14 Aug HMG 303 Hospitality Marketing Final project requirements Understanding

HMG 303 Hospitality Marketing

Final project requirements

Understanding
customers and markets, Practical approach

Topic

Market & customer analysis

Students will be conducting research on customers of the
BAS Hospitality program and suggesting marketing strategiesthat would best
capture leads

Format

Individual written submission

Report in format outlined in course syllabus

Rationale

Students will have the opportunity to outline,
define and research specific market

Students will create a primary research tools as
well as use secondary research

Students will work with applied research and
provide marketing strategy that fit particular market and specific customer
base

Situation

The HMG program wants to improve
its marketing efforts. It needs to find out who exactly are its customers,
what are the reasons they are (or they are not) attracted to this program.
Consequently, the program needs to learn what would be the best marketing
strategy to approach potential students and with what kind of message. The
program is also aware that there might be potential customers who the program
never captures. The program asked you,
the student, to conduct a market research that would answer these questions
and propose a strategy that will increase the number of its customers
(applicants to the program) to 80 by academic year 2017/1018.

Background information

The program offers the following features: cohort
system, guaranteed fixed schedule, dedicated faculty, connections to industry

The program has not been marketed widely but it
traditionally relied on its feeder programs (AA programs in Culinary and
Pastry at South, AA in Hospitality at Edmonds CC, Highline CC and Whatcom)
and strong relations with their program advisors.

Traditionally, advisors at the feeder programs
and WOM have been the most successful marketing strategies generating most
students/customers for the program

Recently, the HMG program has been connecting
with more students via its FB page

The budget is limited but there is about $2,000
annually.

Requirements and tips

The HMG program was chosen as a product in the
context of this course and project

We define customers as the students of the HMG
program for the purposes of the project

Students are encouraged to go analyze their own
situation what attracted them to
the program, what was the process that they went through and what would make
that process easier for others.

Students are expected to create a survey for the
students in the programs they came from (for example, if current student went
to Highline CC for their AA degree, create a survey for current students in
that program), visit the college and collect data there. If the student is
from international program, address international students who are in the
position to make a decision about transfer or BAS program. Students could
connect with High schools or other institutions.

Other primary research tools may include:
electronic questionnaires, interviews, focus group etc.

Primary research must be part of the report.

Students may use secondary research in their
report if that is relevant to the direction of their project. Some of the
resources recommended: Simply Map
(SSC/Library/ Research Guides/A-Z/Simply Map) and Plunkett Research.

Other requirements

Students are expected to consult with their
instructor at least once before submitting their project.

Structure

Students may structure the project any way they like as
long as they provide enough data and evidence that they conducted research,
and proposed strategy based on their research. Please note that each paper
needs to include front page, methodology, and references.

HMG 303 Hospitality MarketingFinal project requirementsUnderstanding
customers and markets, Practical approach TopicMarket & customer analysis Students will be conducting research on customers of the
BAS Hospitality program and suggesting marketing strategiesthat would best
capture leads Format
Individual written submission
Report in format outlined in course syllabusRationale
Students will have the opportunity to outline,
define and research specific market
Students will create a primary research tools as
well as use secondary research
Students will work with applied research and
provide marketing strategy that fit particular market and specific customer
base SituationThe HMG program wants to improve
its marketing efforts. It needs to find out who exactly are its customers,
what are the reasons they are (or they are not) attracted to this program.
Consequently, the program needs to learn what would be the best marketing
strategy to approach potential students and with what kind of message. The
program is also aware that there might be potential customers who the program
never captures. The program asked you,
the student, to conduct a market research that would answer these questions
and propose a strategy that will increase the number of its customers
(applicants to the program) to 80 by academic year 2017/1018. Background information
The program offers the following features: cohort
system, guaranteed fixed schedule, dedicated faculty, connections to industry
The program has not been marketed widely but it
traditionally relied on its feeder programs (AA programs in Culinary and
Pastry at South, AA in Hospitality at Edmonds CC, Highline CC and Whatcom)
and strong relations with their program advisors.
Traditionally, advisors at the feeder programs
and WOM have been the most successful marketing strategies generating most
students/customers for the program
Recently, the HMG program has been connecting
with more students via its FB page
The budget is limited but there is about $2,000
annually. Requirements and tips
The HMG program was chosen as a product in the
context of this course and project
We define customers as the students of the HMG
program for the purposes of the project
Students are encouraged to go analyze their own
situation what attracted them to
the program, what was the process that they went through and what would make
that process easier for others.
Students are expected to create a survey for the
students in the programs they came from (for example, if current student went
to Highline CC for their AA degree, create a survey for current students in
that program), visit the college and collect data there. If the student is
from international program, address international students who are in the
position to make a decision about transfer or BAS program. Students could
connect with High schools or other institutions.
Other primary research tools may include:
electronic questionnaires, interviews, focus group etc.
Primary research must be part of the report.
Students may use secondary research in their
report if that is relevant to the direction of their project. Some of the
resources recommended: Simply Map
(SSC/Library/ Research Guides/A-Z/Simply Map) and Plunkett Research. Other requirements
Students are expected to consult with their
instructor at least once before submitting their project.
StructureStudents may structure the project any way they like as
long as they provide enough data and evidence that they conducted research,
and proposed strategy based on their research. Please note that each paper
needs to include front page, methodology, and references.

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