Integrated Hospitality Marketing Communications

This document discusses the concept of integrated marketing communication in the hospitality industry. It explores different types of marketing channels and communication objectives. It also covers the integration of marketing communications plan with channel choice, communication strategy, and creative content.

Integrated Hospitality
Marketing
Communications

Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Different types of marketing channels and communication objectives in a range of
hospitality organization...............................................................................................................1
LO 2.................................................................................................................................................3
Covered in PPT............................................................................................................................3
LO 3.................................................................................................................................................3
Covered in PPT............................................................................................................................3
LO 4.................................................................................................................................................3
P5 Integrate marketing communications plan in regards with channel choice, communication
strategy and creative content.......................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Integrated marketing communication channel refers to the strategic and tactical
consumer-centric business process which is used by marketing manager of any kind of business
firm and organization in order to obtain database and clear vision through the customers. In
addition to this, communication and marketing for hospitality industry is a difficult field of study
that have high demand on hospitality marketing areas. Within the competitive scenario there is
large number of organizations and industries are dealing with several kinds of services in order
to satisfy needs and wants of consumers. Present assignment is based on Island Beach Resort; it
is the best traditional resort which is located in United Kingdom. This resort was established in
19th CE that offers wide verities of dishes and traditional pubs (Porcu, 2019). Moreover, this
project will explain marketing and communication channels plan, justify selection and
integration of channels, channel and communication objectives and communication strategies
will get covered.
LO 1
P1 Different types of marketing channels and communication objectives in a range of hospitality
organization
Within the competitive scenario of business, marketing as well as channels of marketing
plays crucial role through using ample number of sources that helps firm to run their business
successfully. Marketing has wider concept which is required to understand by firm for taking
best decision in order to overcome issues at workplace. Therefore, it is essential for every firm to
adopt different kinds of marketing channels concepts so that they can run business smoothly. In
regards with respective hotel there is large number of marketing channels and strategies adopted
by manage so that they can develop best relationship with their employees effectively. Along
with this, they are also thinking to use ample numbers of marketing channels towards
achievement of business desired goals. Some of the marketing channels are going to be discussed
below:
Advertising channels:
This type of marketing channel always develops better communication between firm and
employees which is always adopted by every firm in order to make their business effective so
that they can advertise their goods properly (Finne, 2017). In regards with respective resort, these
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are adopted by them towards promoting its overall business strategically ideas to achieve
targeted goals. There are different types of advertising channels those are going to be discussed
below:
Newspaper: With the help of using this advertising tool respective resort is able to make
their ads accordingly and promote overall strategies for its wedding venues, pub parties and so
on. Further it helps them to achieve high level of goals.
Television: This is used by so many firms and organizations as this marketing channel
always displayed their ads via TV and influence people at small level resorts such as Island
Beach.
Magazine: It can be too expensive as compare to the newspapers as it is used by so many
firms for betterment of advertisement. Thus, Island resort use this channels so that they can
develop better communication with numerous people (Marcos, 2016).
Sales promotion channel:
It is always considered as the best tool for every firm which is used by large number of
firms so that they can use several kind of tools and methods like displays, prizes, coupons, and
many other sales promotional activities. Moreover, these types of sales promotion tools adopted
through those firms who dealing with small and high level both so that they can promote their
strategies and achieve desired goals. In relation with Island resort beach they are using different
types of promotional sales channels in order to manage their goods and services within the UK
and influence ample number of people.
Personal selling channel:
According to this marketing channel firms are able to sells their products and services to
directly customers that make them attractive and overcome interfere of another people. It is
considered as low level channel of communication. Thus, it makes benefits for firms so that they
can develop their desired vision properly. In regards with respective resort, they generally use
this channel which is one of the best time consuming process for them and make firm’s value
better. Some of the point comes under this channel which is used to underpinning overall
behaviour of customers, those are as follows:
 It is helpful for firm to develop better strategies and make different it from others along
with summarised and collect buying behaviour or decisions of customers at marketplace
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(Liu, 2017). With the help of this, they can develop best relations with their employees
that helps firm to increase customer’s access in a perfect manner.
 On the other side, it is beneficial for every firm that use this direct channel to develop
best decision making process for firm so that they can get involvement within large
number of activities operated by firm and maintain better communication skills between
organization and customers.
Digital marketing:
This is one of the best channels used by every business industry that develop
better marketing skills for firm. Herein, it includes different kinds of electronic devises
like online websites, e-commerce that accomplishes entire targeted goals of firms.
Therefore, it is considered as fastest way of communication channel that bring huge
modifications in any kind of business. In context of respective Resort, they mainly used
this strategy or channel to increase its beneficial growth of hotel and influence people in a
frequent manner (Alavi, 2018).
As per the brief discussion about different types of marketing communication channels
this can be said that if respective firm or resort is able to follow these above mentioned
tools properly than they can have opportunities to expand its business across the globe
and increase customer’s base easily. Along with this, all these channels will directly
influence consumer’s mind and increase goodwill of this resort in front of them.
LO 2
Covered in PPT
LO 3
Covered in PPT
LO 4
P5 Integrate marketing communications plan in regards with channel choice, communication
