Music And Songs In Teaching English

Music And Songs In Teaching English There is a belief that first musical instruments appeared as early as speech, which means that the language of words and that of music were formed in parallel, completing and enriching each other. That is why language of words shows so much similarity to music. Both speech and music are characterized by rhythm and melody. Close associations of language and music have rooted in peoples mind very deeply. People often use metaphorically the name of one to refer to the other: they call pleasant words music to their ears, face the music when accepting criticism or punishment for something they have done, use the phrase the language of music to describe a way of expressing meaning through sounds. Sound and word are combined to give birth to pieces of vocal music, where music brings to light the internal sense of the text, reveals what is hidden between the lines. So it is natural to teach language with the help of music and songs. Moreover, a great number of scholars consider music and son gs to be the most productive and effective ways of teaching a foreign language. The role of music and songs in teaching English is very important. Using songs and music is one of the tools a teacher can use to teach English to the class, regardless of the age of the learner. Songs and music are a tie that binds all cultures and languages and, therefore, the best way to make learning English fun. Jeremy Harmer in his book How to Teach English emphasizes the importance of music as a learning tool by stating that music is a strong incentive for student engagement because it speaks directly to our emotions while still allowing us to use our brains to analyse it and its effects if we so wish (Harmer 319); and it plays a multifunctional role in the process of learning a foreign language, it has the power of creating a propitious atmosphere, it can amuse and entertain, and it can make satisfactory connection between the world of leisure and the world of learning in the classroom (Harmer 319). Tim Murphey, indicates two chief assets in the usage of music and songs in re lation to language learning: music is highly memorable; it is highly motivating, especially for children, adolescents, and young adult learners (Murphey 4). Nevertheless, the role of songs and music in teaching English is often underestimated, and activities involving them are often neglected by teachers. The usage of music and songs in the classroom: has often been met with ridicule and a cautionary statement that although students were enjoying class, they were not learning (Salcedo, The Effects of Songs in the Foreign Language Classroom on Text Recall and Iinvoluntary Mental Rehersal). Teachers usually think that students will not take music and songs seriously at English classes; they will have too much fun and will not pay any attention to the pedagogical aim of the song. It is not rare to hear teachers ask questions like What do music and songs have to do with language learning?, What do you do with a song besides listen to it and possibly sing with it?, What else can be done with the song besides gap-filling? This testifies to the fact that teachers are often unaware of the opportunities songs and music can present. There are diff erent opinions, but it is for sure that it is a good way to make foreign language learning much more effective to learners of different age and different levels. Teachers who want to keep their students interested and motivated should use songs and music activities, since, according to Larry M. Lynch, it has lots of advantages: Songs almost always contain authentic, natural language; A variety of new vocabulary can be introduced to students through songs; Songs are usually very easily obtainable; Songs can be selected to suit the needs and interests of the students; Grammar and cultural aspects can be introduced through songs; Time length is easily controlled; Students can experience a wide range of accents; Song lyrics can be used in relating to situations of the world around us; Students think songs are natural and fun. (Lynch, 9 Reasons Why You Should Use Songs to Teach English as a Foreign Language.) Songs and music are invaluable in teaching English at elementary level. No other materials give the teacher such a broad range of possibilities for teaching various aspects of English. An illustration of language in action, the song can be subjected to linguistic analysis or turned into an exercise. Through the use of songs English pronunciation, vocabulary and grammar can be effectively taught. According to Cameron there are three stages of a song as a task for elementary level students: preparation stage (it is very important to activate the vocabulary and to form basic sentence structures in this stage); core stage (the best way to involve students and raise their interest in this stage is to sing the song several times in the core, changing pace or volume and making students perform actions and sing along chorally); follow-up stage (attempts to be a successful completion of the core stage ) (Millington, Using Songs Effectively to Teach English to Young Learners). Songs can be used to develop students listening skills. They improve listening skills because they provide students with practice listening to different forms of intonation and rhythm (Millington, Using Songs Effectively to Teach English to Young Learners). Songs can be really helpful in practicing listening skills warm-up work can provide a basis for students to make predictions before listening; listening activities can encourage listening for gist or listening for detail (Hancock 7). Their advantage lies in the fact that they usually go at slower speed than speeches or dialogues; words, phrases, sentences are being sung which usually means that they are uttered more slowly and often more distinctly than in case of speaking. There is a wide range of song-based listening activities for students at elementary level: picture discussion (the teacher presents some key words and/or the title from the lyrics and asks students to predict what the song is about); snippets of information (the teacher plays the first few seconds of the song and asks students to predict from the mood of the music what the song is about); picture selection (the teacher shows students two or more alternative pictures, magazine photos perhaps, and asks them to say which one best matches the contents or mood of the lyric and why); sequencing (the teacher gives students a copy of the lyric with the lines in the wrong order or cut into strips, and students listen and put them in the right order). While listening to songs students hear the language used so that they can both imitate the pronunciation and also subconsciously acquire some of its sounds and patterns. During the process of