This coursework is two different assignments Which are to be linked together. Each coursework is 2250 words and I am supposed to use the Harvard reference system for both with at least 12 references. For coursework 1, me and my tutors agreed to use Dubai to talk about. I will baisclyy advertising dubai to tourists in London. So pick a specific location and explain why it’s good and profit and all this kind of stuff. And I don’t understand cw2 but I will send everything you guys need.
Module Guide
Destination Marketing
UEL-6-DEM
BA Hons: Tourism and Hospitality Management
School of Law and Social Sciences
2019/2020
Level 6
1. Module Details………………………………………………………………………………………………………. 2
2. Short Description……………………………………………………………………………………………………. 2
3. Aims of the Module…………………………………………………………………………………………………. 2
4. Learning Outcomes………………………………………………………………………………………………… 3
5. Assessment of the Module……………………………………………………………………………………….. 3
6. Assignment Feedback…………………………………………………………………………………………….. 5
7. Introduction to Studying the Module……………………………………………………………………………. 5
8. The Programme of Teaching and Learning…………………………………………………………………… 6
9. Student Evaluation…………………………………………………………………………………………………. 9
10. Learning Resources………………………………………………………………………………………………… 9
11. Notes on your coursework assignment………………………………………………………………………. 12
12. Coursework assessment criteria ……………………………………………………………………… 15
1. Module Details
| Module Title: | Destination Marketing |
| Module Level: | 6 |
| Module Reference Number: | UEL-6-DEM |
| Credit Value: | 15 credits |
| Student Study Hours: | 200 |
| Contact Hours: | 36 |
| Private Study Hours: | 164 hours self managed study |
| Pre-requisite Learning (If applicable): | Marketing Strategy and Communications |
| Course(s): | Tourism and Hospitality Management |
| Year and Semester | 2019/2020 Semester One |
| Module Coordinator: | |
| MC Contact Details (Email, Room) | |
| Summary of Assessment Method: External examiner: | Coursework Assignment (4500 words) |
2. Short Description
This module develops a critical approach to destination marketing. It builds on the content of the Level 2 Marketing Strategy and Communications module and examines strategic issues around the global management and promotion of destinations and the tactical approaches that marketers adopt. During the module we study issues such as policy and legislation, sustainability, destination image, crisis management, segmenting and targeting markets, alliances, branding and the creation of marketing plans.
3. Aims of the Module
The module aims to provide students with a comprehensive view of the roles, responsibilities and challenges of those involved in destination marketing in the public and private sectors. At the end of the course students should be equipped to understand and contribute to the destination marketing work of practitioners and to be able to research, develop and evaluate plans.
4. Learning Outcomes
Below is a summary of the learning outcomes for this module. The programme of weekly teaching, seminars and reading is geared to the delivery of these outcomes.
4.1 Knowledge and Understanding
On completing this module students will be able to:
- Compare and contrast literature and case studies on destination development, marketing and branding, public sector involvement in tourism and related sustainability/ethical issues
- Analyse differing approaches taken to destination management, branding and promotion and how they are impacted by social, technological and economic change
- Develop an appropriate rationale for public and private sector involvement in destination marketing taking into account differences in destinations, the environmental impact and the roles and responsibilities of those in promotional organisations
4.2 Intellectual Skills
On completing this module students will be able to:
- Articulate and critically assess a range of views and opinions on strategic destination issues with supporting evidence
- Apply models, concepts and theory to practical, vocational situations
4.3 Practical Skills
On completing this module students will be able to:
- Access, select and synthesise data from library and internet sources to achieve a given purpose.
- Undertake research and apply it effectively to the development of proposals in written essays.
- Understand the challenges facing practitioners and how to develop solution-based responses
4.4 Transferable Skills
This module will provide an opportunity for students to:
- Work as a member of a team to debate and articulate differing opinions
- Use self-organisational skills to work to a brief, organising and executing their own plan of work
5. Assessment of the Module
5.1 Summary of assessment method
The assessment is 100% coursework consisting of two essays, both of about 2250 words, plus a 300-word review of your self-guided (compulsory) trip to World Travel Market. Submit in one document, deadline Friday 17th January 2020.
