Branding Strategist for organisation in tourism and hospitality sector

Assessment Type: Case Study

Indicative Assessment Requirements for the Module;-

Individual Assignment
One of the challenges in branding of services is due to the nature of their intangibility (Keller, 2008).
Select one hospitality brand of your choice as your case study and critically analyse how a successful branding strategy can help to achieve competitive advantage.
Include 4 supported recommendations on how such strategies can be enhanced.
Maximum Word Limit and Assessment weighting for each aspect within the assessment:

Word count
Your assignment should be 3000 words.
Weightage: 100 % of the module

Description of Assessment Requirements

Format
Present your case study in a report format. Please ensure that you acknowledge ALL your sources of data and appropriately Harvard reference them. Please include the following in your report;
• A suitable title
• An executive summary-200 words (not included in the word count)
• An introduction-200 words
• Literature review-1500 words
• Discussion and analysis-1000 words
• Conclusion-100 words
• Recommendations- 200 words
• References and bibliography
• Appendix (use sparingly)
Assessment Criteria

The following marking scheme will be used for marking the assignment;

Introduction -coverage of the background of the topic and the organisation selected (10 marks maximum)
 Weak coverage with little or no justification: 1-3
 Satisfactory coverage with some justification: 4-7
 Good coverage with good justification: 8-10

Literature review -Collection of data from a range of sources (25 marks maximum)
 Little or no evidence of data: 1-9
 Satisfactory range of sources: 10-16
 Excellent range of sources: 17-25

Discussion and analysis -the analysis and evaluation of the case study (20 marks maximum)
 Weak analysis with little or no evaluation: 1-7
 Satisfactory analysis with some evaluation: 8-13
 Good analysis with good evaluation: 14-20
Conclusions – A critical evaluation of how the aim and objectives of the assignment were achieved (10 marks)
 Poor conclusions with little or no evaluation: 1-3
 Satisfactory conclusions which have evaluated how the objectives of the study were achieved : 4-7
 Good conclusions with a critical evaluation of the achievement of the aims and objectives of the study: 8-10

Recommendations – for management of case study about taking forward action in relation to the topic under consideration (15 marks)
 Poor recommendations with little or no explanation: 1-5
 Satisfactory recommendations with some explanation: 6-10
 Good recommendations with good explanation: 11-15

Presentation, argument and Harvard referencing (20 marks maximum)
 Poor presentation, poorly structured argument and poor Harvard referencing: 1-7
 Satisfactory presentation, logically structured argument and satisfactory Harvard referencing: 8-13
 Good presentation, logically structured argument and satisfactory Harvard referencing: 14-20

TOTAL MARK: 100 %

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