BTM4TOM Tourism Marketing Principle L4 M5 Assignment 2 Brief 2026 | CCCU

Programme:

Business & Tourism Management

Level:

Level 4

Module Title:

Tourism Marketing

Module code:

BTM4TOM

Module leader/s:

Dr Olusegun A. Olugbade

Charles Lee

Dr Nurettin Can

Assignment No:

2

Assignment Type:

Written Report

Assignment weighting %:

50%

Assignment Word Count: (or equivalent)

1,500 words

Summative Submission Due 

Date: 

Friday 24th April 2026 14:00

Penalties

All penalties listed at the end of this document are in the Table of Penalties.

Submission Dates and Times (Day: Date & Time)

Submission deadline

Friday 24th April 2026 14:00

BTM4TOM_SEP24: Written Report - First Submission | Global Banking School

Late Submission

Tuesday 28th April 2026 14:00

BTM4TOM_SEP24: Written Report - Late Submission | Global Banking School

Grade & Feedback Release Dates

All grades and feedback release dates are 21 days after the submission date. If an assignment deadline is Monday 1st 2:00 pm, then the grade release date will be Monday 22nd 2:00 pm.

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 the 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.

Overview

This written report assessment is designed to evaluate your ability to critically analyse and evaluate the components of the marketing mix within a real-world tourism context. You will deconstruct the strategies of a leading resort, applying core marketing theories to assess the effectiveness of its product, place, and other key elements. This task will enable you to demonstrate a practical understanding of how these elements are integrated to create a compelling market offering, directly applying your acquired knowledge to a contemporary industry case.

Assignment task/s to be completed

You are required to produce a 1,500-word written report in which you analyse and evaluate the effectiveness of the Marketing Mix for one of the following organisations/destinations:

● Thorpe Park

● Drayton Manor Resort

● Flamingo Land Resort

Your report must be professionally presented, fully cited, and referenced document, structured as follows:

Introduction: Begin with a brief introduction to your chosen resort and an outline of the report's structure, setting the context for your analysis.

Product Analysis: Critically analyse the product element of your chosen resort. Your analysis should engage with relevant marketing concepts and theories, such as the three levels of product or the intangible characteristics of services, to deconstruct the resort's core offering and its value to the customer.

Place Analysis: Analyse the place (distribution channels) element of the resort. Examine how the resort makes its services accessible to customers, referring to concepts such as multi-channel systems or the inseparable nature of services. Furthermore, explain how the chosen place strategy effectively complements and supports the product element.

Analysis of Two Additional Elements: Select and analyse two other elements from the extended marketing mix (7Ps), such as promotion, price, people, process, or physical evidence. For each, apply relevant marketing concepts and theories to evaluate their role and effectiveness. Crucially, you must explain how these two chosen elements integrate with and enhance both the product and place strategies to create a cohesive marketing mix.

Conclusion and Recommendations: Consolidate the key findings from your analyses to form a definitive conclusion on the overall effectiveness of the resort's marketing mix. Based on this evaluation, provide justified and practical recommendations for improvement.

References
You must provide a complete reference list for all direct and indirect citations, including those for text, images, graphs, and tables. A minimum of 10 different sources is required, and you must adhere to the CCCU Harvard Referencing Guide available on Moodle.

Additional Information required to support completing the tasks above

This Assignment will be anonymously marked.

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

This Assignment will have assignments selected for random Interviews.

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.

Mandatory Referencing and Research Requirements

Referencing Style

CCCU Harvard Referencing Style.

Mandatory Sources to be included in the Assignment

Core Reading

Kotler, P., Armstrong, G. and Balasubramanian, S. (2023) Principles of Marketing, Global Edition. 19th edn. Harlow: Pearson Education Limited.

Recommended Reading

Recommended reading:​

● Ahmet, O. and Hancer, M. (2022) Digital Marketing and Social Media Strategies for Tourism and Hospitality. London: Goodfellow Publishers Limited.

● Jobber, D. and Ellis-Chadwick, F. (2023) Principles and Practice of Marketing. 10th edn. London: McGraw Hill.

● Blythe, J. and Martin, J. (2023) Essentials of Marketing. 8th edn. London: Pearson Education Limited.