listening to songs, students subconsciously acquire some of English sounds and patterns. When it comes to singing, they imitate the pronunciation, learning to use rhythm and stress correctly. The task of learning the correct use of stress and rhythm becomes simpler because students are lead by the rhythm of a song. There are a few activities which students at elementary level can do with a song to practice pronunciation. The most effective one is repeating certain parts of the lyric (drilling). Songs are equally suitable for teaching vocabulary at elementary level. Teachers may use them for two purposes: either to present new vocabulary items or to practise the familiar ones. Often songs represent a theme or topic that can provide the context for vocabulary learning (Millington, Using Songs Effectively to Teach English to Young Learners). Neil Millington in the article Using Songs Effectively to Teach English to Young Learners gives examples of two songs: Teaching Practice Head, Shoulders, Knees and Toes serves to review body parts, or I Can Sing a Rainbow which is helpful for reviewing color names (Millington, Using Songs Effectively to Teach English to Young Learners). The repetition of monosyllabic words in childrens songs can help improving vocabulary acquisition (Millington, Using Songs Effectively to Teach English to Young Learners). There are songs which can be used as the basis for dramatization. Tim Murphey states that at elementary level the dramatization of the s ong can be useful to express, through gestures, the meaning of some actions (Murphey 121). The age-old technique of asking students to perform actions with words has become popular because of well-documented research that shows it to be very effective. The idea is that if students can move and do what is said matching words to the actions, language is learnt more deeply. Songs can be a good source of topics for discussion and different classroom activities at elementary level. The plot of the song is a good basis for story telling while characters in the song can serve as a basis for role play. By interpreting and converting song lyrics into prose and discussing the style of the song students have a chance to develop their productive skills speaking and writing. The main speaking activities for elementary level are: role-play (the teacher asks students to imagine that they are characters of the given song); continue the story (students may be asked to imagine how the characters ended up in the situation they are in.); Particular attention should be paid to the choice of songs. Mark Hancock (Hancock 3) thinks that just because a student might not choose to listen to a certain song outside the classroom, does not mean that the student would not enjoy it as part of a learning activity. Teachers are not advised to present the song as something students are supposed to like. Thus, any song could be used for teaching purposes. According to Tim Murphey, any song can be useful and motivating, however teachers should use the students choice of music and song as much as possible (Murphey 14). Another important issue is whether teachers should always use authentic songs or not. According to Jeremy Harmer, listening material as well as the kind of tasks which go with it are determined by the level of students (Harmer 319). Music and songs in English classroom are important and useful tools. This is a great formula for keeping students always interested in the language they learn. With their help students can not only learn English but also relax and enjoy their class. There are benefits to using songs in the classroom; however, more often than not, songs are used relatively ineffective, often as activities between learning. No matter how enjoyable or memorable singing songs can be, it will not teach learners to use the language and will not give them the ability to communicate in another language. Reframing songs into tasks according to preparation, core, and follow-up stages enhance songs potential as teaching and learning tools. Songs and music can be used for practicing different aspects of English, and all learning skills can be improved.

Gene Forrester Essay -- Literary Analysis, A Separate Peace

â€Å"A Separate Peace† begins with the main character, Gene Forrester, returning to the Devon School for boys in search of two places from his youth that he has an emotional connection to. The first place is the marble steps of the First Academy Building, and the second is the tree by the river which he finds â€Å"smaller, shrunken by age† (Knowles, 14). He comes here so that he can resolve what happened there seventeen years ago and move on with his life; to find peace within himself. Once Gene has visited the tree, we find him standing before the tree once again, but now in his youth. Gene is portrayed as a reserved person, a good student, and a good athlete. We also meet his friend Phineas (also known as Finny), an amazing athlete, not so good of a student, and an out-going, positive, people-person. The two of them stand before this enormous tree that to someone like Phineas is an adventure, and to the other boys present is foreboding, just like the future that awaits them. â€Å"The tree was tremendous, an irate, steely black steeple beside the river. I was damned if I’d climb it. The hell with it. No one but Phineas could think of such a crazy idea. He of course saw nothing the slightest bit intimidating about it.† (Knowles, 14) The older, seventeen year old boys jump out of this tree in training for World War II that looms over the characters during this story. Wanting to jump out of the tree shows the eagerness of younger boys wanting to play t heir part in the war, like a challenge to prove their manhood. Phineas jumps out of the tree and encourages Gene to do so as well; they are the only ones who jump out of the tree that day and it sparks a bond between them. World War II is an important part of this story because it forces Gene a... ...ree. So much has changed since his childhood, but only now does he have the strength to face what had happened. Perhaps the tree was no longer so massive and menacing because like all obstacles we face in our youth, when returning to it, it always seems a bit silly to have been so competitive, or to have made such a huge deal, or become so emotional over something so small and insignificant in the scheme of things. The tree itself wasn’t what was truly vital; it was what it symbolized. It was the struggle between Phineas and Gene, the blaze of war, and all the trials from adolescence packed into one moment of his history that actually held the adult Gene’s attention. Returning to this spot and the marble steps, like the headstone of a grave (the headstone for Gene and Phineas it could seem), finally allowed Gene to let go and create finally for himself, peace.

