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BAT311 Tourism Marketing Task brief & rubrics
Task 2 Final
This in an individual task.
The task consists of an essay about a luxury hotel selected by the student. Please, read carefully all the questions and answer them in your own words, quoting
relevant authors and providing examples.
The questions you have the answer are:
1- PART ONE: Pick one existent hotel and explain:
a. Briefly describe the company. How is their workflow? What do they offer? Which is their brand personality? Who are their customers? What
about their pricing strategy?
b. Analyze its digital resources: website, app, social media profile…
c. Explain its marketing environment (macroenvironment and microenvironment)
2- PART TWO: Think about an original marketing strategy for the company selected in the question 1 and answer:
a. Which objective do you have?
b. Which target have you selected? Why? Explain the segmentation
c. Which channels would you use? Why?
d. Which content would you create?
e. How would you evaluate the campaign?
To submit your essay, you must upload it to Turn it in a single PDF document.
Formalities:
• Wordcount: 2.000 words
• Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
• Font: Arial 12,5 pts.
• Text alignment: Justified.
• The in-text References and the Bibliography have to be in Harvard’s citation
style.
Submission: Week 12 – Sunday 8th of January at 23:59h (Barcelona’s time) Via Moodle (Turnitin).
Weight: This task is a 60% of your total grade for this subject.
It assesses the following learning outcomes:
• The student will practice her/his critical thinking
• The student will practice her/his creative thinking
• The student will apply the knowledge and the concepts seen at class
• The student will learn how to develop a proper strategy in the tourism industry
• The student will reflect about the existent strategies in the tourism industry
Rubrics
Learning Descriptors Fail Below 60% Marginal Fail 60-69% Fair 70-79 % Good 80-89% Exceptional 90-100%
Purpose &
Understanding
KNOWLEDGE &
UNDERSTANDING
15%
Very poor coverage of central
purpose, goals, research
questions or arguments with
little relevant information
evident. Virtually no evidence of
understanding or focus.
Minimal understanding of
purpose of the study; factual
errors evident. Gaps in
knowledge and superficial
understanding. A few lines of
relevant
material.
Reasonable understanding and
clearly identifies the purpose,
goals, research questions or
argument.
Reflect partial achievement of
learning outcomes.
A sound grasp of, and clearly
identifies, the purpose, goals,
research questions or argument.
Some wider study beyond the
classroom content shown.
Effectively describes and explains
the central purpose, arguments,
research questions, or goals of
the project; explanation is
focused, detailed and
compelling. Recognition of
alternative forms of evidence
beyond that supplied in the
classroom.
Content
KNOWLEDGE &
UNDERSTANDING
15%
Content is unclear, inaccurate
and/or incomplete. Brief and
irrelevant. Descriptive. Only
personal views offered.
Unsubstantiated and does
not support the purpose,
argument or goals of the
project.
Reader gains no
insight through the content
of the
project.
Limited content that does not
really support the purpose of
the report. Very poor
coverage.
Displays only rudimentary
knowledge of the content
area. Reader gains few if any
insights
Presents some information
that adequately supports
the central purpose,
arguments, goals, or
research questions of the
project. Although parts
missing, it demonstrates a
level of partially proficient
knowledge of the content
area. Reader gains some
insights.
Presents clear and
appropriate information
that adequately supports
the central purpose,
arguments, goals or research
questions of the project.
Demonstrates satisfactory
knowledge of the content
area. Reader gains proficient
insights.
Presents balanced, significant
and valid information that
clearly and convincingly
supports the central purpose,
arguments, research
questions or goals of the
project. Demonstrates in-
depth and specialised
knowledge of the content
area. The reader gains
important insights
Organization
COMMUNICATION
5%
Information/content is not
logically organized or
presented.
Topics/paragraphs are
frequently disjointed and fail
to make sense together.
Reader cannot identify a line
of reasoning and loses
interest.
Information/content is not, at
times, logically organized or
presented. Topics/paragraphs
are frequently disjointed
which makes the content
hard to follow. The reader
finds it hard to understand
the flow of the
report.
Information/content is
presented in a reasonable
sequence.
Topic/paragraph transition is
unclear in places with
linkages for the most part.
Reader can generally
understand and follow the
line of reasoning, although
work needed to be
proficiently organized.
