We certify that this capstone project is our own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of our knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the capstone project.
Signed:
TABLE OF CONTENT
1. EXECUTIVE SUMMARY 5
2. BRAND CONCEPT 6
2.1. Product 6
2.1.1. Product concept 6
2.1.2. Customer benefits 6
2.2. Location 6
2.2.1. PESTLE analysis 6
2.2.2. Market trends 6
2.2.3. Market potential 6
2.3. Customer 7
2.3.1. Customer segments 7
3. COMPETITIVE STRATEGY 8
3.1. Competitive analysis 8
3.2. SWOT 8
3.3. Price segment & average prices in EUR 8
3.4. First year revenue forecast 8
4. GLOBAL MARKETING STRATEGIES 9
4.1. Brand logo & slogan 9
4.2. Brand image & brand associations 9
4.3. Brand positioning 9
4.4. Cultural analysis of the country 9
4.4.1. Self-reference criterion 9
4.4.2. High context – Low context 9
4.4.3. Hofstede’s cultural typology 9
4.5. Economic analysis of the country 10
4.6. Taxes & laws 10
4.7. Political risks 10
5. COMMUNICATION STRATEGIES (IMC campaign plan) 11
5.1. Goals and SMART objectives 11
5.2. Promotion Mix tools & content examples 11
5.3. Communication channels 11
5.3.1. Channel KPIs 11
5.3.2. Ad payment models for ad channels 11
5.4. Communication schedule 11
5.5. Communications budget allocation 12
6. DIGITAL STRATEGIES 13
6.1. Wordpress 13
6.1.1. Template 13
6.1.2. Index with Google 13
6.1.3. Information architecture 13
6.1.4. On-page SEO 14
6.1.5. Special features - Plugins 14
6.2. Media plan 14
7. SALES STRATEGIES 15
7.1. Sales team 15
7.2. Quantitative and qualitative objectives 15
7.3. Prospecting strategy 15
7.4. Compelling offer 15
7.5. Objections 15
8. CONCLUSION 16
9. REFERENCE LIST 17
10. APPENDICES (optional) 18
1.
EXECUTIVE SUMMARY
2.
BRAND CONCEPT
2.1.
Product
2.1.1.
Product concept
The concept of our restaurant is a gallery restaurant with a lounge bar from 11pm. The main idea of our concept is to create unforgettable experiences for guests as the concept is pretty unique where they will be able to have breathtaking views on the Burj Khalifa as well as the very famous fountain shows. The restaurant will be located in Dubai, United Arab Emirates, a country part of the Middle East. Our restaurant is going to be on the bottom floor in the Dubai Mall, it is also going to have its own terrace with tables with a view on the fountain. People are going to Dubai because they are sun-seeking, in addition a lot of businesses are getting created in Dubai. We decided to call the restaurant, the Impressionist restaurant and gallery. We chose this name because it is in relation to the art movement that appeared in the 19th Century in France as we are going to have artworks exhibited in the lounge of our r.
A Comprehensive Guide to the Hospitality Industry in Dubai in 2023.pdfRoyalRegencySuites
Hospitality industry in Dubai is characterized by its iconic, futuristic architecture, featuring world-class hotels and resorts that cater to both leisure and business travelers. From extravagant 7-star hotels to stylish boutique accommodations, Dubai offers an array of choices to suit every visitor's preferences and budget.
The luxury brand identity hong kong poly ux htm541x luxury management on edxHamed Grech
For a long time any company was measured by its resources and tangible assets until it
appears that the most important resources is the image of the company providing the
product and services in the mind of customers
For that companies are getting back to the consumers to understand their preferences
and needs, and because the consumers behaviors are not identical and different based
on the consumers educational background, social status and wealth and it’s impossible
to make a product and service that serve everyone, for that marketing professionals
came with Branding as a segmentation tools aiming at a certain part of the global
market for certain benefits.
The Branding
The brand
The Luxury Brand
Brand DNA
Brand Code
The time Paradox
A Comprehensive Guide to the Hospitality Industry in Dubai in 2023.pdfRoyalRegencySuites
Hospitality industry in Dubai is characterized by its iconic, futuristic architecture, featuring world-class hotels and resorts that cater to both leisure and business travelers. From extravagant 7-star hotels to stylish boutique accommodations, Dubai offers an array of choices to suit every visitor's preferences and budget.
The luxury brand identity hong kong poly ux htm541x luxury management on edxHamed Grech
For a long time any company was measured by its resources and tangible assets until it
appears that the most important resources is the image of the company providing the
product and services in the mind of customers
For that companies are getting back to the consumers to understand their preferences
and needs, and because the consumers behaviors are not identical and different based
on the consumers educational background, social status and wealth and it’s impossible
to make a product and service that serve everyone, for that marketing professionals
came with Branding as a segmentation tools aiming at a certain part of the global
market for certain benefits.
The Branding
The brand
The Luxury Brand
Brand DNA
Brand Code
The time Paradox
Running Header: BUSINESS PLAN 1
BUSINESS PLAN 10
BUSINESS PLAN
Lorrene Holloman
Phase 4 & 5 Individual Projects
MGMT235-1403A-01
Instructor: Ivie Williams
Colorado Technical University
August 9, 2014
DELICACY ENTERPRISE
BUSINESS PLAN
[August 9], [2014]
DELICACY ENTERPRISE
P.O BOX 7-00902 ONTARIO
[City, State Zip] [City, State Zip]
Tel: [ ] Tel: [ ]
Fax: [ ] Fax: [ ]
Email: [ ] Email: [ ]
Website: [ ] Website: [ ]
I intend to venture into a dinner theatre business. I shall create a restaurant that celebrates the European/American history with special attention focused into the Gay 90’s era. Celebrating such a high society of this era will be done through skits, actions, drinks, music, illustrations, museum, and fantastic show cases besides dances. All this will be aligned in openings during the nights with full regalia and profitability within three months, gross sales receipts of $1,200,000 by the fourth month and food costs that do not exceed 30% of the cumulative operation. The Business will deliver an exquisite, stunning- international menu to the local and summer swell society that provides for 96% satisfaction surveys or greater and returns in excess of 180% Return on Investment(RIO). These surveys shall be done for a period of sixteen weeks by an independent third-party review agency. The Restaurants’ international menu will reflect the époque era of the early 20th century. This goal will be reviewed by a number of pals who are currently presidents and Continental Directors of their Respective countries in the World Association of Cookies Society. A continuous analysis and outsider patrols will be instituted to smoothen the objectives through goal planning, directives, objectives, and weekly best review evaluation meetings. The business’ objectives are to be handled in a well-planned and strategic sense espoused by renowned business leaders. Business shall be carried out to monitor our profit and loss statement numbers, the community based business owners of restaurants along with their own marketing play, advertising profits. Consultants will be on the minior, since required retainers will not exceed $10,000 per year.
DESCRIPTION OF THE COMPANY
Delicacy enterprise will be a restaurant as well as exiting dinner show locates in Chicago, Upstage, that enjoys that era of cultural refinement, social elegance besides the general prosperity in the onset of the 21st century.
The exuberance of the ‘gay 90’s ‘ period is going to be rekindled as we will model the restaurant on the establishment of the statues that take after various heroes and monuments like Moulin de la Gamete.
This décor will resemble to that of the restaurant, dance hall and theatres of the 1890’s also feature artwork of the impressions like the renowned Pierre-Augustine. Hosting as well as the serving staff will dress.
Roy Mediterranean / روي البحر المتوسط / روی مدیترانهMOHAMMAD REGISTRY
Roy Mediterranean
روي البحر المتوسط
روی مدیترانه
Roy Mediterranean in Al Furjan | 4 Years Free Service Charge + 50% DLD Fee Waiver
روي ميديترينيان في الفرجان | رسوم خدمة مجانية لمدة 4 سنوات + إلغاء 50٪ من رسوم التسجيل العقاري
روی مدیترانه در الفورجان | 4 سال خدمات رایگان + 50٪ تخفیف در ثبت سند
Roy Mediterranean are luxury studio & 1BR apartments by Azizi Developments in the upbeat community of Al Furjan
روي ميديترينيان عبارة عن استوديوهات فاخرة وشقق من غرفة نوم واحدة من عزيزي للتطوير العقاري في مجتمع الفرجان المبهج
روی مدیترانه استودیوهای لوکس و آپارتمان های 1 خوابه توسط شرکت سازنده عزیزی در جامعه خوش بین الفورجان است
Cooking Up a Storm - Using Design in Food Innovation Seymourpowell
It’s no secret that we have become a nation of foodies. Enticing new food and drink experiences litter the pages of our lifestyle magazines, making consumers ever more demanding.
Despite being famed for transportation and product design, Seymourpowell’s designers often work with a different raw material – food. Whether creating the future of beer, chocolate, coffee, orange juice or crackers, it’s the same team of talented designers turning their hand to the future of food who were, the day before, working on the design of a TV or a train.
Supplier Registration in Dubai can be a complex process, but with the right guidance and support, it can be simplified. Dubai Culture is a reputable and trusted supplier in Dubai,
Gulfood 2022–Interact with the Who’s Who of the F&B IndustryDubai Visa
Gulfood 2022 promises to be an amazing international food sourcing event filled with various food & beverage sectors, groundbreaking products and more!
Write-up featured in Property Weekly Neighbourhood Guide - GulfNews on 28 June 2020
Sobha Hartland is part of the Mohammad Bin Rashid City (MBR City), the largest mixed-use and freehold area in Dubai, has stunning golf courses, the world’s largest man-made lagoon, parks and community centres all in easy proximity.
We offer consultancy in Buying/selling and Investment in Indian Properties, Stock. We offer consultancy in Property & Investment to NRI, guide them to where to Invest in Indian Properties & other financial Products and exhibition related services.
Christian Schussele Men of ProgressOil on canvas, 1862Coope.docxtroutmanboris
Christian Schussele Men of Progress
Oil on canvas, 1862
Cooper Union, New York, New York
Transfer from the National Gallery of Art; gift of Andrew W. Mellon, 1942
NPG.65.60
Edward Sorel, “People of Progress” 1999, Cooper Union, New York, New York
Syllabus
The clerks of the Department of State of the United States may be called upon to give evidence of transactions in the Department which are not of a confidential character.