● Bhasin, H. (2017). 4 types of Market segmentation and how to segment with them?. [online] Marketing91.com. Available at: https://www.marketing91.com/4-types-market-segmentation- segment

● Lee, J. and Kim, J.J. (2023). A study on market segmentation according to wellness tourism motivation and differences in behavior between the groups, focusing on satisfaction, behavioral intention, and flow. International Journal of Environmental Research and Public Health, 20(2), pp.1063.

● Tay, K.X. and Chan, J.K.L. and Mohamad, D. (2023). Do the 4Ps of marketing mix strategy assuage fears of travelling?. Journal of Vacation Marketing, p.13567667231181953.

Websites:

● Marketing Week | marketing news, opinion, trends

● The Economist | Independent journalism

● Bloomberg Businessweek - Bloomberg

● Financial Times

Other Learning Resources:

● Academic Search Index

● Aphasiology Archive

● Archive of European Integration

● British Library EThOS

● Business Source Complete

● CINAHL Complete

● ClinicalTrials.gov

● Communication Source

● Construction News

● eBook Business Collection (EBSCOhost)

● eBook Collection (EBSCOhost)

● Economist

● E-LIS (Eprints in Library & Information Science)

● Entrepreneurial Studies Source

● FT.com

● GOBI E-books

● IndianJournals.com

● Industry Studies Working Papers

● JSTOR Journals

● Library Catalogue

● Milne Open Textbooks

● Minority Health Archive

● PhilSci Archive

● SCOAP3

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).

● You must submit your work in Microsoft WORD document format. 

● 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 on academic misconduct, which can be viewed by following the links at the end of this document. In submitting your assignment, you are acknowledging that you have read and understood these regulations. 

● It is the complete and sole responsibility of the student to upload their assessment to Turnitin for Marking prior to the specified deadline.   Students should not request lecturers or SST’s to submit assessments on their behalf as they are unable to do so. 

● To avoid uploading issues, students should aim to upload their assessment several hours prior to the deadline to avoid Turnitin issues around the deadline time or accidentally submitting to the wrong submission link. It is recommended to check that the assessment that has been uploaded is able to be read after you have uploaded it and if not to re-upload it.  Contact the SST on your campus if you have any issues. 

● Any assessment submitted after the specified deadline will incur a late penalty as specified in CCCU Academic regulations unless prior approval has been granted for Exceptional Circumstances.

Your work will be assessed on 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 grading descriptors. If it is appropriate to the format of your assignment and subject area, a proportion of your marks will also depend on your use of academic referencing conventions. 

The assignment will be assessed against the specified rubric as uploaded to Moodle.

Marking Scheme / Rubric - The Marking Scheme (otherwise known as a rubric) is available on the Module Assessment Tab on Moodle.  

Submission Requirements

Submission Platorm

This assignment should be submitted electronically using Moodle to the Module Submission link

Submission Date &Time

All submission & resubmission dates and time are as stated at the beginning of this Assignment brief. 

You should submit your Assignment for all deadlines earlier than 2:00pm on the date stated.  

Late submissions can be accepted for Summative Submissions only up to a maximum of 2 working days after the submission deadline. This does not apply to resubmission deadlines. A 10-mark deduction will be made by CCCU for all late submissions.

Work submitted more than two working days after the deadline will not be accepted and will be recorded as a non-submission.

Assignments submitted to the Resubmissions deadlines will be capped at 40 by CCCU.

If you are affected by events which are unexpected, outside your control and short-term in nature (i.e. lasting one to two weeks), under the exceptional circumstances procedure you may be eligible for:

● Self-Certification - A seven day extension to your coursework.  Students are allowed a maximum of 2 self-certification request per academic year can be requested.

Please note that Examinations and time-constrained test are not eligible for the seven day self-certification request

● Extenuating Circumstances - A 14 day extension to your coursework but there must be evidence to support the request.

You can make a self-certification request up to 14 calendar days before your deadline:

● for coursework it must be no later than 2pm on the deadline date

Table of Penalties

Issue with the Assignment

Penalty to be Applied

Suspected Academic Misconduct or Breach of Academic integrity

The Assignment will be graded zero. Written feedback will be ‘This assignment has been identified as potential Academic Misconduct/Breach of Academic Integrity. You will be invited to a meeting to discuss’.

You will be invited to a meeting with an Academic Misconduct reviewer. When you attend the meeting if Academic Misconduct or the breach of Academic Integrity is upheld you will be asked to rewrite the section of the assignment it applies to and re-submit the assignment.  

