BSBMKG435 Simulation Pack Student

CRICOS
Code 03490G
Trading as Melbourne Advanced Commerce Institute (MACI)
Level 2, 259-263 Collins Street, Melbourne, VIC, 3000
RTO Provider Number 32471

Case Study
You are the marketing coordinator of Tropica Queensland - a group of three hotels located in Cairns,
Queensland.
Tourism Tropical North Queensland is the regional tourism organisation for North Queensland, Cairns
and the Great Barrier Reef. It is responsible for promoting Tropical North Queensland as a tourism
destination of choice to domestic travellers and travellers from around the world. Tropica Queensland
sets their marketing objectives in line with the North Queensland Destination Tourism Plan available
at https://teq.queensland.com/about-teq-new/plans-and-strategies/destination-tourism-plans
In light of the Covid-19 pandemic, marketing plans for 2022 will be based on historic market profiles
and consumer data collected for the 2019-year end.
Tropica Queensland offers a range of accommodation options and business packages to willing
travellers, international and domestic. All of Tropica’s sites are suited to catering for domestic
business travellers who are attracted by the unique business and conference event opportunities
within the region. Tropica will be focussing their marketing efforts on this segment in hopes of
attracting these high value domestic travellers to their hotels as part of their strategy to recover from
the effects of the pandemic.
Tropica Queensland defines domestic business travel as business, and attendance at

convention/conference/seminar/trade fair/exhibition, training and research (employed only) and work
as driver or transport crew. They market their conference packages to corporates from Interstate and
Intrastate.
Tropica has also identified visitors from China travelling for leisure as a target market for 2022 in the
hopes that international travel will increase within the next year.
The Director of Marketing has asked you to analyse consumer behaviour to examine the factors that
impact on decisions to book a hotel stay with Tropica Queensland. The two consumer types are
domestic business travellers, and visitors from China who are interested in travelling to Australia for
leisure.
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Tropica Queensland – Marketing Plan 2022 (Extract)
Marketing objectives
Corporates (Domestic businesses) Visitors from China
• Grow Tropica’s share of the domestic • Convert travel intentions to bookings

business traveller segment through hosting
• Increase average the length of stay of
business events
visitors
• Convert current interest to bookings
• Create awareness of experience to be had
• Increase average spend on food and drink in the region.
at the hotel by expanding menu
• Drive on-site shopping
• Promote on-site team-building experiences.
• Drive average spend per day on food and
For example, bungy jumping, canyoning,
beverage at the hotel
white water rafting, and skydiving
• leverage the strong digital and social

network channels in China to reach the
young and trendy
• tailor product to attract and retain Chinese

customers
Product offering (business travellers to Queensland from Interstate and

Intrastate)
• Proximity to Great Barrier Reef and Daintree (Hero Experiences TTNQ)
• Five-star rating
• Free internet access
• Conference facilities
• Fast check-in and check-out
• Concierge service
• In-house wine cellar and sommelier
• located a short distance from the Cairns Convention Centre
• Executive suites
• Gymnasium
• In-house audio-visual company
• Full buffet breakfast and a complimentary full day conference package
• Executive lounge

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Product offering (travellers to Queensland from China)
• Proximity to Great Barrier Reef and Daintree (Hero Experiences TTNQ)
• Five-star rating
• Free internet access
• Front desk staff speaks Mandarin
• All staff have undergone cultural awareness training (understand and embrace cultural
differences, understand and consider cultural taboos)
• Fast check-in and check-out
• All signage and forms in Mandarin and English
• Tourism information, group tour booking support on-site
• Concierge service
• Customised gift shop
• Welcome kit in Mandarin in every room
• Kettle, tea and Chinese teapots
• Robes with slippers
• Menus in Mandarin, Chinese options on room service and restaurant menus (for example,
noodles, rice), breakfast items such as congee and dim sum, mini bar items such as instant
noodles or rice
• Chinese power adaptors in each room
• Chinese TV channels and newspapers available
• We accept China UnionPay
Background information
Tropica Queensland’s domestic corporate target segment consists of professional businesses who
require packages for hosting events or rewarding their top performing staff members. These
consumers are based in multiple locations in Australia and are small, medium and large businesses.
They use a multitude of devices including mobiles, iPads and computers. Their preferred social media
platforms are thought to be Twitter, Facebook and LinkedIn.
Tropica Queensland have always relied on word-of-mouth referrals to secure bookings, but have
recently started using social media engagement strategies such as articles on LinkedIn and photos of
the hotel and region on Facebook. The articles on LinkedIn have been well received with consumers
positively reacting, making comments and sharing a reaction such as a “like”. Consumers have also
posted questions about the hotel, conference facilities and team building experiences in the region.
Tropica Queensland has seen an increase in the number of new followers resulting from the posts,
and the number of click-throughs to their website. They would like to see a similar increase in number
of bookings as booking rates from this segment remains low.
Tropica Queensland’s China traveller segment uses platforms such as WeChat and Weibo (platforms
such as FaceBook are blocked). They engage well with video-rich content and immersive storytelling.