strategy and creative content
Into the hospitality sector competitive scenario is increasing every day that also influence
entire business area of firm (Norris, 2019). Therefore, it is essential for firm to develop best plan
of business by which they can develop better strategies along with tactics in order to sustain for
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long time at marketplace. Thus, it is very important for every firm to make better plan and
strategies through using their entire working resources properly. On the other side, marketing
plan is based on decision taken by firm and evaluate accurate measures. With the help of this
firms are able to develop better and smart objectives to accomplish their mission and vision
through carrying systematic process to understand the targeted consumers and market situation.
There are different types of key point involves in integrated market communication, those are
going to be discussed below:
Creating situation analysis: According to this, industry able to known their environment
situation by using different types of tools and SWOT analysis so that they can properly utilise
entire market degree of competition within the business sector which helps them to determine
entire market situation (Alavi, 2018). Furthermore, it helps firm to conduct better research at
marketplace.
Identifying marketing communication objectives: It is necessary to determine for firm
about international marketing communication plan what they want achieve. It will help industry
to gain competitive objectives so that they can adopt ample number of plan and strategies.
Target goals: With the help of this integrated marketing communication firm is able to
determine their overall targeted resources as per their desires. Through knowing overall market
target firm can make its potential customers and achieve profitable goals. According to
respective resort able to known its target people so that they can run their business successfully.
Strategies and Tactics: According to this planning process, it is essential for firm to
develop best strategies for their business so that they can implements on new strategies or plans
further that helps them to face competitive scenario and achieve competitive advantages.
Moreover, it is the responsibility of manager that they should ensures that they are using proper
strategies by which they can implements on several aspects of business along with able to
conduct appropriate market research. Through adoption of several tactics they can generate new
ideas and thoughts in order to achieve specific goals in future.
Analyse the budget: In regards with Island resort, it is essential for them to develop best
budget statement so that they can make their future process better and achieve targeted goals
effectively (Shih, 2019).
Measurement and evaluation:
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By using this integrate market communication components it can be determine that work
plan should always be based on future aspects so that they can research or find out those areas of
market that will give them huge benefits and profits. In relation with Island resort beach,
manager of this hotel use this strategy so that they can easily measure or identify its future
objectives and goals. With the help of this they can focus on their strongest areas and deal with
every situation of firm. There are different types of objectives will be defined by using SMART
objectives tools that are:
Specific: Planning process always carried out firm in a unique way so that firms are able
to achieve qualitative advantages in a specific manner.
Measurable: It is essential for every business to determine targeted goals so that they can
monitor entire planning process. It will help firm to achieve targeted goals.
Achievable: As per this planning process firm also takes initiate to achieve goals as
Island resorts target its customers within one month by increase 10% ration within the hospitality
sector (Valos, 2016).
Relevant: With the help of this, firm always needed to have relevant employees who able
to underpinning entire concept of firm.
Time bound: By using this type of planning process firm is able to carried out this way
din order to achieve task completed before deadline as it is necessary because of time restrictions
within the workplace. Thus, it helps to accomplish entire work task in a perfect manner.
Through using Integrated marketing communication firm is able to aware from several
strategies and tactics that help frim to achieve huge benefits and profits in an appropriate manner.
Moreover, this plan helps firm to overcome entire business issues so that respective firm is able
to achieve their targeted goals and objectives that exist at marketplace for long period of time
(Patti, 2017).
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CONCLUSION
According to the above specified assignment it has been concluded that marketing
channels plays crucial role within every working industry of business in order to achieve specific
goals and target in a perfect manner. Moreover, there are several kinds of communications
channels has been used by firm in order to implements on IMC on their working functions so
that they can directly concentrates on their business measures and evaluate entire strategies
which is used by them. On the other hand, conducting proper research and executing on several
objectives term influence decision making process of firm in a positive manner.
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REFERENCES
Books and Journals
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Journal of Marketing,51(3), pp.445-463.
Světlík, 2017. Integrating online advertising into integrated marketing
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Valos, 2016. Exploring the integration of social media within integrated marketing
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Patti, 2017. Improving integrated marketing communications practices: A comparison of
objectives and results.Journal of marketing communications,23(4), pp.351-370.
Porcu, 2019. Analyzing the influence of firm-wide integrated marketing communication on
market performance in the hospitality industry.International Journal of Hospitality
Management,80, pp.13-24.
Liu, 2017.Representing a metric for marketing channels. U.S. Patent Application 15/306,301.
Nasrollahi, 2018. Designing a model for evaluating marketing channels based on the fuzzy best-
worst and fuzzy EDAS methods.Journal of Business Management,10(3), pp.695-712.
Padilla, 2016, June. CIALCO: Alternative marketing channels. InInternational Conference on
Practical Applications of Agents and Multi-Agent Systems(pp. 313-321). Springer, Cham.
Shih, 2019, July. The Diversified Insurance Marketing Channels Driven Development of
Consumer Behaviour. In proceedings of the 2019 10th International Conference on E-
business, Management and Economics(pp. 253-258).
Rahman, 2019. Marketing channels of marine fish in Banjarmasin fishing port,
Indonesia.Marketing,4(3).
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Salman, 2017. To Check the Effect of Advertising, Personal Selling and Public Relations on
Consumer Preferences, A Case of Telecommunication Sector in Faisalabad. International
Journal of Management,6(4), pp.75-80.
Alavi, 2018. The risky side of inspirational appeals in personal selling: when do customers infer
ulterior salesperson motives?.Journal of Personal Selling & Sales Management,38(3),
pp.323-343.
Marcos, 2016. Pengaruh Advertising, Personal Selling, Sales Promotion Terhadap Volume
Pengunjung Pada Cafe Batavia.
Gupta, 2019. Developing a Marketing Communication Plan for the Master’s Programme in
Business Informatics, Metropolia UAS.
Norris, 2019. Eat Your Heart Out: A GMO communication plan to counter fear-based marketing.
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