The Secretary of State cannot be called upon as a witness to state transactions of a confidential nature which may have occurred in his Department. But he may be called upon to give testimony of circumstances which were not of that character.
Clerks in the Department of State were directed to be sworn, subject to objections to questions upon confidential matters.
Some point of time must be taken when the power of the Executive over an officer, not removable at his will, must cease. That point of time must be when the constitutional power of appointment has been exercised. And the power has been exercised when the last act required from the person possessing the power has been performed. This last act is the signature of the commission.
If the act of livery be necessary to give validity to the commission of an officer, it has been delivered when executed, and given to the Secretary of State for the purpose of being sealed, recorded, and transmitted to the party.
In cases of commissions to public officers, the law orders the Secretary of State to record them. When, therefore, they are signed and sealed, the order for their being recorded is given, and, whether inserted inserted into the book or not, they are recorded.
When the heads of the departments of the Government are the political or confidential officers of the Executive, merely to execute the will of the President, or rather to act in cases in which the Executive possesses a constitutional or legal discretion, nothing can be more perfectly clear than that their acts are only politically examinable. But where a specific duty is assigned by law, and individual rights depend upon the performance of that duty, it seems equally clear that the individual who considers himself injured has a right to resort to the laws of his country for a remedy.
The President of the United States, by signing the commission, appointed Mr. Marbury a justice of the peace for the County of Washington, in the District of Columbia, and the seal of the United States, affixed thereto by the Secretary of State, is conclusive testimony of the verity of the signature, and of the completion of the appointment; and the appointment conferred on him a legal right to the office for the space of five years. Having this legal right to the office, he has a consequent right to the commission, a refusal to deliver which is a plain violation of that right for which the laws of the country afford him a remedy.
To render a mandamus a proper remedy, the officer to whom it is directed must be one to who.
Christian EthicsChristian ethics deeply align with absolutism. E.docxtroutmanboris
Christian Ethics
Christian ethics deeply align with absolutism. Ethical absolutism claims that moral principles do exist. According to Christians, God created moral absolutes. These absolutes can be seen in God’s revelation. God’s special and general revelation reveal his moral truths. This does not mean that only Christians can understand moral truths. Because humans are made in God’s image, they can recognize moral truths even if they do not believe in God
[1]
. These absolutes were instated by God. Therefore, they apply to all of humanity. This worldview is in direct opposition to the idea of relativism. Christian ethics cannot be viewed through a relativistic point of view. According to relativism, there is no moral truths. There is no absolute distinction between right and wrong within this way of thinking. Right and wrong can be decided by individuals or groups of people. Cultures decide what is right for themselves and their way of life. Even individuals have the ability to decide their own personal moral code. This can seem somewhat reasonable at times. Some things that were considered moral or immoral in the past are viewed differently today. Even with this understanding, Christians deny the idea of relativism. Christians hold to the belief that moral truths come from God. Therefore, these truths do not change. God himself never changes; therefore, his moral truths remain the same. According to Christian ethics, mankind is expected to hold to the moral absolutes mandated by God himself. This understanding is not compatible with relativism. Relativism makes no place of a God. From a relativistic point of view, mankind decides their own morality. Right and wrong are not fixed. In Christian ethics, right and wrong are permanently decided by the God of the universe.
The subjective aspects of Christian ethics can look similar to relativism. The areas that are somewhat subjective in Christian aspects are referred to as the liberties of a Christian. There are some matters that are not said to be morally wrong in the Bible. Some see these issues to be wrong; therefore, they are. Others do not find certain issues to be morally wrong. These individuals are claiming their Christian liberty. One of these issues is drinking alcohol. Some Christians believe that ingesting any amount of alcohol is morally wrong. According to the idea of Christian liberty, it would be wrong for the individuals who hold to this belief to drink alcohol. Others do not have this conviction and are not doing wrong by consuming alcohol. On the surface, the idea of Christian liberty can seem to be related to relativism, but upon closer inspection these ideas are not closely related. Christian liberty is a Biblical concept that harmonize well with the overall message of the Bible. Relativism is nowhere found in the Bible. The Bible is clear that there are universal moral laws. These laws are placed upon humanity by God himself. There are some areas where the Bible remain.
Running Header: BUSINESS PLAN 1
BUSINESS PLAN 10
BUSINESS PLAN
Lorrene Holloman
Phase 4 & 5 Individual Projects
MGMT235-1403A-01
Instructor: Ivie Williams
Colorado Technical University
August 9, 2014
DELICACY ENTERPRISE
BUSINESS PLAN
[August 9], [2014]
DELICACY ENTERPRISE
P.O BOX 7-00902 ONTARIO
[City, State Zip] [City, State Zip]
Tel: [ ] Tel: [ ]
Fax: [ ] Fax: [ ]
Email: [ ] Email: [ ]
Website: [ ] Website: [ ]
I intend to venture into a dinner theatre business. I shall create a restaurant that celebrates the European/American history with special attention focused into the Gay 90’s era. Celebrating such a high society of this era will be done through skits, actions, drinks, music, illustrations, museum, and fantastic show cases besides dances. All this will be aligned in openings during the nights with full regalia and profitability within three months, gross sales receipts of $1,200,000 by the fourth month and food costs that do not exceed 30% of the cumulative operation. The Business will deliver an exquisite, stunning- international menu to the local and summer swell society that provides for 96% satisfaction surveys or greater and returns in excess of 180% Return on Investment(RIO). These surveys shall be done for a period of sixteen weeks by an independent third-party review agency. The Restaurants’ international menu will reflect the époque era of the early 20th century. This goal will be reviewed by a number of pals who are currently presidents and Continental Directors of their Respective countries in the World Association of Cookies Society. A continuous analysis and outsider patrols will be instituted to smoothen the objectives through goal planning, directives, objectives, and weekly best review evaluation meetings. The business’ objectives are to be handled in a well-planned and strategic sense espoused by renowned business leaders. Business shall be carried out to monitor our profit and loss statement numbers, the community based business owners of restaurants along with their own marketing play, advertising profits. Consultants will be on the minior, since required retainers will not exceed $10,000 per year.
DESCRIPTION OF THE COMPANY
Delicacy enterprise will be a restaurant as well as exiting dinner show locates in Chicago, Upstage, that enjoys that era of cultural refinement, social elegance besides the general prosperity in the onset of the 21st century.
The exuberance of the ‘gay 90’s ‘ period is going to be rekindled as we will model the restaurant on the establishment of the statues that take after various heroes and monuments like Moulin de la Gamete.
This décor will resemble to that of the restaurant, dance hall and theatres of the 1890’s also feature artwork of the impressions like the renowned Pierre-Augustine. Hosting as well as the serving staff will dress.
Roy Mediterranean / روي البحر المتوسط / روی مدیترانهMOHAMMAD REGISTRY
Roy Mediterranean
روي البحر المتوسط
روی مدیترانه
Roy Mediterranean in Al Furjan | 4 Years Free Service Charge + 50% DLD Fee Waiver
روي ميديترينيان في الفرجان | رسوم خدمة مجانية لمدة 4 سنوات + إلغاء 50٪ من رسوم التسجيل العقاري
روی مدیترانه در الفورجان | 4 سال خدمات رایگان + 50٪ تخفیف در ثبت سند
Roy Mediterranean are luxury studio & 1BR apartments by Azizi Developments in the upbeat community of Al Furjan
روي ميديترينيان عبارة عن استوديوهات فاخرة وشقق من غرفة نوم واحدة من عزيزي للتطوير العقاري في مجتمع الفرجان المبهج
روی مدیترانه استودیوهای لوکس و آپارتمان های 1 خوابه توسط شرکت سازنده عزیزی در جامعه خوش بین الفورجان است
Cooking Up a Storm - Using Design in Food Innovation Seymourpowell
It’s no secret that we have become a nation of foodies. Enticing new food and drink experiences litter the pages of our lifestyle magazines, making consumers ever more demanding.
Despite being famed for transportation and product design, Seymourpowell’s designers often work with a different raw material – food. Whether creating the future of beer, chocolate, coffee, orange juice or crackers, it’s the same team of talented designers turning their hand to the future of food who were, the day before, working on the design of a TV or a train.
Supplier Registration in Dubai can be a complex process, but with the right guidance and support, it can be simplified. Dubai Culture is a reputable and trusted supplier in Dubai,
Gulfood 2022–Interact with the Who’s Who of the F&B IndustryDubai Visa
Gulfood 2022 promises to be an amazing international food sourcing event filled with various food & beverage sectors, groundbreaking products and more!
Write-up featured in Property Weekly Neighbourhood Guide - GulfNews on 28 June 2020
Sobha Hartland is part of the Mohammad Bin Rashid City (MBR City), the largest mixed-use and freehold area in Dubai, has stunning golf courses, the world’s largest man-made lagoon, parks and community centres all in easy proximity.
We offer consultancy in Buying/selling and Investment in Indian Properties, Stock. We offer consultancy in Property & Investment to NRI, guide them to where to Invest in Indian Properties & other financial Products and exhibition related services.
Christian Schussele Men of ProgressOil on canvas, 1862Coope.docxtroutmanboris
Christian Schussele Men of Progress
Oil on canvas, 1862
Cooper Union, New York, New York
Transfer from the National Gallery of Art; gift of Andrew W. Mellon, 1942
NPG.65.60
Edward Sorel, “People of Progress” 1999, Cooper Union, New York, New York
Syllabus
The clerks of the Department of State of the United States may be called upon to give evidence of transactions in the Department which are not of a confidential character.
The Secretary of State cannot be called upon as a witness to state transactions of a confidential nature which may have occurred in his Department. But he may be called upon to give testimony of circumstances which were not of that character.
Clerks in the Department of State were directed to be sworn, subject to objections to questions upon confidential matters.
Some point of time must be taken when the power of the Executive over an officer, not removable at his will, must cease. That point of time must be when the constitutional power of appointment has been exercised. And the power has been exercised when the last act required from the person possessing the power has been performed. This last act is the signature of the commission.