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The hotel would like to engage with young trendy Chinese professionals using a more suitable
platform, such as Red.

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Consumer profile information - domestic business traveller

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Source: https://www.tra.gov.au/Domestic/domestic-visitor-profiles

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Source: https://businessevents.australia.com/en/plan-your-event/news-ideas/business-events-australia-releases-results-of-
forth-wave-of-dome.html

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Consumer profile information - Chinese tourist

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Source: Tourism& Events Queensland https://teq.queensland.com/research-and-insights/international-research/international-

market-research/consumer-demand-project

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Source: Tourism& Events Queensland https://teq.queensland.com/research-and-insights/international-research/international-
market-research/unpacking-international-markets
Source: Tourism& Events Queensland webpage
https://cdn2teq.queensland.com/~/media/15c4dcb13eb643f0b1eb0931a9cb3eae.ashx?vs=1&d=20140515T115458

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Marketing Policy and Procedures
Purpose
This policy and procedure on the use of marketing materials is required to enable our company to
comply with legislation and regulations relevant to marketing practices, as well as standards and
codes such as Advertising Standards Bureau (ASB) codes of conduct.
This policy applies to all employees and external providers involved in the promotion of our company
and services.
Definitions
Marketing and advertising materials refers to all materials printed or published;
Policy
All marketing and advertising conducted by our company will be accurate and ethical.
Procedures
Detailed written procedures regarding marketing and advertising are available to all staff at our
company’s premises and are included in employee induction packs.
Employees should always use standard templates provided for documenting marketing activities.
Employees should always seek approval from designated authorities for marketing activities.
All marketing material must:
• Adhere to Privacy Act.
o Must not use personal images, information for marketing purposes without express written
consent.
• Adhere to Do Not Call Register legislation

o Potential customers on the Do Not Call Register must not be called for marketing purposes.
• Adhere to anti-discrimination policy:

o Images or written material must not portray any group or individual in a negative, offensive
or stereotypical way on the basis of sex, gender, marital status, etc.
• Be conducted in a safe and responsible manner to minimise risk to health and safety of
employees and the general public.
• Not include spam campaigns.
• Adhere to the Competition and Consumer Act 2010 (formerly the Trade Practices Act).
Employees must not:
o attempt to induce individuals to place their personal interests above those of our company
o attempt to restrict competition by:
− inducing a competitor or customer to breach a contract with a third party

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− obtaining unauthorised access to classified or proprietary information or documents
− securing an unfair competitive advantage.
o violate any law or regulation

o engage in any activity that could damage the reputation of our company
o give false or misleading information or advice in relation to:
− claims of products or services: price, benefits, etc.
− the environment and sustainability of our company the ethical conduct of our company
− any other claims.
• Where relevant, adhere to standards and codes of practice regarding specific types of media
such as radio, television or the Internet.

