summarize the nature of the casino organization and its marketing loyalty program
This application assignment requires you to analyze how one course concept from Module 7, casino players clubs, are being used in practice. The topic that you select should be related to the casino loyalty program of either a specific casino property or a casino company or brand.
In the interest of diversity of subjects, please select a casino outside of Caesars Entertainment (and their affiliated brands), MGM (and their affiliated brands), and Las Vegas Sands Corp (and their affiliated brands).
First, please identify the casino organization and its casino marketing loyalty program (player’s club) that you will analyze in this assignment.
Once you’ve identified the program you wish to use, please summarize the nature of the program utilizing both primary (casino website) and secondary (articles) sources on the subject.
Next, utilizing your understanding of this Module’s readings and lecture notes, please apply your critical thinking to address the following:
1. (10%) Briefly describe the casino organization including its location(s),
2. (10%) List the name and describe the theme and branding of the casino’s player’s club program,
3. (20%) List and briefly describe each of the tiers in the program and how one achieves those tiers, and how long ranking lasts,
4. (20%) Does the program list dollar amounts or tier points or credits? If the program uses points or credits, describe how they are earned by players.
5. (40%) How can the casino utilize its Revenue Management platform in combination with its player’s club to maximize revenue generation?
Assignment Structure:
Make sure to identify your concept in the title or first sentence of your Application Assignment.
Assignment must provide only a brief summary of your casino organization to frame your discussion so that what you are discussing is clear (do not write an analysis or summary on the company or the casino itself – focus on the loyalty program).
Primary focus of the assignment showing your understanding of the casino’s loyalty program.
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