Destination Marketing Assignment
· Word Limit: 4000 words
The Holloway and Islington Partnership (HIP) has hired your consultancy Brit Marketing to suggest a number of destination marketing initiatives for the locality.
They require you to produce a report for them that includes:
1. Marketing Research (40%)
A SWOT analysis of the area’s potential as a tourist destination. This must include information on:
· The current main tourism offerings and the types of tourism activity and tourist segments they attract: use secondary data and any relevant secondary sources. This should be brief, a summary of key attractions and secondary elements. Remember: destination marketers do not control the product. Avoid lengthy descriptions of offerings: HIP know the main details of their own tourism product and you can refer them to their own websites for more detailed descriptions. Your SWOT should be more analytical than descriptive.
· Market trends/opportunities and untapped segments that the area may be able to capitalise upon (using tourism industry sources) in terms of future potential tourism markets.
2. Promotional Recommendations (60%)
Promotional recommendations related to the SWOT analysis, with recommendations for action including:
· A description of key target markets and the products that could be promoted to them
· A description of promotional to communicate the products to the key target markets (e.g. advertising, PR, print & electronic information, direct mail, relationship marketing, etc.)
· Marketing facilitation considerations.
Assessment Criteria:
Market Research section
· Information on the main tourism offerings in Islington/Holloway Road (This is an area/a road in North London, UK) should be based on observation and secondary data sources only (students should NOT interview Council reps, local businesses, local people or tourists: that is beyond the scope of ‘Brit Marketing’s ‘ research brief). Information taken from secondary sources should be identified as such in the text (no plagiarism please!).
· For the market trends/opportunities section students use reports such as Mintel and Keynote and the travel industry press to identify trends that they think could relate to the Islington/Holloway Road product. Sources must be stated for all market intelligence used.
Promotional Recommendations
· Students own analysis from section one should back up creative suggestions in section 2 concerning existing and future target markets and products that might interest them
· students should illustrate promotional methods, business to business marketing initiatives and marketing facilitation with case studies of best practice from other destinations around the world. These will be gleaned from journal articles, academic books, and other academically robust and reliable sources.
Additional
· Reports should be typewritten in size 11 or 12 font, in MS Arial or Times New Roman or equivalent clear font and readable font size
· All information used in the report should be sourced using in-text referencing in the Harvard Referencing Style (author surname and year, with page number indicated if direct quotes are used). The full reference should be placed in the bibliography at the end of the report, where references will be listed in the descending alphabetical order
· Plagiarisms will be referred to the Student Casework Office.
· Some appendices may be added to the report, but these should not be extensive, and should be placed after the main body of the report but before the bibliography. Unnecessary appendices will irritate the marker
· The report sections should be usefully headed and numbered, this is not an essay
· The typical layout of the main sections would be:
o Executive Summary
o Contents
o Introduction
o Market Research
o Promotional Recommendations
o Summary and conclusions
o Appendix
o Bibliography
· Include a word count on the front cover
· The 4,000 word limit excludes the Executive Summary, Contents, Appendices and Bibliography
· Students that do not keep within the word count will be downgraded, and, in addition, reports will only be graded on the first 4000 words of content (+/- 10%)
· The work must be well-written, with few typos and spelling errors. It must be a well-researched, credible and academically robust report
· Write in the third person. Do not use the words ‘I’, ‘We’ or ‘Me’
· Focus on the assignment brief is essential. All report content should be clearly relevant.
Below are some very useful reading to help with your report:
· Buhalis, D (2000) ‘Marketing the competitive destinations of the future’, Tourism Management, vol 21, pp 97-116 (good overview of what destination marketing is, the destination marketing mix, and TALC)
· Middleton, VTC (2001) Marketing in Travel and Tourism, Oxford: Butterworth Heinmann
· Briggs, S (2001) Successful Tourism Marketing, 2nd edn. London: Kogan Page
· Heath, E and Wall, Geoffrey (1992) Marketing Tourism Destinations, New York: John Wiley
· Kotler, P; Asplund, C; Rein, I and Haider, DH (1999), Marketing places; Europe, Harlow: Pearson Education Ltd
· Morgan, N and Pritchard, A (2003) 2nd edn Destination branding: creating the unique destination proposition, Oxford: Butterworth-Heinmann.
Websites:
· www.keynote.co.uk
· http://reports.mintel.com
Journals
· Annals of Tourism Research
· CITIES
· Journal of Vacation Marketing
· TTI Country Reports; European City Reports
· Tourism Management
· Travel and Tourism Analyst
Credit:ivythesis.typepad.com
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