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Global Marketing 7734
Global Marketing Activity
You will submit your completed course project at the end of the course for grading and credit. You do not have to send it in prior to that. Course design is to keep you on track throughout the five-week course. See the assignment page for information about the grading rubric. Do not hesitate to contact your instructor if you have any questions about the project. Completion of this project is a course requirement.
This course project consists of three interrelated parts, each building on a topic that you will cover as you move through the course. Complete each project part as you progress through the course. Wait to submit the project until all parts are complete.
Begin your course project by completing part one on the following page.
Course Project, Part 1: Finding a subject and the 7 P’s
Find a hotel anywhere you choose to be your ‘subject hotel’ throughout the project. To make things easier on yourself, you may want to choose a hotel or brand you are familiar or one that you are able to gain information to complete the project.
Use the acumen you have gained throughout this module to outline a plan that specifies ways you will build or enhance the subjects marketing plan. In many cases you will take liberties based upon the information at your disposal.
Explore your chosen hotel and look at the key areas within the “7 P’s of Marketing” Price, Promotion, Physical Evidence, People, Product, Process, and Placement.
There could be areas that you are not prepared to answer and
Insert as many rows as needed in the tables below to add steps you will take.
Price: Pricing differentiation, price value
What do you see as opportunities they have within pricing?
What else would you want to know about pricing from the team to formulate your opinion of their strategy
What has be understood and considered with pricing within other countries and geographies?
Promotions: Special offers, advertisements, direct marketing
What do you see as opportunities they have within the promotions they are running?
What else would you want to know about promotions to formulate your opinion of their strategy?
What nuances do promotions present in a global economy?
Physical Evidence: Interface, Customer Experience in Technology and booking systems
What do you see as opportunities they have within technology?
What else would you want to know about technology from the team to formulate your opinion of their strategy?
What could be some challenges with Technology in a global marketplace?
People: Employees, Organizational Culture
What do you see as opportunities they have within their teams and people?
What else would you want to know about people, culture relationships from others to formulate your opinion of their strategy?
When working globally with people in different cultures and backgrounds must be considered?
Product: Design, updates.
What do you see as opportunities they have within their product?
What else would you want to know about product from the team to formulate your opinion of their strategy?
What should be taken into consideration operating globally when considering the product?
Process: Service Delivery
What do you see as opportunities they have within their processes?
What else would you want to know about the processes from the team to formulate your opinion of their strategy?
What processes should one be aware of operating globally?
Placement: distribution channels, web-based channel, omni-channel
What do you see as opportunities they have within placement?
What else would you want to know about placement from the team to formulate your opinion of their strategy?
What should one be aware within placement when operating globally?
Course Project, Part II: A distribution deep dive
Using the information that was introduced during Week 3 – Distribution Systems. Examine the different channels through the point of view of the customer. Capture your learnings on the table and explore the below questions.
Price / Value
Communication or presentation of information
Aesthetics / description
(1-5, 5 being best)
Direct- Group Booking
Calling- booking channel
What would your observations, findings and recommendations be to the owners of this hotel? Please use gathered information to support your findings and recommendations.
What surprised you the most as you gathered information? Please illustrate your findings.
Where did you see inconsistencies within the different channels in customer experience? Which were the most effective? Which were the most ineffective? Why? Given the types of travelers that would use that channel, what is at risk?
What did knowledge did you gain by looking at booking channels, comparing and contrasting, and looking at it through the lens of the customer? Please support your learnings through the information and data you had found.
Given your work on the customer-buying journey, do you believe the team had a good grasp of the customers and their buying-journey to capture the customer’s mindshare or do you feel that is was a product and price driven sale? Taking one of the channels that you felt may have done this poorly, what would you do differently to make it more effective focusing on the ‘point of inspiration’?
Course Project, Part III:
Instructions:Using the insights you have gained in this course, assess the state of the hotel or brand that you chose to review for this project. Consider some of the following questions as part of your analysis from the point of view of global marketing:
Taking a look back through your work in parts two and three, what were some of the key observations that you saw as challenges in the current state that could impact them now and in the future? What could you see as the result if they choose to ignore those indicators?
2. What were three points that you uncovered that you felt the organization was doing well and are key strengths that they should keep doing? If you were to be a prognosticator of the future, do you believe these key points will still be relevant or be more important to customers? How would you want them to elevate these strengths?
3. Taking the role of the Chief Marketing Officer provide a presentation to share how you would elevate your organizations marketing plan
This can be done using Word or PowerPoint. Make sure you cover:
The above points in questions 1 and 2.
Share your thoughts on ‘the current state’
Explain what you see for ‘the future state’ of what you are trying to achieve.
Think about each module / class of our 5 weeks and what bring forth what you see as relevant to this presentation.
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