If the act of livery be necessary to give validity to the commission of an officer, it has been delivered when executed, and given to the Secretary of State for the purpose of being sealed, recorded, and transmitted to the party.
In cases of commissions to public officers, the law orders the Secretary of State to record them. When, therefore, they are signed and sealed, the order for their being recorded is given, and, whether inserted inserted into the book or not, they are recorded.
When the heads of the departments of the Government are the political or confidential officers of the Executive, merely to execute the will of the President, or rather to act in cases in which the Executive possesses a constitutional or legal discretion, nothing can be more perfectly clear than that their acts are only politically examinable. But where a specific duty is assigned by law, and individual rights depend upon the performance of that duty, it seems equally clear that the individual who considers himself injured has a right to resort to the laws of his country for a remedy.
The President of the United States, by signing the commission, appointed Mr. Marbury a justice of the peace for the County of Washington, in the District of Columbia, and the seal of the United States, affixed thereto by the Secretary of State, is conclusive testimony of the verity of the signature, and of the completion of the appointment; and the appointment conferred on him a legal right to the office for the space of five years. Having this legal right to the office, he has a consequent right to the commission, a refusal to deliver which is a plain violation of that right for which the laws of the country afford him a remedy.
To render a mandamus a proper remedy, the officer to whom it is directed must be one to who.
Christian EthicsChristian ethics deeply align with absolutism. E.docxtroutmanboris
Christian Ethics
Christian ethics deeply align with absolutism. Ethical absolutism claims that moral principles do exist. According to Christians, God created moral absolutes. These absolutes can be seen in God’s revelation. God’s special and general revelation reveal his moral truths. This does not mean that only Christians can understand moral truths. Because humans are made in God’s image, they can recognize moral truths even if they do not believe in God
[1]
. These absolutes were instated by God. Therefore, they apply to all of humanity. This worldview is in direct opposition to the idea of relativism. Christian ethics cannot be viewed through a relativistic point of view. According to relativism, there is no moral truths. There is no absolute distinction between right and wrong within this way of thinking. Right and wrong can be decided by individuals or groups of people. Cultures decide what is right for themselves and their way of life. Even individuals have the ability to decide their own personal moral code. This can seem somewhat reasonable at times. Some things that were considered moral or immoral in the past are viewed differently today. Even with this understanding, Christians deny the idea of relativism. Christians hold to the belief that moral truths come from God. Therefore, these truths do not change. God himself never changes; therefore, his moral truths remain the same. According to Christian ethics, mankind is expected to hold to the moral absolutes mandated by God himself. This understanding is not compatible with relativism. Relativism makes no place of a God. From a relativistic point of view, mankind decides their own morality. Right and wrong are not fixed. In Christian ethics, right and wrong are permanently decided by the God of the universe.
The subjective aspects of Christian ethics can look similar to relativism. The areas that are somewhat subjective in Christian aspects are referred to as the liberties of a Christian. There are some matters that are not said to be morally wrong in the Bible. Some see these issues to be wrong; therefore, they are. Others do not find certain issues to be morally wrong. These individuals are claiming their Christian liberty. One of these issues is drinking alcohol. Some Christians believe that ingesting any amount of alcohol is morally wrong. According to the idea of Christian liberty, it would be wrong for the individuals who hold to this belief to drink alcohol. Others do not have this conviction and are not doing wrong by consuming alcohol. On the surface, the idea of Christian liberty can seem to be related to relativism, but upon closer inspection these ideas are not closely related. Christian liberty is a Biblical concept that harmonize well with the overall message of the Bible. Relativism is nowhere found in the Bible. The Bible is clear that there are universal moral laws. These laws are placed upon humanity by God himself. There are some areas where the Bible remain.
Christian Ethics BA 616 Business Ethics Definiti.docxtroutmanboris
Christian Ethics
BA 616 Business Ethics
Definition of Christian Ethics
A system of values based upon the Judeo/Christian Scriptures
Principles of behavior in concordance with the behaviors of Christian teachings
Standards of thought and behavior as taught by Jesus.
Discussion
What are some of the “ethical” attributes presented in the teachings of Jesus?
What are some ethical attributes presented in the teachings of other religious persons?
Quotes about Christian Ethics
Quotes on Christian Ethics
Recognize the value of work
“And when you reap the harvest of your land, you shall not reap your field right up to its edge, nor shall you gather the gleanings after your harvest. You shall leave them for the poor and for the sojourner: I am the Lord your God.” (Leviticus 23:22).
Do not give the poor the food, rather allow the poor to work for themselves
Discussion
What are examples of the value of work?
Today, some U.S. state governors are trying to get those “able bodied” individuals to work for welfare. They are meeting great resistance politically, why do you think this is?
The value of work
Confirmed by Elton Mayo
Fulfills social, psychological and economic needs of the individual
“If a man will not work, he shall not eat” (2 Thessalonians 3:10)
Christian Ethics
The fruit of a people that have inwardly committed their lives to Christ and are outwardly aligning their actions with His teachings.
“May the favor of the Lord our God rest on us; establish the work of our hands for us— yes, establish the work of our hands” (Psalms. 90:17).
Employees with a Christian Code of Ethics
Welcome accountability
Happy to show their efforts
A system of checks and balances
Sees possible training moment
Fosters collaboration with management
“Those who work their land will have abundant food, but those who chase fantasies have no sense” (Proverbs 12:11)
Employees with a Christian Code of Ethics
Not motivated by greed
Work is its own reward
Measure success in a non-monetary way
Seek payment for the work they do
Money is second to obedience
“Whatever you do, work at it with all your heart, as working for the Lord, not for human masters” (Colossians 3:23).
Employees with a Christian Code of Ethics
Are highly productive
Are work focused
Work hard throughout the day
Find value in completing assigned tasks
Understand that they are there to work
“Diligent hands will rule, but laziness ends in forced labor” (Proverbs 12:24).
Employees with a Christian Code of Ethics
Have a strong work ethic
Believe in a Biblical perspective of work
Reliable
Recognize the value of work
Relate their job to their faith
“All hard work brings a profit, but mere talk leads only to poverty” (Proverbs 14:23)
Employees with a Christian Code of Ethics
Bring a cooperative spirit to the workplace
Supportive of management
Strong contribu.
CHPSI think you made a really good point that Howard lacks poli.docxtroutmanboris
CH/PS
I think you made a really good point that Howard lacks political aspects-especially for presidency. I have no heard his speeches quite yet (since I tend to stray away from politics altogether because people are so aggressive), do you think he is a great leader-type and is he charismatic at all? Great leaders, especially for presidency, should be honest, charismatic, and not only cater to the audience's needs but to the entire country's needs without sugar coating things.
Also, I am not sure what you mean by "In order to improve his leadership style, Jeff should change his model of carrying out business activities. This is because it can be copied and imitated by other companies (Mauri, 2016)".- how can it be imitted by other companies? In what way?
Do you think Jeff Bezos is a bad leader? and why?
CH/AR
I found your comparison of Howard Schultz and Jeff Bezos interesting and compelling. When I was looking at the list of leaders to select from, it was staggering to me how many of the corporate leaders have run or are planning to run for political office. I'm not sure, given our current political environment, that running a large corporation is the right background and experience for the leader of the United States. We'll see what happens in the next year and a half!
Amazon is an amazing, transformative company to watch. I work in the financial services industry and one of our leaders recently described our competition not as other financial services firms but as Amazon. Financial services firms pretty much all offer the same products and services and at a very reasonable price point. Amazon, however, has excelled in service delivery. I would imagine that at sometime in the future, Amazon will partner with a financial service firm to deliver products and services. I'll admit that I was and still am skeptical about Amazon's purchase of Whole Foods, but Bezos seems to be up for trying just about anything.
In your analysis of the two leaders, you didn't mention directly the challenges faced by either the leaders or the organization. Last year, Starbucks was all over the news regarding the incident involving two African American gentlemen and how they were treated by a manger at Starbucks. I'm curious how you or others in the class through about how Schultz led the organization through that crisis. Bezos, as well, has not been immune to controversy with his recent affair and divorce becoming public. How do the personal lives and behaviors of leader impact the organizations they lead? Should it matter?
SO
The first leader I chose to research is Sundar Pichai, the CEO of Google. Sundar began to show in interest in technology at an early age, and eventually earned a degree in Metallurgy, and an M.B.A from the Wharton School of the University of Pennsylvania. He then began working at Google in 2004 as the head of product management and development (Shepherd). From there, he assisted in the development of many different departme.
Chosen brand CHANELStudents are required to research a fash.docxtroutmanboris
Chosen brand:
CHANEL
Students are required to research a fashion brand of their choice and analyze its positioning strategy in the market.
● The report will assess students’ ability to collect data, in an efficient manner and use this data to scrutinise the marketing aspects of a fashion brand.
● The report will be covering the following subjects:
1. Analysis Of The Macro And Micro-environment of the brand.
2. Positioning Strategy Of The Brand: Target Customer(Pen Portrait)
3. Competitor Analysis.
4. Critical evaluation of the marketing communications strategy of the brand
supporting the development of the individual report, using relevant PRIMARY and SECONDARY RESEARCH.
NB: Please kindly devise a survey (Google forms) and make up some responses to it so as to then incorporate PRIMARY results into the report. Thanks
see attached file
word count: 2000 words
.
Chose one person to reply to ALBORES 1. Were Manning’s acti.docxtroutmanboris
Chose one person to reply to:
ALBORES
1. Were Manning’s actions legal under the Foreign Corrupt Practices Act, and what are the possible penalties for violating the act?
The Foreign Corrupt Practices Act states (1977) “It shall be unlawful for any issuer...to offer, payment, promise to pay, or authorization of the payment of any money, or offer, gift, promise to give... “. Manning assumed the duty of an issuer because he attended dinner with the prime minister to discuss the contract. Then, Manning offered to fly the prime minister to New York, which he then promised to pay for all of the prime minister's expenses. However, according to the Foreign Corrupt Practices Act (1977) a promise or offer is acceptable if the expense was ”reasonable and bona fide expenditure, such as travel and lodging expenses, incurred by or on behalf of a foreign official… was directly related to the promotion, demonstration, or explanation of products or services”. Manning promised to fly out the prime minister because he wanted to “discuss business further” (UMUC, 2019). Further, Manning used company funds to take the prime minister to luxurious activities and restaurants because he wanted to retain the contract from the prime minister.
