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Role of Mobile Technology and Social Media Marketing in Tourism and Hospitality Business

Purpose of the Assignment

Purpose of the Assignment
Mobile technology and social media have changed the way your companies do business. The technologies help to keep customers informed of new products and services that can be made available to your customers without being tied to a single location. Businesses are learning more
about the ways mobile technology can be used to increase their productivity and lead to increased profitability.


Mobile technology allows companies to have an unprecedented level of connectivity between the customers and the hospitality organisation. Customers can download applications on their mobile devices that allow them to be connected through social media such as Facebook and Twitter.


Social media marketing is the use of social media platforms and websites to promote a product or service. Its allow individuals, businesses and other organizations to interact with one another and build relationships and communities online. When companies join these social channels, consumers can interact with them directly. That interaction can be more personal to users than traditional methods of outbound marketing and advertising.


Topic: Critically evaluate the role of Mobile Technology and Social Media Marketing for a business within the Tourism and Hospitality Industries to build competitive advantage. Use one case study to demonstrate your arguments.


1. Selection of case study: Select a Tourism/Hospitality business with an online presence
2. Provide a literature review by identifying the mobile technologies/social media that had emerged in the last few years that changed how the tourism business is conducted.
3. Prepare a case study by discussing how mobile technology help to determine the competitiveness in the business environment.
4. Reflect on the case study in the context of the literature review.


Assessment criteria in brief:
The purpose of this assignment is to critically evaluate the role of Mobile Technology and Social Media Marketing used in a business within the Tourism and Hospitality Industries to build competitive advantage.


The assignment report will be assessed on the basis of:
Student needs to demonstrate good research effort with academic references such as journal articles or books.
Evidence of wide reading/research to substantiate the discussion
Justification for statements made (e.g. logical reasoning rather than unsupported statements)
Critical appraisal rather than pure description
Clear title, summary, contents, and conclusion
Clear citation and referencing (sources – relevance, range, citation accuracy)
Professional standards of presentation


The word count for the assignment is between 4,400 to 4,600 words. The contents page, appendices, list of references/bibliography do not contribute towards the word count. Your word count must be stated.


All sources must be acknowledged in a “list of references” employing the Harvard Referencing system.
A good quality well presented, written and structured report is expected.
The assessment criteria covers; Relevance, Knowledge, Analysis, Argument and Structure, Critical Evaluation, Presentation, Reference to Literature.
Remember do NOT cut and paste from the Internet – this is PLAGIARISM!!


Note: Students are not allowed to send any draft to the Lecturer’s for comments and it's not allowed. This is an Assignment which tests student’s ability to interpret the questions correctly and to find the appropriate answers to the questions Page 3


1. Suggested structure of case study: an executive summary, introduction, literature review, case study, conclusion, references, appendix.
2. The main parts of the assignment are the literature review and case study.
3. The case study should reflect on topics highlighted in the literature review, and also include as one point an online representation of the selected business. Be aware the online representation is not the main point of the case study but adds to it.
All assignments are to be submitted via JIRA on the submission due date.


With effect from 1 May 2013, students are required to download their assignments/projects/ dissertation via the Blackboard's Turnitin Assignment Link to self-check the originality report of their assignment from plagiarism.
Students must upload the "Originality Check" report to JIRA along with their coursework. Please attach the MDIS Plagiarism Declaration Form before submitting.

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