Market Research Report

CHM601BM_Assessment_1_Brief_Market Research Report_Week 4 Page 1 of 7

ASSESSMENT 1 BRIEF
Subject Code and Title CHM601BM Contemporary Hotel Marketing
Assessment Market Research Report
Individual/Group Individual
Length 1,500 words (+/- 10%)
Learning Outcomes The Subject Learning Outcomes demonstrated by successful
completion of the task below include:
a) Explain the rationale and process of developing a marketing
strategy.
b) Analyse, and evaluate market opportunities and trends.
c) Locate, appraise, and interpret market and consumer
intelligence.
Submission Due by 11:55pm AEST/AEDT Sunday end of Week 4.
Weighting 30%
Total Marks 100 marks

Assessment Task
Research the current business environment and critically analyse the macro environmental factors
which may influence the Australian hospitality industry. Then, discuss their application to hotel
marketing planning.
Please refer to the Instructions for details on how to complete this task.
Context
This assessment aims to develop the skills required to investigate and critically analyse the trends,
factors and current business environment that may influence marketing planning in hotel
organisations by focusing on the research, analysis and planning phases of marketing management.
Upon successful completion of this assessment, you would have established the foundations
required to inform future marketing plans. Please note that this assessment does not require you to
create a marketing plan.

CHM601BM_Assessment_1_Brief_Market Research Report_Week 4 Page 2 of 7
Instructions
To complete this assessment, you are required to select an existing four- or five-star hotel located in
Australia to serve as your case hotel. You will need to undertake secondary research in order to
investigate and critically analyse the current business environment in which your chosen hotel
operates. You are required to write a report based on independent research, while engaging with
the relevant concepts, theories and models addressed in the course material. You are not required
to conduct any primary research for this assessment.
You are expected at a minimum to use the PESTLE framework (Political, Economic, Socio-Cultural,
Technological, Legal and Environmental/Ecological) to identify the macro environmental factors and
discuss indicators relevant to the case hotel. To present a thorough but concise analysis, it is
recommended that you select only one or two indicators for each PESTLE factor to discuss.
Attempting to discuss all potential indicators within a limited word count will be counter-productive.
Relevant market and consumer intelligence should be identified and interpreted in a meaningful way
in order for the hotel to plan its marketing efforts strategically and effectively.
You are also required to conduct a Competitor Set (CompSet) analysis to identify, present and justify
a chosen set of four (4) direct hotel competitors in tabular form.
Structure Guideline:
1. Individual Assignment Cover Sheet
2. Introduction (150 words approximately)
I. Aims/Objectives

II. The significance of market research in marketing management within the hotel
sector
Methodology
III.
3. Findings

 

I. Overview and analysis of the macro environment. An overview of each of the PESTLE
factors, and discussion of one or two relevant indicators for each factor, which are
critical for the hotel to be aware of (1,000 words approximately)
Market and consumer research should draw on data relevant to the context and
current year to support your analysis
Competitive set analysis (this is best presented as a short discussion of the
II.
III.

competitive landscape in the main body of the report along with your ‘Competitive
Set’ table presented in the appendices)
4. Conclusion (100 words approximately)
5. Reference List (you must refer to a minimum of three (3) academic and three (3) credible
professional/trade publications)
6. Appendix or Appendices
You should utilise the following resource for writing your report:
https://library.torrens.edu.au/academicskills_ap/reports
Referencing
It is essential that you use appropriate APA style for citing and referencing research. Please see more
information on referencing in the
Academic Skills webpage.
CHM601BM_Assessment_1_Brief_Market Research Report_Week 4 Page 3 of 7
Submission Instructions
Please submit your Individual Market Research Report via the Assessment 1 submission link in the
main navigation menu in CHM601BM: Contemporary Hotel Marketing on Blackboard. The Learning
Facilitator will provide feedback via the Grade Centre in the LMS portal. Feedback can be viewed in
My Grades.
Academic Integrity
All students are responsible for ensuring that all work submitted is their own and is appropriately
referenced and academically written according to the
Academic Writing Guide. Students also need
to have read and be aware of Torrens University Australia Academic Integrity Policy and Procedure
and subsequent penalties for academic misconduct. These are
viewable online.
You also must keep a copy of all submitted material and any assessment drafts.
Special Consideration
To apply for special consideration for a modification to an assessment or exam due to unexpected or
extenuating circumstances, please consult the
Assessment Policy for Higher Education Coursework
and ELICOS
and, if applicable to your circumstance, submit a completed Application for Assessment
Special Consideration Form
to your Learning Facilitator.
CHM601BM_Assessment_1_Brief_Market Research Report_Week 4 Page 4 of 7
Assessment Rubric

