PROJECT OUTLINE Option 2 - ASSIGNMENT

SHEET
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Course Number MSc-LMGE1003 Course Title: Business Trends in Luxury Hotel,

Resorts and Events

Program MSc-LMGE Lecturer Mariana Palmeiro

Consumer Trend
Assignment Type Analysis Report Assignment Individual Assignment - Option 1
Name

Hand-out date: Wednesday 7th December

Semester 2022.04
11am.

Campus / Learning Bulle/Level 7 Hand-in date: Wednesday 14th December 11pm

Level

Overall Grade 60% Grade 100% Individual

Weighting % Distribution %

Hand-in Place: TII through Moodle (electronic copy)

on Moodle course link

OVERALL AIM:
The Individual Assessment intends to evaluate student’s ability critically assess Citizen M's
positioning as a luxury hotel, highly innovative and looking to address the latest consumer trends.

ASSESSMENT SCENARIO:
Citizen M hotels have been a tremendous success in disrupting the urban hotel scene. Creating
simple, efficient concepts which have quickly been adopted by the market globally. Citizen M
presents value for money and a new approach to service.
Eliminating front desk and concierge services, restaurants, and other amenities traditionally part of
any urban hotel, but providing the essential amenities nonetheless. Rather than adding more
services or features, the company removed features that were not attractive to their intended
consumer target: tech-savvy, mobile travelers.

Approval date: February 2018

Project outline template
Effective date: February 2018
Template owner: Barbara Miller; Martin Senior
Latest Revision: January 2018
Revision date:
Page 1 of 6
This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document.
Listen to the concept in more detail on the video below and analyze the links following the video to understand its
value proposition from a traveler perspective.
Citizen M creation: https://www.youtube.com/watch?v=coP6KoHMUHI
Citizen M website: https://www.citizenm.com/
Individual Written Paper recommended structure:
1) Introduction and relevant Trends: What made Citizen M successful? Which consumer trends did Citizen M
attempted to follow? (you can use the Euromonitor's trends as a reference)
2) Affordable Luxury at Citizen M: What types of consumers does Citizen M try to cater to? Why does the
brand position itself in the affordable luxury market segment? What makes Citizen M a luxury concept?
3) Suggestions for further innovation and new trends: What could be further innovations taken by the
company? What new trends can they try to follow? What are the risks or challenges of your suggestions? What
could go wrong with your proposed ideas?
4) What can other hotel brands do if Citizen M implements your suggestions? As a conclusion, can you
elaborate on the the main challenges to the current business model of a traditional hotel when trying to compete
with your suggested ideas for Citizen M? Would this new idea present an even bigger challenge?
5) References to any data, examples or quotes you refer in your research and assessment.
TASKS & ORGANIZATION:
Individual Written paper in Word and converted to pdf format: min 5 - 15 max pages (character font: 11,
spacing: 1.5).
The specific topic and detailed framework/research databases for the paper will be
distributed before the end of the in class sessions.

All references and data sources used must be cited in the paper and also appear in a reference list at
the end of your paper using the correct APA format (7th edition).

References are important. They acknowledge your source and avoids risk of plagiarism. They also
provide the information necessary for a reader to locate and retrieve any source you cite for further
reference.

ASSIGNMENT SUBMISSION:
Assignment to be submitted electronically via the submission link on the course site on Moodle by
December 14h, 11pm.

ASSESSMENT & GRADING:

The paper will be graded based on the following dimensions:

Task LOs & TSs Learning Descriptors* Assessment Grade

Type Distribution

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Approval date: February 2018

Project outline template
Effective date: February 2018
Template owner: Barbara Miller; Martin Senior
Latest Revision: January 2018
Revision date:
Page 2 of 6
This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document.
 Individual LO1, LO2, • Presentation of the Analysis Formative 100%
Assessment TS1, TS3 • Cognitive Skills and
Summative
• Individual critical analysis of a
trend finding in databases
and different sources

* See Appendix I & II for Grading Guidelines and details of Learning Descriptors

Grade
Grade Weighting
Distribution
Learning Descriptors: Individual critical analysis of a 25%
trend finding in databases and
different sources
Cognitive Skills 30%

Transferable Skills: TS1: Presentation of the Analysis 25%

TS3: Information Literacy 20%

FINAL GRADE 100%

STATEMENT OF AUTHORSHIP

To ensure proper academic research and report writing techniques, each individual or group written
project work should include the following statement, signed by all students involved in the project.

“I confirm that this work is my own. Additionally, I confirm that no part of this coursework, except
where clearly quoted and referenced, has been copied from material belonging to any other person
e.g. from a book, handout, another student. I am aware that it is a breach of GIHE regulations to copy
the work of another without clear acknowledgement and that attempting to do so renders me liable to
disciplinary procedures. To this effect, I have uploaded my work onto Moodle and have ensured that I
have made any relevant corrections to my work prior to submission.”

FINAL DOCUMENTS:

• Late work will not be accepted, and you will receive zero for your work.

• You are required to submit an electronic copy of your work to Turnitin. The electronic copy is
designated as the formal submission document.

• The final piece of work must be uploaded in enough time for the system to accept it on the due
date. The system sometimes takes longer than normal to accept reports (from 30 min up to few
hours). Please note that larger documents will upload more quickly if they are saved as a PDF
file.