Even though Manning did not directly give money to the prime minister, he authorized payment for the prime minster’s two-week stay, which did not involve discussing the contract. Out of the two weeks, business was only conducted for a day. In addition, Manning can be held responsible for bribing the customs officials at Neristan. According to the Foreign Corrupt Practices Act (1977), it is unlawful to influence “any act or decision of such foreign official in his official capacity... omit to do any act in violation of the lawful duty of such official”. Manning influenced the customs officials because Manning gave each custom official $100 to clear the shipment. Custom officials act on behalf of the Neristan government and sometimes require large shipments to be inspected. Manny will likely be held responsible for offering payment to the customs officials in exchange for expediting the company’s shipment.
If Manning violated the Foreign Corrupt Practices Act, he could face imprisonment. Also, the company may have to pay the penalty. The penalty for violating the act is “a fine of up to $2 million per violation. Likewise, an individual may face up to five years in prison and/or a fine of $250,000 per violation of the anti-bribery provision” (Woody, 2018, p. 275).
2. Were Manning’s actions legal under the UK Bribery Act and what are the possible penalties for violating the act?
Based on the UK Bribery Act (2010), an individual is guilty of bribing an official if “intention is to influence F (government official) in F's capacity as a foreign public official...intend to obtain or retain business, or an advantage in the conduct of business.”. Manning bribed the prime minister because he stated: “If, after we are done conducting busi.
Choosing your literary essay topic on Disgrace by J. M. Coetzee .docxtroutmanboris
Choosing your literary essay topic on
Disgrace
by J. M. Coetzee is the first step to writing your literary analysis paper.
After reading the novel, you should be able to decide in which direction you'd like to take your paper.
Topics/ approaches
(Focus on only one of the following, though some may overlap):
Analyze one of the minor characters, such as Petrus.
Example
: Analyze not only the chosen characters' personality but also what role they played in advancing the overall theme of the novel.
The protagonist's conflict, the hurdles to be overcome, and how he resolves it.
Examples:
It could be hope for change, both in South Africa and in David Lurie. OR: the disgrace David Lurie has suffered over the affair with a student and how that matches the disgrace South Africa has suffered through apartheid.
The function of setting to reinforce theme and characterization.
Example
: post-apartheid South Africa is a setting arguably more important than anything else in the novel. Your outside sources would be a bit of history concerning apartheid.The use of literary devices to communicate theme: imagery, metaphor, symbolism, foreshadowing, irony
Symbolism in the novel--
Examples:
Determine if David Lurie represents the old, white authorities of South Africa, while Lucy represents the new white people of South Africa. OR: Analyze what dogs symbolize in this story. Another example: What is symbolized by the opera David Lurie is writing on Byron?
Careful examination of one or more central scenes and its/their crucial role in plot development, resolution of conflict, and exposition of the theme.
Example:
Analyze one or more scenes in which hope that change for the better is possible through a character's remorse and subsequent action, for example, the scene in which David Lurie apologizes to the parents OR the scene in which Lucy gets raped.
The possible issue to be addressed in introduction or conclusion:
Characteristics that make the work typical (or atypical) of the period, the setting, or the author that produced it. For this information, you must go to a library database (you must read "How to Access Miami Dade Databases" if you don't know how) or a valid search site, such as Google Scholar (there is often a fee for this one).
Do
not
open or close with biographical material on the author. Biographical material is important as it influences the author’s writing only and should not be a focus of your paper.
Guidelines for Literary Essay
Be aware that you will be writing about a novel, which in its broadest sense is any extended fictional narrative almost always in prose, in which the representation of character is often the focus. Good authors use the elements of fiction, such as plot, theme, setting etc. purposefully, with a very clear goal in mind. One of the paths to literary analysis is to discover what the author's purpose is with each of his choices. Avoid the problem th.
Choosing your Philosophical Question The Final Project is an opp.docxtroutmanboris
Choosing your Philosophical Question
The Final Project is an opportunity for you to investigate one of the discussion questions to a much greater degree than in the forums. For your Final Project you will choose a philosophical question (stage 1), conduct an analysis of the claims and arguments relevant to the question by reading the primary texts of the philosopher (stage 2), and then take a position on the chosen question and offer an argument in support of your position (stage 3).
For this first stage of your Final Project assignment, (a) choose a question that appears as a discussion question (listed below, with some exceptions). You may choose one that you have previously begun to answer in the discussion forums, or one that you have yet to consider, then (b) explain briefly why you are interested in exploring this philosopher, the primary text and the question further. Submit this assignment on a Word .docx.
Week Four: Philosopher: Thomas Aquinas, Primary Text: Summa Theologica, Part 1, Question 2, Article 1-3
Q1. Does God really exist?
Question to write on, and answer the question fully in all its parts. Be mindful of the question. You are making a claim about something and offering support for it. Try to use examples from the Primary Texts you have read and/or your own experiences in that support.
DISCUSSION QUESTION CHOICE #1: Philosophy of Religion. Study Aquinas' five "ways" of demonstrating God's existence in the learning resources then engage in the study of ontology by examining your belief in God:
Answer the question: Does God really exist?
Use Aquinas and your own reasoning in your argument.
Kreeft, Peter. A Shorter Summa: The Essential Philosophical Passages of St. Thomas Aquinas'
Summa Theologica, Ignatius Press (San Francisco, 1993), chapter II.
Summa Theologica, Part 1, Question 2, Articles 1-3
The Existence of God
Because the chief aim of sacred doctrine is to teach the knowledge of God, not only as He is in
Himself, but also as He is the beginning of things and their last end, and especially of rational
creatures, as is clear from what has been already said, therefore, in our endeavor to expound this
science, we shall treat: (1) Of God; (2) Of the rational creature’s advance towards God; (3) Of
Christ, Who as man, is our way to God.
In treating of God there will be a threefold division: For we shall consider (1) Whatever concerns
the Divine Essence; (2) Whatever concerns the distinctions of Persons; (3) Whatever concerns the
procession of creatures from Him
Concerning the Divine Essence, we must consider: (1) Whether God exists? (2) The manner of His
existence, or, rather, what is not the manner of His existence; (3) Whatever concerns His
operations — namely, His knowledge, will, power.
Concerning the first, there are three points of inquiry: (1) Whether the proposition “God exists” is
self-evident? (2) Whether it is demonstrable? (3) Whether God exists?-
FIRST ARTICLE
Whether the Existence .
Choosing Your Research Method in a NutshellBy James Rice and.docxtroutmanboris
Choosing Your Research Method in a Nutshell
By James Rice and Marilyn K. Simon
Research Method Brief Type
Action research Participatory ‐ problem identification, solution,
solution review
III
Appreciative inquiry Helps groups identify solutions III, IV
Case Study research Group observation to determine how and why a
situation exists
III
Causal‐comparative research Identify causal relationship among variable that
can't be controlled
IV
Content analysis Analyze text and make inferences IV
Correlational research Collect data and determine level of correlation
between variables
I
Critical Incident technique Identification of determining incident of a critical
event
III
Delphi research Analysis of expert knowledge to forecast future
events
I, IV
Descriptive research Study of "as is" phenomena I
Design based research/ decision analysis Identify meaningful change in practices II
Ethnographic Cultural observation of a group
Evaluation research Study the effectiveness of an intervention or
program
IV
Experimental research Study the effect of manipulating a variable or
variables
II
Factor analysis Statistically assess the relationship between large
numbers of variables
I
Grounded Theory Produce a theory that explains a process based on
observation
III, IV
Hermeneutic research Study the meaning of subjects/texts (exegetics is
text only) by concentrating on the historical
meaning of the experience and its developmental
and cumulative effects on the individual and society
III
Historical research historical data collection and analysis of person or
organization
IV
Meta‐analysis research Seek patterns in data collected by other studies and
formulate principals
Narrative research Study of a single person's experiences
Needs assessment Systematic process of determine the needs of a
defined demographic population
Phenomenography Answer questions about thinking and learning
Phenomenology Make sense of lived experiences of participants
regarding a specified phenomenon.
III, IV
Quasi‐experimental Manipulation of variables in populations without
benefit of random assignment or control group.
II
Q‐method A mixed‐method approach to study subjectivity ‐
patterns of thought
I
Regression‐discontinuity design (RD) Cut‐off score assignment of participants to group
(non‐random) used to study effectiveness of an
intervention
II
Repertory grid analysis Interview process to determine how a person
interprets the meaning of an experience
I
Retrospective record review Study of historic data collected about a prior
intervention (both effected and control group)
II
Semiology Studies the meaning of symbols II, III
Situational analysis Post‐modernist approach to grounded theory
(holistic view rather than isolated variables) by
studying lived experiences around a phenomenon
Trend Analysis research Formulate a f.
Choose two of the systems (education, work, the military, and im.docxtroutmanboris
Choose
two
of the systems (education, work, the military, and immigration). Explain how they fit into the domain of social work and the social justice issues social workers should be aware of in these systems.
How does the education, military, workplace, or immigration system rely on social workers?
What is one social justice issue found in education, the military, the workplace, or immigration that influences the practice of social work?
.
Choose two disorders from the categories presented this week.C.docxtroutmanboris
Choose
two disorders from the categories presented this week.
Create
a 15- to 20-slide Microsoft® PowerPoint® presentation that includes the following:
Describes the disorders and explains their differences
Discusses how these disorders are influenced by the legal system
Discusses how the legal system is influenced by these disorders
Include
a minimum of two peer-reviewed sources.
Format
your presentation consistent with APA guidelines.
Submit
your assignment.
*3 slides on How is the legal system influenced by schizophrenia with speaker notes*
.
