THT2112: Digital Marketing for Tourism and Hospitality - Website Audit - Report Writing Assessment Answer

Internal Code: D_AI_DFGJ_BHF Code: THT2112

Digital Marketing for Tourism and Hospitality Assessment Answer

Assignment Task: THT2112 1. This is an Individual Assignment. Students are to select any Tourism or Hospitality marketspaces to find an organization or enterprise that is engaging in significantly by interactive marketing activities over the web, conduct an audit of the site. 2. Students are required to present a report on their analysis. 3. You must have your market and organisation approved by Lecturer by week 4. In your report on the website, you will: THT2112 • Identify the purpose of the site and its web business model • Decide the target market for the site and any consumer behaviour issues of that target market • Consider the dynamic forces of the industry in which the organization operates, • Carefully analyse the site and critically evaluate it using 7Cs of customer interface, WebQual, ease of navigation and attractiveness of the site, how it builds traffic/ develops e-CRM, and the effectiveness of its online branding. Criteria used to grade this task: THT2112 • Identify the purpose of the a website and its web business model using a real-world example. • Identify the target market for the site and any consumer behaviour issues of that target market. • Carefully analyse the site and critically evaluate it using digital marketing analysis tools. • Examine internet marketing strategy of a given business and its relationship with business strategy • Profile a company’s current customer base and potential target markets as well as its competitors • Compare different elements of a company’s communication mix and justify the extent to which they should be supported or supplanted by digital and direct marketing methods. • Examine the influence of the internet on the marketing mix • Correctly reference literature review using the APA referencing style 1. Identify the purpose of the site - THT2112 1.1 Digital-Business and Digital-marketing Opportunities • Lower Costs: Reach the right customers at a much lower cost than with traditional marketing methods. • Trackable, Measurable Results: Obtain detailed data about customer responses to marketing campaigns. • Global reach • Access new markets across the globe. • Personalization • Connecting a database to a Web site allows for individually targeted offers. • The more consumers and businesses buy, the better the data and more effective the marketing. • One-to-one Marketing • Gain instant access to individual customers on computers and mobile phones. • More Interesting Campaigns • Use creative multimedia content to engage customers. • Better Conversion Rates (increased purchases) • Online customers are only a few clicks from a purchase, whereas when offline they must make a phone call or visit a store. • Twenty-four-hour Marketing: Allows 24/7 access to the firm’s products and services, even when the office is closed. Dynamic Forces - THT2112 5.1 Internal Environment 5.1.1 Resource Analysis Review of the technological, financial and human resources of an organisation and how they are utilised in business processes. • Financial Resources • Technology Infrastructure Resources • Human Resources • Structure 5.1.2 Capability Analysis • No website or social presence. Level 1 - THT2112 • The company places an entry in a directory website that lists company names and has reviews and photos such as Google My Business (www.google.com/business, previously known as Google+ Local and Google Places) to make people searching the web aware of the existence of the company or its products. Level 2 - THT2112 • Simple static website created containing basic company contact and product information (sometimes referred to as brochureware). Level 3 - THT2112 • Simple interactive site where users are able to search the site and make queries to retrieve information such as product availability and pricing. • Enquiries submitted by a form and transmitted by email will also be supported. Level 4 - THT2112 • Interactive site supporting transactions with users. • If products can be sold direct then an electronic commerce or online store option for online sales will be available. • Other functions might include user-generated content, social sharing of blog or product pages or an interactive customer-service helpdesk or Livechat. Level 5 - THT2112 • Fully interactive site and marketing automation providing relationship marketing with individual customers and facilitating the full range of marketing functions relevant for the sector.

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