Information/content is
presented in a clear and
understandable sequence.
Topic/paragraph transition is
good with clear linkages
between sections and
arguments. Reader can
understand and follow the
line of reasoning.
Information/content is
presented in a logical,
interesting and effective
sequence. Topics and
arguments flow smoothly
and coherently from one to
another and are clearly
linked.
Reader can easily follow
the line of reasoning and
enjoyed reading the
report.
Style & Tone
COMMUNICATION
10%
Writing is poor, unclear and
unengaging, and the reader
finds it difficult to read and
maintain interest. Tone is
not professional or suitable
for an academic research
Writing is unengaging and
reader finds it difficult to
maintain interest. Tone is not
consistently professional or
suitable for an academic
research project. Work
Writing is usually engaging
and keeps the reader’s
attention. Tone is generally
appropriate for an academic
research project, although a
clearer and more
Writing style and tone is
generally good and sustains
interest throughout. Tone is
professional and appropriate
for an academic research
project.
Writing is compelling and
sustains interest throughout.
Tone is consistently
professional and appropriate
for an academic research
project.
project. A reorganization
and rewrite is
needed.
needed on academic writing
style.
professional style and tone is
needed.
Use of References
COMMUNICATION
10%
Little or no evidence of
reference sources in the
report. Content not
supported and based on
unsubstantiated views.
Most references are from
sources that are not peer-
reviewed or professional,
and have uncertain
reliability. Few if any
appropriate citations are
provided. Reader doubts the
validity of much of the
material.
Professionally legitimate
references are generally
used. Fair citations are
presented in most cases.
Some of the
information/content/evidence
comes from sources that are
reliable, but more academic
sources needed to be
convincing.
Professionally and
academically legitimate
references are used. Clear
and accurate citations are
presented in most cases. The
majority of the
information/content/evidenc
e comes from sources that
are reliable.
Presents compelling evidence
from professionally and
academically legitimate
sources. Attribution is clear
and accurate. References are
75% from primarily peer-
reviewed professional
journals or other approved
sources.
Formatting and visuals
COMMUNICATION
5%
Research project exhibits
no formatting, or
frequent and significant
errors in Harvard
formatting.
There are too many errors in
the Harvard formatting to be
acceptable as a partially
proficient piece.
Harvard formatting is
employed in the research
project with minor errors. A
review and rework of format
and style of referencing in
text and in the bibliography
is needed.
Harvard formatting is used
accurately and consistently
throughout the research
project, although some
issues are apparent as the
reader is unable to find
sources.
Harvard formatting is used
accurately and consistently
throughout the research
project. Accurate hyperlinks
are included where required,
making it easy for readers to
review sources.
Written Communication
Skills
COMMUNICATION
5%
The written project exhibits
multiple
errors in grammar,
sentence structure and/or
spelling. Inadequate writing
skills (e.g., weaknesses in
language facility and
mechanics) hinder
readability and contribute to
an ineffective research
project.
The written project exhibits
errors in grammar,
punctuation and spelling.
The written project comes
across as untidy and not
properly checked for
mistakes. Errors present in
written communication
make readability frustrating.
Written research project
displays good word choice,
language conventions and
mechanics with a few minor
errors in spelling, grammar,
sentence structure and/or
punctuation. Errors do not
represent a major distraction
or obscure meaning.
Readability of the project is
good due to the clarity of
language used. Grammar,
spelling and punctuation is
without error.
Spelling and grammar
thoroughly checked.
Readability of the project is
enhanced by facility in
language use/word choice.
Excellent mechanics and
syntactic variety. Uses
language conventions
effectively (e.g., spelling,
punctuation, sentence
structure, paragraphing,
grammar, etc.).
Analytical / Critical
Thinking Skills
CRITICAL THINKING
25%
Research problem, concept or
idea is not clearly articulated,
or its component elements
are not identified or
described. Research
information is poorly
organized, categorized
and/or not examined;
research
information is often
inaccurate or in
complete.
Presents little if any analysis
or interpretation;
Research problem, concept
or idea is not clearly
articulated at times and
confusing. Research
information is badly
organized, categorized,
and/or only superficially
examined; research
information is often
incomplete. Presents limited
analysis or interpretation;
inaccurately and/or
Adequately identifies and
describes (or sketches out)
the research problem,
concept or idea and its
components. Gathers and
examines information
relating to the research
problem, concept or idea;
presents and appraises
research information with
some minor inconsistencies,
irrelevancies or omissions.
