In advance of your submission, please:
1. Complete the following details and include as the first page of your submission;
2. Read the Turnitin section and check that you understand how Turnitin is used to
assess your work;
3. Read the declaration to check that your submission conforms with the listed
requirements before you submit your work.
Name(s) and Student
Number(s):
Module Title: Integrated Marketing Communications (MKTG20430)
Title of Coursework: Summative Individual Report
Word Count 4012
(see declaration below):
Required Format
Font: Verdana
Size: 10pt
Paragraph line spacing: 1.5
Page Numbers: Included
Turnitin Similarity Check
Where appropriate to the coursework assignment, your document will be submitted to
Turnitin to generate a similarity report for review by your tutor. This report will
compare your work against millions of previously submitted student papers and online
resources (e.g. web sites, journal articles) in the Turnitin database and highlight any
text that matches your submission.
Declaration
By submitting your work you are certifying that:
1. The submission is the result of your own work and does not contravene the
, University Regulation on Academic Irregularities.
2. The word count included on this cover sheet is accurate and follows the guidelines
outlined in the assignment brief (failure to include an accurate word count will be
treated as a minor academic irregularity as defined in the Academic Irregularities
Policy.)
3. Your ability to complete your assessment has NOT been adversely impacted by
circumstances beyond your control.
4. Once you have submitted your work, any such circumstances would need to be
disclosed through the Academic Appeals Policy and process and not through the
Notification of Extenuating Circumstances Policy and process.
, Contents
Executive Summary........................................................................................................... 3
1.1 Introduction.................................................................................................................. 5
1.2 Situation....................................................................................................................... 5
2.2. Targeting..................................................................................................................... 7
2.3. Positioning.................................................................................................................. 8
3.0. Internal Communications............................................................................................ 9
4.0. The Benefits of Branding........................................................................................... 11
......................................................................................................................................... 14
5.0. Building Creditability................................................................................................. 14
6.0. Marcomms Plan......................................................................................................... 15
6.1. Development of Hart’s Hotel Marketing Communication Plan...................................15
6.2. Marcomm Tool 1....................................................................................................... 16
6.3 Marcomm Plan 2........................................................................................................ 17
6.4. Marcomm Tool 3....................................................................................................... 20
Control............................................................................................................................. 22
Budgeting........................................................................................................................ 23
Summary of Recommendations.......................................................................................24
References....................................................................................................................... 25
Appendices...................................................................................................................... 26
Executive Summary
As not all target segments remain profitable due to increased competition in the market.
Firstly, this report recommends Hart’s Hotel to identify a new segment and achieve to
1. Complete the following details and include as the first page of your submission;
2. Read the Turnitin section and check that you understand how Turnitin is used to
assess your work;
3. Read the declaration to check that your submission conforms with the listed
requirements before you submit your work.
Name(s) and Student
Number(s):
Module Title: Integrated Marketing Communications (MKTG20430)
Title of Coursework: Summative Individual Report
Word Count 4012
(see declaration below):
Required Format
Font: Verdana
Size: 10pt
Paragraph line spacing: 1.5
Page Numbers: Included
Turnitin Similarity Check
Where appropriate to the coursework assignment, your document will be submitted to
Turnitin to generate a similarity report for review by your tutor. This report will
compare your work against millions of previously submitted student papers and online
resources (e.g. web sites, journal articles) in the Turnitin database and highlight any
text that matches your submission.
Declaration
By submitting your work you are certifying that:
1. The submission is the result of your own work and does not contravene the
, University Regulation on Academic Irregularities.
2. The word count included on this cover sheet is accurate and follows the guidelines
outlined in the assignment brief (failure to include an accurate word count will be
treated as a minor academic irregularity as defined in the Academic Irregularities
Policy.)
3. Your ability to complete your assessment has NOT been adversely impacted by
circumstances beyond your control.
4. Once you have submitted your work, any such circumstances would need to be
disclosed through the Academic Appeals Policy and process and not through the
Notification of Extenuating Circumstances Policy and process.
, Contents
Executive Summary........................................................................................................... 3
1.1 Introduction.................................................................................................................. 5
1.2 Situation....................................................................................................................... 5
2.2. Targeting..................................................................................................................... 7
2.3. Positioning.................................................................................................................. 8
3.0. Internal Communications............................................................................................ 9
4.0. The Benefits of Branding........................................................................................... 11
......................................................................................................................................... 14
5.0. Building Creditability................................................................................................. 14
6.0. Marcomms Plan......................................................................................................... 15
6.1. Development of Hart’s Hotel Marketing Communication Plan...................................15
6.2. Marcomm Tool 1....................................................................................................... 16
6.3 Marcomm Plan 2........................................................................................................ 17
6.4. Marcomm Tool 3....................................................................................................... 20
Control............................................................................................................................. 22
Budgeting........................................................................................................................ 23
Summary of Recommendations.......................................................................................24
References....................................................................................................................... 25
Appendices...................................................................................................................... 26
Executive Summary
As not all target segments remain profitable due to increased competition in the market.
Firstly, this report recommends Hart’s Hotel to identify a new segment and achieve to
