited analysis or interpretation;

inaccurately and/or

Adequately identifies and describes (or sketches out) the research problem, concept or idea and its components. Gathers and examines information relating to the research problem, concept or idea; presents and appraises research information with some minor inconsistencies,

irrelevancies or omissions.

Formulates a clear description of the research problem, concept or idea, and specifies major elements to be examined. Selects information appropriate to addressing the research problem, concept or idea; accurately and appropriately analyses and interprets relevant research

information. Effectively

Effectively formulates a clear description of the research problem, concept or idea, and specifies major elements to be examined. Selects and prioritizes information appropriate to addressing the research problem, concept, or idea; accurately and appropriately analyzes and interprets relevant

research information.

 

 

inaccurately and/or inappropriately applies research methods, techniques, models, frameworks and/or theories to the analysis. Presents few solutions or conclusions; solutions or conclusions are often not well supported, are inaccurate and/or inconsistent, and are presented in a vague or rudimentary manner.

inappropriately applies research methods, techniques, models, frameworks and/or theories to the analysis. Presents some solutions or conclusions but they are often not well supported, or logical.

Generally applies appropriate research methods, techniques, models, frameworks and/or theories although with inaccuracies. Outlines solutions or conclusions that are somewhat logical and consistent with the analysis and evidence; identifies and/or lists solutions or conclusions although not always clearly.

applies appropriate research methods, techniques, models, frameworks and/or theories in developing and justifying multiple solutions or conclusions; solutions or conclusions are coherent, well supported and complete.

Precisely and effectively applies appropriate research methods, employs advanced skills to conduct research. Uses techniques, models, frameworks and/or theories in developing and justifying multiple solutions or conclusions; solutions or conclusions are insightful, coherent, well supported, logically consistent and complete. Displays a mastery of complex and specialized areas.

 

Integration Skills

 

APPLICATION & EVALUATION

 

 

10%

 

Shows little ability to employ theory and practice across the functional areas of business in the assessment of issues relating to the research problem, concept, or idea. Does not recognize or correctly identify cross- functional organizational issues relevant to the research problem, concept or idea. Does not adequately evaluate the research problem, concept or idea in light of relevant principles, theories and practices across the business functional areas. Few if any solutions, recommendations for action, or conclusions are presented, and/or they are not appropriately justified or supported.

 

Shows some ability to employ theory and practice across the functional areas of business in the assessment of issues relating to the research problem, concept or idea.

Recognizes organizational issues relevant to the research problem, concept or idea but does not show

understanding. Does not adequately evaluate the research problem, concept or idea in light of relevant principles, theories and practices across the business functional areas. Some solutions offered but difficult to understand.

Recommendations for action, or conclusions are presented, but they are often not well supported, or logical.

 

Exhibits application of principles, theories and practices across the functional areas of business to the analysis of the research problem, concept or idea. With some exceptions, outlines and describes (or sketches out) some cross- functional organizational issues that are relevant to the research problem, concept or idea. Adequately identifies and describes (or summarizes) solutions, recommendations for action, or conclusions that are, for the most part, appropriate, but which need to be more aligned with principles and concepts in the functional areas of business.

 

Demonstrates an ability to integrate and apply principles, theories and practices across the functional areas of business to the analysis of the research problem, concept or idea.

Identifies, examines and critically evaluates important cross- functional organizational issues associated with the research problem, concept or idea.

Clearly justifies solutions, recommendations for action, or conclusions based on analytics and an insightful synthesis of cross- disciplinary principles and concepts in the functional areas of business.

 

Demonstrates well- developed ability to integrate and apply principles, theories and practices across the functional areas of business to the analysis of the research problem, concept or idea. Effectively identifies, examines and critically evaluates important cross- functional organizational issues associated with the research problem, concept, or idea. Clearly and effectively justifies solutions, recommendations for

action, or conclusions based

on strong analytics and an insightful synthesis of cross- disciplinary principles and concepts in the functional areas of business. Can link thinking across disciplines and contexts.

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