The Effect of Globalisation on a Hotels Marketing Strategy

Introduction to the Multinational Hotel Chain

Select a multinational hotel chain which operates in a competitive business environment and which has followed various marketing directions during its existence. Show the impact of globalisation on the business; examine how it positions itself in the global economy and cultural factors on the organisation, its markets and its competitors.

Within your essay you must include:

Ø An introduction to your multinational hotel chain.

Ø Your chosen chain of Hotels operation within a competitive business environment.

Ø The marketing choices it has made and the directions it has taken within marketing.

Ø The impact of globalisation on the organisation.

Ø Its current market

Ø Its competitors.

Ø How it positions itself within the global economy

Ø Cultural factors on the organisation.

You must present your essay with a front page, this to include:

The title of the essay - The Effect of Globalisation on a Hotels Marketing strategy.

Ø Your name

Ø The module title: Marketing Essentials BMIH4005

Ø Your lecturer’s name

You must use credible sources for your research from online sources, textbooks, media and industry journals to support your essay.

You will be assessed on your ability to synthesise knowledge, to develop an understanding of both the organisation you have chosen to examine and how that organisation has marketed itself and adapted to changing environments.  

You will be expected to show an understanding of the process and stages of marketing planning.

Assessment Criteria:

Ø Research Skills

Ø Referencing

Ø Essay Writing and Planning

Ø Time Management

NOTE: The guidance offered below is linked to the five generic assessment criteria overleaf.

1. Engagement with Literature Skills

Your work must be informed and supported by scholarly material that is relevant to and focused on the task(s) set.    You should provide evidence that you have accessed an appropriate range of sources, which may be academic, governmental and industrial; these sources may include academic journal articles, textbooks, current news articles, organisational documents, and websites.  You should consider the credibility of your sources; academic journals are normally highly credible sources while websites require careful consideration/selection and should be used sparingly.   Any sources you use should be current and up-to-date, mostly published within the last five years or so, though seminal/important works in the field may be older.  You must provide evidence of your research/own reading throughout your work, using a suitable referencing system, including in-text citations in the main body of your work and a reference list at the end of your work.

Guidance specific to this assessment: 

You should incorporate information about your chosen hotel group, from credible sources, this can be from the organisations own website in part but must also include text-based information from industry journals and reference books. You must include a minimum of 15 reference sources, and these must be accurately cited within the essay text.

Operating within a Competitive Business Environment

2. Knowledge and Understanding Skills

At level 4, you should be able to demonstrate: sound knowledge and critical understanding of the well-established concepts and principles of the subject area and the way in which those principles have developed; knowledge of the main methods of enquiry in the discipline.  Knowledge relates to the facts, information and skills you have acquired through your learning.  You demonstrate your understanding by interpreting the meaning of the facts and information (knowledge). This means that you need to select and include in your work the concepts, techniques, models, theories, etc. appropriate to the task(s) set.  You should be able to explain the theories, concepts, etc. meaningfully to show your understanding.  Your mark/grade will also depend upon the extent to which you demonstrate your knowledge and understanding.

Guidance specific to this assessment:

You should show an understanding of the principles of marketing in this context, specific to globalisation. This should also be supported by your ability to demonstrate an understanding of the information that you have learned about the specific organisation also.

3. Cognitive and Intellectual Skills

You should be able to critically analyse information, and propose solutions to problems arising from that analysis, including the critical evaluation of the appropriateness of different approaches to solving problems. Your work must contain evidence of logical, analytical thinking, evaluation and synthesis. For example, to examine and break information down into parts, make inferences, compile, compare and contrast information.  This means not just describing what! But also justifying: Why? How? When? Who? Where? At what cost? At all times, you must provide justification/evidence for your arguments and judgements.  Evidence that you have reflected upon the ideas of others within the subject area is crucial to you providing a reasoned and informed debate within your work.  Furthermore, you should provide evidence that you are able to make sound judgements and convincing arguments using data and concepts, with an understanding of the limits of knowledge, and how this influences analyses and interpretations. Sound, valid conclusions are necessary and must be derived from the content of your work.   Where relevant, alternative solutions and recommendations may be proposed.

Guidance specific to this assessment:

You should be able to show an appreciation for the decisions that this organisation has made, and the way in which it has altered its marketing approach when operating on a global scale, how did they operate originally, how did they approach the market, how has this changed since they have adopted a global approach.

4. Practical Skills

At level 4, you should be able to use/deploy a range of established techniques within the discipline, and apply underlying concepts and principles outside the context in which they were first studied, including, where appropriate, the application of those principles in an employment context. You should be able to demonstrate how the subject-related concepts and ideas relate to real world situations and/or a particular context.  How do they work in practice?  You will deploy models, methods, techniques, and/or theories, in that context, to assess current situations, perhaps to formulate plans or solutions to solve problems, or to create artefacts, some of which may be creative.  This is likely to involve, for instance, the use of real-world artefacts, examples and cases, the application of a model within an organisation and/or benchmarking one theory or organisation against others based on stated criteria.  You should show awareness of the limitations of concepts and theories when applied in particular contexts.

Guidance specific to this assessment:

You should be able to compare and contrast your chosen organisations operation with that of its competitors and give some examples of why they have decided to market in a certain way. This must be focussed on globalisation.

5. Transferable Skills for Life and Professional Practice

Your work must provide evidence of the qualities and transferable skills necessary for employment requiring the exercise of personal responsibility and decision-making.  This includes demonstrating: professional development to advance existing skills and acquire new competences that will enable you to assume significant responsibility within organisations; that you can initiate and complete tasks and procedures, whether individually and/or collaboratively; that you can use appropriate media to effectively communicate information, arguments and analysis in a variety of forms to specialist and non-specialist audiences; fluency of expression; clarity and effectiveness in presentation and organisation. Work should be coherent and well-structured in presentation and organisation.

Guidance specific to this assessment:

By compiling this essay you should be able to demonstrate an understanding of globalisation and the effects on your chosen hotel organisation, how this works in the practical sense, and by writing in a professional style allow the reader to gain an understanding of your competency within this subject, and how you might work as an influencer within an organisation, being able to support operations relating to marketing, especially within a global organisation.