Essay 1. For a destination management/marketing organisation of your choice (to be agreed with your tutor in advance) illustrate, using marketing processes and techniques, how it can exploit an identifiable market opportunity for the upcoming year.
Essay 2. Critically assess the macro-environmental challenges facing destination marketers and illustrate, using case studies, how they can respond.
Detailed notes to assist you are provided in Section 11 of this Module Guide.
You are also required to add an appendix of 300 words offering a critique of your chosen country’s promotional activities at World Travel Market at ExCel (you will be provided with tickets to attend on Wednesday 6th November 2019).
Please put the word count at the end of your coursework. You may use appendices to add information and data that would take you beyond the word count.
Append a full reference list at the back in the Harvard Referencing system style as laid out in the LSBU library help sheet https://my.lsbu.ac.uk/assets/documents/library/h2g-library-30.pdf Marks will be deducted for poor referencing.
5.2 Coursework hand in date and Turnitin
The coursework should be uploaded on to Moodle by the end of Friday 17th January 2020.
The submission link includes a link to check your work via TurnItIn first. You MUST check your assignment through TurnItIn. (There is a limit on the file size that can be uploaded so do not include any pictures in the file, just the text of the essay and the references.) Having submitted your work into TurnItIn you should then REVIEW your work again, taking into account the full TurnItIn read-out and detailed highlighting of text that it provides. (Please note that it takes 24 hours for TurnItIn to update sometimes so you cannot upload and check your index multiple times in one day.)
The module leader checks your Turnitin report to assess the sources that you have used and to check whether there is any plagiarism. If you do not submit through TurnItIn your work may not be marked and you will be in danger of receiving a mark of ZERO.
TurnItIn is software that checks the text of your assignment against a database of books, journals and web pages, and gives a report on matches it finds in your work against this database. Good scholarship requires that you should draw on others’ work but when quoting directly you must use double speech marks or indent larger quotations, putting the source in brackets (including the page number) in the Harvard style (see the LSBU Library leaflet). When paraphrasing someone (putting a quote a phrase into your own words) you must also give the source.
5.3 Coursework Assessment Criteria
Your assignment will be marked on three criteria, as below:
- Understanding of marketing techniques and processes in their application to a real life destination opportunity.
- Assessment of the macro-environmental challenges that face destination marketers and how they can respond
- Level and depth of research and referencing plus WTM analysis.
Please see Section 12 for a detailed explanation of the assessment criteria and a copy of the assessment sheet.
Please note, badly presented pieces of work will be marked down. Please present, spell check and edit all work to a high standard. Marks will be deducted for poor referencing.
The final mark will be
awarded in the form of an overall percentage. The percentage / grade
equivalence is:
70% + = First Class
60 – 69 = 2:1
50 – 59 = 2:2
45 – 49 = 3rd
40 – 44 = Pass
Under 40 = Fail
The date for publication of marks will be emailed to you by the Course Administrator. All marks will be provisional until validated by the exam board in June 2020.
5.4 Late work and extensions
Students are reminded that work handed in up to two weeks after the deadline will be eligible for a 40% mark only. A mark of zero will be awarded for work handed in thereafter.
Extensions to deadlines will only be given in extreme circumstances. Extenuating circumstances forms (obtained from the Borough Road Student Office B266), together with evidence supporting your claim, must be completed. Course tutors have no role in assessing claims for extenuating circumstances.
Computer/disk failure, printer problems or any other technical difficulties on the day of submission will not, under any circumstances, be accepted as a reason to hand work in late, therefore be very careful to back-up your work.
6. Assignment Feedback
Marks and feedback will normally be given to students via Moodle within 15 working days after the submission of an assignment.
7.
