PROJECT OUTLINE – ASSIGNMENT SHEET Course Number 2500 Course Title: Hospitality Brand

PROJECT OUTLINE – ASSIGNMENT SHEET

Course Number

2500

Course Title:

Hospitality Brand Management

Program

Lecturer

Assignment Type

Report

Assignment Name

Individual Assignment – Brand Extension (PART 1)

Semester

2021.04

Hand-out date:

Friday 19 November 2021

Campus / Learning Level

Hand-in date:

Overall Grade Weighting %

60%

Grade Distribution %

100% Individual

Hand-in Place:

TII through Moodle (electronic copy) on Specialization course link

Overall aim:

To apply knowledge of the principles of hospitality brand management with specific focus on elements of a brand, with strategies to create and manage a brand that reflects a unique personality and identity.

This assignment applies the knowledge of marketing management to ensure consistency of the brand and its relevance for the desired target market.

Learning Outcomes:

LO1 To comprehend the role of brand management in international hospitality business.

LO2 To develop the skills of strategically applying marketing mix elements to develop and maintain

a coherent brand.

LO3 To analyze and apply understanding of target market’s expectations from a brand.

Transferable Skills:

TS1: Communication

TS3: Information literacy

Resources Available:

Resources relevant to this assignment are listed in the Course Description, through Moodle, and the students own research.

Tasks & Organization:

Students are to select a non-hospitality brand that is suitable for a brand extension into the hospitality space (i.e., a bar, restaurant, hotel, resort, spa, private members club, private jet, cruise, or yacht, as some examples).

Present and discuss the positioning of this brand (to be included as a visual in the appendix).

Propose a new brand extension to your parent brand and analyse how the new extension matches the brand’s personality and identity.

Clarify the target audience and analyse how the new brand extension addresses their characteristics and unique requirements.

Justify the business objectives driving the decision of introducing this brand extension.

Present how the core objectives of the new brand extension and how this underpins the core business objectives of the parent brand.

Discuss a suitable marketing strategy for the brand extension in relation to its parent brand’s existing marketing and evaluate how it will help deliver the overall company aims and objectives. NOTE: This does not need to be a full marketing strategy, but it must utilize online and offline channels.

This assignment is to be presented in form of a report.

Support your discussion with references to the relevant literature relating to brand management, and hospitality marketing.

All references and data sources used must be cited in the body of your text and also appear in a reference list at the end of your paper using the correct APA format (7th edition).

References are important. They acknowledge your source and avoids risk of plagiarism. They also provide the information necessary for a reader to locate and retrieve any source you cite for further reference.

Format and Word Count: Reports of 1300 words (+/- 10%).

You will be penalized if the number of words is 10% over or under the permitted word count.

Note: the reference list and any appendices are NOT included in your word count.

ASSESSMENT & GRADING:

The paper will be graded based on the following dimensions:

Task

LOs & TSs

Learning Descriptors*

Assessment Type

Grade Distribution

Research Paper & Strategic Recommendation

LO1, LO2, LO3

TS1, TS3

Knowledge & Understanding

Cognitive Skills

Professional Competencies

Transferable Skills

Summative

100%

* See Appendix I & II for Grading Guidelines and details of Learning Descriptors

Learning Descriptor

Weight

Knowledge and Understanding

20%

Cognitive Skills

20%

Professional Competencies

20%

Transferable Skills – Communications

20%

Transferable Skills – Information Literacy

20%

FINAL GRADE

100%

STATEMENT OF AUTHORSHIP

To ensure proper academic research and report writing techniques, each individual or group written project work should include the following statement, signed by all students involved in the project.

“I confirm that this work is my own. Additionally, I confirm that no part of this coursework, except where clearly quoted and referenced, has been copied from material belonging to any other person e.g. from a book, handout, another student. I am aware that it is a breach of GIHE regulations to copy the work of another without clear acknowledgement and that attempting to do so renders me liable to disciplinary procedures. To this effect, I have uploaded my work onto Moodle and have ensured that I have made any relevant corrections to my work prior to submission.”

APPENDIX I – GIHE LEVEL 7: Grading Guidelines (MSc)

Grade

Learning Descriptor

80 – 100%

Excellent

Knowledge: A conceptual, theoretical, and critical understanding of the subject area and related disciplines. All arguments carefully developed and clearly shown. Considered and effective use of a wide scope of literature beyond that supplied in the classroom. Data specialist in nature and informed by the existing body of knowledge.

Cognitive: Synthesize, critically evaluate, and challenge information. Apply knowledge and understanding accurately to a range of issues, implicit values, questions and complex problems. Apply established and new techniques at the forefront of knowledge. Recognizes the uncertainty, ambiguity and limits to knowledge. Clear evidence of integrated thinking and links to originality. Can use levels of abstraction to recommend new concepts, approaches, and likely future developments.