My Idea of Leadership

My idea of leadership without dominating is being able to inspire others, motivate, set a vision, communicate, and of course respect others. A leader must have an honest understanding of who they are, what they know, and what they are capable of. To be a successful leader, you have to be able to convince your followers, not just yourself or your superiors, that you are worthy of being followed. In my opinion, this can build confidence in your followers to have faith in you, in order to be able to lead. I strongly believe that good leaders are made rather, and not born.If you have the desire and willpower, you can become an effective leader. Good leaders are developed through a never ending process of self-study, education, training, and experience. My personal experience as a volunteer with the Kids against Hunger Program has allowed me to demonstrate being a leader without dominating the event. As a volunteer, I often would work with people with different capabilities and personalit ies. I learned if you respected the ideas of others they would respect you and often times my thoughts and suggestions would set the tone of the initiative and others would follow.As a student you take on many responsibilities to include attending school, the completion of assignments on time, and studying. Responsibility means that I will show up to school on time and ready to learn; I will pay attention in class and I will be responsible for making sure I am participating in class and not relying on others to get me through. I realize that being responsible does not always mean that I will always accomplish my goals, but being responsible and oriented helps me to better accomplish the tasks ahead of me.I take total responsibility for my life and would rather succeed than fail. A successful leader is one that is responsible; knows their strengths and weakness and is able to set realistic and attainable goals. Attendance is a frame of mind and a leadership characteristic in that you r desire to learn sets you a part from others. This is the frame of mind I strive for on a daily basis. Participating in classroom discussions, volunteering at my part time job to taking on added responsibilities, to being a team player in DECA and helping with fund raising for children that have muscular dystrophy.My experience has taught me that community involvement can lead to leadership roles. Often times when you step forward and out of your comfort zone you are being your self-worth for the type of individual you will be in the future. A recent group project in History class is a good example where each individual had specific responsibilities; however without an individual leader our group was unable to organize our ideas. I took this opportunity to step forward and volunteered to become the group leader, obtaining the cooperation of the other team members, which ultimately lead to our successful completion.

Doping in Sports and the Current Issues for Management

Once and for all, I did not use steroids or any other illegal substance. (Mark McGwire) Doping in Sport and the current issues and challenges for sport management, how did it all start and what now? Sports in the world have been generating billions and billions of dollars for years. This money comes from sponsorships, media rights, and legal gambling. All of a sudden, out of know where several sports have been destroyed by doping. Doping has questioned the integrity of most sports on a global scale. A combination of sports businesses and the federal government has joined forces to place laws and punishments to stop the use of both performance enhancing and recreational drugs. For years it has been argued that small progress has been made due to ineffective plans and strategies for dealing with doping in sports because of commitment from the organization within. Many have opinions on the poor management and lack of reliable information to implement an appropriate doping policy. (Dop ing in sports, 2014) The use of banned performance-enhancing drugs in sports is called doping. Using drugs to enhance performance is frowned on and is looked at from most as cheating and unethical. The reasons to shut down this form of cheating are mainly because of the health risk that comes with it, wanting all athletes to be equal in a since, and to push for a drug-free sport for all. Anti-doping authorities state that using performance-enhancing drugs goes against the spirit of sport.Show MoreRelatedSports Science And Anti Doping Essay1622 Words   |  7 PagesIn November 2015, a historian received email from Nikita Kamaev, who is the chief director of the Russian Anti-Doping Agency. It said I am writing to you as a result of your experience, within the field of sports science and anti-doping problems. I need to put in a book concerning truth story of sport medical specialty and doping in Russia since in 1987.† Kamaev explained that he was longing for a author and publisher, and he needed the historian s interest. Three months later, Kamaev died ofRead More Review of UKSports Anti-Doping Policy Essay3361 Words   |  14 Pagesperformance-enhancing drugs in sport relate to the protection of the health of athletes, and the maintenance of fair competition† (Black, 1996; as cited by Waddington, 2000) The main objective of the U.K. Statement of the Anti-doping Policy stems from this. The aim is to ensure that the various governing bodies of sport in the United Kingdom have consistent and regular sets of policies and regulations in order to â€Å"protect the rights of athletes to compete drug-free† (U.K. Statement of Anti-doping Policy). This policyRead MoreThe Use Of Performance Enhancing Drugs Popularly Known As Doping1805 Words   |  8 Pages Management of doping in sport Student’s name Professor Course Date â€Æ' Literature review Introduction The current issue in sport particularly athletics is the use of performance enhancing drugs popularly known as doping. Spectacular doping cases have risen in the sporting arena that has caused unexpected situations and annoyed the public who are the fans. People have limited knowledge regarding doping though it is an ancient time issue. As a result, some people believe that all professional athletesRead MoreTour de France4771 Words   |  20 Pageswidespread performanceenhancing drug use among competitors. The doping scandal broke a few days prior to the