Introduction to Studying the Module
7.1 Overview of the Main Content
The nature of tourism destinations; the impacts of destination development and the roles and responsibilities of those in destination marketing; the strategic marketing process; analysis of the competitive environment and strategic analysis tools; destination image and managing reputation and crises; tourist behaviour and the nature of tourist demand; understanding marketing plans; developing market research; branding and positioning and value added strategies in destination marketing; the impact of digital marketing and social media on DMO operations; the role of governments and partnerships in destination marketing; the role of marketing in sustainable destination development; marketing convention and business travel.
7.2 Overview of Types of Classes
Teaching will normally consist of one-hourly lecture slots. Themes developed in lectures will be explored during the one hour seminar sessions, involving group discussion. Towards the end of the semester, time will be allocated for individual tutorials related to your assignment.
In week 7 you will be required to visit World Travel Market to study the promotional activities undertaken by your chosen destination country. THIS IS A COMPLUSORY VISIT. We will go as a group after the lecture on that day, from the university to Excel Exhibition Centre where WTM takes place. You will be provided with tickets. You are required to write an analysis of this as part of your coursework.
7.3 Importance of Student Self-Managed Learning Time
It is essential that you spend time reviewing and writing up your notes
after lectures every week and that you undertake further reading to develop
your understanding of the subject. There
is a weekly calendar of lecture notes, case studies and suggested reading on
Moodle. You should also keep abreast of issues affecting the industry by
reviewing relevant trade press/websites. You are expected to prepare for
seminars in advance where this is required and to organise your time
effectively in order to complete your assignment.
7.4 Employability
This is a core module in aiding students to become employable in an industry where public and private sector organisations work in partnership to promote destinations. Students will be able to assist decision-makers in developing destinations marketing strategies and assist in the execution, monitoring and evaluating of these plans.
8. The Programme of Teaching
8.1 Weekly teaching programme
(The notations LO1,2,3 and 4 refer to the Learning Outcome in Section 4 that each activity relates to.)
| Lecture, seminar and required reading. | |
| Week 1 Sept 25 LO1,2 and 4 | 1. Introduction to the module. The study of destinations and the core role of marketing. Seminar: your assignment; discussion on ‘over tourism’ – is destination marketing always a good thing? |
| Week 2 Oct 2 LO1,2 | 2. Destination image. How images of destinations are formed, reputations are made and lost, how marketers can manage crises, and the particular challenge of image making for developing countries. Seminar: Iceland; Philippines, Egypt. The particular challenge of images of developing countries (Gursoy et al 2015) Discussion of Buhalis ext. Q&A on coursework assignment Required reading: Buhalis, D. (2000) Marketing the Competitive Destination of the Future, Tourism Management, 21, pp 97-116. Avraham and Ketter, Chapter 2 (ebook). Avraham, E. and Ketter, E. (2008) Media Strategies for Marketing Places in Crisis, Butterworth-Heinemann: Oxford. |
| Week 3 Oct 9 LO1,2,3 | 3. Why destinations market. The economic imperative, competitive context, challenges of ‘over tourism’; roles and responsibilities of destination marketers. Seminar: Case study on Colorado and discussion of Morgan ‘Mindful marketing’ Required reading: Siegel, B. (2009) What Happens When You Stop Marketing? The Rise and Fall of Colorado Tourism. Paper presented at the Nevada Tourism Summit, 2009. Morgan, N.J. (2012) Time for mindful destination marketing and management, Journal of Destination Marketing and Management 1, pp 8–9. |
| Week 4 Oct 16 LO1,2,3 | 4. Destination markets. Reaching international and domestic markets and using market research to understand customer behaviour. Seminar: Case studies in market research (Montana), segmentation (Newfoundland) and understanding markets. Required reading: Hanlan J. et al (2006) Segmenting tourism markets – a critical review. Southern Cross Business School Paper. King, J. (2001) Destination marketing organisations: Connecting the experience rather than promoting the place, Journal of Vacation Marketing, 8 (2), pp 105 -108. Chapter 12 ‘Consumer behaviour, segmentation and market trends’ in your core text book by Alastair Morrison. Morrison, A. (2013). Marketing and managing tourism destinations. London: Routledge. |
