Marketing Communication

Development stage: KNOW Learning Objectives: Understand the role of Marketing Communications in hotel operations and become familiar with hotel products, services, and brand identity. Learning Materials: - Marketing Communications functions in the hospitality industry. - Hotel profiles, facilities, products, and services. - Brand identity and approved brand guidelines. - Professional communication and workplace conduct. Practical Training: - Assist with organizing hotel profiles and existing promotional materials. - Help identify key brand elements in approved marketing materials. - Support the organization of hotel product and facility information under supervision. Assessment: Understanding of Marketing Communications responsibilities, hotel product knowledge, and brand guideline awareness.

Development stage: UNDERSTAND Learning Objectives: Develop basic writing skills and learn to prepare clear, accurate marketing content under supervision. Learning Materials: - Marketing content purposes and formats. - Caption writing and promotional copy. - Tone of voice, spelling, and grammar. - Content review and approval procedures. Practical Training: - Assist with drafting captions for hotel facilities, room promotions, and restaurant offers. - Help prepare short promotional messages based on approved information. - Revise draft content based on supervisor feedback. Assessment: Writing clarity, grammatical accuracy, content relevance, and adherence to the approved tone of voice.

Development stage: PRACTICE Learning Objectives: Develop basic skills in preparing visual marketing materials using approved tools and templates. Learning Materials: - Basic design principles and visual hierarchy. - Approved design templates and logo placement. - Image selection and visual consistency. - Basic photography and video documentation. - Digital file organization. Practical Training: - Assist with preparing promotional visuals using approved templates. - Help organize selected hotel photos and videos for marketing purposes. - Support basic photo and video documentation of hotel facilities when assigned. Assessment: Visual clarity, correct use of brand elements, accuracy of promotional information, and file organization.

Development stage: PERFORM Learning Objectives: Understand routine social media administration and support the preparation and coordination of scheduled content. Learning Materials: - Social media platforms and content formats. - Content calendar preparation. - Caption and visual review. - Post scheduling and publication procedures. - Guidelines for responding to comments and messages. Practical Training: - Assist with preparing a weekly social media content calendar. - Help check the completeness and accuracy of draft posts. - Support post scheduling or publishing when authorized and assist with organizing content records. Assessment: Content calendar accuracy, completeness of materials, coordination, and compliance with content approval procedures.

Development stage: RESPOND AND REPORT Learning Objectives: Understand basic hotel promotional activities and develop skills in recording and reporting marketing content performance. Learning Materials: - Hotel room and restaurant promotions. - Promotional information, validity periods, and supporting materials. - Basic social media metrics, including reach, likes, comments, and engagement. - Data recording and report preparation. Practical Training: - Assist with organizing promotional materials and checking approved promotion details. - Help compile available social media performance data. - Support the preparation of a monthly social media performance summary using available reports. Assessment: Promotional information accuracy, data recording, report clarity, and timely completion of assigned tasks.

Development stage: DEMONSTRATE Learning Objectives: Apply the knowledge and skills developed throughout the internship by supporting a small Marketing Communications project under supervision. Learning Materials: - Understanding a marketing brief. - Content planning and copywriting. - Visual content preparation using approved templates. - Content calendar organization and basic performance reporting. Practical Training: - Assist with preparing a content package for one hotel or outlet, including draft captions, approved-template visuals, and a content calendar. - Help organize supporting materials and compile available performance data, where applicable. - Present a simple project summary to the supervisor for review and feedback. Assessment: Hotel product knowledge, writing quality, visual content support, organization, accuracy, teamwork, communication, and adherence to brand guidelines. Expected Competency: Support routine Marketing Communications activities under supervision, prepare draft content in accordance with approved brand guidelines, and maintain organized marketing content records.