Choose ONE of the following topics Length 750-900 words, .docxtroutmanboris
Choose
ONE
of the following topics
Length:
750-900 words, double spaced, 12 pt. font
Identify the different forms of religious groups that are comprised in the typology outlined by the classic sociologists of religion. Explain the basic characteristics of each and provide examples.
Establish a distinction between the popular misuses of the term "myth" and its meaning in the scholarly context of Religious Studies. Explain the functions of myth according to the scholar Joseph Campbell.
.
Choose one of the following topicsAmerica A Narrative.docxtroutmanboris
Choose
one
of the following topics
America: A Narrative History
notes Thomas Jefferson's election to the presidency set the tone of "republican simplicity". In what ways was this still true in 1850 following the "Market Revolution" and in what ways was it not?
Connect the technological improvements in water transportation of the early 19th century to the territory acquired in the LA Purchase.
.
Choose one of the following topics below. Comparecont.docxtroutmanboris
Choose
one
of the following topics below.
Compare/contrast the role women played in Puritan Society in colonial Massachusetts with their role in the Great Awakening of the 18th century.
Why is the Declaration of Independence considered historically as a product of the Age of Enlightenment?
500 words
.
Choose one of the following topics below. Comparecon.docxtroutmanboris
Choose
one
of the following topics below.
Compare/contrast the role women played in Puritan Society in colonial Massachusetts with their role in the Great Awakening of the 18th century.
Why is the Declaration of Independence considered historically as a product of the Age of Enlightenment?
requirement of this assignment
Write a 500 word essay
.
Choose one of the states of RacialCultural Identity Development.docxtroutmanboris
Choose one of the states of Racial/Cultural Identity Developmental Model and reflect on how you will intervine with a client in that stage.
Stages:
Conformity
Dissonance and Appreciating
Resistance and immersion
Introspection
Integrative Awareness
.
Choose one of the following topicsNative AmericansWomenEnvi.docxtroutmanboris
Choose
one of the following topics:
Native Americans
Women
Environment
Latin Americans
Sexual liberation
Read
at least three different newspaper articles between 1968 and 1980 that cover important changes affecting your topic. In the University Library, use the ProQuest
®
historical newspaper archive (available under
General Resources > ProQuest >
Advanced Search
>
Search Options
>
Source Type
), which includes the following major newspapers, among others:
New York Times
Washington Post
Wall Street Journal
Los Angeles Times
Christian Science Monitor
Write
a 700- to 1,050-word paper in which you describe the status of the chosen group or idea and how that group or idea was affected by the changes brought about during the 1960s. Include information gleaned from the newspaper articles as well as other material.
.
Choose one of the following films for review (with faculty’s appro.docxtroutmanboris
Choose
one of the following films for review (with faculty’s approval). Put yourself in the movie by choosing one character to follow. What cultural issues would you face? What are cultural challenges? Write a short paper describing the film and your observations. Present your findings in class.
•
Secret Lives of Bees
•
Chocolate
•
Under the Same Moon
•
Maid in Manhattan
•
Walk in the Clouds
•
Get Rich or Die Trying (Gang Culture
) "I like this one"
•
Mu
lan
•
Mississippi Burning
•
A Time to Kill - "
I Also like this one
"
•
Only Fools Rush In
.
Choose and complete one of the two assignment options.docxtroutmanboris
Choose
and
complete
one of the two assignment options:
Option 1: Forecasting Comparison Presentation
Identify
a state, local, or federal policy that impacts your organization or community.
Create
an 8- to 10-slide Microsoft® PowerPoint® presentation in which you complete the following:
Describe how forecasting can be used to implement this policy and highlight any limitations of the usage of forecasting.
Compare and contrast the different forms of forecasting used to aid decision-makers when evaluating policy outcomes.
Discuss the types of information needed to ensure forecasts are accurate.
Analyze the relationship between forecasting, monitoring of observed policy outcomes, and normative futures in goals and agenda setting.
Include
speaker notes with each slide. The presentation should also contain and at least four peer-reviewed references from the University Library.
I live in Lawrence, KS if you can find a policy within this community.
.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
How libraries can support authors with open access requirements for UKRI fund...
We certify that this cap.docx
1. We certify that this capstone project is our own work and
contains no material which has been accepted for the award of
any degree or diploma in any institute, college or university.
Moreover, to the best of our knowledge and belief, it contains
no material previously published or written by another person,
except where due reference is made in the text of the capstone
project.
2. Signed:
TABLE OF CONTENT
1. EXECUTIVE SUMMARY 5
2. BRAND CONCEPT 6
2.1. Product 6
2.1.1. Product concept 6
2.1.2. Customer benefits 6
2.2. Location 6
2.2.1. PESTLE analysis 6
2.2.2. Market trends 6
2.2.3. Market potential 6
2.3. Customer 7
2.3.1. Customer segments 7
3. COMPETITIVE STRATEGY 8
3.1. Competitive analysis 8
3.2. SWOT 8
3.3. Price segment & average prices in EUR 8
3.4. First year revenue forecast 8
4. GLOBAL MARKETING STRATEGIES 9
4.1. Brand logo & slogan 9
4.2. Brand image & brand associations 9
4.3. Brand positioning 9
4.4. Cultural analysis of the country 9
4.4.1. Self-reference criterion 9
4.4.2. High context – Low context 9
4.4.3. Hofstede’s cultural typology 9
4.5. Economic analysis of the country 10
3. 4.6. Taxes & laws 10
4.7. Political risks 10
5. COMMUNICATION STRATEGIES (IMC campaign plan)
11
5.1. Goals and SMART objectives 11
5.2. Promotion Mix tools & content examples 11
5.3. Communication channels 11
5.3.1. Channel KPIs 11
5.3.2. Ad payment models for ad channels 11
5.4. Communication schedule 11
5.5. Communications budget allocation 12
6. DIGITAL STRATEGIES 13
6.1. Wordpress 13
6.1.1. Template 13
6.1.2. Index with Google 13
6.1.3. Information architecture 13
6.1.4. On-page SEO 14
6.1.5. Special features - Plugins14
6.2. Media plan 14
7. SALES STRATEGIES 15
7.1. Sales team 15
7.2. Quantitative and qualitative objectives 15
7.3. Prospecting strategy 15
7.4. Compelling offer 15
7.5. Objections 15
8. CONCLUSION 16
9. REFERENCE LIST 17
10. APPENDICES (optional) 18
1.
EXECUTIVE SUMMARY
2.
BRAND CONCEPT
2.1.
4. Product
2.1.1.
Product concept
The concept of our restaurant is a gallery restaurant with a
lounge bar from 11pm. The main idea of our concept is to create
unforgettable experiences for guests as the concept is pretty
unique where they will be able to have breathtaking views on
the Burj Khalifa as well as the very famous fountain shows. The
restaurant will be located in Dubai, United Arab Emirates, a
country part of the Middle East. Our restaurant is going to be on
the bottom floor in the Dubai Mall, it is also going to have its
own terrace with tables with a view on the fountain. People are
going to Dubai because they are sun-seeking, in addition a lot
of businesses are getting created in Dubai. We decided to call
the restaurant, the Impressionist restaurant and gallery. We
chose this name because it is in relation to the art movement
that appeared in the 19th Century in France as we are going to
have artworks exhibited in the lounge of our restaurant. The
artworks are going to be temporary and we are going to have
donations from important art galleries all around the world, we
are going to intent choosing some art pieces that are in relation
to our brand name, the artworks are going to be changed on a
monthly basis and we are going to try to keep a minimum of 20
art pieces per month. Regarding the gastronomy and the
culinary art of the restaurant we chose to focus on molecular
gastronomy. One dish that we are going to make is
deconstruction salmon, which consists of all the ways we can
cook and eat salmon, generally speaking our dishes are going to
be small and delicate in the mouth, tasteful and we are also
going to intend to achieve the affective side of the customers
with tastes that can recall them dishes they like. The aim is to
create an atmosphere that will make people want to return to
this place. In addition to the fact for the guests to have an
5. unforgettable experience in the restaurant, they will have the
opportunity to come through the gallery and have the
opportunity to buy and admire the beautiful artworks with
signature cocktails from the bar. To enhance the experience of
the guests, they will have the chance to dance and experience
the nightlife in Dubai in our bar after the dinner service.
2.1.2.
Customer benefits
The value proposition for our potential customers includes the
gallery-restaurant concept, music, incredible artworks, high
quality food and drinks at a competitive price for the location
and the city we are basing ourselves in. In order to make sure
that the quality of the service is kept, the food and drinks will
be served with attention to details, time, quality and
friendliness of our waiters. Some of our potential guests are
coming from all over the world to have fun, unforgettable
memories and experience some unique concepts. Since there is a
lot of competition in Dubai, we will need to make sure that we
identify our competitive advantage and stand out, in order to do
so, we will need to make our pricing strategy competitive at the
beginning in order to attract customers and to engage the
customers so they will come back. This pricing strategy will be
advantageous for us because the potential customers will enjoy
high quality food, drinks and service in our restaurant. The
customers will benefit from our concept because they will be
able to buy artworks and also have a drink and eat at the same
place. Lastly , our location is very important because it is one
of the most touristic areas in Dubai, therefore, we need to make
sure that the tourists are attracted to our image, the architecture
and decor need to be as unique as our concept in order to create
a unique atmosphere adapted to the unique selling point. Our
6. restaurant will present our guests with an entire journey into the
art world, sparking all their senses, sight, smell, hearing, touch
and most importantly taste.
2.2.
Location
The United Arab Emirates was created in December 1971 but
has developed tremendously over the past 30 years nonetheless
the UAE currently became the leading location for F&B
operations in the Middle East due to the exalted tourist flow.
Additionally, throughout the years, it has become one of the
world’s largest melting pots, gathering over 200 different
nationalities.
Dubai is a modern city that is open to many innovations, which
is why we chose this location, as the concept of our art gallery
restaurant is relevant and modern, which is ideal for the city.