start of the race when a masseuse for Frances Festina team, Willy Voet, was arrested after police found large quantities of anabolic steroids and erythropoietin, or EPO, in his car as he crossed from Belgium into France. A subsequent police investigation uncovered a wellorganized system, orchestrated by the teams management and doctor, for supplying riders with illicit performance-enhancingRead MoreElite Athletes and Performance En hancing Drugs1817 Words   |  7 PagesElite Athletes: An Asset or Liability to Sports? Many elite athletes are under great pressure to perform exceptionally well they often times resort to using performance-enhancing drugs to stay competitive. The path to success as an athlete is not an easy track; it is fierce! The fame and the fortune one can attain from being an athlete is only unimaginable to some; it is something worth going the extra mile to reach, for some, there is no limit to the extra mile. After all, in today’s society theRead MoreUnethical Conduct And Its Effects On The Workplace2129 Words   |  9 Pagesabsenteeism, petty theft, indifference, and poor job performance (Gini). The ethics of leadership has a direct impact on the workplace and affects the ethical choices and decisions that workers make in the workplace. It trickles down through top management and flows through supervisory leaders who influence the behavior or employees by way of direct, day-to-day interaction. B. F. Skinner (1904-1990) believed that through modeling and reinforcement, the individual’s actions are affected, which signifiesRead MoreInternational Sailing Federation : The World Governing Body For The Sport Of Sailing2071 Words   |  9 Pages International Sailing Federation Brandon Bowers September 28, 2014  Introduction The International Sailing Federation (ISAF) is the world governing body for the sport of sailing, officially recognized by the International Olympic Committee (IOC). (Kemp, 1976) In 2007 ISAF celebrated its Centenary year which symbolized its existence of international sailing cooperation and rules starting in europe and expanding to north america than the world. They now consist of 138 Member nations whoRead MoreWhy Is A Policy Cycle An Appropriate Tool For Developing A New Policy?2240 Words   |  9 Pagesdeveloping a new policy? Policy cycle is a valuable device for new policy development. It is a tool which divides complex procedures into convenient and manageable steps. These individual steps provides a frame work andantedates any forthcoming issues related to policy development. However, as Althaus, Bridgman Davis (2013) said these steps are not stages that have to be followed in a same manner they are to help policy developers to individually assess, evaluate, process and provides room forRead MoreThe Role Of Sports And Exercise Scientist2676 Words   |  11 PagesEssay: The Role of the Sport Exercise Scientist Word Count: 2121 Introduction The purpose of scientific research is to produce new knowledge and new skills that can be used in society (Gibbons, 1994). Research in the area of sports was initially developed due to a need for optimizing the performance and health of athletes, and individuals engaged in exercise in general. Finch, (2006) suggested that research must be accepted, adopted and complied by athletes and sports bodies that it is targetedRead MoreSports17363 Words   |  70 PagesAvenue, New York, NY 10016. IM-1826 CONTENTS Introduction Chapter 1. Introduction to Sports, Sportscasters, and Sportscasting Chapter 2. The Historical Development of Sports and Sportscasting Chapter 3. The Economics of Sports, Sportscasters, and Sportscasting Chapter 4. Audiences for Sports and Sportscasting Chapter 5. The Role of Media in Sports and Sportscasting Chapter 6. Sociocultural Perspectives on Sports and Sportscasting Chapter 7. Practicum on Sportscasting Chapter 8. The Future of Sportscasters/Sportscasting

Eating Milkweed Doesnt Make Monarch Caterpillars Sick

Mass Media Usage - 813 Words

Introduction to Media Industries Media Visualization Essay Media Usage Mass media has become a powerful tool in shaping our culture, and is largely reflective of our society today. According to our text book and class lecture notes, mass media can be loosely defined as the technological vehicles through which mass communication takes place, along with the industries which control them. Over the years, mass media, has had a profound effect on American society, on its culture, and on the individuals exposed to the media. Mass media effects people differently because of varied amounts of exposure and formats; however with the convergence of media, todays society fails to recognize the immense influence that mass communication has on†¦show more content†¦Finally, our society uses mass communication and media as a form of education via research. Initially, I was unaware of the information I consumed on a daily basis from varying media sources; however after reviewing my journal of media usage, I became acutely aware of just how influenti al media is to my education and understanding of the world. For example, I spend a large amount of time doing research for my homework- from required research to looking up the meaning of a word or phrase. I am often exposed to hundreds of sites- functioning as informational sources-with a simple click on a URL or hyperlink. Our culture is influenced through various mediums of media, and educated on various topics including, culture, opinions, and people. However, we must be cautious of the validity of the information we obtain and use, because the media is constantly attempting to sway or manipulate public opinion. By keeping a journal of my media usage I was able to better understand how media plays an important role in my life. I also became more aware of the influence media has on society, and how I can become more cognizant of its notable impacts. In our society media plays a larger role than most individuals realize. As mass communication and media are constantly evolving it i s important that we understand these changes. Through this deepened awareness I hope to immerse myself in a media culture that is free from manipulation, biasShow MoreRelatedAnalysis Of News And Social Media Effects On Society And Individuals Essay1711 Words   |  7 PagesI. Title of Paper - Analysis of news and social media effects on society and individuals. II. Introduction – a. Utilizing