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Prezzo Restaurant Marketing

Prezzo Restaurant Marketing
Part A (Practical Exam -Group presentations):  Presentations to take place during the weekly seminar hour and lecture times in weeks 5 and 6.
Part B (Individual report):  Week 12: Thursday 11 December 2014
Cut-off Date for late work
Saturday 10th January 2015
Note the deadline for full time students is 16.00hrs and for registered part time students is 19.00hrs (UK time).Part B of this assignment should be submitted electronically via UCB Online.
Access the relevant module site in UCB Online and visit the ‘Assignments’ section.  Here you will find the submission link you will need to use in order to submit your assignment (see ‘View Assignment’ link in the example below).
IMPORTANT!  It is your responsibility to ensure you submit the correct piece of work/file and that you submit it to the correct submission point.  You can identify the correct submission point by the period in which you are required to submit it and by assessment.  For example the submission point for Semester 1 Coursework 1 will appear as S1 CW1 as in the example below.
You should aim to submit your assignment 24 hours before the deadline.
Work submitted via alternative methods e.g email will NOT be accepted.
You are strongly advised to take advantage of the ability to submit multiple times before the deadline.  This will enable you to test and familiarise yourself with the submission procedure so that you can resolve any problems before the actual assignment Due date.
Once the Due date has passed, you can only submit your assignment if you have not already made a submission and if the cut-off date has not expired.  Each subsequent submission will overwrite a previous submission and therefore the most recent file submitted will be the one that is marked.
NB:  Late work submitted after the Due date risks being capped at 40% (UG)/ 50% (PG) unless Extenuating Circumstances are submitted and are accepted (as per instructions below).  Students will not be able to submit work after the published Cut-off Date for late work (including those students who have Extenuating Circumstances).
Extenuating Circumstances Frontispiece Assignment Key
If you have experienced genuine issues impacting your ability to submit your assessment then you must complete an Extenuating Circumstances application through ATS. The following key will identify the exact piece of assessment that relate to the issues you have experienced.