The exact location of our dining establishment is between the
two most popular tourist attractions. Firstly, on one side of the
terrace, our guests will get to have a view of the world-famous
dancing fountains, and right on the other side, they will get to
catch a glimpse of the tallest building in the world, Burj
Khalifa. Secondly, another one of “The Impressionist”
attributes is that the world-renowned Dubai Mall is also within
walking distance, which is considered to be a very good
advantage, as the Dubai Mall is also a tourist attraction which
will captivate individuals to come and have this journey with us
2.2.1.
PESTLE analysis
Political:
UAE is considered to be a politically stable country among Arab
countries and in the gulf area. As for the government system in
the UAE they follow the constitutional monarchy as a system of
7. the government. They are considered of 7 seven emirates, Abu
Dhabi, Ajman, Dubai, Fujairah, Ras Al Khaimah, Sharjah, and
Umm Al Quwain. As for opportunities in the political factor,
they maintain good trading relations with the United States,
India, China and other countries in the region(“Country Report
United Arab Emirates”,2022) . The political threat for the
UAE as they participated in the Yemen war and this had caused
some conflicts between them and Iran which has a major
regional power. In addition to that, they are also a participant in
the blockade of Qatar from 2017.
Economic:
As for the whole country of the UAE, they are members of
different international economic and political forums, like the
UN, world bank, IMF, Arab League, OIC, OPEC, and GCC.
UAE ranks 29th in the world which is a high ranking among the
neighboring countries. As for the interest rate of the UAE it has
increased from 4.5% in September 2022(“Bank of United Arab
Emirates Interest Rate 2022) this could be a threat for the UAE
economy as interest rate is increasing.
Social:
The United Arab Emirates’s population is 9,272,000 ("United
Arab Emirates - History", 2022). The UAE is considered as the
country with more immigrants than the actual Emiratis
population with only 20% of the population. Therefore this is an
opportunity for us because it means that the UAE is a very
prominent cosmopolitan and multicultural country, there are
over 200 nationalities living in the UAE. Such diversity is an
opportunity for us because it allows us to be an open-minded
company with multicultural employees and create diversity,
therefore also attracting different stakeholders. This could also
be a threat for us because it can raise the racism percentage
between our employees.
The main language of the UAE is Arab, however English is a
8. necessary language considered in applying to a job.The main
religion of UAE is Islam ("United Arab Emirates country
profile", 2022). Among other values the UAE nationals
emphasize religion and traditions. United Arab Emirates main
cities’ are characterized as very high on living expenses. This
could be a threat for our company because we will need to
increase the wages and salaries in order to allow employees to
live comfortably in Dubai. This could also be an opportunity for
us because it means that our potential customers will be willing
to pay more for our services.
Technological:
Nowadays, people are using more and more technology,
therefore this could be an opportunity for us because it means
that our potential customers are familiar with technology. In
UAE, the three most used social media platforms are Whatsapp,
facebook and Instagram ("UAE SOCIAL MEDIA STATISTICS
2022", 2022). High social media engagement can therefore be
seen as an opportunity for new businesses to increase brand
awareness, build leads, and further strengthen brand loyalty.
Legal:
UAE is considered as one of the safest countries in the world as
it has a very low crime percentage. The legal system of the UAE
is a mixture of civil and Sharia law. Private sector workers are
required to work 8 hours per day or 48 hours per week
("Working hours and overtime", 2022), therefore we should
respect this law for our business, in order to enhance the
wellbeing of our employees.
The United Arab Emirates is considered a tax haven because
corporations and individuals are not forced to pay income or
wealth taxes, however there are other taxes that we need to
consider in our business.
9. Government taxes to be considered:
Tourism taxes:
Restaurants, hotels, and resorts (among others) may charge the
following taxes: 10% on the room rate, Service charge (10%),
Municipality fee (10%), City tax (6–10%), Tourism fee (6%)
and Tourism fees and hotel charges vary by Emirate ("Tourism
Tax in UAE - All About TAX In UAE, Dubai, Abu Dhabi,
Sharjah", 2022).
Environment:
Dubai is one of the most visited cities in the world. The country
attracts millions of tourists with its wide range of entertainment
and leisure activities with its wide range of cultural and
historical attractions.
The UAE faces the impact of rapid development and the effects
of climate change. In addition, because of global warming, there
is a rise in the appearance of invasive species, noise pollution,
limited water resources, carbon footprints, overfishing, waste
generation, air pollution and land degradation and
desertification are posing an environmental threat to the UAE
("Environmental challenges", 2022). In order to tackle these
issues as a business, we will need to use our energy reasonably
and use when possible renewable energy.
2.2.2.
Market trends
Modern catering trends are focused on a variety of areas,
including gastronomic trends, which are most visible to service
users. Molecular gastronomy is one of the most intriguing
modern trends in food. Due to the complexity of these current
restaurant trends and the fact that it is a relatively recent
development in restaurant meal preparation, it is both
10. underappreciated by the general public and exceedingly
complicated (Božić, A., & Đurović, M., March, 2019).
Molecular gastronomy is a culinary style that is gaining
popularity all over the world, including in Dubai. Many of
Dubai's top chefs are developing cutting-edge meals by
incorporating technologically sophisticated cooking methods,
like liquid nitrogen flash freezing and syringe infusions.
With time, tastes and demands of the people are changing
regarding food safety, sustainability and transparency.
You can't help but be charmed by the flamboyance and good old
fashioned fun of it all if you don't mind your dinner table
appearing like a chemistry set has taken over.
2.2.3.
Market potential
Who are your potential customers? How many of those are in
Dubai? How many restaurants of similar level/type are there in
Dubai? How much would you get if you divide all potential
customers by the number of competitors?
potential customer numbers - the target market potential -
tourists, local? (high income, age, how many people in total
potential competitors, how many in that city/area?
divide the amounts - market potential
The debut of the molecular gastronomy practice and the art of
preparing food in a particular way was greeted with both good
and negative responses. Some believe that this trend is simply
the use of "fancy" food preparation techniques, while others
believe that it is a genuine application of science to the process
of meal preparation.
There was a rise in molecular gastronomy in Dubai in 2003 and
11. the customers got attracted by the concept of innovative
cooking incorporated with scientific techniques at their table.
With Dubai becoming the culinary capital of the world, the idea
is to get that trend back with The Impressionist.
There is no denying that the hospitality sector is more
competitive than ever. Actually, individuals are constantly
looking for fresh and unique activities and we believe that The
Impressionist will deliver exactly that. With our concept of
molecular dining with a side of having a gallery to sell artwork
we are building something unique from scratch.
The initial marketing goal would be to focus on developing a
new customer base. The target market would consist of more
affluent individuals who are keen to have a distinctive and
memorable dining experience.2.3.
Customer
2.3.1.
Customer segments
Customer segmentation is an integral part of principal
marketing decisions which will allow us to correctly identify
the potential target audience and develop effective strategies
accordingly.
Geographic segmentation: The impressionist being located in
Dubai Mall, Dubai, United Arab Emirates, we target mostly
locals native from neighbouring countries such as other Middle
East countries, but we are also going to target tourists from
China, Europe, United States, British, French.
Demographicsegmentation: As per law restrictions, we are
going to target only adults that are more than 21 years old, they
can be women and men. Young adults, couples and friends are
allowed at The Impressionist. Our market segment should have
a high income as our restaurant is more expensive than an
12. average restaurant, our restaurant is for every ethnicity.
Psychographic segmentation: The targeted social class is going
to be medium to high class who can enjoy molecular
gastronomy, breathtaking views on the Burj Khalifa and buy
artworks. The potential customers in our restaurant would be
social, energetic, fun, active, adventurous in regards to
discovering new things. Our potential customers are looking for
an experience paused in time that they will remember all their
life so coming to our restaurant is the perfect place to be. Our
restaurant is going to be perfect for innovators, experiencers,
thinkers and makers.
Behaviouralsegmentation: Our target customers can come to our
restaurant to celebrate any occasion or even come without any
reason of visiting, the benefits sought by coming to our
restaurant is to have an unforgettable experience within a nice
environment with a good vibe. The user status can be any type,
first comers at first as we are opening right now. Our goal in
this target market is to make our potential customers become
loyal customers, therefore more sensitive in coming back to our
restaurant.
2.3.2.
Buyer persona
The ideal customer will need to be at least 21 years old in order
to enjoy the restaurant because of the law restrictions in the
United Arab Emirates.
13. COMPETITIVE STRATEGY
2.4.
Competitive analysis
2.5.
SWOT
2.6.
Price segment & average prices in EUR
2.7.
First year revenue forecast
3.
GLOBAL MARKETING STRATEGIES
3.1.
Brand logo & slogan
The logo of our restaurant, first, shows the name of the
restaurant in capital letters, below, you can find our slogan
which is sophistication in everything which will represent the
high service we are going to provide our potential guests. We
also chose this slogan because it represents in a very
appropriate manner we are going to present our dishes and the
art pieces we are going to select. It is also emphasising the fact
that we are a high quality restaurant, therefore our service
should be sophisticated. On top of the name, we can find a
flower which creates the shape of the women with closed eyes.
We chose black and white colours. Black represents the
luxurious and high quality restaurant designed with a very
sophisticated and minimalistic decor which our restaurant is
going to have. On the other hand, the white background colour
14. represents the pureness and cleanliness of restaurants
(DigitalSynopsis.com, 2022). We could qualify our logo to be
very minimalistic but it is the spirit that we want to transmit
with the help of our brand.
3.2.
Brand image & brand associations
The Impressionist restaurant aims for customers to associate the
restaurant with unforgettable, breathtaking, unique and fun
experiences. The feeling of our restaurant that we want to
emphasize is high quality service leading to memories with
friends, couples and families, minimalistic decorations and
dishes associated with molecular gastronomy in addition to the
magnificent view of the fountain we have from the terrace of
the restaurant.
3.3.
Brand positioning
Our restaurant is located strategically as we are located in the
most touristic area of Dubai, next to Dubai Mall and Burj
Khalifa which means that we are going to have a good average
revenue per seat every night, such tourists area have many
different restaurant with different concept but also food chains
known from the local and international markets. However,
having a lot of competition, we want to make luxury available
for any type of consumer providing them with an experience
that is unforgettable at a cheaper cost than our competitors.
