| Module Title and Code: | Tourism Marketing Principles BTM4TOM | Module Leader: Deputy Module Leader: | Dr Olusegun A. Olugbade Samia Tariq |
| Assignment type: | A Practical Digital Assignment, (1,500 words) | Assessment weighting: | 50% |
| Submission due dates: | Monday 6, January 2025 by 2.00 P.M. | Target feedback time and date: | 3 weeks from the date of final submission |
| Blog Platform Link | |||
| Blogger.com | Blogger.com – Create a unique and beautiful blog easily. | ||
| Template for Blog Report Submission | https://moodle.globalbanking.ac.uk/course/view.php?id=4261§ion=2# | ||
| Assignment Overview |
| The objective of the assignment is to provide students with an opportunity to demonstrate their comprehension and expertise in Tourism Marketing concepts, including theories, principles, and strategies. You are required to develop a Blog Report on Marketing Evaluation for any of the companies below. Emirates Group Qatar Airway Etihad Airways |
| This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes: | |
| Module Outcome 1 | Demonstrate an ability to analyse the complex nature of the tourism marketing environment using marketing concepts and techniques. |
| Module Outcome 2 | Understand the concept of market segmentation/target marketing and describe decisions associated with these key activities within the marketing planning stages of a tourism organisation. |
| Assignment Task and Requirements |
| A Blog Report on Marketing Evaluation for any of the companies below. Please select a company (only one) from the given options: Emirates Group Qatar Airway Etihad Airways |
| You must sign up on blogger.com to complete this task. You must include the screenshot of your blog preview in the first page of the Blog Report template in your submission. The Blog Report should be fully cited and referenced. You must use the template in the assessment section via Moodle to complete your assessment. OVERVIEW This Digital assessment covers the essential topic areas of tourism marketing with an emphasis on the practical elements of a real business environment. Students are required to apply their tourism marketing knowledge and concepts in the report. DESCRIPTION OF THE TASK – WHAT YOU ARE BEING ASKED TO DO? The submission of a digital assignment and screenshot of your blog preview ithat discusses the topics below using a wide variety of research materials. The Blog Submission Structure: You must use the template Chapter One (150 words): An introduction that defines tourism marketing concepts. You should 1.1. Preview the main points covered in the full report in the executive summary. 1.2. Introduce the aim of the report. 1.3. How information will be presented in the report. Chapter Two (150 words): Company Background You should 2.1. Describe the background of the company. 2.2. A brief introduction of the company you have chosen from the tourism industry. Chapter Three (500 words): External Analysis To examine, you should analysis the organisation’s competitive situation by applying Porter’s five forces. 3.1. Identify the intensity of competition among existing firms in the industry and determine the number and size of competitors in the industry. 3.2. Identify the key suppliers of the industry and importance of them. 3.3. Identify key buyers and evaluate their bargaining power. 3.4. Identify barriers to entry such as economies of scale, capital requirements, and government regulations. 3.5. Identify substitute products or services and their attractiveness to customers and consider factors such as switching costs, brand loyalty, and the level of differentiation. |
| Chapter Four (500 words): Internal Analysis To examine, you should identify and discuss an internal analysis focusing on the organization’s capability to meet the needs of its customers by using STP (Segmentation, Targeting, Positioning) analysis. 4.1. Group customers into segments based on similarities and differences including geographic, demographic, psychographic, and behavioural segmentation. 4.2. Decide on the targeting strategy, whether it’s undifferentiated marketing (targeting the entire market), differentiated marketing (targeting multiple segments with different offerings), concentrated marketing (focusing on one specific segment) or niche target marketing. 4.3. Create a positioning/perceptual map for the company with a minimum of four competitors. Chapter Five (200 words): Future Development and Conclusion 5.1. Identify and discuss the issues raised by the marketing audit. 5.2. Analyse the existing marketing strategy and provide recommendations for an effective marketing plan. |
| Important Notes: |
| Your report must be based on reliable research and supported by a minimum of 10 different sources. Academic concepts and theories, as well as research findings, must be properly cited in accordance with the CCCU Harvard Referencing Style. 10 marks will be deducted for assessments with a word count that is 10% over the allotted word count. Marking criteria are available separately on Moodle. Students must not attach the front sheet available on Moodle. Practical Digital Format & Layout: Your submission must look professional – you are, after all, in training for a profession. Your submission should use the following format and layout: Use a clearly legible font and font size (Times New Roman/ Arial/ Calibri is the most common font and 12 point is the most common size). Use 1.5 line spacing. Be consistent in how you format headings and subsection headings (e.g. font, font size, line spacing, sequenced numbering, number or bullet point style). Make sure any numbered sections or subsections, are sequential (e.g., 1.1, 1.2, 1.3 etc.). Keep the space between paragraphs consistent. Make sure your references are correctly formatted in the required style. |
How your work will be assessed Your work will be assessed to the extent to which it demonstrates your achievement of the stated learning outcomes for this assignment (see above) and against other key criteria, as defined in the University’s institutional grading descriptors. If it is appropriate to the format of your assignment and your subject area, a
proportion of your marks will also depend upon your use of academic referencing conventions. The assignment will be marked according to the grading descriptors for Level 4.