CRICOS Code 03490G

Privacy Policy and Procedures
Scope
This privacy policy outlines how Tropica protects and handles personal information in accordance with
its obligations under the National Privacy Principles (APPs) contained in the Privacy Act 1988 (Cth)
(Privacy Act).
1. Collection of information
1.1 Tropica Queensland collects personal information relating to individual creators, publishers,
licensees and IT professionals as part of the normal course of its business.
1.2 Where possible, Grow Management Consultants collects personal information directly from
the individuals themselves.
1.3 Third party collection: Tropica Queensland may also collect personal information from third
parties in accordance with the requirements of the APPs, including:
• From other rightsholders of a work, including the publisher. This is restricted to

information which will assist in member recruitment or payment to rightsholders, such
as contact and entitlement information. If Tropica Queensland cannot collect that
personal information from other rightsholders, its ability to efficiently recruit and pay
rightsholders will be restricted;
• Tropica Queensland has agreements with similar organisations in other countries that
enable the use of foreign text and images in Australia, and the collection of fees and
royalties for the use of Australian works overseas and may collect information in this
process;
• From the public domain from third party sources such as social networking services,
industry directories, industry guides, and the Internet; and
• Through purchased mailing lists and business database lists which are used for
sending Tropica Queensland marketing material, where recipients have consented to
receiving such communications or it would be reasonably expected of us to use or
disclose the information for that purpose.
1.4 Websites and online services: a variety of information is collected by users of our Websites
and online services.
1.5 Emails and electronic forms: our servers may record an email address if a message is sent
online. An email address will only be used for the purpose for which it has been provided
and it will not be added to a mailing list or used for any other purpose without consent.
1.6 Google Analytics: Tropica Queensland uses Google Analytics to collect data about users’
usage and behaviour on Websites. This information is used to improve the Websites and is
not used by Tropica Queensland to personally identify users of the site. All tracked data is
anonymously collected in Tropica Queensland with Google Analytics’ privacy policy. Refer
to Google’s privacy policy for further information: http://www.google.com.au/policies/privacy/
1.7 Cookies: Tropica Queensland uses session ‘cookies’ to help analyse how users use their
Websites. The cookie-generated information generated about the use of the website
(including IP address) will be transmitted to and stored by our service providers on servers
hosted in Australia. By using our website, users consent to the processing of data about
them in the manner and for the purposes set out above.

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2. Anonymity
2.1 We provide the option for individuals to not identify themselves, or of using a pseudonym
when dealing with us. In some circumstances, if a choice is made not to provide the
information requested, we may not be able to provide certain services.
2.2 We do not provide this option in circumstances where it is impracticable to do so or where

Tropica Queensland is legally required to deal with identified individuals only.
3. Use and disclosure of personal information

3.1 Tropica Queensland uses and discloses personal information for the primary business
purposes for which it is collected (set out above) and related management purposes.
3.2 Tropica Queensland uses and discloses personal information for any other purposes to which
consent has been given.
3.3 Tropica Queensland will not otherwise use or disclose personal information without consent
being given unless otherwise required or authorised by law.
3.4 Subject to the requirements of the APPs, Tropica Queensland may also use and disclose
personal information for any other related purpose that one would reasonably expect the
information to be used or disclosed.
4. Marketing material
4.1 Tropica Queensland may use personal information, from time to time, to send to marketing
material that we consider will be useful, or other material about our activities.
4.2 Tropica Queensland will only do this if we collected the information and one would
reasonably expect us to use or disclose the information for that purpose, or if consent has
been given to receiving such communications.
5. Personal information storage and security

5.1 Tropica Queensland takes reasonable steps to protect personal information from loss,
unauthorised access, modification, disclosure, interference or other misuse. These steps
include electronic access restrictions for electronic files that contain personal information,
securing paper files containing personal information in locked cabinets and physical access
restrictions.
5.2 Once collected, Tropica Queensland holds personal information in a number of different
formats, including on servers (located both onsite and offsite, including in the cloud),
databases, filing systems and in offsite backup storage.
5.3 Tropica Queensland only retains personal information for as long as it is required for its
business purposes or for as long as required by law. Any information that we no longer
require is destroyed securely. An exception to this may be retention of the information for
data analysis. However, if this occurs, the information will be retained in a form that does not
allow you to be identified from that information.
5.4 Tropica Queensland undertakes not to disclose your personal information in any manner that
would be considered direct marketing.

