| Module Title and Code: | Tourism Marketing Principles – BTM4TOM | Module leader: Deputy Module leader: | Dr Olusegun A. Olugbade Samia Tariq |
| Assignment type: | A Written Report, (1,500 words) | Assessment weighting: | 50% |
| Submission due dates: | Friday 10, January 2025 by 2.00 P.M. | Target feedback time and date: | 3 weeks from the date of final submission |
| Link | |||
| Template for Written Report Submission | https://moodle.globalbanking.ac.uk/mod/resource/view.php?id=134864 | ||
| Assignment Overview |
| The objective of the assignment is to provide students with an opportunity to demonstrate their comprehension and expertise by analysing a selected organisation within the tourism industry. The subject matter of the Written Report concerns the necessity of analysing and evaluating the effectiveness of the marketing mix of one of the recommended organisations (e.g., Emirates Group, Qatar Airway, or 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 3 | Analyse the effectiveness of the marketing mix and apply that acquired knowledge of marketing and relevant skills to a range of real-world cases and examples in the tourism industry. |
| Module Outcome 4 | Apply acquired knowledge of marketing and relevant skills to a range of real-world cases and examples in the tourism industry. |
| Assignment Task and Requirements |
| You are required to analyse and evaluate the effectiveness of the Marketing Mix (7Ps) of any of the companies below. Emirates Group Qatar Airway Etihad Airways |
| OVERVIEW Students are required to create a written report on the analysis of an organisation from the recommended organisations listed below. This task will prompt the students to use their scholarly aptitudes and showcase their comprehension and proficiency in analysing marketing concepts and strategies. DESCRIPTION OF THE TASK – WHAT YOU ARE BEING ASKED TO DO? The students are required to create a 1,500 Written Report through which they will assess and evaluate the effectiveness of the Marketing Mix (7Ps) of any of the organisations listed below. In other words, You should select a company (only one) from the given options: Emirates Group Qatar Airway Etihad Airways Written Report structure: Chapter 1: Introduction What is a marketing mix? What are The Elements of the 7Ps of the Marketing Mix? Introduction of the chosen organisation. Chapter 2: Product Define “Product” in the context of tourism marketing. Highlight the tourism products and experiences of your chosen organisation. Link the ‘Product Life Cycle’ Model with your chosen organisation’s product and evaluate their product stage (Introduction, Growth, Maturity or Decline). Chapter 3: Price Discuss the “Price” component of marketing. Discuss pricing strategies of your chosen organisation, such as dynamic pricing, seasonal pricing, packages, or discounts. Chapter 4: Place Describe “Place” as the distribution aspect of marketing. Discuss the location, accessibility, and distribution channels of your chosen organisation. Analyse the type of distribution channels of your chosen organisation. Chapter 5: Promotion Explore the “Promotion” element of marketing. Discuss the promotion strategy of your chosen organisation such as advertising, online marketing, social media, or public relations. Chapter 6: People Emphasize the role of “People” in marketing. Discuss your chosen organisation’s employee skills, experiences, and customer service. Chapter 7: Process Explain the “Process” component in marketing. Discuss the customer journey, from booking to the actual travel experience. |
| Chapter 8: Physical Evidence 8.1. Define “Physical Evidence” in marketing. 8.2. Discuss the role of tangible elements of your chosen organisation such as facilities, infrastructure, signage, website design, employee uniforms, brochures, marketing material, or souvenirs. Chapter 9: Recommendation 9.1. What recommendations would you propose to the organisation to enhance its marketing strategy and customer experience? Chapter 10: Conclusion 10.1. Discussed the key point of the whole report. 10.2. Discuss what challenges might be faced in implementing the recommended marketing strategies. References Provide the references to all direct and indirect citations including text, pictures, graphs, tables, etc. Follow the CCCU Harvard Referencing Guide available on Moodle. This written report will require a minimum of 10 different sources of referencing. |
| 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 to their report. Written Report Format & Layout: Your written report must look professional – you are, after all, in training for a profession. A typical written report uses the following format and layout: Use a 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. |
| Submission details: |
| Assessment File names: Written Report] [B&T] [Module name] 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 written report, 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. |
| 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. | |
Indicative Resources:
Core Text:
Recommended texts:
Academic Journal Articles and Other Resources:
Tourism Marketing: A Bibliometric Analysis of Publications between 1997 and 2020
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.
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