Sociological and Psychological literature, this paper will conduct a critical analysis of mass media and more specifically social media and the effects/persuasions it has on society and individuals. As this is fairly a debatable topic I will provide arguments focusing on the negative aspects of television and social media as well as some positives. b. My thesis sentence (orRead MoreMedia Controls Your Mind837 Words   |  4 PagesMedia has an affect on the popular culture more than most people think. It is simply everywhere you go and unavoidable. So either way you look at it, the mass media occurs in a person’s life on a daily basis. Which has a severe effect on the choices you make and the morals you live by. One cannot trust everything they see on TV either. Most commercials you would see today are overly exaggerated just to persuade consumers into buying the product. For example, in the 1930’s America’s first â€Å"drugRead MoreThe Portrayal Of Women During The Arab World1651 Words   |  7 PagesThe portrayal of women in the media is a global phenomenon that many nations, countries and cultures struggle to find equality in the portrayal of gender throughout media systems. The Middle East and the Arab World is no exception to this phenomenon, recognizing and contributing to the negatively portraye d images of Arab women represented in the global mass media. For my research paper, I chose to focus on how women in the Arab World are breaking boundaries of these negative stereotypical imagesRead MoreStanley Cohens Concept of a Moral Panic1692 Words   |  7 Pageswell as the role of mass media in raising the conflict between them. The main goal of the current study is to speak about the concept of â€Å"moral panic† which was introduced by Stanley Cohen in his studies. The paper will also focus on the conflict between the Mods and Rockers which occurred at the early 1960’s in Great Britain. Stanley Cohen’s Concept of a Moral Panic As it has been stated above it was Stanley Cohen who brought the concept of moral panic in the common usage. Before analyzing theRead MoreThe Relationship Between Mainstream Media on The One Hand and Written Press 1340 Words   |  5 Pagesto the high development rate encountered by mass-media in the past 20 years, (reference), one may assume that this domain can be regarded as having had a (significant) influence on people increasing their awareness on environmental issues. The aims of this paper are to provide information on the manner in which mainstream media presents information on environmental matters and to offer data on the strengths and weaknesses of mainstream media when relating to this topic. Also, the essayRead Moreexample of informative speech outline Essay examples899 Words   |  4 Pagesï » ¿ EXAMPLE OF INFORMATIVE SPEECH OUTLINE Informative Outline Topic: Impact of Media in the Society and Individual General Purpose: To Inform Specific Purpose: To inform my audience the negative impact of social media in the society and to the individual. Thesis: Social media websites are some of the most popular haunts on the Internet. They have revolutionized the way people communicate and socialize on the Web. I. Introduction A. Attention Getter: Today, just aboutRead MoreInternet Impact on TV Synergy767 Words   |  4 Pages Brian Holcomb Mark Ricci Intro to Mass Media March 27th, 2014 Brian Holcomb Mark Ricci Intro to Mass Media March 27th, 2014 Several years ago, the introduction of social media, like Twitter and Facebook, ultimately took society by its horns, creating the initial interaction between the ever growing internet phase, and the everlasting television access networks. These social networking sites are referenced all over television shows, from the usage of entertainment and informing purposesRead MoreEssay about Cyber Studies1499 Words   |  6 Pagestechnologies are changing the relationship between the media and their audiences. This concept will be explored by examining the current media communication model and how new technologies influence it’s future. Future media possibilities are raised and the implications of them for the relative industries are discussed. This essay is molded around the idea that these new technologies are giving audiences the power to shape the future of media and it’s capabilities. The premise being discussed involvesRead MoreMedia s Effect On Society1286 Words   |  6 PagesEffect on Society Mass media has been the greatest source of entertainment and communication in history, and even greater with the explosion of new technology. It is defined as the means of communication, as radio and television, newspapers, and magazine that reach or influence people widely. It is a huge part of our everyday lives; we see media everywhere, and we know the latest news and trends right away because of this. It is attributed, according to Denis McQuail in his book Mass Communication andRead MoreThe Effects Of Digital Media On Society s Media1714 Words   |  7 Pagesundeniable that the society is experiencing a mediated culture, where mass media have direct effects on our society. Newspapers, magazines, radios, and televisions constantly give out messages to promote products, attitudes, and ideas in an attempt to influence audiences. The effect is further enhanced when digital media, particularly the Internet, enters the competition for the limited supply of audience attention. The sat urated mass media industry no longer has the benefit of reach it used to have, especially

Marketing of Apollo Bay Beachfront Motel-Free-Samples for Students

