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Develop and manage marketing
strategies
with
Sue Cameron MBA AFAIM TAE
Session 7
Revision
Agenda Session 7
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Revision on Sessions 5 & 6
Did we meet our objectives?
Show Hospitality Marketing PP
Revision
Australian Culture and customs
2
Revision Q&A
1. What does ethical mean?
2. How does it relate to marketing?
3. What are the current 2 major movements in
marketing?
4. How is ethical behaviour communicated in
business?
5. What is confidentially mean?
3
Revision Q&A
6. What is the main law that marketing is liable
and responsible to?
7.What is the current name of the Trade
Practices Act?
8.What does MIS stand for and what is it?
9.What is price fixing?
10.What is a trend and how does it affect the
tourism industry?
4
Revision Q&A
11. What sources of information are available
for researching the external business
environment?
12. How could these sources be used for
identifying further business opportunities?
13. What sources could be used for gathering
comparative market information?
5
Develop and manage marketing strategies
• This unit describes the performance
outcomes, skills and knowledge required to
develop and manage marketing strategies,
including developing a marketing plan
• Although our assessment does not include a
marketing plan we shall be discussing what
makes a good marketing plan and how to
develop one
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Subject Objectives
• This subject provides the underpinning
knowledge required for competency based
assessment of the following elements:
1. Collect and analyse information on the internal
business environment
2. Collect and analyse information on the external
business environment
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Subject Objectives
3. Develop marketing strategies
4. Prepare a marketing plan
5. Implement and monitor marketing activities
6. Conduct ongoing evaluation
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Hospitality Marketing
• Show Power Point presentation developed by
Clements High School Fort Bend Texas USA
• How is this different than tourism?
• What is missing on this Power Point
presentation?
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Develop and manage marketing
strategies
• These notes are from the government’s course
description
• Many of the exam questions are based on
these elements and performance criteria
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Revision on the 6 elements
1. Collect and analyse information on the
internal business environment
Identify and confirm core activities, customer
base, values and current business direction
 Identify and analyse information on current
and past marketing and its effectiveness
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Revision on the 6 elements
 Review performance information from all
areas of the business to identify strengths,
weaknesses and critical success factors
 Identify and record current capabilities and
resources inducing the need for specialist
assistance. Some of these capabilities and
resources include:
 human resources
 financial resources
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Revision on the 6 elements
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equipment capacity
staff skills levels
hours of operation
communication capabilities
location and position
e-business capacity
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Revision on the 6 elements
 Identifying any under-performing products
and services and analyse and report on
reasons for under-performance
 Record and report information according to
organisation requirements
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Revision on the 6 elements
2. Collect and analyse information on the
external environment
 Identify and analyse on expected market
growth or decline with associated risk factors
 Record and analyse projected changes to the
labour force, population and economic activity
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Revision on the 6 elements
 Gather and analyse comparative market
information which may include:
 best practice information
 benchmarking
 competitor information
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Revision on the 6 elements
 Identify and analyse industry and customer
trends and developments, including emerging
issues and technology which may include:
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economic
ecological and environmental
government activities
social and culture
demographic
technological
industrial
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Revision on the 6 elements
 Identify and analyse legal, ethical and
environmental constraints of the market and
potential business impacts
 Record and report information according to
organisation requirements
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Revision on the 6 elements
3. Develop marketing strategies
 Identify and analyse specific opportunities
based on internal and external market
analysis
 Develop marketing strategies that are
consistent with direction, values and
business plans of the organisation
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Revision on the 6 elements
 Ensure marketing strategies meet legal and
ethical constraints such as :
 legislation
 regulations
 codes of practice
 cultural expectations and influences
 social responsibilities, such as protection of
children and environmental protection
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Revision on the 6 elements
 Develop strategies in consultation with key
stakeholders
4.Prepare marketing plan
 Formulate marketing plan to clearly communicate all
priorities, responsibilities, timelines and budgets.
 Provide timely opportunities for colleagues to
contribute to marketing plan.
 Submit marketing plan for approval where
appropriate
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Revision on the 6 elements
5. Implement and monitor marketing activities
 Implement and monitor activities detailed in the
plan in a cost-efficient manner and according to
schedule and contingencies
 Produce marketing reports according to organisation
policy
 Share information on marketing activities with
operational staff to maintain awareness of current
organisation focus
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Revision on the 6 elements
6. Conduct ongoing evaluation
Evaluate marketing activities using agreed
methods and benchmarks
Make adjustments according to evaluation
Communicate and implement agreed changes
promptly
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Revision Q&A
• What is a focus group?
• When developing a new marketing strategy ,
why is it important to analyse information on
past and current marketing?
• What are some of the elements in the
Competition and Consumers Act that directly
affect marketing?
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Revision Q&A
• How would you involve your colleagues in the
development of a marketing plan?
• How would you monitor and evaluate the
effectiveness of a marketing plan?
• How would you communicate any changes to
your marketing plan, whom would you tell
and how would you ensure that the changes
have been understood?
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Australian Culture and Customs
• Go to Power Point Presentation – also on elearning portal
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References
• Van der Wagen L & Goonetilleke, A (2012) Hospitality
Management (Pearson Australia)
Definitions:
•
Business Dictionary.com (Oct 2012)
http://www.businessdictionary.com/definition/management.html
• Wikipedia website (Oct 2012)
http://en.wikipedia.org/wiki/Management
The free dictionary.com website (Oct 2012)
• www.thefreedictionary.com/analyse
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Tomorrow’s Class
• Get a good night’s sleep
• Eat a healthy breakfast
• Be prepared for the exam by studying, and
bring a pen
• Thank you and see you tomorrow evening
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