Professional Competencies: Fully demonstrate, comprehensive practical and professional skills and with close consideration of relevant ethical issues in complex environments. Can lead, adapt, and recognize change in an entrepreneurial mindset with sensitivity to diversity.

Transferable Skills: Communicate complex information, arguments, and ideas effectively and appropriately to explore issues and problems, use recognized literature, ICT, and planning; excellent report structure with APA presentation of figures, tables, references (in-text and list) where appropriate. Evidence of originality and novelty present. Uses personal reflection to analyze self and own actions to improve future practice and/or performance.

70 – 79%

Very Good

Knowledge: A conceptual, theoretical, and developed understanding of the subject area and its relationship to some other disciplines. All arguments developed and shown. Considered use of relevant literature. Some specialist knowledge shown and informed by the existing body of knowledge.

Cognitive: Apply knowledge and understanding accurately to a range of issues, questions and complex problems. Apply established and new techniques. Has recognition of some uncertainty, ambiguity and limits to knowledge. Shows evidence of integrated thinking and links to originality.

Professional Competencies: Use as appropriate, practical and professional skills with evidence of the consideration of ethical issues. Can lead and recognize complex change in a business mindset with awareness of diversity.

Transferable Skills: Communicate information, arguments, and ideas appropriately to explore issues and problems, use recognized literature, ICT, and planning; good report structure with APA presentation of figures, tables, references (in-text and list) where appropriate. Uses personal reflection to analyze self and own actions to improve future practice and/or performance.

50 – 69%

Pass

Knowledge: A conceptual, theoretical, and adequate understanding of the subject area and some related disciplines. All arguments developed and shown. Considered use of literature. Some specialist knowledge shown and informed by the existing body of knowledge.

Cognitive: Apply knowledge and understanding accurately (with some minor errors) to a range of issues, questions and complex problems. Apply established and some new techniques. Has some recognition to the uncertainty, ambiguity and limits to knowledge. Some evidence of integrated thinking and links to originality.

Professional Competencies: Use as appropriate, practical and professional skills with evidence of the consideration of ethical issues. Can lead and recognize simple change in a business mindset with some awareness of diversity.

Transferable Skills: Communicate information, arguments, and ideas appropriately to explore issues and problems, use recognized literature, ICT, and planning; adequate report structure with APA presentation of figures, tables, references (in-text and list) where appropriate. Uses some personal reflection to analyze self and own actions to improve future practice and/or performance.

40 – 49%

Fail

Knowledge: Underdeveloped understanding of the topic with a minimal critical application or evaluation; considerable factual errors evident. Virtually no inclusion of literature information beyond lecture materials.

Cognitive: Knowledge used purely to describe, a limited application of knowledge shown. Incomplete evidence of argument and logical thinking.

Professional Competencies: Limited evidence of skills development in line with practical or professional development or problem solving.

Transferable Skills: Inadequate use of communication tools, ICT, and some planning; little attention given to the report structure; a very limited use of illustrative tables and figures. APA problems evident and flaws in presentation shown.

20 – 39%

Fail

Knowledge: Simplistic understanding of the subject; serious factual errors evident. No critical review or evaluation evident.

Cognitive: Very limited argument or logic shown. Underdeveloped evidence of thought.

Professional Competencies: Elementary evidence of skills development.

Transferable Skills: Basic use of communication tools, literature, ICT, and planning; poorly structured report; disorganized, missing sections, minimal presentation of supporting data.

0 – 19%

Fail

Knowledge: Very poor coverage of material with little relevant information evident. Virtually no evidence of understanding or exploration. A few lines of relevant material or no material at all.

Cognitive: No argument or logic shown.

Professional Competencies: None shown.

Transferable Skills: Minimal attempt to provide a structured answer. Poor.

The qualitative criteria include consideration of:

The quality of the report/essay – use of sections, diagrams, figures, citation of references, neatness etc.

Student knowledge of the subject; depth and quality of answer.

Evidence of reading / study beyond the regurgitation of standard taught materials.

Shows level 6 competencies together with synthesis and evaluation.

Common Assessment Methods: case studies, dissertations, simulations, applied business projects, final reports/end of term papers, long answer examination.

APPENDIX II Level 7 Grading Rubric: Group Assessment

Learning Descriptors

Fail

0-19%

Fail

20-39%

Fail

40-49%

Pass

50-69%

Very Good

70-79%

Excellent

80-100%

Knowledge & Understanding of the subject

Shows awareness of: major concepts and theories; significant academic and non-academic contributors; historical and current industry and organizational practices and developments; international and cultural perspectives.

Shows almost no awareness of: major concepts and theories; significant academic and non-academic contributors; historical and current industry and organizational practices and developments; international and cultural perspectives.

Shows very little awareness of: major concepts and theories; significant academic and non-academic contributors; historical and current industry and organizational practices and developments; international and cultural perspectives.

