Final Project

HA401 : The Class : Marketing : Marketing : Final Project

Final Project

100 Points

Purpose — The purpose of this project is to have students involved in the development of a resort recreation department. The project will include 1. choosing a theme and then designing and developing, 2. description of operations, 3. marketing plan and positioning, 4. financial revenue pro forma based on rate and volume assumptions, 5. exhibits and examples.

Project — From the following three choices, pick one operation to develop as part of a resort’s operations:

Design and develop an 18 hole golf course
Design and develop a spa program including theme, treatments and layout
Design and develop a specialty restaurant with two meal periods or a specialty restaurant with one meal period and a lounge, including theme, menu and pricing.

Following are more details for the project that you choose. Individual projects should be a minimum of six pages plus exhibits. You should consider writing 2-4 paragraphs for your introduction, 2-4 paragraphs each for marketing and financial, 4-8 paragraphs for your main content and at least 2 paragraphs for your summary. Exhibits should include your golf course layout, or spa layout or resaurant floor plan. You should also include your price list with at least 20 menue items for your restaurant or 15 treatments for your spa. The golf price will just be green fees and your driving range. Remember you just pick one of these to do.

Your project should focus on the material learned in the classroom so far this semester. It should be based on specific market segments, features of the resort destination and resort property, elements of the surrounding culture, and the theme of the project that you are designing. Marketing components should include your philosophy, positioning, marketing plan, pricing, and target markets served. Financial components should include pricing, usage or rate of play, revenue generating segments, and hours of operations. Refer to the pro forma example in module 4.

Your exhibits should feature your project. For example, a printout of the holes of your golf course, a layout or diagram of your spa or restaurant, and the menu or treatment list for your spa. The logic of your assumptions and extent of your creativity and work will be key components of your grade. Just tell me what you did and why.

You will be required to e-mail me four weeks before the end of class to discuss your project. I will be available to serve as your consultant so please discuss ideas with me and/or send examples of what you are considering to include in your project. This should be a fun creative project that gives you an opportunity to combine your interests with the resort knowledge that you have learned to develop a resort recreational operation.

Once you have completed this module you should:

Go on to Topic 2: The Leisure Philosophy
or
Go back to Topic 1: Foundations of Marketing

E-mail Lloyd Shelton at Lloyd.Shelton@nau.edu
or call (928) 527-7518