CB 3006 Contemporary Hospitality Service Management C2: Individual Project [40%] Page 1 of 10CB 3006 Contemporary Hospitality ServiceManagementC2: Individual Project [40%] CourseCohortBA Contemporary Hospitality Service Management32 FINAL SUBMISSIONThursday 6 May 2021 before 8 a.m.Report – In Campusmoodle, word file (.doc or .docx) named: CB3006_Coh32_CW2_st.number,pages format is NOT acceptedVideo – YouTube : Use “Unlisted” as privacy setting.The title of the video “ B.H.M.S, Topic, Business, coh 32”. Assessment Title and WeightComponent 2 (C2): Individual projectThis assessment is one (1) of three (3) total assessments for this module. It weighs 40% of the finalgrade.Aim of the AssessmentStudents will be “first-time” documentary makers. Individually, they have to make an excitingstorytelling, built out of observation of being out in the field, conduct interviews and report the latesttrends in the hospitality industry. This project requires developing a comprehensive plan to helpfacilitate the documentary process; strong research reflecting on the related concepts and strongevaluation of management practices through analyzing a particular business of the hospitalityindustry.Students should find a business offering hospitality related products. These businesses should givestudents permission to access the information needed to undertake a professional research. Everystudent makes sure they have the possibility to contact those members of the staff who possessrelevant information to the chosen topic. Researchers should be able to access some businessdocumentation, if possible, the facilities and when necessary, talk to different members of the staffand in some cases, to the customers.This project should cover one of the topics from blocks 1 to 7. See teaching program in the ModuleGuide.CB 3006 Contemporary Hospitality Service Management C2: Individual Project [40%] Page 2 of 10TopicsThe project should cover ONE of the following topics:1. The basics of Wow of the service management in the Hospitality industry• Describe the key differences between making products and creating experiences for guests.• Recognize the importance of the guest experience• Identify the components of the guest experience• State the importance of meeting the hospitality guest’s expectations.• Explain the reasons why “it all starts with the guest”.2. Marketing: Shaping your product and reaching your customers• Examine the generic strategy used for positioning business products and services• Understand the segmentation techniques used by the business and the characteristics of theirpotential customers.• Recognize the targeting strategy that leads to a Marketing Mix design.3. Designing and improving the guest experience• Explain the methods used to increase guest awareness: sources of pleasure• Critically discuss how the business improves the experience before, during and after the stay• Discuss how the service setting or environment affects the Guest Experience• Discuss why providing a service environment in which a guest feel safe and secure is criticalfor the business success.4. Quality Assurance: service recovery methods and guest measurement tools• Analyze the use of measuring methods of service effectiveness• Discuss the importance of acquiring guest opinions of service effectiveness using variousmeasurement methods.• Understand the process of Transaction-Focused Service Recovery.• Discuss how the business achieve continuous improvement through Relationship-focusedapproach.5. Harnessing and developing the Hospitality Culture• Discuss the essential roles the organization’s beliefs, values and norms play in shaping andharnessing the organizational culture.• Explain how the organization communicates its culture to its employees- through artifacts.• Analyze how a hospitality organization’s culture impacts the service success.6. Staffing for Service: Recruitment and Selection of hospitality employees• Explain the importance of staffing for an organization to be able to deliver an exceptionalservice product.• Understand why it is critical to analyze and study the job before efforts are made to fill it.• Describe the process of recruiting, selecting, and hiring employees who will give excellentguest service.7. Motivating and Rewarding hospitality employees• Explain how the hospitality business motivate their employees to provide outstanding guestservice.• Express how empowering employees can make them more motivated and more effective.• Critically discuss the different ways in which businesses can motivate through rewards.CB 3006 Contemporary Hospitality Service Management C2: Individual Project [40%] Page 3 of 10Assessed Learning OutcomesLO4 Investigate and critically appraise the management of a particular hospitality business inrelationship to industry best practices.Assessment BriefAssessment TypeReport and videoAssessment DetailsPART 1. THE REPORT1. Front page2. Table of contents 3.Topic exploredState ONLY the name of your topic. Formulate an innovative and meaningful title. 