Integrated Hospitality Marketing Communications

Integrated Hospitality
Marketing Communica-
tions

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
TASK 1............................................................................................................................................1
P1. Evaluation of types of marketing channels and their way to serving of communication
objectives within organisation.....................................................................................................1
M1. Critical evaluation of marketing channel of communication is integrated within
hospitality organisation to add value and maximise resources....................................................3
TASK 4............................................................................................................................................4
P5. Critical evaluation of integrated marketing communication plan with their relation to
communication channel, strategy, channel choice and creative content.....................................4
M3. Critical and review of success of monitoring impact of integrated marketing
communication plan.....................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
Part B...............................................................................................................................................8
INTRODUCTION...........................................................................................................................8
MAIN BODY..................................................................................................................................8
TASK 2............................................................................................................................................8
P2. Design communication objectives for given hospitality organisation situation....................8
P3. Justification of selection of integration of communication channels....................................9
M2. Evaluation of application of communication mix and hospitality business objectives.......9
TASK 3..........................................................................................................................................10
P4. Creation of marketing communication plan which meet effectively with communication
objectives of business................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing communication include different types of marketing channels for purpose of
communicating message of organisation to their customers. This communication helps business
to provide information about their product and service to their customers. It also helps them to
attract customers their brand (Baker and Magnini, 2016). This marketing channel include various
types of tool including advertising, personal selling, public relation, social media marketing,
digital marketing, direct marketing and many more. Hospitality industry is one of those which
are providing services of hotel, tours and transportation, food and beverages, resorts. Hospitality
business are using different types of marketing channels to influence and attract their customers.
This type of business is providing various services whch enhance experience of customers. For
organisation to attract their customers, it is important to use marketing channels effectively. This
project report includes study of Premier Inn which is a UK based Organisation providing
hospitality services in different countries. This project report includes different types of
marketing channels and its their way of service to communication objectives of business. It also
includes critical evaluation of integrated marketing plan of business.
MAIN BODY
TASK 1
P1. Evaluation of types of marketing channels and their way to serving of communication
objectives within organisation
Advertising: Advertising refers to a tool of communication which is paid form by an identified
sponsor. This advertising is delivered through different media including radio, internet,
television, newspaper. This form of marketing channel providing information about product and
service to target customers. It creates impression in minds of consumers about company and its
offering (Bruhn and Schnebelen, 2017). It is one of oldest form of advertisement which in recent
time include use of new technologies. There is various reason for which Premier Inn is using
advertising tool as it providing information about brand, ideas, product and service of company
to their customers. It persuades their customers by convincing customers to buy. It reminds
customers about brand of company. Company service their communication objective by using
effective message, appeal. There are different types of appeal used by organisation including
emotional appeal, informative appeal. Different media are available to deliver message of
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organisation to their target customers. There are different advantage and disadvantage of these
media channel for organisation. Advertisement which is delivering with television has wide
reach and create emotional impact on target audience. But at same time, it is costly affair as well
as there is inflexibility of schedule in this method.
Social media marketing: Social media marketing is one of another marketing channels used by
business in order to communicate brand message, marketing and public relation. Social media is
one of platform which provide opportunity to build network by interacting with other people
with interconnected networks (Chomvilailuk and Butcher, 2018). Objective of using social
media marketing include creating buzz facilitating communication in two ways and fostering
community. Organisation creating buzz by developing as well as publishing message within
different format including text, images and videos. Social media provide opportunity to business
to interact with their customers by encourage customer for participation, dialogue as well as
feedback. Social media marketing is also a paid form of promotion and for this promotion
company need to have a social media account on various websites including Facebook,
Instagram Twitter. Premier inn is using social media marketing to providing information about
their brand and to build relation with their customers by interacting through this mode. This
channel helps Premier inn to serve to serve their communication objective by providing
information about brand of organisation. It also helps business to interact with their customers
and helps to persuade them to avoid their hotels.
Public Relation: Public relation refers to a process which include maintaining good image of
organisation which provide them benefit to build relation between enterprise a well as public
communities. Public relation is not focused with getting attention of customers instead they are
providing good image to business. Public relation is used for various reason including building
positive image of organisation and its brand. It provides information related to positive aspect of
product and service as well as brand. It helps to build relation with their target customers and
generate good will for product and service of organisation (Holland, 2016). It creates positive
image of organisation build relation with their customers. It helps business to provide added
value of their brand to their customers which helps to make their product and service
differentiation. With this type of making channel, Premier Inn can build positive image of their
brands in mind of their target customers. This positive image helps them to attract more
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