Despite our well-known competition, our unique selling point is
expecting to attract a lot of potential customers, our unique
selling proposition is the mix of gallery, restaurant and bar all
in one place allowing them to have a memorable experience in
our restaurant with a high quality service.
As a team, we trust that merging high quality service standards
and affordable costs will differentiate our restaurant from our
15. competition as our concept is unique in Dubai. Our restaurant
can be considered as “affordable, luxurious, high quality
standards and memorable”.
3.4.
Cultural analysis of the country
Emirati culture is based on Arabian culture and has been highly
influenced by Indian, Persian and East African cultures. The
United Arab Emirates is home to various different cultures
meaning that the population is very diverse. Ethnical groups in
the UAE includes Indians, Pakistani, Bangladeshi and other
cultures. Therefore the population is qualified to be very
hospitable, welcoming and friendly. Some of the most important
festivals in the UAE are related to the Muslims as it is the
principal religion in this country, therefore, they have the Eid al
Fitr which marks the end of the Ramadan, as well as the 1st of
January which marks the new year’s eve. They have their
national day which is on the 2nd of December. In addition to all
the previous events, they also have commemoration day on
November 30 to honour those who died fighting for the UAE;
3.4.1.
Self-reference criterion
Self reference criterion is an important factor to consider when
analysing the cultural part of a country as it refers to one’s
cultural values, knowledge and experiences as a basis for
decisions-making (Cateora et al., 2019). When evaluating the
self-reference criterion of the Emiratis, there are a lot of points
to consider. The Emiratis are qualified as a very welcoming and
friendly population, they draw very high importance on the
greetings manners. However, due to cultural matters, they are
still very conservative when greeting a woman. Thus, this is
important to consider when greeting guests in our restaurant, we
should greet them as if they were VIP guests and offer them the
16. best services they could imagine in order to make them have a
fantastic experience.
As it is an islamic country, they have the holy month where they
practise fast to connect with god, this period is called Ramadan,
the fasting lasts from the moment the sun rises until sunset. As
a restaurant in Dubai, we will need to show our support to the
population in order to do so, we are going to extend our opening
hours in order for locals to enjoy a nice dinner after the sunset.
3.4.2.
High context – Low context
The UAE is a high-context culture in which nonverbal
communication is prevalent and is dependent on the context of
communication and the communicator's values. The
Impressionist’s team expects to achieve a built trust between
any stakeholders when launching the project in Dubai. To have
the feeling of achievement, our team will prioritise and show
our unique selling point to enhance the country’s economic
activity
3.4.3.
Hofstede’s cultural typology
Thanks to the Hofstede Cultural Typology, the United Arab
Emirates can be characterized by the following six dimensions:
Power Distance Index: The United Arab Emirates ranks high on
this dimension (74), indicating that people accept a hierarchical
structure in which everyone has a position, and no further
justification is required. Organisational hierarchy is viewed as
reflecting fundamental inequities, centralization is popular,
subordinates expect to be told what to do, and the ideal boss is a
17. benevolent autocrat.(Hofstede Insights, 2021)
Individualism vs collectivism: With a score of 36, the United
Arab Emirates is categorised as a collectivist society. This is
demonstrated by a strong, ongoing dedication to the member
"group," which could be a family, an extended family, or a
network of close friends. In a collectivist culture, loyalty is of
the utmost importance and supersedes the majority of other
social norms. In society, everyone accepts responsibility for
their fellow group members, fostering deep bonds. Offence
results in humiliation and face loss in collectivist societies,
employer-employee interactions are seen morally, hiring and
promotion decisions take the employee's in-group into
consideration, and management is the administration of
groups.(Hofstede Insights, 2021)
Masculinity vs Femininity: The UAE scores 52 on this
dimension, putting it in the middle of masculinity (high values)
and femininity (low values) (low values). The masculine
dimension is defined by competitive drivers within society who
thrive for successful outcomes and achievements as evidenced
by positions of leadership in the area. A low score in the
feminine component indicates a focus on societal values in life
quality and responsibility for others. In this community, success
is defined by life quality, and standing out from the crowd is
not admirable. (Hofstede Insights, 2021)
Uncertainty Avoidance Index: Arab Emirates ranks 66 on this
dimension, indicating a strong desire for avoiding ambiguity.
Countries with a high Uncertainty Avoidance retain tight belief
and behaviour rules and are intolerant of unconventional
behaviour and ideas. There is an emotional need for rules in
these cultures (even if the rules never appear to function), time
18. is money, individuals have an inner drive to be busy and work
hard, precision and punctuality are the standards, innovation
may be discouraged, and security is a key component in
individual motivation.(Hofstede Insights, 2021)
Long-term orientation: The Emirati society's normative nature
can be reflected in its low score of 22 in this category. People
in such civilizations are preoccupied with establishing the
absolute Truth; their thinking is normative. They value
traditions, have a low proclivity to invest in the future, and are
focused on attaining rapid outcomes.(Hofstede Insights, 2021)
Indulgence vs Restraint: With a score of 22, the United Arab
Emirates can be classified as a Restrained society. In contrast to
Indulgent civilizations, Restrained societies place less
importance on leisure time and exercise greater control over the
satisfying of their wishes. People with this mindset believe that
their behaviors are constrained by societal norms and that
indulging themselves is wrong.(Hofstede Insights, 2021)
3.5.
Economic analysis of the country
The United Arab Emirates population is 10,177,675 in 2022.
Most of the population are foreigners (20% of the population
are actually considered Emiratis), meaning that the population
is ethnically diverse. The United Arab Emirates are divided into
seven distinct states or emirates with seven different nations.
Sociologists have difficulties to predict the growth rate of the
population due unforeseen fluctuations in the regional
19. migration, however, they supposed that the population of this
country in 2030 is going to be 11,054,579 meaning that the
growth rate would be 5,93% (Countrymeters.info). The current
birth rate in the UAE in 2022 is 10.019 births per 1000 people
meaning that since 2021, there was a 0.9% decline, in other
words, there are fewer births than before.
The Gross Domestic Product (GDP) in the United Arab Emirates
was worth 358.87 billion US dollars in 2020, according to
official data from the World Bank. The GDP value of the United
Arab Emirates represents 0.27 percent of the world economy.
(Trading economics, 2020)
Concerning the consumer price index, we can see that the
United Arab Emirates experience inflation because their CPI is
higher than it used to be. The inflation rate in the United Arab
Emirates increased to 6.77 percent in the second quarter of 2022
from 3.43 percent in the first quarter of 2022. (Trading
economics, 2022)
Another interesting factor to consider is the unemployment rate
which calculates the number of people without a job. The
unemployment rate in the United Arab Emirates decreased to
3.90 percent in 2021 from 6.70 percent in 2020 (Trading
Economics, n.d). This means that less people are searching for a
job meaning that the Impressionist team should consider this
when doing their job offer advertisement in order to attract
potential employees.
3.6.
Taxes & laws
Dubai is a place where a lot of businesses are set up nowadays
because it is really attractive tax-related.
20. Value-added tax first was introduced in 2018, the general VAT
is 5%, this applies to most of the goods and services, however
some of goods and services are exempted from this VAT rate.
The 0% VAT rate applies to goods and services exported
outside the VAT-implementing Gulf Cooperation Council
(GCC) member states, international transportation, the supply of
crude oil/natural gas, the first supply of residential real estate,
and some specific areas, such as health care and education.
(Taxsummaries, 2022)
There is an absence of tax on the personal income in the UAE,
meaning that for some people, this clearly shows an advantage
compared to other countries.
3.7.
Political risks
Political risks are important factors to consider when opening a
business in any country. The United Arab Emirates is a country
in the middle east, therefore it is in the middle of various
different conflicts. The political threat for the UAE as they
participated in the Yemen war and this had caused some
conflicts between them and Iran which has a major regional
power. In addition to that, they are also a participant in the
blockade of Qatar from 2017. This might lead to people without
the desire to come and visit the United Arab Emirates leading to
a decrease in the number of potential customers for The
Impressionist.
The geographical location of the United Arab Emirates and its
proximity to insecure parts of the world are two of the most
important factors defining its political risk. When considering
potential scenarios involving the United Arab Emirates'
political dangers, issues such as psycho events, global war, and
democratic accountability come to mind first.
21. 4.
COMMUNICATION STRATEGIES (IMC campaign plan)
4.1.
Goals and SMART objectives
4.2.
Promotion Mix tools & content examples
4.3.
Communication channels
4.3.1.
Channel KPIs
4.3.2.
Ad payment models for ad channels
4.4.
Communication schedule
4.5.
Communications budget allocation
5.
DIGITAL STRATEGIES
5.1.
Wordpress
22. 5.1.1.
Template
1.1.1.1. Prototypes design
1.1.1.2. Template implementation
1.1.2.
Index with Google
1.1.1.1. Google search console
1.1.1.2. Google Analytics
1.1.2.
Information architecture
1.1.1.1. URL structure
1.1.1.2. Menu structure
1.1.1.3. Internal linking
1.1.2.
On-page SEO
Metatags
On-page SEO ranking factors
Content (human-machine)
Special features - Plugins
Media plan
SALES STRATEGIES
Sales team
Quantitative and qualitative objectives
23. Prospecting strategy
Compelling offer
Objections
CONCLUSION
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APPENDICES (optional)
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28. Zea / Andrés Báez
Hand out date: Week 3
Hand in date: Week 5 (Concept) / Week 12 (All files including
ppt) / Week 13 (Group
Presentations)
Weighting: 30% / 35% / 30% / 30%
Assignment Overview:
You are the new Marketing Team of a new hospitality brand
(with physical assets, located
outside of your home country) that is developing their
marketing strategy. Based on the criteria
described below, create a Marketing Plan for your brand launch
(timeline: 1 year) and present
the highlights to the potential investors.
Overall aim:
The assignment will allow students to apply marketing tools to
a practical case and to become
comfortable and confident in analyzing brands and competition,
29. planning communications for
product launch, and creating an effective sales environment to
promote any product.
Organization and methodology:
1. The class is divided into teams.
2. Each team represents a Marketing Department which is
presenting their Brand strategy.