Question: Discuss about the Marketing of Apollo Bay Beachfront Motel. Answer: Background The concept of brand value came up in the recent decades due to the increasing competition in the market. This is also due to the increased transaction that is taking place in tourism industry. Calendar year 2015-16 reflects a value worth $43.6 billion in Australian market (industry.gov.au, 2017). The companies now have to look after the interest of the customers desires and requirements to satisfy the needs a better way than their competitors, instead of just producing and selling the products. Aim The aim of the report will be to identify the existing value proposition of the company and to develop and deliver greater value to the customers. Company Profile The organisation selected for the study is Apollo Beachfront Motel located 163, Great ocean Bay, Apollo Road, Vic 3233. The motel offers world class service and modern rooms to its customers that come into three categories. They are twin, queen and superior queen rooms to their customers decorated with modern furniture and design. The company aims to satisfy the customers with a range of budgets, which made them to offer three different ranges of products. Competitors The company receive tight competition in the market from the competitors such as Cumberland Lorne Resort, Lord Ard Motor Inn, Coastal Motel and Mantra Lorne. Target Market The company offers their products and services to the tourists how come to visit the Apollo bay on holidays or weekends. To be more precise, the primary targets of the company are the couple tourists. Current Value The rating reflected in the third party trip advisors shows that the company has successfully positioned itself in the top of the motel list in the area. Moreover the rating also reflects the customer satisfaction level. The motel received a rating of 4.5 out of 5, which positions them as high end product in the market. Position The company has positioned themselves as luxurious in the operating market with modern facilities offered in their motel. Justification for value proposition Hence, it is necessary for them to constantly revise their value proposition and marketing plan to attain the competitive advantages. Moreover, a large number of youth from different parts of the country visits the beach in Apollo Bay in the weekends, which can be an opportunity to increase the profit. The report will identify the marketing plan for the same purpose. Research Methods Some of the marketing tools that have been used are STP, porters value positioning and VIRO framework for understanding the target market, customers value and competitors value proposition. These further help in designing and communicating future value for the product. STP STP stands for segmentation, targeting and positioning. The organisations use this tool for segmenting the target population that can be based on number of variables such as demographic, psychographic, lifestyle, belief and values, geographic and any other possibilities that can be incorporated as long it fulfils the need (Killen et al, 2012). Targeting on the other hand is the process of identification of the particular part of the segmented society the company wants to sell their products and services to. Different variables that plays active role in it can be size, money, accessibility and focused benefits of the target group (Hassan Craft, 2012). Positioning comes at the end of the cycle where the company decides how to position their product and services to attract the maximum number of targeted customers (Pyo, 2015). Organisations can implement BCG matrix in this part for positioning their product in the market. Figure 1: STP Use of STP for this report will help Apollo Bay Beachfront to identify the target market and provide necessary information required to design and communicate future value to the products and services. Porters Value Proposition This particular tool proposed by Porter offers the organisation to identify the customer needs and satisfaction through the product (E. Dobbs, 2014). It identifies three major aspects of value that are physical value, value of experience and the emotional appeal the customer receives from using the product (Ballantyne et al, 2011; Yunna Yisheng, 2014). The comparison of these values help a company determine the impact that the product might have on the target market. This can communicate the utility of the products to the customer and identify satisfaction level of the products offered to the customers. VIRO Framework Figure 2: VRIO Framework The company conducts competitive analysis by understanding the internal strengths with the help of VRIO framework analysis. The four variables in this model are valuable, rare, Imitate and organised (Chatzoglou et al, 2017). The resources of the company are considered valuable if they find success in address the perceived value of the customers. Rare variable on the other hand identifies the availability of the product in the market and the amount the competitors can offer to the customers. The third variable identifies the level competitors can attain in imitating the products offered (Lin et al, 2012). The final variable recognises if the company is organised that is required in capturing value. Current Value Analysis Customers perceived Value Customers perceived values are the cumulative value possessed by the customers from a product or service in relation to the price they had to pay for the product. It is determined by the satisfaction level of the customer after using the product or services (Boksberger Melsen, 2011). Hence, the amount of customers perceived value is directly proportionate to the product and service quality with the price of the product customer paid. Figure 3: Customers Perceived Value Apollo Bay Beachfront Motel provides world class services to their customers in low price. The primary target customers are the travellers who come in pair from various parts of the country and from overseas to spend some quality time (Li Green, 2011). They have modified their products accordingly to satisfy needs of the customers. The beachfront Motel offers three types of rooms to their products namely twin rooms, queen rooms ad superior queen rooms pricing accordingly from low to high. The rooms are decorated with modern furniture and appliances. The services on the other hand are satisfactory in case of Apollo Bay Beachfront Motel. Every single room in Beachfront Motel is equipped with modern appliances and features like free wifi, 32 LCD HD TV with free connection package, air conditioning and heating. Moreover, the customers also receive services like bar fridge and BBQ facilities (beachfrontmotel.com.au, 2017). The pricing of the rooms on the other hand ranges from $ 180 to $380 AU depending on the type of room as mentioned above. The services provided to the rooms are similar irrespective of their type. The provided services and products by the Apollo Bay Beachfront motel are comparatively low and affordable regardless of the location the motel is situated in. A study on the rating and review of the motel found on various third-party booking websites reflects a higher rating for the motel. For example, the rating data collected