In order to create the correct extenuating circumstances frontispiece you will need to access the Assignment Tracking System (ATS) via the UCB Portal or directly by typing in http://ats.ucb.ac.uk
The completed extenuating circumstances frontispiece must be sent to the Registry via email extenuating@ucb.ac.uk along with your evidence.  NB Extenuating Circumstances submitted without evidence may not be considered.
Post Date:
Thursday 5th February 2015
Module Learning Outcomes
1. Critically analyse marketing issues, plan appropriate courses of action and complete, present & defend a marketing plan within a hospitality & tourism context.
2. Critically analyse and develop marketing strategies with an emphasis on brand positioning and market segmentation strategies
3. Critically analyse integrated marketing communications and their implementation
4. Analyse and evaluate the effect of contemporary marketing issues on market planning within hospitality and tourism.
Assignment Remit
This assignment is divided into two parts:
Part A (30%) Group presentation – Marketing audit
In selected groups, critically analyse and evaluate the current situation of a hospitality or tourism related organisation in dealing with any issue or problems relating to the future marketing direction of your organisation. Your chosen organisation will be agreed with your tutor in week 1 and should be an individual hotel restaurant or tourist attraction.  You should use appropriate models, as well as an incorporation of relevant strategic marketing theory and frameworks. You should clearly provide evidence of research. It is important to be concise about the information you submit and provide clear conclusions. You should also submit a copy of your presentation and any group logs and self-reflection form.
Your presentation should include the following key elements:
• Customer analysis – You should clearly identifying potential segments and provide detailed analysis as to any consumer motivations and trends affecting your chosen segments. You should highlight any opportunities or threats relating to your chosen target market
• Competitor analysis – You should assess the relevant strategic group of competitors and clearly compare relevant assets and competencies
• An internal audit which clearly relates to your critical success factors. This should include a discussion of assets and competencies and key strengths and weaknesses
• An audit of current marketing activity, clearly commenting on issues such as your image, marketing tools such as website, social media, advertising, brochure, for example or other key marketing activities that you identify
• You should clearly provide clear conclusions which state the marketing issues or problems affecting your chosen organisation
• You should provide a full list of references
Part B (70%) Individual report
Building on your findings and conclusions in part A, you are required to write an individual report outlining a suggested marketing strategy, focusing in detail on one of your target markets for the future marketing direction of your chosen organisation in dealing with the issues and or problems identified in part A.
You should include the following:
•    Clearly identify the chosen target market, making reference to any relevant motivations and trends
•    Discuss the chosen marketing strategy
•    Make reference to the marketing issue(s) opportunities or challenges identified in your earlier presentation. Any issues should clearly relate to your chosen target market
•    Clearly identify and discuss in detail the band image and positioning strategy required for your target audience
•    Clearly outline a tactical marketing campaign, discussing in detail any relevant marketing mix activity. You should make specific reference to any promotional/communication mix activity and consider any specific interactive marketing needs, taking into account latest best practice of e-marketing techniques
•    You should discuss any potential issues/problems with the implementation, control and measurement of your ideas
Part A
This task is to be completed in groups (no more than 4 students) chosen by the teaching team. The presentation should last no more than 20 minutes with 5 minutes for questions at the conclusion of the presentation. A copy of your presentation should be submitted at the start of your presentation.
Each group is responsible for compiling a log sheet detailing each member’s contribution and attendance at meetings or contribution during online discussions.  In addition, individual students are expected to complete a self-reflection form outlining their own contribution.
It is anticipated that the members will be awarded a group mark. However, if there is clear evidence of a discrepancy in contribution from individual group members, then individual marks will be allocated. For this, the teaching team will take into consideration individual contributions during seminar sessions, performance during the presentation and whether there are discrepancies with log sheets and self-reflection forms. Presentations will be recorded for the purpose of internal verification.
Part B
This is an individual assignment in report format with a maximum of 3,000 words. Any strategies discussed should relate to the identified specific marketing issues concerning your individual organisation and not wider corporate strategic management issues. Electronic Format is a Requirement.
Part A: Group presentation – no more than 20 minutes with 5 minutes for questions.
Part B: Individual report format – maximum of 3,000 words.
Grading Criteria
UCB’s Generic Grading Criteria for HE work at Level 7 apply to this assignment.
In addition you are required to consider the following guidance points which are there to help you structure an effective piece of work. Guidance on essay and report writing is available under ‘Academic Matters’ in your Student Handbook. In addition note the presentation standards specified in the Student Handbook concerning margins, font and layout.
Part A
•    Demonstrate clear evidence of wider reading and research. Clearly reference your research sources and apply any appropriate analytical models to your chosen organisation
•    DO NOT simply DESCRIBE the current situation but critically evaluate according to contemporary research.
•    You should provide clear conclusions as to the key issues found in your analysis
•    After your team presentation you should submit a group log which clearly indicates the contribution for each member of the group and individuals should also submit a self-reflection form
Part B
•    You should concentrate on marketing strategy rather than wider corporate strategic management issues
•    Where larger major corporate branded companies are concerned you should relate your answer to individual hotels or restaurants, for example, rather than considering corporate strategy
•    You should concentrate on one target market
•    Develop an appropriate tactical marketing mix plan for reaching your chosen target market
•    Demonstrate evidence of wider research and reading.
•    Integrate appropriate models and theory to justify your response and discussions
Please note that this assignment is an individual piece of work and should represent your own individual effort.  College policy in case of plagiarism will apply.
In preparation for your final submission Turnitin facilitates the submission of draft work which you can self-check using the originality function. This matching software is useful to use to ensure that you have appropriately acknowledged/ referenced the sources used.
•    Written – the feedback sheet is a mechanism for providing students with comments and feedback on their work. Appropriate comments will be ticked or underlined. Overall comments and specific recommendations for improving work will normally be given at the end.  The final grade will be shown at the top of the sheet.  The feedback may be typed or handwritten.
•    Oral – if you have a query on the grade awarded to a piece of coursework or the feedback provided on it, please make an appointment to meet with your module lecturer.  During this time, the lecturer can go through the assignment with you and address any concerns that you have. You may also receive additional oral feedback during lecture or seminar time.
Additional Support for students
•    Academic Skills Support – all UCB students can get help with their academic work in the Academic Skills Centre (ASC, room 110) whatever your level of study.
•    Year Manager/Tutor – on your timetable there is a tutorial hour where your Year Manager/Tutor will be available to provide help and advice on any matters which may affect your work and progress.
•    Module Lecturers – it is common for a module to be taught by a team of teachers, who together will deliver lectures and seminars, help you understand your assignments and mark your work. It is also useful to make a note of Subject Advice Sessions in the ASC when a module lecturer is available to respond to your queries
•    Language Support – the Language Support proofreading service is available free of charge to students who do not speak English as their first language.
Information Access
•    Student Handbook – this provides referencing, report and essay writing guidance. You will have access to it through UCB Online.
•    Library & E-Resources – the Library provides you with an extensive range of online resources to support your studies. It is worth remembering that almost all of the online resources which UCB offers contain material which is not freely available on the Internet. These include journals, EBooks, business information, market research, news sources and more.

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