| Table of Penalties | |
| Artificial Intelligence (AI): | Students must write the entire assessment without using AI software such as ChatGPT. Submitting an assessment that contains any form of AI is a form of academic misconduct. |
| Plagiarism | Plagiarism can be defined as incorporating another person’s material from books, journals, the internet, another student’s work, or any other source into assessment material without acknowledgement. It includes: Using exactly the same words (sentences, phrases or even expressions not in everyday use, invented or created by an author to explain an idea) as used originally Rephrasing by making slight adjustments Paraphrasing in a way which may deceive the reader as to the source. Plagiarism in whatever form it takes is form of academic misconduct. |
| Collusion: | If students submit work for assessment that is falsely presented as the student’s own work but was jointly written with somebody else; this is a form of academic misconduct. |
| Duplication/SelfPlagiarism: | The inclusion in assessments of a significant amount of identical or substantially similar material to that already submitted for assessment by the student and graded for the same course or any other course or module at this University or elsewhere is classed as self-plagiarism. It does not include a resubmission of the same work allowed by the examiners in an improved or revised form for reassessment purposes. Self-plagiarism is a form of academic misconduct. |
| Submission details: | |
| Assessment File names: Written Report] [B&T] [GBS ID] Example: Written Report-B&T-TMP | |
| This assignment should be submitted electronically via Moodle (module tutors will discuss this process with you during class time). Please ensure that your work has been saved in an appropriate file format for submission (Microsoft Word. (During your teaching weeks you will be shown how to submit the practical digital assignment and URL to the Blog, this information is also found in the additional resources section on Moodle.) Your file must also contain at least 20 words of text, consist of fewer than 400 pages and be less than 40MB in size. You can submit your work as many times as you like before the submission date. If you do submit your work more than once, your earlier submission will be replaced by the most recent version. Once you have submitted your work, you will receive a digital receipt as proof of submission, which will be sent to your forwarded e-mail address (provided you have set this up). Please keep this receipt for future reference, along with the original electronic copy of your assignment You are reminded of the University’s regulations on academic misconduct, which can be viewed on the University website: Academic Misconduct Policy. | |
| • | In submitting your assignment, you are acknowledging that you have read and understood these regulations. |
Indicative Resources:
Core Text:
Recommended texts:
Academic Journal Articles and Other Resources:
Using VOSviewer Software. Sustainability, 13(9), p.4987. doi:https://doi.org/10.3390/su13094987.
Physics: Conference Series, 1569(3), p.032002. doi:https://doi.org/10.1088/17426596/1569/3/032002.
Journal of Travel Research, 46(3), pp.235–244. doi:https://doi.org/10.1177/0047287507303976.
Marketing Intelligence & Planning, 13(9), pp.4–15. doi:https://doi.org/10.1108/02634509510097793.
Marketing Intelligence & Planning, 28(4), pp.533–544. doi:https://doi.org/10.1108/02634501011053702.
Management, [online] 46, pp.160–171. doi:https://doi.org/10.1016/j.jhtm.2020.11.009
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