3. Product: a new hospitality brand in a country of your choice
BUT outside of your home country/-ies.
4. Prepare the Marketing Plan for the launch of your hospitality
brand (see report outlines for topics to
be included in the plan and use the report template).
5. Conduct a 20-minute group presentation to owners with the
purpose of convincing them to choose
your brand to invest into.
Resources available:
See the syllabi of all courses related to this project.
30. 07.10.2022 09:48 2
Learning outcomes for MKT 5285:
2. Evaluate the process of managing advertising, public
relations, sales promotions, direct marketing, and
personal selling.
3. Assess the key strategic issues that must be addressed in
preparing communication plans and campaigns.
4. Assess the use of integrated marketing communications in
different contexts and situations.
5. Apply the appropriate vocabulary used in marketing
communications.
Learning outcomes for MKT 5283:
1. Assess the theory, practice and use of cutting-edge digital
marketing models
2. Identify and target consumers and non-consumers with
personalized digital experiences through innovative
canvasing and value maps
3. Implement innovative digital technologies ranging from fluid
and optimized web apps/mobile apps to
traditional communication models
4. Prototype user-facing communication channels for user
engagement
31. 5. Support digital marketing campaigns
Learning Outcomes for MKT 5286
1. Understand the global marketing environment, segmentation
and positioning for strategic decision-making.
2. Explore competitive strategies in considering attractive
markets for sustainable competitive advantage.
3. Examine branding strategies and the process of strategic
brand management.
5. Review the process of global marketing research and the
main marketing research methods.
Learning Outcomes for MKT 5282
1. Distinguish between the roles of sales and marketing.
2. Outline and apply the sales process.
3. Understand and appreciate consumer behaviours.
4. Understand and appreciate hospitality distribution channels
5. Create and use appropriate sales and marketing tools
Part I. Written Report – Marketing Plan
Every report must have the following structure:
32. Cover page
Statement of authorship (see page 5)
Table of contents
1. Executive summary
2. Brand Concept (WK5 & WK12)
2.1. Product
2.1.1 Product concept
2.1.2 Customer benefits related to your product & services
features
2.2 Location
2.2.1 PESTLE
2.2.2 Market trends
2.2.3 Market potential
2.3 Customer
2.3.1 Customer segments (at least 2) & buyer personas
3 Competitive Strategy
33. 3.1 Competitive analysis
3.2 SWOT
3.3 Price segment & average prices in EUR
3.4 First year revenue forecasts
07.10.2022 09:48 3
4 Global Marketing Strategies
4.1 Brand Logo & Slogan
4.2 Brand Image & Brand Associations
4.3 Brand Positioning
4.4 Cultural analysis of the country
4.4.1 Self-Reference Criterion
4.4.2 High Context - Low Context
4.4.3 Hofstede’s Cultural Typology
4.5 Economic analysis of the country
4.6 Taxes & Law
4.7 Political risks
34. 5 Communication Strategies
IMC campaign plan for 3 months pre-launch + 9 months after
launch
5.1 Goals and SMART objectives (2-3) of the IMC campaign
5.2 Selection of Promotion Mix tools
5.2.1 Content examples for each tool
5.3 Choice of communication media channels (digital and
traditional)
5.3.1 Evaluation criteria (KPIs) for each channel
5.3.2 Ad Payment Models for each advertising channel
5.4 Communication activities schedule - Media plan (Excel
template)
5.5 Budget allocation for each channel (reflected in the media
plan)
6 Digital Strategies
6.1 Wordpress
6.1.1 Template
6.1.1.1. Design at least 3 prototypes (Home, second-level
pages, third-level pages, etc.)
6.1.1.2. Implement a template according to prototypes
6.1.2. Index with Google
35. 6.1.2.1. Google Search Console (Webmaster tools)
6.1.2.2. Google Analytics
6.1.3. Information Architecture
6.1.3.1. URL structure
6.1.3.2. Menu structure
6.1.3.3. Internal linking
6.1.4. On-page SEO
6.1.4.1. Metatags on each page
6.1.4.2. On-page SEO ranking factors
6.1.4.3. Content (human-machine)
6.1.5. Special features
6.1.5.1. Plugins
6.2 Media plan (see points 5.2-5.5)
7 Sales Strategies (Acquisition Strategy)
7.1 Sales Team (If your business is small but becomes
successful and you need a powerful sales team
because you open at least ten physical assets more)
7.2 Quantitative and qualitative objectives
36. 7.3 Prospecting strategy
7.4 Compelling offer: Added value
7.5 Objections
8 Conclusion
9 References
10 Appendices (if any)
07.10.2022 09:48 4
Word limit for the Concept (section 2): Minimum 1000 -
maximum 1500 words
Word limit for the total Report: Minimum 6000 - maximum
8000 words (introduction to conclusion
inclusively)
Special instructions:
The written report must include the statement of authorship (see
page 5) signed by all team members.
Part II. Group Presentation
37. Based on the report, conduct a group presentation (sales pitch)
to the investors. Remember, you are
presenting your hospitality brand to delight the investors!
Timing: 20 minutes (±2 minutes) for the actual presentation +
20 minutes Q&A
Every group member must participate equally in the
presentation.
Assessment Deadlines & Weighting:
Week Date Time Assessment Format
Week 5 16/10/2022 23:59 Brand Concept (section 2) Moodle
upload
Week 12 04/12/2022 23:59 All Files Submissions (incl.
presentation) Moodle upload
Week 13 TBC In class Group presentations Live
Peer Evaluation
Please note that the peer evaluation is 10% of your grade, and it
will be applied to your total project grade. See
the Peer Evaluation Form in the Appendix A (page 6).
38. Information & Submission Area in Moodle
All information and submission areas for the capstone project
are in:
MKT5285 Marketing 4.0 – Assessment Strategy – Assessment 2
– Capstone Project
Weighting Marketing 4.0
Topic Weighting
Brand Concept (section 2) 10%
Written Report – General Part (sections 1-3) 20%
Written Report – IMC Campaign (section 5) 50%
Presentation Skills (individual grade) 20%
Weighting Digital Marketing and Content Creation
Topic Weighting
Brand Concept (section 2) 10%
Written Report, Website & Media Plan 70%
Presentation Skills (individual grade) 20%
Weighting Global Strategic Management
Topic Weighting
39. Brand Concept (section 2) 10%
Written Report (sections 1 - 4) 70%
Presentation Skills (individual grade) 20%
Weighting Innovative Sales Strategies
Topic Weighting
Brand Concept (section 2) 10%
Written Report (Sections 4, 5, 9) 60%
Presentation Skills (individual grade) 30%
07.10.2022 09:48 5
07.10.2022 09:48 6
Common skills: assessed (bold) or developed (italics):
MANAGING AND DEVELOPING
SELF
1.Manages own
role and
40. responsibilities
2. Manages own
time in achieving
objectives.
3.Undertakes personal
and career
development
4. Transfers skills
gained to new and
changing situations and
contexts.
5.Uses a
range of
thought
processes
WORKING WITH AND RELATING
TO OTHERS
6.Treats others’
values, beliefs
and opinions with
respect
7.Relates to and
interacts
objectively with
individuals and
groups
8.Works effectively
as a member of a
41. team
COMMUNICATING
9.Receives and
responds to a
variety of
information
10.Presents
information in a
variety of visual
forms
11.Communicates in
writing
12.Participates in oral
and non-verbal
communication
MANAGING TASKS AND SOLVING
PROBLEMS
13.Uses
information
sources
14. Deals with a
combination of
routine and non-
routine tasks
42. 15.Identifies and
solves routine and
non-routine problems
BECOMING NUMERATE AND
USING TECHNOLOGY
16.Applies
numerical skills
and techniques
17.Uses a range
of technological
equipment and
systems
Plagiarism:
Plagiarism is the act of presenting another’s ideas or words as
one’s own. Cheating includes, but is not limited to, the
intentional falsification or fabrication of any academic activity,
unauthorized copying of another person’s work, or aiding
and abetting any such acts.
Particular care must be taken when presenting information that
has been obtained from an internet site. Should this
information not be correctly referenced then you are guilty of
plagiarism and will be penalized accordingly.
43. Statement of authorship
Following the title page of your assignment there should be a
page on which you sign a statement that the work included
in the assignment is your own work except where appropriately
referenced. The following statement should be used:
Statement of authorship
I certify that this assignment is my own work and contains no
material which has been submitted as part of an assignment in
any
institute, college or university. Moreover, to the best of my
knowledge and belief, it contains no material previously
published or
written by another person, except where due reference is made
in the text of the assignment.
Signed...............................................................................
Name ...............................................................................
Student number. ...........................................................
44. 07.10.2022 09:48 7
Appendix A. Group Project Peer Evaluation Form
Please rate each of the members in your group (including
yourself) regarding their contribution to your group project on a
scale
from 0 to 10 using the following criteria matrix.
Points
Works effectively as a
member of a team
Identifies and
solves routine
and non-routine
problems
Manages time in
achieving objectives
Participates in oral
& non-verbal
communication
45. Overall
Contribution to
Group Project
9 - 10
Helps getting the group
moving without
dominating it
Supports others to
find appropriate
solutions
Can be counted on to
finish tasks and
undertake additional
tasks
Always contributes and
is able to publicly justify
a course of action
Would not be possible
46. without her/him
7 – 8,9
Always participates,
makes sure everyone has
a chance to participate.
Able to give
creative and
flexible solutions
which are helpful
Always gets things
done on time
Provides thoughtful,
meaningful suggestions
Above Average
contribution
6 – 6,9 Acceptable participation
Some helpful ideas
for solutions to
47. tasks
Usually gets things
done on time
Is helpful and makes
some suggestions
Acceptable contribution
3 – 5,9
Participates, but does not
accept the team decisions
Provides limited
solutions to tasks
Gets things done, but
usually late
Contributes from time
to time
Minimal contribution
0 - 2,9
Never shows up or is
disruptive of the team
process
48. Never identifies
problems or
provides solutions
Never turns anything
in
Never says anything None
Each
Student
Name in
the group
Works
effectively
as a
member of
a team
Identifies
and solves