Unit 33- Integrated Hospitality Marketing Communication

This report discusses different kinds of marketing channels and evaluates an integrated marketing communication plan in the context of Island Beach Resort. It explores communication objectives and the role of marketing communication in the hospitality industry.

Unit 33- Integrated
Hospitality Marketing
Communication

Table of Contents
Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Task A..............................................................................................................................................1
LO1..................................................................................................................................................1
P1 Discuss different kinds of marketing channel and how they serve communication
objectives.....................................................................................................................................1
LO4..................................................................................................................................................3
P5 Critically evaluate an integrated marketing communication plan..........................................3
Task B..............................................................................................................................................5
LO2..................................................................................................................................................5
P2 Covered in PPT.......................................................................................................................5
P3 Covered in PPT.......................................................................................................................5
P4 Covered in PPT.......................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing communication involve use of different channels and emphasise on delivering
efficient and effective messages to targeted users which help in achievement of goal within
respective time period (Blakeman, 2018). In other words, the marketers involve several means to
convey a message to a potential user and persuade them to buy the product. This report is based
on Island Beach Resort that emphasise on providing that is located on Gulf coast as it provides a
greater ease of convenience among the large group of individuals. This report comprises of
different kinds of marketing channels and evaluation of marketing communication plan which
relates to communication strategy and creative content. This report also includes integrated
marketing communication plan and also cover the justifications for selected marketing plan.
Task A
LO1
P1 Discuss different kinds of marketing channel and how they serve communication objectives
Marketing channel is described as the group of people or organisations which involve
transfer of ownership from one place to another (Bruhn and Schnebelen, 2017). In other words, it
means preparing and appropriate marketing strategy and also it is considered as important tool of
marketing which ensure accomplishment of objectives within respective time period. In relation
to this, marketing communication involve several efforts through various means to convey
customers to buy the product or services in an effective and efficient manner and help in
increasing the sales within the context of hospitality industry. Different types of marketing
channels are given as follows:
Direct marketing channel: This involve the distribution of goods from manufacturers
directly to consumers and it is also known as zero level of channel. One of the advantages is that
it takes less time and is cost efficient and this is appropriately used by small resort to deliver fast
and efficient services to their customers. This make them delighted and ensure maximum
customer satisfaction across the globe. The Island Beach Resort use Information Communication
technologies (ICT) to maintain direct contact with consumers as it ensures the efficiency and
effectiveness in a best possible manner.
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Indirect marketing channels: This involve the transferred of goods through various
intermediaries and finally it reaches to customers. The various types of indirect channels are
prescribed below:
One level channel: This involve transfer of goods from producer to consumer though a
one intermediary that is retailer then ensure selling of goods to consumer. The small and medium
enterprises but the merchandise from the producers and then make directly available to
customers,
Two level channels: This is one of the important channels of distribution as the main
emphasise on capturing large market share which is done through several intermediaries such as
wholesalers and retailers (Fursov, 2017). This involve greater production and facilitate the
maximum sale by accelerating the variability of manufacturers and it also provide a amenities
and ease of convenience to their clients.
Three level channels: this is regarded as multi-channel distribution which involve the
distribution of goods through agents to wholesalers and then to retailers and then goods are
finally transferred to customers across the globe. This provide an enormous opportunity to small
enterprises to grow their business at international level and ensure maximum productivity.
In a modern era, changes are taken at a very fast face due to the reason of globalisation
and digitalisation which promote new and advanced technology in the marketplace. By looking
this factor, the SME like Island Beach Resort would use online distribution channel as it provides
fast and efficiency of services to their clients and provide ease of convenience to them. This
provide an opportunity to SMEs to increase sales as it involves several modes such as Google,
Yahoo, Binge search engines that provide information to potential and targeted user to get
information related to bookings and many more.
Integrated marketing communication play an important role within hospitality industry as
it builds strong brand and allow an audience to reach to the target audience (Bruhn and
Schnebelen, 2017). This provide multiple streams of revenue by providing several facilities and
ensure maximum customer satisfaction across the globe.
Communication objectives: these serve as a significant bases in a resort which ensure
maximum customer satisfaction. In the context of Island Beach Resort, same is presented as
follows:
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Customer service: Best and efficient customer service is the priority within the confines
of hospitality industry as it regarded as the primary objectives for hospitality industry. Island
Beach Resort provide several amenities such as indoor games, shopping, dining and many more
and also it renders fast deliveries so as to gain large base of customers across the globe
(Blakeman, 2018).
Quality of merchandise: Quality is crucial in every aspect of business especially in case
