While many hospitality venues in Dubai currently remain profitable and popular, businesses that have been left fragile after COVID-19 lockdowns will now be seriously concerned by the impact of foreign currency exchange fluctuations, supply chain volatility, and staffing shortages, over the coming year. You have been employed as a business development executive for a hospitality venue in Dubai. Your task is to assist the business in assessing the current situation through a marketing planning process, and from your findings, propose a range of appropriate business approaches that will allow your chosen business to respond to the current challenges and develop in the future.

You are required to highlight the key factors in an organization that have an influence on and bearing on its operational effectiveness.

• Value system • Mission and Objectives • Organizational Structure • Corporate Culture and Style of Functioning of Top Management • Quality of Human Resources• Labor / Staff • Physical Resources and Technological Capabilities

Assessment Criteria

Overall, the key learning outcomes assessed include:

Discuss the impact and relevance of emerging digital behavior characteristics; how the factors impact the organizational decision-making process and how organizations can respond to meet changing consumer expectations and behavior Evaluate different planning approaches and how these are applied in the digital context including planning for both domestic and international markets. Identify and evaluate the range of digital media available to marketers and be able to identify the appropriate communications mix to deliver on organizational objectives. Identify and evaluate the range of digital media available to marketers and be able to identify the appropriate communications mix to deliver on organizational objectives. Describe and discuss the relevant aspects and frameworks of digital marketing theory. Identify relevant sources of information to solve digital marketing issues Utilize information technology, in particular the Internet, online resources, and digital insights, to address marketing problems in the ever-changing digital environment. Importance of the increased use of Social Media Platforms and Cloud based e-marketing software to design digital campaigns Communicate findings in a coherent and concise manner Develop report writing skills to present findings and recommendations in a professional manner.