Assessing the Effectiveness of Experiential Marketing Event for Marriott International

Experiential Insights and Research

CONTENTS
RESEARCH TOPIC..................................................................................................................1
INTRODUCTION......................................................................................................................1
RESEARCH AIM AND OBJECTIVES....................................................................................2
Aim.........................................................................................................................................2
Objectives...............................................................................................................................2
RESEARCH QUESTIONS........................................................................................................2
BACKGROUND OF THE RESEARCH...................................................................................2
SCOPE OF THE RESEARCH...................................................................................................3
LITEARTURE REVIEW...........................................................................................................4
METHODOLOGY.....................................................................................................................7
Research approach..................................................................................................................7
Research philosophy...............................................................................................................7
Data collection method...........................................................................................................7
Data analysis method..............................................................................................................8
Sampling.................................................................................................................................8
Ethical consideration..............................................................................................................8
TIME FRAME...........................................................................................................................9
Gantt chart..............................................................................................................................9
ACADEMIC REFLECTION.....................................................................................................9
REFERENCES.........................................................................................................................11
APPENDIX..............................................................................................................................13
Questionnaire........................................................................................................................13

RESEARCH TOPIC
The main topic of the current research study is “To assess the effectiveness of
experiential marketing event in increasing the brand awareness of Marriott international”.
INTRODUCTION
The modern marketing has seen the influence of a postmodernism society from the
execution of innovative as well as creative strategies being utilized for appealing the new
generation of the customers who have more concern towards the experience being provided
by the brand along with the emotions and memories being taken away from the experience.
As per Palmatier and Sridhar (2017), one of the most famous and current techniques for
attaining this appeal is experiential marketing. It is being defined as a technique in which the
company moves away from the outmoded characteristics and advantages marketing in the
direction of development of experiences for the customers. Speaking in terms of the
hospitality industry, it is one of the biggest industries across the world which is contributing
great amount to the economies of the globe. However, due to advancement of technologies
and rising level of globalization, there has been rise in the level of competition in the
hospitality market. Thus, it becomes crucial for the hotels to adopt such marketing strategies
and tactics that helps them stay ahead of their competitors.
Furthermore, according to Datta (2017.), customers engagement is quite vital for the
hospitality business which aims at development of optimistic picture in the market. It is
important that the brand should engage their customers with their products and services
through adopting a series of activities which are special, unique, fun and such be one which
cannot be forgettable by people easily. Consequently, in simpler sense, experiential
marketing enables the clients to have a tangible as well a memorable experience that in the
end supports in creating a robust enduring bond amid them and the hotel. Considering this,
the current research study aims to plan a business event for one of the leading brands in the
hospitality industry across the globe that is Marriott International. Thus, business event will
provide an opportunity to the hotel to have face to face interaction with the customers. Even
though, most of the people now days are online more than ever, there is still a robust
requirement for a physical connection along with offline engagement. Experiential marketing
thus an important manner of capitalizing the desire of the people to post online at the same
time offering a human association with a brand which is now utilized by other forms of
marketing. Seeking help from the business events, customers will feel like they are more than
just another faceless number.
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RESEARCH AIM AND OBJECTIVES
Aim
The main aim of the current research study is to assess the effectiveness of
experiential marketing event in increasing the brand awareness of Marriott international.
Objectives
For the purpose of attaining the main aim of the research work, there will be
requirement of certain small objectives and these are as follows:
 To define the concept of experiential marketing
 To plan a business event experiential marketing for Marriott international
 To identify the effectiveness of the elements of experiential marketing event used in
Marriott international
 To determine the effect of experiential marketing event on brand awareness of
Marriott international
RESEARCH QUESTIONS
The current research work will be going to answer some of the important research questions
and these are:
 What are the main concepts of experiential marketing?
 How to plan a business event experiential marketing for Marriott international?
 Are the elements of experiential marketing event used in Marriott international are
effective?
 What is the effect of experiential marketing event on brand awareness of Marriott
international?
BACKGROUND OF THE RESEARCH
In the present innovation driven world wherein, shoppers are quickly drawn offtrack,
organizations are continually attempting to keep up with the interest of the purchaser and
contending to turn into the "following large thing." Subsequently, the advertising scene is
advancing to address the issues of organizations attempting to hang out in this difficult
climate. The ascent of web-based entertainment and internet sharing has made new
deterrents. Presently organizations should ceaselessly draw in with their current and future
clients through associations on Twitter, empowering them to take pictures to post on
Instagram, making challenges to participate in on Facebook, and that's just the beginning.
Albeit online entertainment and the web has impacted the manner in which buyers associate
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