Hospitality Digital Marketing

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International School of Management and Technology (ISMT)

Kathmandu, Nepal

BTEC HND in Hospitality Management

Student Name:
Unit 31: Hospitality Digital Marketing

Unit Code: A/616/1816

Academic Year: Nov 2019

Unit Assessor: Pramish KC

Assignment Title: Role of digital key application techniques and performance metrics

Assignment no.: 02

Issue Date: 3rd March 2022

Submission Date: 3rd April 2022

Internal Verifier Name:

IV Date:

Submission Format:

Each student has to submit their assignment as guided in the assignment brief. The students are guided
what sort of information is to produce to meet the criteria targeted. Prepare the assignment as guided
below.

Unit Learning Outcomes:

LO3 Determine how to organise digital marketing activities and build multi-channel capabilities in a
hospitality organisation

LO4 Evaluate methods of monitoring and measuring digital marketing effectively.

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Assignment Brief and Guidance:

Scenario

The 5-star property Hotel in New Baleshwar has seen the fall of its sales in the year 2020 due to Corona
Pandemic. In this context, in order to uplift the sales, the company has decided to appoint the new Digital
Marketing officer who has to work under the General Manager of Marketing. The GM follows traditional
approaches in marketing and promotions. You have been asked to use cutting-edge digital marketing
approaches and strategies.

Your senior manager has asked you to prepare a document to present to the Hotel Management team that
helps them adapt and organize digital marketing activities and build multi-channel capabilities in a
hospitality organization. Also, they will be able to develop an effective mechanism to evaluate, monitor, and
measure the effectiveness of digital marketing activities.

Section A: You need to produce well-structured documents which includes following:

 Develop a digital marketing plan and strategy to build multi-channel capabilities for a chosen
hospitality organisation.
 Explain how omni channel marketing is used to meet business objectives and apply the tools and
techniques to plan an end-to-end omni-channel marketing campaign to meet business objectives for
a chosen hospitality organization.
 Identify (determine) and critically evaluate the application of key digital measurement techniques
and performance metrics used in digital marketing for a chosen hospitality organization.
 Present a set of actions to improve performance in digital marketing for a chosen hospitality
organisation.
 Justify the measurement framework applied to measure the success in achieving objectives in the
marketing plan and strategy.

Assessment criteria targeted in this assignment.

Pass Merit Distinction


LO3 Determine how to organise digital marketing activities and build
multi-channel capabilities in a hospitality organisation
M3 Apply the tools and
P5 Develop a digital techniques to plan an
marketing plan and end-to-end omni-channel LO3 LO4
strategy to build multi- marketing campaign for a
channel capabilities for a D2 Develop a coherent
chosen hospitality
chosen hospitality and logical digital plan
organisation
organization and marketing strategy
applying a justified
P6 Explain how measurement framework
omni channel marketing to measure the success in
is used to meet business achieving objectives
objectives for a chosen
hospitality organisation
LO4 Evaluate methods of monitoring and measuring digital
marketing effectively
P7 Determine and evaluate the M4 Critically evaluate
measurement techniques and the application of key
performance metrics for a digital digital measurement
marketing plan and strategy techniques and
performance metrics used
P8 Present a set of actions to
in digital marketing for a
improve performance in digital
chosen hospitality
marketing for a chosen hospitality
organisation
organisation

Mention all the grades awarded in this assignments:

Note: Please access HN Global for additional resources support and reading for this unit. For
further guidance and support on report writing please refer to the Study Skills Unit on HN Global.
Link to www.highernationals.com

Other Recommendations:
 It should be the student’s own work – plagiarism is unacceptable

 Your work should be submitted as a well presented, word-processed document with headers and
footers, and headings and subheadings.

 You are expected to undertake research on this subject using books from the Library, and resources
available on the Internet.

 Any sources of information should be listed as references at the end of your document and these
sources should be referenced within the text of your document using Harvard reference style

 Your report should be illustrated with screen-prints, images, tables, charts and/or graphics.

 (Expect guided otherwise) must be typed in Times New Roman or Ariel, size 12, 1½ spacing, justified
(align to both left and right), have the standard cover sheet and be signed stating that the work is
original.

Assignment Prepared By: Signature: Date: 1st March 2022


Naresh Dangi
Brief Checked By: Brief Verified Signature: Date: 1st March 2022
Dhruba Babu Joshi

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