Formulates a clear
description of the research
problem, concept or idea,
and specifies major elements
to be examined. Selects
information appropriate to
addressing the research
problem, concept or idea;
accurately and appropriately
analyses and interprets
relevant research
information. Effectively
Effectively formulates a clear
description of the research
problem, concept or idea,
and specifies major elements
to be examined. Selects and
prioritizes information
appropriate to addressing
the research problem,
concept, or idea; accurately
and appropriately analyzes
and interprets relevant
research information.
inaccurately and/or
inappropriately applies
research methods,
techniques, models,
frameworks and/or theories
to the analysis. Presents few
solutions or conclusions;
solutions
or conclusions are
often not well supported, are
inaccurate and/or
inconsistent, and are
presented in a vague or
rudimentary manner.
inappropriately applies
research methods,
techniques, models,
frameworks and/or theories
to the analysis. Presents
some solutions or
conclusions but they are
often not well supported, or
logical.
Generally applies
appropriate research
methods, techniques,
models, frameworks and/or
theories although with
inaccuracies. Outlines
solutions or conclusions that
are somewhat logical and
consistent with the analysis
and evidence; identifies
and/or lists solutions or
conclusions although not
always clearly.
applies appropriate research
methods, techniques,
models, frameworks and/or
theories in developing and
justifying multiple solutions
or
conclusions; solutions or
conclusions are coherent,
well supported and
complete.
Precisely and effectively
applies appropriate research
methods, employs advanced
skills to conduct research.
Uses techniques, models,
frameworks and/or theories
in developing and justifying
multiple solutions or
conclusions; solutions or
conclusions are insightful,
coherent, well supported,
logically consistent and
complete. Displays a mastery
of complex and specialized
areas.
Integration Skills
APPLICATION &
EVALUATION
10%
Shows little ability to employ
theory and practice across
the functional areas of
business in the assessment
of issues relating to the
research problem, concept,
or idea. Does not recognize
or correctly identify cross-
functional organizational
issues relevant to the
research problem, concept
or idea. Does not
adequately evaluate the
research problem, concept
or
idea in light of relevant
principles, theories and
practices across the
business functional areas.
Few if any solutions,
recommendations for action,
or conclusions are
presented, and/or they are
not appropriately justified
or supported.
Shows some ability to employ
theory and practice across the
functional areas of business in
the assessment of issues
relating to the research
problem, concept
or idea.
Recognizes organizational
issues relevant to the research
problem, concept or idea but
does not show
understanding. Does not
adequately evaluate the
research problem, concept or
idea in light of relevant
principles, theories and
practices across the business
functional areas. Some
solutions offered but difficult
to understand.
Recommendations for action,
or conclusions are presented,
but they are often not well
supported, or logical.
Exhibits application of
principles, theories and
practices across the
functional areas of business
to the analysis of the
research problem, concept
or idea. With some
exceptions, outlines and
describes (or sketches out)
some
cross- functional
organizational issues that
are relevant to the research
problem, concept or idea.
Adequately identifies and
describes (or summarizes)
solutions, recommendations
for action, or conclusions
that are, for the most part,
appropriate, but which need
to be more aligned with
principles and concepts in
the functional areas of
business.
Demonstrates an ability to
integrate and apply
principles, theories and
practices across the
functional areas of business
to the analysis of the
research problem, concept
or idea.
Identifies, examines and
critically evaluates important
cross- functional
organizational issues
associated with the research
problem, concept or idea.
Clearly justifies solutions,
recommendations for action,
or conclusions based on
analytics and an insightful
synthesis of cross-
disciplinary principles and
concepts in the functional
areas of business.
Demonstrates well-
developed ability to
integrate and apply
principles, theories and
practices across the
functional areas of business
to the analysis of the
research problem, concept
or idea. Effectively identifies,
examines and critically
evaluates important cross-
functional organizational
issues associated with the
research problem, concept,
or idea. Clearly and
effectively justifies solutions,
recommendations for
action, or conclusions based
on strong analytics and an
insightful synthesis of cross-
disciplinary principles and
concepts in the functional
areas of business. Can link
thinking across disciplines
and contexts.