| Week 5 Oct 23 LO1,2,3 | 5. Destination marketing management. Destination marketing organisations, what they do, how they justify their existence and how their roles are changing in response to the sharing economy. Seminar: Case study on DMO partnerships and industry alliances in European cities. Australia partnership marketing. Required reading: Heeley J. (2015) Urban destination marketing in contemporary Europe – what does “good” look like? International Journal of Tourism Cities 1 (1) pp.36-49 Bornhost, T., Brent Ritchie, J.R. and Sheehan, L. (2010) Determinants of tourism success for DMOs and destinations: an empirical examination of stakeholders’ perspectives, Tourism Management, 31 (5) pp 572 – 589. |
| Week 6 Oct 30 LO1,2,3,4 | 6. Marketing planning challenges. Setting objectives, budgets and KPIs and collaborative marketing in a challenging environment. Case studies on understanding ROI/KPIs and ‘demarketing’. Seminar: discussing readings and presenting the rationale for your destination choice. Required reading: Chapter 17 in Morrison (2018) Fyall, A. and Leask, A. (2007) Destination marketing: Future issues- strategic challenges, Tourism and Hospitality Research 7 (1), 50–63. |
| Week 7 Nov 6 LO1, 4 | 7. Integrated destination promotion – from print to digital content. Immediately after the lecture we will go to World Travel Market at Excel. Required reading: Baker, M and Cameron E. (2008) Critical Success Factors in Destination Marketing, Tourism and Hospitality Research, 8 (2) pp 79-97. Li, S. C.H., Robinson, P. and Oriade, A. (2017) Destination marketing: The use of technology since the millennium, Journal of Destination Marketing & Management 6 pp 95–102 |
| Week 8 Nov 13 LO1,2 | 8. Branding a destination. How destinations use brands and logos to build image and reputation globally. Seminar: Case study New Zealand. Discussion of cruise tourism: are cruises destinations in their own right? Required reading: Morgan, N.J., Pritchard, A. and Piggott, R. (2002) New Zealand, 100% Pure: The creation of a powerful niche destination brand, Journal of Brand Management, 9 (4/5), pp 335–354. Munar, A.M. (2011) Tourist-created content: rethinking destination branding, International Journal of Culture, Tourism and Hospitality Research, 5 (3) pp 291-305. |
| Week 9 Nov 20 | No lecture or seminar on Wednesday (RGJ on field trip). |
| Week 10 Nov 27 LO1,2 | Guest speaker. We hear from a practitioner in destination marketing. Individual tutorials on coursework assignment. Required reading: Pinto, R. and Kastenholz, E. (2011) Collaborative destination marketing. Book of proceedings of the International Conference on Tourism & Management Studies, Algarve 2011, volume 1, p 215. (A good summary of literature on destination marketing and particularly on the dynamics in collaboration marketing.) |
| Week 11 Dec 4 LO1,2,4 | 9. Beyond leisure: business events and place marketing. Marketing to conferences and groups, the difference between conference/group and leisure travel marketing, the challenges for ‘place marketing’ and working with the travel industry Seminar: Case study Puerto Rico. Required reading: A summary of the business and convention market in Chapter 6 and of working with the travel trade in Chapter 14 of Destination Marketing by Steven Pike (2016 edition) Wang,Y. (2008) Collaborative destination marketing: roles and strategies of convention and visitors bureaus, Journal of Vacation Marketing 14(3), pp191- 209 |
| Week 12 Dec 11 LO1,3,4 | 10. DMO future challenges and assignment workshop/one to ones. Assignment due in on Friday January 17th. Required reading: Litvin, S.W. (2010) Apocalypse not: a commentary on destination maturation models, Journal of Vacation Marketing, 16, pp157-162 Jamrozy, U. (2007) Marketing of tourism: a paradigm shift toward sustainability International Journal of Culture, Tourism and Hospitality Research 1 (2), pp 117-130. Hanna, P., Font, X., Scarles, W., Weedon, C. and Harrison, C. (2018) Tourist destination marketing: From sustainability myopia to memorable experiences Journal of Destination Marketing and Management, Vol 9, pp36-43. |
9. Student Evaluation
Feedback from students attending the Destination Marketing Module in 2018/19 showed that 100% of respondents were satisfied with their experience whilst studying this module.
