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ASSIGNMENTS BRIEF
Consumer Behaviour
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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, 10 pm) CW2 (Week 15 &
16, 19 November, 10 pm) Exam (Week 18 TBC)
Overview: The aim of this unit is that students will become convinced that a good
knowledge of customer buying behaviour, at both the individual and corporate level, will
help to increase sales volume and profitability. If producers are to market successfully in
the hotel and tourism industries they must understand the behaviour of their customers,
their needs and wants and how these can be satisfied.
Learning outcomes: Upon successful completion of this project the student will be able
to:
1. Analyse hotel and tourism products as needs
and wants satisfiers.
2. Apply concepts that determine the different
needs of different segments in the marketplace
3. Analyse, apply and illustrate, how individuals
and groups select products using
contemporary theory in a tourism domain.
Organization & Methodology:
CW1 (weighting 30 % of final course grade)
The report is to be submitted in font times new roman, size 10. Graphs, tables and
screenshots of the system are encouraged to illustrate points. Minimum 5 referenced
authors.
Students will develop an individual report CW1. Students will need to focus their
analysis and understanding on explaining the hotel brand selected. The students are
required to submit an analytical report (1500 – 2000 words) centered innovative hotel
brand and your understanding of its target market and segment.
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You are not allowed to submit a report on the same hotel brand as your class
colleagues. In order to avoid this please check CW1 report list on Hisp. Fill your
choice of brand in this document. Choice must be communicated and done by week
3. Please inform lecturer of choice.
Report guidelines: Write the individual report including the following:
1. Critical analysis of the current image (hotel brand) and its location
2. Critical assessment of the official marketing campaign
(advertisement) for the hotel brand
3. Competitor analysis (main local and international hotel
competitors)
4. The target markets (who and why)
5. Assess the main focus of the marketing communication strategy for
your chosen hotel.
6. Analysis of problem areas of the current communication strategy
(is it focused on the right target, right attractions, , competitive
enough, too broad, too general etc.)
7. Analysis and critical comments about the official website
8. Further recommendations based on the success of other hotels.
9. Further recommendations for the future
CW2 (weighting 30 % of final course grade)
Group business presentation, will be presented by 4 students will. The groups will be
allocated in week 2.
Choose one hotel group loyalty program, from a specific international hotel group. You
will be required to explain the features (advantages and disadvantages) of this loyalty
program in comparison to other existing programs. You are not allowed to choose the
same loyalty program as other students. Choice must be communicated and done by
week 3. Please inform lecturer of choice in class week 3.
Presentation guidelines
The presentation is to be submitted in power-point, in font times new roman, size 10.
Graphs, tables and screenshots of the program are encouraged to illustrate points.
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For the presentation, you are required to:
• Select hotel loyalty program of your preference currently used in the tourism and
hospitality industry.
• Select a company profile for which it is applied.
• State what the purpose of the assignment.
• Highlight the significance of this loyalty program.
• Indicate the main theoretical concepts learnt in class (also personal experience) to
be included in the report and relate how these concepts are applied in the selected
loyalty program.
• How will this loyalty program affect consumers and the organization both from a
positive and negative point of view
• Consider the ethical and social implications this program may have.
•
Consideration when preparation of the presentation:
• Explain the company brand profile you have selected.
• What segment, structure and objectives does the company have with regards to it
consumers.
• Determine the importance of the selected program.
• Analysis and critical comments about the official website
• Identify the target users.
a. Who is going to use the program?
b. What information do they want?
c. What decisions do they need to make?
d. Why will they use this?
• Short / mid-term advantages for consumers and company using this loyalty
program.
• Recommendations for the future based the success of other hotel brands.
• Critical conclusion; referring to the selected loyalty program.
Exam (weighting 40 % of final course grade)
The individual exam will be divided into three sections. This will be a 2 hour unseen
examination in which there will be an element of choice. Questions encompass the
full theoretical curriculum we have covered this semester.
The paper contains three sections:
A – Multiple choice (30 points) All questions must be answered
B – Short Answers (30 points) All questions must be answered
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C – Essay questions (60 points) 2 out 4 questions compulsory
The student who will not respect the structure and answer two questions in the same
section will be granted the highest mark, the other one being given a 0.
Resources Available: Please refer to module handbook for learning resources and
related topics documents, class notes on HISP, websites
which will be announced and distributed in class.
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