4.Problem StatementMaximum 300 words. Why exploring the topic in this particular business? Research and explain the context of the topic related to the hospitality industry’s current situation. Use references tojustify.5. AimThe aim of this project is to (infinitive verb)… Be realistic and focused. Use verbs related to ananalysis level (distinguish, analyze, differentiate, appraise, contrast, criticize, question, etc.).6. Video File LocationType down the link to YouTube where the final video was uploaded. Use “Unlisted” as privacysetting.7. Kotler’s ModelKotler’s three levels product model, full size page. Create a very professional formatting in a fullpage. Include your references and type author and year.CB 3006 Contemporary Hospitality Service Management C2: Individual Project [40%] Page 4 of 108. Business AnalysisComplete the information listed below. Provide in-text references. a)Planning ProcessMention some elements of the hospitality planning process. • Vision statement• Mission statement• Core values• Core competenciesb) Marketing Mix AnalysisComplete 5 features for each P. The fields not found have to be removed. It is not allowedto write YES/NO answers. Give only meaningful and well researched information. Feel freeto reformat the table and give a better presentation to the template. Include all thesources typing author and year. Product(s)Product Name (s) / BrandingLogoSloganPhysical Good featuresDesignedcharacteristics /packagingLocation[Map could be added]Building style[Pictures or text could be added]Design style[Pictures or text could be added]Floors/groundsNumber of rooms/seats/tablesRoom/restaurant size (sqm)Furnishing[Pictures or text could be added]Decoration features[Pictures or text could be added]Ambience (light/music/smell)[Pictures or text could be added]Service ComponentsStaff numbersAppearance/Uniforms[Pictures or text could be added]Image/ position/reputationUpmarket/Downmarket/Quality/Customer ratings/ExpertratingsStars? Trip Advisor? Awards?AugmentedFeaturesOpening timesCar parkingService for visitors with specialneedsAdditional entertainment/offerPromotionAdvertisingOutdoor posters/tripodsMedia types (TV, radio, socialnetwork, etc.)[Pictures or text could be added]Types of adsSales Promotion /Merchandising• Getting customers totry a new service ormenu item.Sampling /Point-of-purchasedemonstrationsTrade and travel show exhibitsDiscounted prices promotionFree gifts / Gift certificates[Pictures or text could be added]Public RelationsPress releasesContact with communityBrochure / CatalogueProductionDistribution CB 3006 Contemporary Hospitality Service Management C2: Individual Project [40%] Page 5 of 10 PriceNormal or regular priceRack rates (hotel)/Menu prices (restaurant)[Picture of the menu – be aware of the image size]Discounts price (foreach product offered)Corporate ratesPrivileged user rates /LoyaltyprogramsSeasonal ratesGroup rates PlaceChannels ofdistributionDirect or indirect channelsSingle or multiple channels /Length of channel / Types ofintermediaries / Number ofintermediaries at each level[An illustration of the different variables affecting the Placecan be included]Reservation systemsName of the computerizedreservation systemsExample:Third Party retailersOther hotels/restaurants ingroup, number of locationssupporting with bookings /reservations?Web SitesInternet: homepage, Facebook,Twitter used as distributionchannelsAre they really used as place?Travel agentsTour operatorsFree telephone lines 9. Story BoardBusiness (es):Interviewee: name and position.Add as many scenes as required (10 to 20 scenes are required). Scene No.00min 00sec – 00min XY secScene 200min XY sec – 00min YZ secLocationThe front of the buildingLocationInside Hotel RoyalCameraMovementStaticCameraMovementPan and ZoomNarrationParagraph #NarrationParagraph #AudioNarrator explains the features of thehotel/ Background classical musicAudioRecord narrator reading the scriptabout the business historyActionThe camera zooms outActionTwo customers talking in thelobby CB 3006 Contemporary Hospitality Service Management C2: Individual Project [40%] Page 6 of 1010. NarrationIt includes the whole text you will be opening, student introduction, topic description, problemstatement, business background, body of the documentary (explanations of theories, businesspractices, questions for the interview, etc.), end of the video. Use at least in-text citationsreferring the source from where the information has been extracted. Strong literature review isexpected for this section.a) Openinga. Greet the audienceb. introduce yourself,c. introduce shortly the business and some interesting facts about it,d. present the main topicExample:Welcome! My name is Julia Chen and I am a third-year student at the business and hotelmanagement school in Lucerne. I would like to introduce you to the festival hotelSchweizerhof Luzern. It is situated on the shores of Lake Lucerne, just a stone’s throw fromthe historic old town and the KKL Culture and Congress Centre. The five-star hotel is the hostand partner of Lucerne’s most famous events which include the Retro Festival, Blue BallsFestival, Lucerne Blues Festival, World Band Festival, Zaubersee Festival and Lucerne Carnival.I will be inspecting how Schweizerhof designs and guides the guest experience during thosefestival.b) Present the problem statement (situation that makes your research important / relevant).c) Business Backgroundd) Introduce the intervieweee) Interview guide• develop a guide that lists the questions to be explored during the interview (they shouldbe a maximum of eight main questions and a couple more ad-hoc ones);• each question or set of questions state the area or subtopic that will be explored;• a short explanation of the connection to the literature review and the source youconsulted to write the question (in-text reference);• for each main question, include “Ad-hoc” (just in case) questions – these questions are;and prepared for different possible scenarios that might happen during the interview.Use this table to present your questions: TopicMain QuestionAd-hoc questionsApart from the questions includedon the guide in advance, you might,as long as you consider convenientand fruitful, include ad hocquestion.Connection to literaturereviewWarm-up questionsPerson’s background questionBusines background questionN/AIntroducing TopicGeneral overview questionBuild contextAuthor, yearSubtopic 1 – Nameof subtopicQuestion 1, subtopic 1Possible Question 1.1Possible Question 1.2Author, yearQuestion 2, subtopic 1Possible Question 2.1Possible Question 2.2Author, yearEtc…At least 10 questions should be prepared and be clearly derived from research (both from theacademic and business sources). CB 3006 Contemporary Hospitality Service Management C2: Individual Project [40%] Page 7 of 10 f)End the interviewWhen your finish the interview, consider some of the following ideas: • briefly summarise the areas that have been discussed, highlighting the important factsand your understanding of them. This denotes that you have been listening carefullyduring the interview and provides an opportunity for clarifying any misunderstandings.