10. Learning Resources
10.1 Core Materials
These are essential texts. They are all available through the library as an ebook or a hard back copy. See the Reading Lists Online.
Heeley, J. (2015) Urban Destination Marketing in Contemporary Europe. Channel View Publications
Pike, S. (2016) Destination Marketing: Essentials. New York: Routledge.
Morrison, A. (2018). Marketing and managing tourism destinations. London: Routledge.
Morgan, N., Pritchard, A. and Pride R. (eds) (2011) Destination branding: creating the unique destination proposition. Amsterdam: Butterworth Heinemann.
10.2 Additional books
The books listed below contain chapters relevant to particular lectures or case studies useful for the exams. They are all available through the library as an ebook or a hard back copy.
Avraham, E. and Ketter, E. (2016) Tourism Marketing for Developing Countries: Battling Stereotypes and Crises in Asia, Africa and the Middle East. Palgrave Macmillan
Goodwin, H. (2016) Responsible tourism: using tourism for sustainable development (2nd ed) Goodfellow.
Kolb, B. (2006) Tourism marketing for cities and towns: using branding and events to attract tourists. Amsterdam; Boston: Elsevier/Butterworth-Heinemann.
Kotler, P. Haider, D.H. and Rein, I. (1993) Marketing places. New York: The Free Press. Although the examples are a little dated now Chapters 1 and 2 provide a good summary of the role of stakeholders in integrated place marketing.
Kozak, M. and Baloglu, S. (2011) Managing and Marketing Tourism Destinations: Strategies to Gain a Competitive Edge. Taylor and Francis: Oxford.
Lewis, A. and Roberts, S. (2010). Marketing Island Destinations. Amsterdam: Routledge. Chapter 2 contains a useful summary of the marketing challenges facing small island destinations in the global marketplace.
Morgan, N., Pritchard, A. and Pride, R. (eds) (2011) Destination Brands: Managing Place Reputation, 3rd edition, Oxford: Butterworth-Heinemann.
Munar, A.M. (2009) Challenging the Brand Chapter 2 pp.17-35 in Cai, L.A., Gartner, W.C., and Munar A.M. Tourism Branding: Communities in Action. Bridging Tourism Theory and Practice Vol 1 Emerald Group Publishing (on Moodle)
Ritchie, J.R. Brent and Crouch G.I. (2003) The competitive destination: a sustainable tourism perspective. Oxford: CABI Publishing.
Vanhove, N. (2017) 3rd ed. The Economics of Tourism Destinations. London: Elsevier.
Wang, Y. and Pizam, A. (2011) Destination Marketing and Management: Theories and Applications, CABI.
10.3 Journal articles
The core articles are on each week’s Moodle section. These include:
Baker, M and Cameron E. (2008) Critical Success Factors in Destination Marketing, Tourism and Hospitality Research, 8 (2) pp 79-97.
Bornhost, T., Brent Ritchie, J.R. and Sheehan, L. (2010) Determinants of tourism success for DMOs and destinations: an empirical examination of stakeholders’ perspectives Tourism Management, 31 (5) pp 572 – 589.
Buhalis, D. (2000) Marketing the Competitive Destination of the Future, Tourism Management, 21, pp 97-116.
