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MARKETING PLAN PRESENTATION

LEARNING TEAM A
UNIVERSITY OF PHOENIX
AET/552
SEPTEMBER 11, 2017
DEVIN ANDREWS
PRESENTATION AGENDA

ORGANIZATION OVERVIEW MARKETING PLAN RESEARCH


HISTORY TARGET MARKET
SIZING ENVIRONMENTAL & CONTEXTUAL ANALYSIS
STAKEHOLDERS & STAKEHOLDER NEEDS COMPETITIVE ANALYSIS

LEARNING PROGRAM OVERVIEW MARKETING PLAN EXECUTION


LEARNING PROGRAM PLAN MESSAGE
PROGRAM OBJECTIVES CREATIVE STRATEGY
PROGRAM FEATURES COMMUNICATION METHODS
EVALUATION TECHNIQUES
BUDGET
ORGANIZATIONAL OVERVIEW:
MARRIOTT INTERNATIONAL, INC.

Marriott International, Inc. is an American hospitality company with headquarters in


Bethesda, MD, responsible for managing and franchising household name brands such
as Courtyard, Fairfield Inn, Springhill Suites and Sheraton (Marriott, 2017).

HISTORY
Founded in 1927 by J. Willard, Alice Marriott and Hugh Colton in Washington, DC
First motor hotel introduced in 1957 located in Arlington, VA

SIZING
6,000 properties and 30 brands n 122 countries and territories as of September 2016
Employees 226,500 people and services over one million loyalty reward members
Reported 2015 Fiscal Year Revenue of 14 Million and 2016 fiscal year revenue of 17 million
ORGANIZATION OVERVIEW:
STAKEHOLDERS & STAKEHOLDER NEEDS

STAKEHOLDER IDENTIFICATION STAKEHOLDER NEEDS


Shareholders Involved in each step of the
Hotel Owners and Franchisees discussion making process
Supplies
Associates How and if they can be affected
Customers by the program
Community Organizations
Industry Associations Updated about the results of
Governmental Entities assessments and any additional
Nongovernmental Entities feedback from employees and
customers.
LEARNING PROGRAM OVERVIEW:
MANAGEMENT TRAINEE PROGRAM

The Management Trainee Program at Marriott International, Inc. is 2.5 3 year


experience designed for senior undergraduate students at local colleges and
universities in the Washington, DC Metropolitan Area. Training components
include:

Technical Training Rotation

Leadership & Management Training Rotation

Property Department Training Rotation

Cross-Cultural Training Rotation


LEARNING PROGRAM OVERVIEW:
Program Objectives

To provide a social and formal learning experience that will successfully prepare participants
for an entry-level management position to start their career (educational)

To offer a blended training environment, including technical training, soft skill development
and leadership development that will enable program participants to be qualified managers
that are able to lead a diverse team to sales and customer service success (educational)

To involve stakeholders in all planning, decision-making and implementation processes, when


appropriate) to ensure we meet their needs are met and the program is as effective as
possible (operational)

To provide adequate and experience mentors and coaches who will led program
participants experience through interest in their development and success (operational)
LEARNING PROGRAM OVERVIEW:
Program Features

Full-Time trainee program opportunity that starts during a candidates senior year of their
undergraduate studies, guaranteeing them a job after graduation

Blended development experience that includes technical training, soft skill enhancement
and preparation to take on a management role

Exposure all management-led departments within the company in a rotational format

Upon completion of the program, candidates placed into an entry-level management


position in one of the rotational departments exposed to during the program
MARKETING PLAN RESEARCH:
TARGET MARKET

Undergraduate students at local colleges and universities in the


Washington, DC Metropolitan Area:

DEMOGRAPHICS

PSYCHOGRAPHICS

BEHAVIORS

GEOGRAPHICS
MARKETING PLAN RESEARCH:
ANALYSIS

ENVIRONMENTAL & CONTEXTUAL ANALYSIS COMPETITIVE ANALYSIS

Embracing Change DC Alliance of Youth Advocates


Marriott Family
The Competition Y.M.C.A.
Strengths & Weaknesses
Motivation A.S.M. Educational Center
Retention
MARKETING PLAN EXECUTION:
MESSAGE & CREATIVE STRATEGY

MESSAGE CREATIVE STRATEGY


Not Just a Worker Bee! Marriott Creative Agency (MCA) was established
to generate ideas to focus on size and creativity .
Guiding Principle "MCAs purpose is innovative, strategic marketing
Chance & Opportunity communications solutions to Marriott
International.
Fear of failure MCA are solely dedicated to are Marketing,
Too much responsibility too Operations, Corporate Relations, Lodging and
Development Field Marketing and Human
little time resources.
Is
this what I want to do? MCA develops portfolios for the Marriott in print,
digital campaigns and videos and photography
Why Marriott? for various magazines and social media networks.
MARKETING PLAN EXECUTION:
COMMUNICATION METHODS & EVALUATION TECHNIQUES

COMMUNICATION METHODS EVALUATION TECHNIQUES


To promote and advertise the There are many ways to evaluate the
Management Training Program, effectiveness of our marketing plan.
Marriott International, Inc. will use the Marriotts goal is to effectively train
following communication methods: and hire new employees who can
move up Marriott International, Inc.s
Sponsorships
organizational chart:
Flyers/ school bulletin boards
Competition Response
Word of mouth/ Referrals
Customer Reactions
Social Media
Question Development
Web banner ads
Public relationships
MARKETING
PLAN
EXECUTION:

BUDGET
REFERENCES:
Bender, Bryce. (2013). Customer Service Through Founding and Guiding Principles. Retrieved
from https://www.govloop.com/community/blog/customer-service-through-founding-and-
guiding-principles/
Brier, S. (2012). How Marriott Got Marketing Right. Retrieved from
http://www.baselinemag.com/c/a/IT-Management/How-Marriott-Got-Marketing-Right-173649
Caffarella, R. S., & Daffron, S. R. (2013). Planning Programs for Adult Learners (3rd Ed.). San
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Evaluation Methods. (2011, August 01). Retrieved September 01, 2017, from
https://www.atsdr.cdc.gov/communityengagement/pce_program_methods.html
Gallagher, Leigh. (2015). Why employees love staying at Marriott. Retrieved from
http://fortune.com/2015/03/05/employees-loyalty-marriott/
Jones, M. (2017). Marriott Creative Agency. Retrieved from http://marriottcreativeagency.com/
Keep up with Marriott International. (2017). Retrieved from
https://www.linkedin.com/company/marriott-international
Marriott.com (2017). Find Your World. Retrieved from
http://www.marriott.com/aboutmarriott.mi
REFERENCES:
Marriott.com (2017). Find Your World. Retrieved from http://www.marriott.com/aboutmarriott.mi
Marriott.com. (2017). Our Story. Retrieved from http://www.marriott.com/about/culture-and-
values/history.mi
Marriott. (2014). 2014 Sustainability Report. Retrieved from Marriott, Stakeholder Engagement and
Policy Advocacy website.
Marriott International - Corporate Overview. (2017). Retrieved from
http://www.marriott.com/about/corporate-overview.mi
News.Marriott.com. (2017). Awards and Recognition 2017. Retrieved from
http://news.marriott.com/p/awards-and-recognition/
Segmentation Bases for Marriott Hotels Marketing Essay. (2013, November). UK Essays.
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hotels-marketing-essay.php
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Integrated Marketing Communications (9th Ed). Mason, OH: South-Western
"The Real Challenge with Learner Engagement: L&D Has a Marketing Problem," Bersin by Deloitte
Research Bulletin, 2015