• ask the interviewee if there is anything else, he/she would like to add; and• thank the interviewee for the time spent.g) ConcludeHighlight in less than three sentences, your most important findings (while presenting somerelevant images from the business or the industry).11. References• In alphabetical order• Using Harvard style for RGUExample:ARMSTRONG, M. and TAYLOR, S., 2014. Armstrong’s Handbook of Human ResourceManagement Practice. 13th ed. London: Kogan Page.• At least 15 sources.• All references are correctly indicated in the in-text citations.• Use academic and specialized sources.• READ, READ, READ!!!CB 3006 Contemporary Hospitality Service Management C2: Individual Project [40%] Page 8 of 10PART 2. THE VIDEO1. General descriptionThe documentary is an attempt to resolve a research question (orthesis statement) student have in mind (See assessment 1, Projectcontent, Point 3.1.2 explaining the thesis statement). Optionally, youmay include at least three minutes interview with staff/managers/customers relevant to your topic. The content of the video shouldevidence a clear focus on a specific topic. The design of the questions,the narration plan and/or the information used include research whichstudents have made in an extensive literature review and online research. The content shouldreflect topic knowledge and business understanding with enough amount of depth.2. Content➢ Element 1 – Title card: BHMS, Course Title and course code, Project Title (be innovative; itshould not be the topic’s name!).➢ Element 2 – Introduction: Introduce yourself, the business, the topic and the main characters (ifany). (max. 30 seconds). While doing this, show yourself briefly and images of the place.➢ Element 3 – Mention the problem statement of your research while presenting relevantimages of the industry or the selected business. What are you attempting to accomplish/research / learn / find out?➢ Element 4 – Body: Documentary.• While narrating, present illustrations related to the information.• Students should be the narrators.• Use subtitles to indicate the questions asked, or the topics covered. Use subtitles to shownames, titles, location, and to highlight important information.• If translation is necessary, subtitles have to be used. Double check grammar, spelling, sizeand color.➢ Element 5 – Closing.➢ Element 6 – Credits.• The video is uploaded “Unlisted” as privacy setting with the correct title (B.H.M.S, Topic,Business, coh 32)• The video is saved in a memory stick as a mp4 file and it has the correct file name(CB3006_C32_video_st.number_nameofbusiness.mp4)Minimum References15 referencesAssessment CriteriaRefer to the Assessment Marking Criteria for details of each criterion across the grade bands.CB 3006 Contemporary Hospitality Service Management C2: Individual Project [40%] Page 9 of 10Structure and Referencing SystemPlease follow the guidelines as in your Academic Writing module and RGU’s Study Skills at thefollowing link:All citations and references must follow the RGU Harvard Referencing System, the details of whichare at the following link: http://libguides.rgu.ac.uk/RGUHarvardPolicies and PenaltiesPlagiarism“Plagiarism is the practice of presenting the thoughts, writings or other output of another orothers as original, without acknowledgement of their source(s). All material used to support apiece of work, whether a printed publication or from electronic media, should be appropriatelyidentified and referenced and should not normally be copied directly unless as an acknowledgedquote. Text translated into the words of the individual student should in all cases acknowledgethe source.” For further information please see:http://www.rgu.ac.uk/about/academic-affairs/quality-assurance-and-regulationsBefore submitting assignments, you should check to ensure that: All material identified as originally from a previously published source has been properlyattributed by an appropriate reference in the text; Direct quotations are marked as such (using “quotation marks” at the beginning and end of theselected text), and A citation has been included in the list of references at the end of the text.Late SubmissionsThe penalty for late submission of a piece of coursework is that the coursework is failed. A fail willalso be given for any accounts of plagiarism found in the coursework.If you, for genuine reasons, are unable to meet the submission date, please contact the CourseLeader before the submission deadline with the Coursework Extension Form to apply for anextension of the coursework.PenaltiesThere is a penalty for: Deviating substantially (+/- 5%) from the word limit and/or from the presentation time. Thepenalty is a deduction of up to 5 grade points from the final grade for this project. Not meeting the minimum references requirement. The penalty is a deduction of up to 2 gradepoints for every missing reference. Poor spelling and grammar in the slide-deck and/or report. The penalty is a deduction of up to 5grade points from the final grade.CB 3006 Contemporary Hospitality Service Management C2: Individual Project [40%] Page 10 of 10 Not meeting the file formatting specifications (file type). The penalty of up to 5 grade pointsfrom the final grade.SupportFor any questions on the assessment, please contact Ms. Laura Chávez, Module Coordinator. Thecontact details can be found in CampusMoodle.
