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MKTG2032 E-Marketing

tag 0 Download 13 Pages / 3,062 Words tag 13-07-2021


Shen (2015) provides insight into examples of critical success factors for hotels. These critical factors (see Figure 1 on the next page) make a relevant and insightful starting point for discussing the relationship between eMarketing initiatives and factors that might be impacted by an organisation’s broader marketing strategies and business modelling.

In context to the course material covered (and will be covering until week 5) select a minimum of 3 critical success factors (from Figure 1) and apply them to an organisation of your choice.

You are to complete a report that will analyse the relationship between a hotel’s eMarketing initiatives and factors that relate to broader marketing and business strategies / models. In your report, provide a brief overview of your chosen hotel and the industry in general that it operates within. The following questions should be addressed in the body of the report:

  1. EvaluateeMarketing initiatives thatwould complement your choice of critical success factors?
  2. Analyse how your selection ofeMarketing initiatives vary from one critical success factor to the next?
  3. Critique how might the wrong or ineffective eMarketing initiative(s) undermine your selection of critical success factors? For example, if one of your critical success factors was product quality would selecting an unsuitable eMarketing initiative lead to cost over-runs and impact customer purchasing requirements?
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