Marketing Management - LEVEL 7

Programme - Master of Business Administration

Learning Outcome 1: To critically appraise key marketing activities and the contribution of the marketing department to the organisation.

Learning Outcome 2: To anticipate and critically evaluate future developments in the field of marketing especially through technology.

Task Description

A thorough discussion of the Case Study - Marriott International Marriott`s response to the COVID crisis as the travel and tourism industry struggleswill be discussed in class during the assignment briefing in Week 2.You are required to critically analyse and evaluate the marketing theories and strategies deployed by Marriot International in the case study.

Please Note: The assignment should be produced in a report format and be 3500 words (+/- 10% = 3150 - 3850 words).

Critically Analyse and Evaluate the Marketing Theories and Strategies used by Marriott International during the Covid Crisis. Produce a full account the Theories and Strategies identified WITHINTHE CASE STUDY and evaluate its effectiveness for Marriott International during the Covid Crisis.

Provide recommendations and improvements on the theories and strategies identified in the case study for the POST PANDEMIC era. Justify your decisions with evidence and examples (this can include links to examples of adverts or other marketing activities, where appropriate).

Task 1: Provide a Critical Evaluation of the Effectiveness of the Marketing Theories and Strategies used by Marriott International during the Covid Crisis. - Word count guide: 2000 - 2200

You should consider the following:

• The concept and importance of Marketing during the Covid Crisis. What and How resources were distributed towards marketing activities by Marriott International
• Provide a critical evaluation of the SWOT analysis of Marriott International during the Covid Crisis as discussed in the case study.
• Analyse the marketing strategies deployed by Marriott International during the Covid Crisis and the effect on its stakeholders. Consideration should be given to both internal and external stakeholders. Consider the use of the marketing mix in identifying the strategies used by the Marriott International.
• Produce a competitive analysis of the strategies used by Marriott International during the Covid Crisis
• Technology - analyse the impact of technology in the strategies implemented during the crisis. This includes digital marketing, communication, and internationalisation.
• Critically evaluate the success of the strategies implemented by Marriott International during the Covid Crisis. Identify the measurement metrics used for the evaluation. If the marketing strategies were ineffective, how could they have controlled the marketing functions.

Task 2: Provide a Managerial implication on Marketing Strategies implemented by Marriott International during the Covid Crisis
Provide a managerial implication on the marketing strategies identified in the case study. The managerial implications should be based on appropriate research and proven marketing theories and concepts
Word count guide: 750 - 1000

Task 3: Based on the Managerial Implications drawn in Task 2, provide recommendations on how Marriott International can improve their marketing strategies in the POST PANDEMIC era.

The recommendations should be based on the managerial implications drawn for Task 2. Recommendations not based on Task 2 will be considered inappropriate. You should give due attention to the feasibility of the recommendations you make: i.e. They are realistic within the resources of Marriott International.