BAT311 Tourism Marketing Task brief & rubrics

Task 2 Final

This in an individual task.

The task consists of an essay about a luxury hotel selected by the student. Please, read carefully all the questions and answer them in your own words, quoting

relevant authors and providing examples.

The questions you have the answer are:

1- PART ONE: Pick one existent hotel and explain:

a. Briefly describe the company. How is their workflow? What do they offer? Which is their brand personality? Who are their customers? What

about their pricing strategy?

b. Analyze its digital resources: website, app, social media profile…

c. Explain its marketing environment (macroenvironment and microenvironment)

2- PART TWO: Think about an original marketing strategy for the company selected in the question 1 and answer:

a. Which objective do you have?

b. Which target have you selected? Why? Explain the segmentation

c. Which channels would you use? Why?

d. Which content would you create?

e. How would you evaluate the campaign?

To submit your essay, you must upload it to Turn it in a single PDF document.


• Wordcount: 2.000 words

• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.

• Font: Arial 12,5 pts.

• Text alignment: Justified.

• The in-text References and the Bibliography have to be in Harvard’s citation style.

Submission: Week 12 – Sunday 8th of January at 23:59h (Barcelona’s time) Via Moodle (Turnitin).

Weight: This task is a 60% of your total grade for this subject.

It assesses the following learning outcomes:

• The student will practice her/his critical thinking

• The student will practice her/his creative thinking

• The student will apply the knowledge and the concepts seen at class

• The student will learn how to develop a proper strategy in the tourism industry

• The student will reflect about the existent strategies in the tourism industry


Learning Descriptors Fail Below 60% Marginal Fail 60-69% Fair 70-79 % Good 80-89% Exceptional 90-100%

Purpose &


Very poor coverage of central

purpose, goals, research

questions or arguments with

little relevant information

evident. Virtually no evidence of

understanding or focus.

Minimal understanding of

purpose of the study; factual

errors evident. Gaps in

knowledge and superficial

understanding. A few lines of

relevant material.

Reasonable understanding and

clearly identifies the purpose,

goals, research questions or

Reflect partial achievement of

learning outcomes.

A sound grasp of, and clearly

identifies, the purpose, goals,

research questions or argument.

Some wider study beyond the

classroom content shown.

Effectively describes and explains

the central purpose, arguments,

research questions, or goals of

the project; explanation is

focused, detailed and

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