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Approval date: February 2018

Project outline template
Effective date: February 2018
Template owner: Barbara Miller; Martin Senior
Latest Revision: January 2018
Revision date:
Page 3 of 6
This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document.
 • Referencing will be checked as Turnitin only checks similarities.

• Should you have difficulty using the system, you must contact your lecturer immediately
(leaving this until the last minute is unacceptable). It is YOUR responsibility to upload your own
work and last minute IT issues will not be considered as mitigation.

• You must not upload your work onto another person’s account. If this happens, your
submission may not be assessed, leading to a zero.

• You are required to agree to the Turnitin usage policies when you first access the Turnitin
website. Full information regarding the Turnitin service, including privacy, copyright and fair
usage can be found on the Turnitin website at
http://www.turnitin.com/static/footnote/usagepolicy.htm.

_____________________________________________________________________________________________________
_______________________________________________________

Approval date: February 2018

Project outline template
Effective date: February 2018
Template owner: Barbara Miller; Martin Senior
Latest Revision: January 2018
Revision date:
Page 4 of 6
This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document.
GRADING GUIDELINES

GIHE LEVEL 7 : Assessments grading will be based on the descriptions below

Grade Learning Descriptor

a) Knowledge: A clear and exact demonstration of knowledge and the critical

understanding of the principles, concepts and techniques: all arguments
carefully developed and clearly shown. Considered and effective use of
literature beyond that supplied in the classroom.
b) Cognitive: Knowledge applied to show understanding. Apply knowledge
and understanding accurately to a range of issues, questions and problems.
80– 100% Apply establish techniques to critically evaluate and interpret the subject. Clear
Excellent evidence of thinking and links to originality.
c) Professional Competencies: compare and use different approaches to
issues and problems. Shows engagement of ethical issues.
d) Transferable Skills: communicate information, arguments, and ideas
effectively, use recognized literature, ICT, and planning; excellent report
structure with APA presentation of figures, tables, references (in-text and list)
where appropriate. Evidence of originality and novelty present.

a) Knowledge: A sound grasp of the subject material, with some critical

understanding and logical arguments shown. Reasonable evidence of wider
study beyond the classroom.
b) Cognitive: Knowledge applied and used to interpret data. Some evidence of
70 – 79% critical thinking.
Very Good c) Professional Competencies: some key skills developed and shown to help
address issues and problems. Although the range of approaches limited.
d) Transferable Skills: considered use of communication tools, literature, ICT,
and planning; well organized report; appropriate choice and APA presentation
of figures and tables; clearly presented throughout.

a) Knowledge: Reasonable understanding of subject matter with some critical

review, but some flaws and errors evident. Only limited evidence of wider study
and use of literature information.
b) Cognitive: Knowledge used to interpret data with some knowledge
application evident. But problems found in overall logic and argument. Limited
50 – 69%
critical review.
Pass
c) Professional Competencies: Little evidence of key skill development in line
with practical and/or professional problem solving.
d) Transferable Skills: considered use of communication tools, literature, ICT,
and planning; a generally clear report with acceptable format but some errors in
APA style and/or omissions in presentation.

_____________________________________________________________________________________________________
_______________________________________________________

Approval date: February 2018

Project outline template
Effective date: February 2018
Template owner: Barbara Miller; Martin Senior
Latest Revision: January 2018
Revision date:
Page 5 of 6
This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document.
 a) Knowledge: Limited understanding of the topic with a minimal critical
application; considerable factual errors evident. Virtually no inclusion of
literature information beyond lecture materials.
b) Cognitive: Knowledge used to describe, a limited application knowledge
shown. Limited evidence of argument and logical thinking.
40 – 49%
c) Professional Competencies: Limited evidence of skills development in line
Fail
with practical or professional development or problem solving.
d) Transferable Skills: use of communication tools, ICT, and some planning;
little attention given to the report structure; a very limited use of illustrative
tables and figures. APA problems evident and serious flaws in presentation
shown.

a) Knowledge: Minimal understanding of the subject; serious factual errors

evident.
20-39% b) Cognitive: Very limited argument or logic shown. Poor evidence of thought.
c) Professional Competencies: Poor evidence of skills development.
Fail d) Transferable Skills: poor use of communication tools, literature, ICT, and
planning; poorly structured report; disorganized, missing sections, minimal
presentation of supporting data.

a) Knowledge: Very poor coverage of material with little relevant information

evident. Virtually no evidence of understanding. A few lines of relevant
0 – 19%
material or no material at all.
b) Cognitive: No argument or logic shown.
Fail
c) Professional Competencies: None shown
d) Transferable Skills: minimal attempt to provide a structured answer. Poor.

The qualitative criteria include consideration of:

- The quality of the report/essay – use of sections, diagrams, figures, citation of references,
neatness etc.
- Student knowledge of the subject; depth and quality of answer.
- Evidence of reading / study beyond the regurgitation of standard taught materials.
- Shows level 6 competencies together with synthesis and evaluation.

Common Assessment Methods: case studies, dissertations, simulations, applied business projects,
final reports/end of term papers, long answer examination.

_____________________________________________________________________________________________________
_______________________________________________________

Approval date: February 2018

Project outline template
Effective date: February 2018
Template owner: Barbara Miller; Martin Senior
Latest Revision: January 2018
Revision date:
Page 6 of 6
This online version is a controlled document. Any printed versions are considered uncontrolled versions of the document.