Assessment
Attributes
Fail
(Yet to achieve
minimum standard)
0-49%
Pass
(Functional)
50-64%
Credit
(Proficient)
65-74%
Distinction
(Advanced)
75-84%
High Distinction
(Exceptional)
85-100%
Knowledge and
understanding of the
role of market research
in marketing
management, the
macro-environmental
factors and market and
consumer intelligence
influencing marketing
planning
Demonstrates a partially
developed understanding
of the role of market
research in marketing
management, the macro
environmental factors,
and market and consumer
intelligence influencing
marketing planning in the
context of hospitality
organisations.
Key components of the
assignment are not
addressed.
Limited discussion of the
PESTLE framework.
Little to no competitive
analysis.
Demonstrates a functional
knowledge of the role of
market research in marketing
management, the macro
environmental factors, and
market and consumer
intelligence influencing
marketing planning in the
context of hospitality
organisations.
Most components of the
assignment are addressed.
Broad discussion of the
PESTLE framework.
Limited analysis of the
competitive landscape.
Conducted independent
research and identified
Demonstrates proficient
knowledge of the role of
market research in
marketing management,
the macro-environmental
factors, and market and
consumer intelligence
influencing marketing
planning in the context of
hospitality organisations.
All components of the
assignment are addressed.
Critical analysis of relevant
macro environmental
indicators influencing
marketing planning.
Supports personal opinion
and information
Demonstrates advanced
knowledge of the role of
market research in
marketing management,
the macro-environmental
factors, and market and
consumer intelligence
influencing marketing
planning in the context of
hospitality organisations.
Discriminates between
assertion of personal
opinion and information
substantiated by robust
evidence from the
research/course materials
and extended reading.
Well-demonstrated
capacity to explain and
apply relevant concepts.
Demonstrates exceptional
knowledge of the role of
market research in
marketing management,
the macro-environmental
factors, and market and
consumer intelligence
influencing marketing
planning in the context of
hospitality organisations
Systematically and critically
discriminates between
assertion of personal
opinion and information
substantiated by robust
evidence from the
research/course materials
and extended reading.
Mastery of concepts and
application to new

CHM601BM_Assessment_1_Brief_Market Research Report_Week 4 Page 5 of 7

Percentage for this
criterion = 35%
Limited independent and
relevant research on
market and consumer
research.
relevant market and
consumer trends influencing
marketing planning.
substantiated by evidence
from the research/course
materials.
Identifies and justifies
relevant competitors.
Demonstrates a capacity to
explain and apply relevant
concepts.
situations / further
learning.
Extends theories and
concepts and applies them
to further learning.
Analysis and application
with synthesis of new
knowledge
Percentage for this
criterion = 35%
Limited synthesis and
analysis of the external
business environment in
the context of hotel
organisations.
Little to no analysis of
relevant macro
environmental indicators
influencing marketing
planning in hospitality.
Limited independent and
relevant research on
market and consumer
trends.
Demonstrates analysis and
synthesis of new knowledge
of the external business
environment with application
to hospitality organisations.
Limited analysis of the macro
environmental factors
influencing marketing
planning.
Conducted independent
research and identified
relevant market and
consumer trends influencing
marketing planning.
Well-developed analysis
and synthesis with
application linked to
analysis/synthesis.
Demonstrates a capacity to
explain and apply relevant
concepts.
Supports personal opinion
and information
substantiated by evidence
from the research/course
materials.
Thoroughly developed and
creative analysis and
synthesis with application
of pretested models and/or
independently developed
models and justified
recommendations linked to
analysis/synthesis.
Information substantiated
by robust evidence from
the research/course
materials and extended
reading.
Mastery of concepts and
application to new
situations / further learning.
Highly sophisticated and
creative analysis; synthesis
of new with existing
knowledge.
Strong application by way
of pretested models and/or
independently developed
models.
Recommendations/
suggestions are clearly
justified based on the
analysis/synthesis. Applying
knowledge to other cases.
Extends theories and
concepts and applies them
to further learning.

CHM601BM_Assessment_1_Brief_Market Research Report_Week 4 Page 6 of 7

Effective
communication
(written)
Percentage for this
criterion = 15%
Provides information.
Specialised language and
terminology is rarely or
inaccurately employed.
Meaning is repeatedly
obscured by errors in the
communication of ideas,
including errors in
structure, sequence,
spelling, grammar,
punctuation and/or the
acknowledgment of
sources.
Communicates in a readable
manner that largely adheres
to the given format.
Generally employs specialised
language and terminology
with accuracy.
Meaning is sometimes
difficult to follow.
Information, arguments and
evidence are structured and
sequenced in a way that is
not always clear and logical.
Some errors are evident in
spelling, grammar and/or
punctuation.
Communicates in a
coherent and readable
manner that adheres to the
given format.
Accurately employs
specialised language and
terminology.
Meaning is easy to follow.
Information, arguments and
evidence are structured and
sequenced in a way that is
clear and logical.
Occasional minor errors
present in spelling,
grammar and/or
punctuation.
Communicates coherently
and concisely in a manner
that adheres to the given
format.
Accurately employs a wide
range of specialised
language and terminology.
Engages audience interest.
Information, arguments and
evidence are structured and
sequenced in a way that is,
clear and persuasive.
Spelling, grammar and
punctuation are free from
errors.
Communicates eloquently.
Expresses meaning
coherently, concisely and
creatively within the given
format. Discerningly selects
and precisely employs a
wide range of specialised
language and terminology.
Engages and sustains
audience’s interest.
Information, arguments
and evidence are insightful,
persuasive and expertly
presented.
Spelling, grammar and
punctuation are free from
errors.

CHM601BM_Assessment_1_Brief_Market Research Report_Week 4 Page 7 of 7

Correct citation of key
resources and evidence
Percentage for this
criterion = 15%
Demonstrates
inconsistent use of good
quality, credible and
relevant resources to
support and develop
ideas.
Referencing is omitted or
does not resemble APA.
Demonstrates use of credible
and relevant resources to
support and develop ideas,
but these are not always
explicit or well developed.
Referencing resembles APA,
with frequent or repeated
errors.
Demonstrates use of
credible resources to
support and develop ideas.
Referencing resembles APA,
with occasional errors
Demonstrates use of good
quality, credible and
relevant resources to
support and develop
arguments and statements.
Shows evidence of wide
scope within the
organisation for sourcing
evidence. APA referencing
is free from errors.
Demonstrates use of high
quality, credible and
relevant resources to
support and develop
arguments and position
statements.
Show evidence of wide
scope within and without
the hotel organisation for
sourcing evidence. APA
referencing is free from
errors.