Student Name: Linh Chi Nguyen

Student ID: 101133319

Q1: Name 3 elements of branding strategy that can impact online Optimization -

Explain why you chose each marketing element.

- Target Audience: Identifying a target market helps a company develop effective

marketing communication strategies. A target market is a set of individuals sharing

similar needs or characteristics that is hopes to serve (Hubbard, L., 2019). By

knowing targeted audience, companies then can choose the fit platforms and methods

to carry out their strategies, as well as manage allocation of resources to receive the

best outcome. Target market is the first step to a successful marketing tactics.

- Social Media Platforms: Social Media is widely used as a tool for businesses to reach

a worldwide customer population, so that customers can obtain information, select,

reviews (Vinerean, S., Cetina, I., Dumitrescu, L. & Tichindelean, M., 2013).

Platforms such as Twitter, TripAdvisor, Facebook, Instagram, etc are extremely

beneficial for promoting brands as it has millions of users all over the world. Social

media is a way to form, maintain and enhance relationships with customers, which

results in possible consumption and loyalty.

- Brand Promise: Brand promise to customers is a core, and sometimes unspoken, part

of brands’ identities. It is what they tell customers, either explicitly or implicitly, they

can expect from your business. It sets their expectations on the quality of your

products or services, and gives them a feeling about a brand (Cooper, B., 2017). When

a brand follows through on its promises, the result is a loyal, and happy customer
 base, ready to advocate for the business and help it grow. Today’s consumers build

their understanding of brands on the memories that they collect from each interaction

with that organisation. If you’re not making sure that you deliver on your brand

promise through every touchpoint, then you could be missing out on your opportunity

to develop a strong, and lucrative customer following (Harvey, S., 2018)

Q2: Do you believe that crowdsourcing will be part of the future of hospitality and

tourism strategies? If so, how? If not, why?

Crowdsourcing is described as a web-based movement that harnesses the ideas and

opinions of the masses. It is defined as a distributed problem-solving and production model.

In the classic use of the term, problems or ideas are broadcast through some

technology-based method to an open group of potential solvers. These “users” (known as the

crowd) are used to sort through the possible solutions and find the best ones (Way, K.,

Ottenbacher, M., & Harrington, R, 2011). This could be applied in the hospitality and tourism

strategies and companies can use crowdsourcing to survey their potential customers about

ideas, promotions, concepts, etc. Since they are communicating with the masses, the results

they receive will most likely to satisfy the audience.

Q3: How will technology continue to change the face of global hospitality and tourism

for the 21st Century?

Technology has basically become part of our lives in the 21st Century which revolves

around us and forever improving given the fact of it’s benefits and usability in our everyday

life. Global hospitality benefit from the use of technology and the internet from the

information being collected through their customers and guests. Hotel’s collect information
ranging from the amount of days their guest stay, to the amount of guests the hotel receives in

a certain amount of time. This is valuable information for the hotel and the company because

they can use it to further analyze and improve their business.

Q4: What were some of the challenges you found during this course and how did you

overcome them?

Some of the challenges that I’ve faced during this course is the amount of work that

needs to be inputted for a business. The branding, logo, and purpose of the business each has

to have a meaning which I found a little challenging to brainstorm all in one purpose of an

idea. Relatively the same goes for learning about Blue Ocean Strategy. Running and or

launching a business that is not popular or in demand is a difficult task to do. Taking Cirque

du Soleil as an example, trying to learn their ways of successfully running a less demanding

business was difficult because of all the ideas that needed to be thought of careful and how

those ideas would impact the business either negatively or positively.

Q5: What are three most prominent things that you’ve learned as takeaway skills from

this course that you will be able to use in industry?

The Blue Ocean Strategy is one of the takeaway skills that I have learned in this

course. Launching a business that is not on demand is a very challenging task to complete

due to its lack of interest from the public; But this can also lead to high rewards because it is

something that the public has never seen or experienced before hence making your business
skyrocket in popularity and uniqueness. Crowdsourcing is also one of the skills that I believe

is one of the best ways to start up your business. Potential donors can support your idea and

make your business dream come to life. Since technology and social media has basically

overcome business strategies, Online Reputation Management (ORM) is also an excellent

takeaway skill that I’ve learned. Knowing that social media platforms are a great way to

advertise your business and how to properly do it has indeed become crucial when it comes to

online advertising.

Reference:

Cooper, B. ( September 2017). Why your brand promise is important for success.

Harvey, S. (2018, May 08). The power of brand promise: Why it pays to be true to your

word. Retrieved from https://fabrikbrands.com/the-power-of-brand-promise/

http://dx.doi.org/10.5539/ijbm.v8n14p66

Hubbard, L. (2019, February 19). Why Is Identifying the Target Market so Important to a

Company? Retrieved from

https://smallbusiness.chron.com/identifying-target-market-important-company-76792.html.

Vinerean, S., Cetina, I., Dumitrescu, L. & Tichindelean, M. (2013, June 18). The Effects of

Social Media Marketing on Online Consumer Behavior. Retrieved from

Way, K., Ottenbacher, M., & Harrington, R. (2011). Is Crowdsourcing Useful for Enhancing

Innovation and Learning Outcomes in Culinary and Hospitality Education? Journal of

Culinary Science & Technology, 9(4), 261. Retrieved from

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