Marketing and Consumer Behaviour Assignment Task 2 Brief 2023-24

Assignment Brief 

• Your task is to write an integrated marketing campaign (IMC) for an aviation organisation. This will be presented in report format, is 3,000 words in total, and 70% towards the overall grade on this module.
• You should choose your aviation organisation, then check and agree this with your tutor before starting to develop the report. You may wish to use the same aviation organisation as you used for assignment task 1, or you may choose another organisation. In any case, you should build on your blog assignment for this second assignment.
• This task is designed as an opportunity for you to apply your knowledge and understanding of marketing and consumer behaviour theories to practice. We will cover all the marketing themes for this assignment in the second part of the module. For success in this assignment, you need to show an understanding of your aviation organisation, what they want to achieve (using a SMART objective), and their target audience. You then need to explain how you will integrate various marketing methods to achieve the SMART objective.

Learning outcomes

• LO1: Describe the basic theories, principles and practice of marketing related to the international aviation industry.
• LO2: Explain theories, principles and practice related to consumer behaviour in the international aviation industry.