BTM4TOM Tourism Marketing Principles L4 Module Assignment 1 Brief

Module Learning Outcomes of BTM4TOM : 

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.

BTM4TOM Assignment Requirements

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.

Assignment task/s to be completed    

A Blog Report on Marketing Evaluation for any of the companies below. Please select a company (only one) from the given options:

• British Airways
• Virgin Atlantic
• Air France

You must sign up on blogger.com to complete this task. You must include the screenshot of your blog preview on 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. DESCRIPTION OF THE TASK –

WHAT YOU ARE BEING ASKED TO DO?

The submission of a digital assignment and screenshot of your blog preview that discusses the topics below using a wide variety of research materials.

The Blog Submission Structure: You must use the template

Preview the main points covered in the full report in the executive summary (75 words) Chapter One (75 words): An introduction that defines tourism marketing concepts.

You should

1.1.Introduce the aim of the report.
1.2.How information will be presented in the report.
Chapter Two (150 words): Company Background

2.1Describe the background of the company.
2.2A brief introduction of the company you have chosen from the tourism industry.
Chapter Three (500 words): Internal Analysis
You should identify and discuss an internal analysis focusing on the organisation’s capability to
meet the needs of its customers by using STP (Segmentation, Targeting, Positioning) analysis.

3.1.Group customers into segments based on similarities and differences, including geographic, demographic, psychographic, and behavioural segmentation.
3.2.Determine the targeting strategy, whether it's undifferentiated marketing (targeting the entire market), differentiated marketing (targeting multiple segments with distinct offerings), concentrated marketing (focusing on a specific segment), or niche target marketing.
3.3.Create a positioning/perceptual map for the company with a minimum of four competitors.
Chapter Four (500 words): External Analysis
You should analyse the organisation’s competitive situation by applying Porter’s five forces.

4.1.Identify the intensity of competition among existing firms in the industry and determine the number and size of competitors in the industry.
4.2.Identify the intensity of bargaining power of suppliers, the key suppliers in the industry, and their importance.
4.3.Identify the intensity of bargaining power of buyers, the key buyers, and evaluate their bargaining power.
4.4.Identify the intensity of threat of new entrants and barriers to entry(e.g., economies of scale, capital requirements, and government regulations).
4.5.Identify the intensity of threat of substitutes, substitute products or services, and their attractiveness to customers. You should consider factors such as switching costs, brand loyalty, and the level of differentiation.
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.

Required to support completing the tasks above    

No Front Sheet is to be submitted, or the student's name or student ID is to appear anywhere in your assignment submission, as it will be anonymously marked.

This Assignment will have assignments selected for a random VIVA.

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 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.

Format of your submission and how your assignment will be assessed

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 and uploaded only in 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.

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