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6. Digital security
6.1 Input devices such as thumb drives or other external memory devices should only be used if
they come from a trustworthy source.
6.2 Before opening a thumb drive folder, ensure that a malware scan is run on it.
6.3 Files that are to be modified should first be saved to the computer’s desktop and the thumb
drive ejected before beginning work on the files.
6.4 All files should be saved to the relevant folder, and not left on the desktop.
6.5 Back up of data should be performed at the end of every week. The data should be backed
up onto an external memory device, which will be stored in the security cupboard in the
Administration office.
7. Internet security
7.1 A mailbox should be created for each email sender so they can be accessed efficiently.
7.2 Before logging off from your inbox, ensure that it is empty. All emails should be placed in their
sender’s mailbox.
7.3 Suspicious or potentially dangerous emails should be deleted immediately. Attachments

should not be opened.
7.4 Personal emails should not be opened at work, or on King Edward VII College’s computers. If
an email of a personal nature is received on a King Edward VII College’s email address,
forward it immediately to a private email address, and open it outside work. Delete the
original email from the inbox once it has been forwarded.
7.5 Returned email should be examined to ensure that the address in correct. If in doubt as to
the correct address, contact the source of the address and ask for verification.
7.6 Email attachments should only be opened if they come from a trusted source. Attachments
are to be stored and sent only as pdf, Word, PowerPoint or Excel files. If trustworthy emails
are received in other formats, they should be converted before filing.
7.7 New staff must be assessed on their email competence by their manager before they are
given access to their company email address and access to company files. This assessment
is to be carried out on an external email account.

CRICOS Code 03490G

Social media policy
Tropica Queensland employees must use social media networks appropriately and responsibly,
especially when discussing or disclosing any information related to Tropica Queensland or to their
employment at Tropica Queensland.
While social networking opens up new opportunities to have a positive impact on our brand reputation
and business growth, it also carries significant business risk when used inappropriately. Failure to
follow Tropica Queensland’ social media and networking policy or other abuse of social media and
networking tools may result in disciplinary action up to and including termination of employment.
In the event anything in the policy may conflict with local law concerning internet use and data
privacy, local law will control the interpretation and application of the policy.

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CRICOS

Tropica Queensland defines domestic business travel as business, and attendance at

BSBMKG435 SIMULATION PACK VERSION 4.0 Page 1

Corporates (Domestic businesses) Visitors from China

• Grow Tropica’s share of the domestic • Convert travel intentions to bookings

• tailor product to attract and retain Chinese

Product offering (business travellers to Queensland from Interstate and

• Free internet access

• Fast check-in and check-out

• In-house wine cellar and sommelier

• located a short distance from the Cairns Convention Centre

• In-house audio-visual company

• Full buffet breakfast and a complimentary full day conference package

BSBMKG435 SIMULATION PACK VERSION 4.0 Page 2

• Free internet access

• Front desk staff speaks Mandarin

• Fast check-in and check-out

• All signage and forms in Mandarin and English

• Tourism information, group tour booking support on-site

• Customised gift shop

• Welcome kit in Mandarin in every room

• Kettle, tea and Chinese teapots

• Robes with slippers

• Chinese power adaptors in each room

• Chinese TV channels and newspapers available

• We accept China UnionPay

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Source: Tourism& Events Queensland https://teq.queensland.com/research-and-insights/international-research/international-

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Source: Tourism& Events Queensland webpage

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• Adhere to Privacy Act.

• Adhere to Do Not Call Register legislation

• Adhere to anti-discrimination policy:

• Not include spam campaigns.

− inducing a competitor or customer to breach a contract with a third party

BSBMKG435 SIMULATION PACK VERSION 4.0 Page 15

− securing an unfair competitive advantage.

o violate any law or regulation

o give false or misleading information or advice in relation to:

− claims of products or services: price, benefits, etc.

− any other claims.

BSBMKG435 SIMULATION PACK VERSION 4.0 Page 16

• From other rightsholders of a work, including the publisher. This is restricted to

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2.2 We do not provide this option in circumstances where it is impracticable to do so or where

3. Use and disclosure of personal information

5. Personal information storage and security

BSBMKG435 SIMULATION PACK VERSION 4.0 Page 18

7.3 Suspicious or potentially dangerous emails should be deleted immediately. Attachments

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