Integrated Marketing Communication for Hilton: Evaluation and Designing Communication Objectives

Integrated Hospitality
Marketing
Communication
Table of Contents

INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Task – 1..................................................................................................................................4
P1 Evaluation of current marketing communication situations and channels of the resort,
identifying the tools, channels and methods in use.......................................................4
M1 Critical evaluation of integration of marketing channels of communication within a
range of hospitality organization to add value and maximize resources making use of the
relevant marketing models ...........................................................................................6
Task – 2..................................................................................................................................6
P2 Design communication objectives for Hilton with the justification for the selection and
integration of chosen communication channels............................................................6
M2 Evaluate the application of the communication objectives in relation to the marketing
communications mix and the hospitality business objectives.......................................9
Task – 3..................................................................................................................................9
P3 Designing and producing suitable content for channels and communication objectives..9
P4 Critical evaluation of integrated marketing communication plan related to
communication strategy, channel choice and creative content...................................10
M4 Critique and review the success of the monitoring and impact of the integrated
marketing communications plan.................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Integrated marketing is an important strategy used for sending unified messages across
the globe. Integrated marketing communication is the process including elements such as: social
media, public relations, business development and others across various channels of marketing a
brand uses. It is kind of promotional method used by businesses around the world. This report
will cover the critical evaluation of integrated marketing communication (IMC) with respect to
communication strategy, channel choice and creative content(Blakeman, 2018). IMC allows
businesses to identify customer behaviour for a particular product and services and for making
effective brand image. It allows the customers to get the exact message a company's brand wants
to deliver. Hilton is the chosen organisation for this report. It is a growing hospitality industry
located in London. It provides customers with rooms, food, beverages and others. This report
will cover the evaluation of present situation of market communication, channels and tools for
the resort, communication objective for Hilton industry with the justification of communication
channels. There will be a suitable content for channels and communication objectives.
MAIN BODY
Task – 1
P1 Evaluation of current marketing communication situations and channels of the resort,
identifying the tools, channels and methods in use
Current marketing is becoming more and more diverse and there are a lot of new and
innovative product which are emerging for consumers. For such a large size of market there is is
need for effective market communication. There are various kinds of channels, tools and
methods are there within current marketing communication situations. Hilton could use various
channels such as: billboards which are are helpful in launching new products and telemarketing
uses telephone, mobile and internet for such promotions. Hilton could use social media,
advertisement and others as tools for the promotion of its services. There are different marketing
communication methods for the industry such as: word of mouth and direct marketing.
Channels of marketing communication
 Billboards: These are the large sized boards used for advertising and letting the customer
know about the product and service printed at the board. These boards are traditional