Shows an inadequate awareness of: major concepts and theories; significant academic and non-academic contributors; historical and current industry and organizational practices and developments; international and cultural perspectives.

Shows some awareness of: major concepts and theories; significant academic and non-academic contributors; historical and current industry and organizational practices and developments; international and cultural perspectives.

.

Shows good awareness of: major concepts and theories; significant academic and non-academic contributors; historical and current industry and organizational practices and developments; international and cultural perspectives.

.

Shows a very good awareness of: major concepts and theories; significant academic and non-academic contributors; historical and current industry and organizational practices and developments; international and cultural perspectives.

Cognitive Skills

Shows thinking that is: organized, evidence-based; analytical, deep, critical, synthetical, creative, conceptual, integrative, insightful, and perspicacious.

Shows almost no thinking that is: organized, evidence-based; analytical, deep, critical, synthetical, creative, conceptual, integrative, insightful, and perspicacious.

Shows very little thinking that is: organized, evidence-based; analytical, deep, critical, synthetical, creative, conceptual, integrative, insightful, and perspicacious.

Shows inadequate good thinking that is: organized, evidence-based; analytical, deep, critical, synthetical, creative, conceptual, integrative, insightful, and perspicacious.

Shows some thinking that is: organized, evidence-based; analytical, deep, critical, synthetical, creative, conceptual, integrative, insightful, and perspicacious.

Shows good thinking that is: organized, evidence-based; analytical, deep, critical, synthetical, creative, conceptual, integrative, insightful, and perspicacious.

Shows very good thinking that is: organized, evidence-based; analytical, deep, critical, synthetical, creative, conceptual, integrative, insightful, and perspicacious.

Professional Competencies

Shows the ability to: apply a range of advanced business knowledge and skills; reflect professional standards and practice; create best practice; convert theory into practice; manage complex issues; identify, formulate and solve business problems; make, implement and review decisions.

Shows almost no ability to: apply a range of advanced business knowledge and skills; reflect professional standards and practice; create best practice; convert theory into practice; manage complex issues; identify, formulate and solve business problems; make, implement and review decisions.

Shows very little ability to: apply a range of advanced business knowledge and skills; reflect professional standards and practice; create best practice; convert theory into practice; manage complex issues; identify, formulate and solve business problems; make, implement and review decisions.

Shows inadequate ability to: apply a range of advanced business knowledge and skills; reflect professional standards and practice; create best practice; convert theory into practice; manage complex issues; identify, formulate and solve business problems; make, implement and review decisions.

Shows some ability to: apply a range of advanced business knowledge and skills; reflect professional standards and practice; create best practice; convert theory into practice; manage complex issues; identify, formulate and solve business problems; make, implement and review decisions.

Shows a good ability to: apply a range of advanced business knowledge and skills; reflect professional standards and practice; create best practice; convert theory into practice; manage complex issues; identify, formulate and solve business problems; make, implement and review decisions.

Shows a very good ability to: apply a range of advanced business knowledge and skills; reflect professional standards and practice; create best practice; convert theory into practice; manage complex issues; identify, formulate and solve business problems; make, implement and review decisions.

Transferable Skills – communication

Shows an ability to follow task requirements and conventions to communicate effectively to a defined academic, organizational or business audience.

Shows almost no ability to follow task requirements and conventions to communicate effectively to a defined academic, organizational or business audience.

Shows very little ability to follow task requirements and conventions to communicate effectively to a defined academic, organizational or business audience.

Shows an inadequate ability to follow task requirements and conventions to communicate effectively to a defined academic, organizational or business audience.

Shows some ability to follow task requirements and conventions to communicate effectively to a defined academic, organizational or business audience.

Shows a good ability to follow task requirements and conventions to communicate effectively to a defined academic, organizational or business audience.

Shows a very good ability to follow task requirements and conventions to communicate effectively to a defined academic, organizational or business audience.

Transferable Skills – information literacy

Shows the ability to identify the need for data, selects appropriate sources, critically evaluates information, uses material in an effective way, and shows awareness of limitations.

Shows almost no ability to identify the need for data, selects appropriate sources, critically evaluates information, uses material in an effective way, and shows awareness of limitations.

Shows very little ability to identify the need for data, selects appropriate sources, critically evaluates information, uses material in an effective way, and shows awareness of limitations.

Shows inadequate ability to identify the need for data, selects appropriate sources, critically evaluates information, uses material in an effective way, and shows awareness of limitations.

Shows some ability to identify the need for data, selects appropriate sources, critically evaluates information, uses material in an effective way, and shows awareness of limitations.

Shows a good ability to identify the need for data, selects appropriate sources, critically evaluates information, uses material in an effective way, and shows awareness of limitations.

Shows a very good ability to identify the need for data, selects appropriate sources, critically evaluates information, uses material in an effective way, and shows awareness of limitations.

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