of hospitality industry as it boost the sale and improve the image. The concerned firm ensure
quality specifications and also emphasise on hygiene and cleanliness as well they get
comfortable rooms which attract clients from different countries and ensure maximum
satisfaction.
Building awareness: This is one of the important aspects as it involves the several
process to reach the target audience and also it ensures providing an effective information among
their clients with several choices and benefits which ensure maximum satisfaction. With
reference to Island Beach Resort, the manager provides several information to their clients
regarding its services and amenities and also it is known for delivering fast services which help
to generate maximum satisfaction from the customer across the globe.
LO4
P5 Critically evaluate an integrated marketing communication plan
Monitoring and evaluation is considered as an important tool of marketing as it assists the
firm to prepare an effective strategy and develop an action plan that ensure a greater success in
future and increase the productivity and profitability within the confines of hospitality industry.
Proper planning and coordination help an organisation to accomplish task in a short span of time
and keep monitoring the activities of every department so as to facilitate smooth operations of a
business (Patti and et.al., 2017). The arrival of online platform provides an opportunity to SME
like Island Beach Resort to promote its business through online marketing communication in
several ways such as multimedia and personalization.
In addition to this, Digital marketing is considered as boom as it boosts the revenue and
maximise the efficiency within hospitality industry. An effectiveness of evaluation of different
marketing tools improve the company’s performance and gain sustainable development in a long
run. But as the same time, this evaluation is difficult as it involves several factors into
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consideration such as marketing budgets, channel of distribution and many more. The
information of return on investment render an opportunity to SME to manage marketing
spending’s accordingly and allow business to conduct in an effective and efficient manner.
Effective leadership and their guidance emphasise proper direction and controlling the activities
in hospitality industry and help in accomplishment of goal in a respective time period. With
reference to Island Beach Resort, the benefits of online marketing communication are given as
follows:
 Build trust: This ensure the marketer to build an effective trust among the
personnel or staff specially in case of SME’s which ensure greater transparency
and accountability within a hospitality industry.
 Feedback: This is one of the effective methods to generate responses and
suggestion of customers through various methods such as questionnaire, online
surveys and many more (Saini, 2017). Island Beach Resort emphasise on
responding the needs and awareness of customer and make appropriate changes
accordingly.
 Promotion of specialisation: The manager of Island Beach Resort divides the
work among the subordinates that matches their talent and skills so that they
could work with greater zeal and improve the overall productivity and efficiency
within the hospitality industry.
Return on investment provide an effective way to measure the performance and
effectiveness within the hospitality industry and aids in rendering an effective solution and
eliminating barriers, if any (Palmatier, Stern and El-Ansary, 2016). This measure provide
assistance to SMEs to measure the overall performance and thus improve the productivity. Also,
return on investment is considered as the best measure for the effectiveness of marketing
communication and provide the details regarding the overall returns and help in accomplishment
of goal within a limited time period.
Another way to measure the performance if key performance indicators that provide the
measure of progress and several ways of improving the overall performance and also it shapes a
picture of success especially to SMEs like Island Beach Resort as it provides the growth aspects.
This resort also emphasises on diversification, modernisation and expansion so as to gain
maximum exposure and boost the competitive era across the globe. The senior authority monitor
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the activities of staff through a software such as Enterprise Resource Planning (ERP) and also it
aids in taking fast and appropriate decision which facilitate smooth conduct of business. In
addition to this, there is systematic working in a resort through excellent communication skills
and rendering effective training to their staff so as to inculcate confidence and determination
among them. In today’s era, online distribution channel is a great platform for Island Beach
Resort as it is considered as the most appropriate channel which provide great comfort and
convenience to the large group of individual and thus enjoy greater economy of scale (Chaffey,
2019). Also, this ensure maximum customer satisfaction and boost the sale within hospitality
industry.
Task B
LO2
P2 Covered in PPT
P3 Covered in PPT
P4 Covered in PPT
CONCLUSION
From the above information, it can be summarised that hospitality industry play a
significant role as there are lots of changes that are taken place and it provide an enormous
opportunity and also help in economic development. Also, it provides greater economy of scale
to small and medium enterprises and also it provides good accommodation facilities and
emphasise tourist to spend more on business areas. There are various types of marketing
channels which are considered in this report such as direct channel, multiples channels and also it
includes marketing communication plan. Also, communication objectives as well as integrated
marketing communication channel is analysed which assist the firm in accomplishing objectives
within a short span of time.
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REFERENCES
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European Journal of Marketing.
Patti, C.H., and et.al., 2017. Improving integrated marketing communications practices: A
comparison of objectives and results. Journal of marketing communications. 23(4).
pp.351-370.
Palmatier, R.W., Stern, L.W. and El-Ansary, A.I., 2016. Marketing Channel Strategy: An Omni-
channel Approach. Routledge.
Chaffey, D., 2019. Digital marketing. Pearson UK.
Grishchenko, and et.al., 2016. Organization, planning and control of marketing
logistics. International Journal of Economics and Financial Issues, 6(8S), pp.166-172.
Saini, R., 2017. Role of Social Media Channels in Promoting Digital Marketing-An Exploratory
Study. Asian Journal of Research in Marketing. 6(4). pp.16-23.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European Journal of Marketing.
Fursov, V.A., 2017. Marketing planning in industrial enterprises in the context of import
substitution strategy.
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