from the tripadvisor, an international booking website reflects four stars out of five that is considered as high rating (Tripadvisor.com.au, 2017). Moreover, the customers shares satisfactory reviews about the products and services provided by the company. This can conclude that the company is successful in satisfying their target customers with their products and services. Competitor analysis The primary competitors that have been identified in the market are Cumberland Lorne Resort, Lord Ard Motor Inn, Coastal Motel and Mantra Lorne. These are posing direct threat to Apollo Bay beachfront Motel by providing similar products and services to their customers. They have received rating ranging from four to five. This reflects that the competitors have gained success in satisfying their customers needs. The example of Cumberland Lorne Resort can be brought up for identifying the customer value provided by the competitors of the beachfront Motel. Cumberland Lorne Resort offers the customers a wider range of rooms to their customers. They offer their customers from single room to a resort that can hold the number of 6-10 guests (Cumberland.com.au, 2017). Moreover, they also provide a wider range of modern appliances similar to those provided by Beachfront hotel. In addition, they offer other devices like, hair dryer, grooming kits, and many more. Moreover, the room size offered by Cumberland is greater than that of Beachfront Motel. These are successful in attracting a wider range of customers. Moreover, the companies offer the customers both direct and third party travel agency booking facility to their customers that gives them a competitive advantage in the market. However, the price structure of the companies is higher, compared to the company under study. This is also evidenced in the reviews of the customers from different online booking websites. They have reflected their satisfaction in their reviews, mentioning the fact of high price that bothered some of the customers of these hotels. Beachfronts Current value Position Apollo Bay Beachfront motel has positioned them as luxury motel in low price. They provide a range of rooms and quality service to their target customers in comparatively low price to gain competitive advantage in the market they have positioned themselves in such a way to attract young couples who visits the Apollo Bay beach. Use of STP reveals that the company set values accordingly to the couples need and target the young couples from both domestic and international market (Hassan Craft, 2012). The price range offered to the customers also successfully addresses the complete section if the target population. The coupes can avail various priced motel room according to their budget with modern facilities attached to each of the rooms. A quality time with comfortable cosy experience is offered by the customers to their selected population. The rating reviewed from different third-party booking agencies reflects that the company is experiencing a high demand in the market and have su ccessfully positioned themselves in the given market. They are successful in meeting the target populations requirements. Marketing Promotion Plan Promotion mix is one of the elements of the marketing mix, where other elements are product, price, place, people, process and physical environment. Study of all the elements of marketing mix helps the company to position their products and services to the identified target market. The purpose of using promotional mix by an organisation is to communicate their products and services to customer segment of a particular society they want to attract (Hollensen, 2015). There are four primary elements that falls under the promotional mix. They are: Advertising Sales Promotion Personal Selling Public Relation Every company uses one or the other or all the four elements in the process of attracting the customers. There are certain objectives a company holds for their promotions. It in turn helps the company to focus on the message they need to convey. Objective of Advertising This mode of promotion includes a number of promotional activities that helps the company to reach out their target customers. The hotels are extensively using third-party booking agencies through which a company can promote their products to the customers and also sell their products and services (Sagala et al, 2014). The booking agency in turn charges a portion of the amount charged from the customers as commission. In modern times, the advertising primarily includes digital media promotion such as, television ads, audio advertising using radio, or even the social network advertisement. The companies using this method can best reach its target customers and better influence them for creating the need of using the products the company is offering. Beachfront motel can promote their products and services through television and radio within the country. Moreover, they can use the social networking platforms such as twitter, facebook, linked.in, instagram, pinterest and many more for r eaching out the target customers. Objective of Sales Promotion Beachfront Motel can also utilise the sales promotion for attracting the customers by offering them a significant amount of discount from their actual booking price. The objective of this promotion to significantly increase the demand of the products and services provided (Sedaghat, Sedaghat Moakher, 2012). Apollo Beachfront motel can utilise this promotion in attracting their customers in the lean season when the flow of customer is considerably low. It will be better for them to sell their products in low price than completely stopping it. For example, weak days are likely to attract a limited number of customers for Beachfront motel. They can increase the number of visitors using sales promotion method giving away the services in a price lesser than the actual one. Another purpose of sales promotion is to offer the potential customers a cheaper rate than the competitors in the particular market. It can provide the organisation competitive advantage. Personal Selling Opportunity for the personal selling is limited in case of tourism industry as the maximum number of customers tends to arrange their booking well in advance from the date of visiting the place. Advanced booking is the primary source for the industry, which makes it unnecessary for Beachfront motel