Fyall, A. and Leask, A. (2007) Destination marketing: Future issues- strategic challenges, Tourism and Hospitality Research 7 (1), 50–63.
Hanlan J. et al (2006) Segmenting tourism markets – a critical review. Southern Cross Business School Paper
Hanna, P., Font, X., Scarles, W., Weedon, C. and Harrison, C. (2018) Tourist destination marketing: From sustainability myopia to memorable experiences Journal of Destination Marketing and Management, Vol 9, pp36-43.
Heeley, J. (2015) “Urban destination marketing in contemporary Europe – what does “good” look like?”, International Journal of Tourism Cities, Vol. 1 Issue: 1, pp.36-49.
Jamrozy, U. (2007) Marketing of tourism: a paradigm shift toward sustainability International Journal of Culture, Tourism and Hospitality Research 1 (2), pp 117-130.
King, J. (2001) Destination marketing organisations: Connecting the experience rather than promoting the place, Journal of Vacation Marketing, 8 (2), pp 105 -108.
Li, S. C.H., Robinson, P. and Oriade, A. (2017) Destination marketing: The use of technology since the millennium, Journal of Destination Marketing & Management 6 pp 95–102.
Litvin, S.W. (2010) Apocalypse not: a commentary on destination maturation models, Journal of Vacation Marketing, 16, pp157-162
Morgan, N.J. (2012) Time for mindful destination marketing and management, Journal of Destination Marketing and Management 1, pp 8–9.
Morgan, N.J., Pritchard, A. and Piggott, R. (2002) New Zealand, 100% Pure: The creation of a powerful niche destination brand, Journal of Brand Management, 9 (4/5), pp 335–354.
Munar, A.M. (2011) Tourist-created content: rethinking destination branding, International Journal of Culture, Tourism and Hospitality Research, 5 (3) pp 291-305.
Pinto, R. and Kastenholz, E. (2011) Collaborative destination marketing. Book of proceedings Vol I International Conference on Tourism & Management Studies p 215. Algarve 2011. (A good summary of literature on destination marketing and particularly on the dynamics in collaboration marketing.)
Wang,Y. (2008) Collaborative destination marketing: roles and strategies of convention and visitors bureaus, Journal of Vacation Marketing 14(3), pp191- 209.
Other required weekly reading is uploaded on Moodle for the relevant week. There are also a selection of articles, by subject, uploaded to Moodle in the Reading and Resources folder.
Academic journals with articles about destination marketing include Journal of Vacation Marketing, Journal of Travel Management, Journal of Travel Research, Tourism Management and the relatively recently launched Journal of Destination Marketing and Management. Journal of Travel Research special issue August 2007 Issue 46 (1) includes a number of articles on e-tourism and destination marketing. International Journal of Tourism Research has a special issue in July/August 2011 (Volume 13, Issue 4, pages 307–399) on ‘Marketing Innovations for Sustainable Destinations’.
Keep up to date with consumer markets (what’s hot, what’s not) and general travel news by reading newspaper travel supplements (eg Sunday Times, Saturday Telegraph, Saturday Guardian. Study the adverts.
Keep up to date with industry news and trends by reading the tourism/hospitality/marketing trade press including TravelMole and Skift (both free and online). TravelMole has an offshoot called Vision on Sustainable Tourism (sign up for it when you sign up for TravelMole) which contains a lot of thought-provoking news items and articles on ‘over tourism’. Also see expert blogs found on consultant’s websites eg Destination Think! (from Toposophy, a Europe-wide consultancy based in Greece), Place Brand Observer (from a group of international academics who also consult), Destinations International (a US-based consultancy) and the Sustainability Leaders Project (sustainability-leaders.com), an expert online form for debate and discussion.
Other sources relevant to your assignment are suggested in Section 11.
11. Notes on your coursework assignment
You are asked to submit two essays IN ONE document of approx. 2250 words each. Please look at the assessment criteria grid (section 12 of the module guide) to see what is expected. You should use at least 10 academic references in each essay plus any additional sources.
