ASSIGNMENT COVER PAGE

No. Student’s Name Student’s ID

Lecturer Name :
Programme Title : Bachelor of Arts (Hons) in Events and Tourism Management
Bachelor of Arts (Hons) in Hospitality Management
Subject Code & Title : HE207s Hospitality and Tourism Marketing
Session : January – April 2020

Assignment Topic : Home-based Assessment

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Submission Date : 11 April 2020 (Saturday) by 3pm

ATTENTION:

1) 1 day late from the date of submission - 25% will be deducted.

2 days late from the date of submission - 50% will be deducted.

More than 2 days late from the date of submission - “0” grade will be awarded

2) Plagiarism - The University will not tolerate cheating, or assisting others to cheat, and
views cheating in coursework as serious academic offence. The work that a student
submits for grading must be the student’s own work, reflecting his or her learning. Where
work from other sources is used, it must be properly acknowledged and referenced.

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 Bachelor of Arts (Hons) in Events and Tourism Management
Bachelor of Arts (Hons) in Hospitality Management
HE207s Hospitality and Tourism Marketing Home-based Assessment (100%)

Learning Outcomes:
To understand the fundamentals of marketing and their relevance in hospitality and tourism.
To be able to apply key marketing concepts pertaining to consumer behaviour and
marketing strategies to hospitality and tourism context
To possess the evaluative and problem-solving skills to address hospitality and tourism
issues using marketing concepts.

Instruction to Students:
1. This is an individual assignment and please state your name, student ID, course code,
and course name on the top left of your report.
2. This assignment consists TWO (2) Sections. Student is required to answer both sections.
3. You are required to submit a report in word file (Times New Roman, font size 12, 1.15
line spacing, alignment justified) and email it to the Lecturer.
4. Your file name should be labelled as subject code and student’s name (e.g. HE208s –
Alan Choong)
5. Deadline of submission is on 11 April 2020 (Saturday) by 3pm.
6. Plagiarism is strictly prohibited

ASSIGNMENT 1: ESSAY QUESTIONS (60 MARKS)

Instruction: Answer ALL items below in a Word file.

Q1 Applying segmentation, targeting and positioning strategy in operating a restaurant

(1) Explain TWO (2) segmentation factors which are useful to profile the potential
customers. (5 marks)

(2) Based on your answer above, explain ONE (1) targeting strategy. (5 marks)

(3) Based on your answers above, explain your positioning strategy (message). (5 marks)

Q2 The management team of Damai Beach Resort wants to adopt product concept, selling
concept and societal marketing concept in their hospitality business. As a marketing
consultant, they wish to consult you on the following matters:
(1) Describe how product concept could be relevant in this business. (2 marks)

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 (2) Describe how selling concept could be relevant in this business. (2 marks)

(3) Describe how societal marketing concept could be relevant in this business. (2 marks)

(4) What should the management team do to practice each of these concepts effectively
when Santubong Beach Resort, which is next to Damai Beach Resort, is doing very well?
Provide THREE (3) activities the team can do using any of these concepts.
(9 marks)

Q3 Referring to the diagram below, answer the following questions:

(1) Using these five core marketing concepts, explain why Marketing is important to
hospitality and tourism industry? (5 marks)

(2) With reference to the diagram above, explain FIVE (5) things AirAsia management
team can do after the outbreak of COVID-19 (when life is back to normal) to get more
customers to use its service. (10 marks)

Q4 Using the model of consumer behaviour, answer the following questions:

(2) The manager of UCSI Hotel approaches you to seek for your advice about customer
behaviour when booking a hotel room. Provide FIVE (5) factors which will influence
customer behaviour to the hotel manager and explain why for each factor. (10 marks)

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ASSIGNMENT 2: CASE STUDY (40 MARKS)

Instruction: Read the short case study and answer ALL items below in a Word file.

UCSI University is tasked by the tourism ministry to promote Niah Cave so as to attract more
local and international visitors. As a hospitality and tourism scholar at UCSI University, you
need to provide explanation to the following questions to the ministry.

(1) Explain TWO (2) potential target markets and their respective positioning strategies. (10
marks)

(2) Based on your answer to question (1), explain THREE (3) promotional strategies to
communicate with the target markets in an effective way. (Note: provide clear examples to
support your answer).
(10 marks)

(3) Which would the stage of Niah Cave be in Product Life Cycle? Provide TWO (2)
reasons to support your claim. (Note: provide clear examples to support your answer).
(10 marks)

(4) Based on your answer to questions (1), (2) and (3), explain THREE (3) environmental
factors which could potentially affect the target markets’ interest and intention towards visiting
Niah Cave. (Note: provide clear examples to support your answer).
(10 marks)

END OF ASSIGNMENT PAPER

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