Do not upload any assignments to the AMC submission links before the meeting otherwise it will be removed.

Failure to attend the meeting means the assignment will remain graded at zero and you will be unable to pass the module until you have attended the meeting.

The assignment is more than 10% over the prescribed wordcount i.e. for 3,000 words, if 3,400 is submitted excluding the cover page, table of contents, references and appendices.

A 10-mark deduction applied to the overall grade that is manually entered by the Lecturer. This deduction is capped at 40%, which means an assignment cannot get less than 40% if a deduction has to be made.

For example, if the mark for the assignment was 60. The lecturer would deduct 10 marks and the mark will be 50.  Written feedback will also state ‘This assignment is 10% over the wordcount and 10 marks have been deducted’.

Where assignments are more than 10% less than the prescribed wordcount and lecturers cannot identify if the learning outcomes have been met.

This assignment will be graded below 40.

Where a student submits a .pdf instead of a word document.

This assignment will be graded a Fail.

The lecturer will grade as 1 and the written feedback will state ‘This is a pdf submission and is not allowed. All submissions should be in Microsoft Word format’.

Students not working in their groups as agreed by the lecturer.

This assignment will be graded a Fail.  

The lecturer will grade as 1 and the written feedback will state ‘This submission was not completed in the designated group’.

Please note: Where a student has asked the lecturer to move from their original group and the lecturer has agreed this does not apply.

For a presentation assignment that requires oral delivery, and the student does not present in person.

The Oral rubric criteria is not moved, and the oral criteria will remain at zero.

For a presentation assignment and the student does not upload a converted PPT To Word File with speaker notes.

The communication rubric criteria is not moved, and the communication criteria will remain at zero.

For a presentation assignment that requires oral delivery, and the student did not present on the day or upload the presentation to a Word document with speaker Notes.

This assignment will be graded a Fail.

The lecturer will grade as 1 and the written feedback will state ‘There was no Oral presentation in class and the submission was not converted to Microsoft Word’.

For a presentation assignment the student uploads a file that contains no slides and is simply continuous text.

This assignment will be graded a Fail.

The lecturer will grade as 1 and the written feedback will state ‘There are no slides present in the assignment submission’.

If the assignment is group work and the resubmission is not changed to individual work.

If a group assignment is failed then the resubmitted work must be changed by a minimum of 25% to make it an individual piece of work.

This means if a Group Presentation is 12 slides a minimum of 3 must be different to the group submission. If the assignment is a Group Poster with 6 text boxes then a minimum of 2 of them must be different to the Group Poster.

This assignment will be graded a Fail.

The lecturer will grade as 1 and the written feedback will state ‘This resubmission should be individual and a minimum of 25% of the assignment has not changed’.

Where a written assignment has text that is unable to be read by Turnitin because it is either a graphical image (excluding Presentations & Posters); for example, a screenshot or the assignment is written within text boxes on each page.

This assignment will be graded 0 and the written feedback should state ‘This assignment is unreadable by Turnitin and cannot be checked for Academic Misconduct. It has been referred for an AMC meeting’.

The assignment will then be referred for Academic Misconduct investigation.

An assignment that does not make use of any Mandatory references provided in the assignment brief/Module Handbook.

The reference rubric criteria is not moved and that criteria will remain at zero

An assignment has a reference list, but no citations.

The reference rubric criteria is not moved and that criteria will remain at zero.

Written feedback should state ’The reference criteria has been graded Zero as no citations have been used.  Please include citations in your assignment to support the academic points being made’.

An assignment has no citations and no reference list.

Foundation & Level 4 - The reference rubric criteria is not moved and that criteria will remain at zero. The written feedback will state ‘Please ensure that you use citations and references to support your assignment submission’.

At Level 5 and Level 6 this would be graded as a Fail. The lecturer will grade as 1 and written feedback will also show ‘This assignment has no citations and no reference list’.

Where False references are included in an assignment.

This will be referred for Academic Misconduct.

This assignment will be graded 0 and the written feedback should state ‘This assignment contains false references and has been referred for Academic Misconduct. You will be invited to attend an Academic Misconduct meeting’.

Assignment is submitted after the Late Deadline or if it is a Resubmission, after the Resubmission deadline

This assignment will be graded a Fail.

The lecturer will grade as 1 and written feedback should state 'This assignment was submitted after the deadline. Please resubmit at the next resubmission opportunity.'