1. Individual Essay (2’500 words) – 60% of total grade Identify a company of your choice in the hospitality industry. Describe how the company can change its marketing strategy to address new opportunities and challenges. Word limit of 2’500 words +/-10% is a part of marking criteria (if not met or exceeded, then 5 marks will be deducted from the assessment criteria “Organization”. The count does not include the contents, cover page, and references. The structure of your essay. Introduction, body text, conclusion and reflection should all be included in the Individual Essay.
1. Introduction: 1-3 sentences introducing the business.
2. Text main
Define the issues facing the business. b. Provide suggestions for marketing strategies (new products and pricing) c. Identify specific actions the company should undertake.
3. Limitations (1) A short paragraph outlining limitations such as application to a specific time, geographic market, product type, etc.
4. Ending (1 sentence to summarize the main findings; no additional information should be added in this section).
5. Reference list (5-15 sources of literature, using English only and from trustworthy credible sources). References that are not included in the main text or missing from the list will be marked down by half, assuming the remainder is accurate. Wikipedia, and any other academic or professional source will not be considered.
Marketing: Hilton Worldwide Holdings Inc.
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