to continue the personal selling (Matei, 2014). However, the motel also offers adventure packages unlike their competitors that make it necessary for utilising personal selling. However, the focus on this particular type can be minimised and can be limited to particular segment of promotion as mentioned above. Beachfront motel can also use their personal selling in case of services the customers may need during their stay in the motel. It will be useful as it has the potential to offer the customers an in depth knowledge about the range of services Beachfront motel offers. Moreover, the sales person can also promote their products and services through social network using it as communicati on platform. Public relation It helps in creating an image in the customers mind though organising events. This will make the customers try out the product for once, which in turn offers the opportunity for the company to increase brand loyalty (Al-Abdallah Abou-Moghli, 2012). Beachfront motel organises a number of events to make their trip memorable that will help building customer loyalty. Allocated Budget Promotion Type Quantity Cost per Unit Subtotal Advertisement $ 14,750 Social Media 60 $ 100.00 $ 6,000.00 Online Content 5 $ 750.00 $ 3,750.00 Third-Party Booking 10 $ 500.00 $ 5,000.00 Sales Promotion $ 4,500.00 Campaign A 1 $ 4,500.00 $ 4,500.00 Personal Selling $ 2,100.00 Event Package 6 $ 350.00 $ 2,100.00 Public Relation $4,500.00 Beach Party 3 $ 1,500.00 $ 4,500.00 $ 25,850.00 Table 1: Promotional Budget Source: Authors Creation Conclusion Conclusion can be drawn basing on the above discussion that Apollo Beachfront motel is one of the popular motels in the Apollo Bay. Their promotional strategy has served them well in attaining success. However, there is always scope for modification. The company needs to modify their promotional activities accordingly to increase the number of customers purchasing their products. Moreover, the customer value proposition and competitor value proposition in the given market reflects tight competition, which needs to be addressed; despite of the current value position of held by Beachfront motel. The motel needs to increase and spread their advertising strategy to cover a larger section of the target population both in national and international level. The study reflects that the social media promotion through television and radio will be useful in promoting the products in the national market. However, social network promotion has greater efficiency in attracting the international cust omers. The other mode of promotions will also provide benefits to the company as discussed. It will put Beachfront motel in advantageous position in the market. References Ballantyne, D., Frow, P., Varey, R. J., Payne, A. (2011). Value propositions as communication practice: Taking a wider view.Industrial Marketing Management,40(2), 202-210. Boksberger, P. E., Melsen, L. (2011). Perceived value: a critical examination of definitions, concepts and measures for the service industry.Journal of services marketing,25(3), 229-240. Cumberland.com.au. (2017).Cumberland Lorne Accommodation | Cumberland. [online] Available at: https://www.cumberland.com.au/ [Accessed 10 Dec. 2017] Dobbs, M. (2014). Guidelines for applying Porter's five forces framework: a set of industry analysis templates.Competitiveness Review,24(1), 32-45. Hassan, S. S., Craft, S. (2012). Examining world market segmentation and brand positioning strategies.Journal of Consumer marketing,29(5), 344-356. Hollensen, S. (2015).Marketing management: A relationship approach. Pearson Education. industry.gov.au. (2017).Economic conditions. [online] Available at: https://www.industry.gov.au/Office-of-the-Chief-Economist/Publications/AustralianIndustryReport/assets/Australian-Industry-Report-2016-Chapter-2.pdf [Accessed 10 Dec. 2017]. Killen, C. P., Jugdev, K., Drouin, N., Petit, Y. (2012). Advancing project and portfolio management research: Applying strategic management theories.International Journal of Project Management,30(5), 525-538. Li, M. L., Green, R. D. (2011). A mediating influence on customer loyalty: The role of perceived value.Journal of Management and Marketing Research,7, 1. Lin, C., Tsai, H. L., Wu, Y. J., Kiang, M. (2012). A fuzzy quantitative VRIO-based framework for evaluating organizational activities.Management Decision,50(8), 1396-1411. Sagala, C., Destriani, M., Putri, U. K., Kumar, S. (2014). Influence of promotional mix and price on customer buying decision toward fast food sector: a survey on university students in jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) Indonesia.International Journal of Scientific and Research Publications,4(1), 1-7. Sedaghat, N., Sedaghat, M., Moakher, A. K. (2012). The impact of promotional mix elements on brand equity.American Journal of Scientific Research,43(1). Yunna, W., Yisheng, Y. (2014). The competition situation analysis of shale gas industry in China: Applying Porters five forces and scenario model.Renewable and Sustainable Energy Reviews,40, 798-805. Pyo, S. (2015). Integrating tourist market segmentation, targeting, and positioning using association rules.Information Technology Tourism,15(3), 253-281. Chatzoglou, Prodromos D., Chatzoudes, Dimitrios, Sarigiannidis, Lazaros, Theriou, Georgios, He, Lerong, Janney, Jayj. (2017). The role of firm-specific factors in the strategy-performance relationship: Revisiting the resource-based view of the firm and the VRIO framework.Management Research Review,00. Matei, ?., (2014). THE PROMOTIONAL MIX IN A MARKETING-ORIENTED WINY COMPANY.SEA: Practical Application of Science,(5), 449-454. Al-Abdallah, G., Abou-Moghli, A. (2012). THE EFFECT OF PROMOTIONAL MIX ON INTERNET ADOPTION IN JORDANIAN SMALL AND MEDIUM ENTERPRISES.European Scientific Journal,8(12), European Scientific Journal, Jun 2012, Vol.8(12). Tripadvisor.com.au. (2017). TripAdvisor. Retrieved 8 December 2017, from https://www.tripadvisor.com.au/Search?geo=2269364redirectq=163+motelsuiOrigin=MASTHEADlatitudereturnTo=http%3A__2F____2F__www__2E__tripadvisor__2E__in__2F__Tourism__2D__g255055__2D__Australia__2D__Vacations__2E__htmlpid=3825startTime=1512755899416searchSessionId=7C7942429A2BA68F33E0BA0BA1136B6D1512755898149ssidlongitudesearchNearby#ssrc=ao=0 beachfrontmotel.com.au. (2017).Beachfront Motel. Retrieved 8 December 2017, from https://www.beachfrontmotel.com.au/accommodation/