中文摘要 / Summary in Chinese
A group of IFT students from the Tourism Retail and Marketing Management bachelor degree programme recently completed a consultancy project for the 5-star Altira Macau hotel, a property managed by integrated resort operator Melco Resorts and Entertainment Ltd.
The project was developed for one of the students’ courses. It was designed by course leader IFT Visiting Assistant Professor Dr. Fernando Lourenço, in partnership with 2 Melco Resorts executives, Mr. Scott Messinger, Vice-President of Brand Marketing and Mr. Miguel Khan, Director of Brand and Marketing. The project offered students an opportunity to apply their knowledge to a real-world situation and to gain hands-on experience.
The students were asked to develop a marketing strategy to drive the penetration of the Altira Macau’s offering to consumers in Taipa, where the property is located.
The project included research and strategy development stages. In the initial stage, the students’ field research lead to developing 4 databases covering Taipa’s residential buildings, and food, beverage and entertainment offerings; the facilities available in hotels and integrated resorts in Macao and Taipa; and available academic theory on luxury consumption and consumer behaviour.
After gathering the information, as part of the second stage of the project, students developed a marketing campaign for the integrated resort. The campaign was designed to boost the property’s market penetration and help differentiate it from competitors, positioning Altira Macau as Taipa’s “crown jewel”.
Mr. Messinger and Mr. Khan said they were very satisfied with the outcome. A number of the proposals put forward by the students were considered feasible and could be implemented very soon, they said.
IFT is committed to providing educational opportunities for its students to experience and apply what they learn in the classroom. The Institute’s curriculum emphasises learning through projects. In doing projects, the students find themselves facing challenges of the sort they might encounter in their careers, particularly if they work in management. Importantly, project work also sees students learning to collaborate and acquire skills they later apply as industry professionals.