Essay 1. For a destination management/marketing organisation of your choice (to be agreed with your tutor in advance) illustrate, using marketing processes and techniques, how it can exploit an identifiable market opportunity for the upcoming year.
This essay is designed to assess your understanding of how marketing techniques and processes can be used to respond to a real life marketing opportunity for a real life destination marketing/management organisation.
So first you will need to choose a destination/DMO to write about. The destination can be a country, region or city and I strongly suggest you opt for one where you can find information/read the website and understand the real life context.
Secondly you will need to identify a possible opportunity the DMO could exploit. We will discuss these in class but it could be a new market or trend opening up, new access through new transport links, a removal of visa restrictions and so on.
You must get your tutor approval for the destination and opportunity before starting the work.
You will also need to relate your practical recommendations back to marketing theory and process, with clear explanations for your choice. You should support your answer with at least ten academic references, plus any number of data sources to justify your choices.
Information sources could include: published information from the national tourist board or government tourism department and travel and destination promotional websites; data from airlines, operators, resorts or attractions for your chosen country; reports from international tourism or trade bodies such the European Travel Commission, World Travel and Tourism Council Country Reports, UNWTO publications (available through the library – type in ‘UNWTO), EIU Country Reports, World Tourism Organisation; research reports such as Euromonitor, Mintel and Keynote; online newsletters for your destination; articles in academic journals; textbooks and WARC case studies.
Essay 2. Critically assess the macro-environmental challenges facing destination marketers and illustrate, using case studies, how they can respond.
This essay is designed to gauge your understanding of the many challenges facing destination marketers over which they have little control but which impact their day to day work. These challenges may be political, environmental, technological or economic, and some can result in crises. They all need to be planned for and responded too. You will assess these challenges by drawing on the literature you have read over the semester and illustrating your views on how DMOs can respond through case studies.
Information sources will include text books and journal articles with online trade blogs and forums, WARC, and trade sources providing the case studies.
WTM critique:
Please write 300 words providing an objective critique of the promotional activity of the destination you have chosen for Essay 1 at World Travel Market. You will visit WTM on Wednesday November 6th.
You will be given a worksheet with key questions to answer which will then form the basis of your critique. (On the day you will be looking at, for example, the branding, physical position and staffing of the stand, the materials on display, any promotional give-aways, the sponsorship of any entertainment or public space, whether the WTM presence reflects the country’s other promotional activities as ascertained from your other research, the content and style of any campaigns launched/press activity undertaken etc.)
Please Note:
- APPENDICES (not included in your word count) should include references/bibliography
- Please paginate each page. This is essential as it helps me to give you more detailed feedback.
- Please put a word count at the end of each essay
- Please put your name and student number on the cover page
- Please submit through Moodle (and submit via TurnItIn also).
12. Coursework assessment
12.1 Assessment criteria grid
| Illustration of how marketing can exploit an identifiable market opportunity | Assessment of the macro-environmental challenges facing destination marketers and how they can respond. | Level and depth of research and referencing and WTM critique. | |
| 1 70+ | Clear statement of opportunity facing destination and the stages that a marketer could go through to exploit it. Excellent understanding of the practicalities involved in day today marketing activity and with a clear link back to theory and modelling. High level analysis and conclusions. | Your analysis shows evidence of wide research and a high level understanding of how factors impact marketers. An awareness of topical issues; innovative and numerate, with clear evaluation. Evidence of original thinking supported by examples of case studies. | Wide range of source material used, including case study and theory from beyond those provided in the module. Literature is critically evaluated and identifies main theories/models. In depth and critical assessment of WTM visit. |
| 2:1 60-69 | As above but there may be some occasional weaknesses in articulating the opportunity and relating the marketing techniques/processes to exploiting it, for example as a result of misinterpreting data or misunderstanding a key process. | Your assessment will cover the key challenges and there will be clear links to the impact this has on marketers. These will be illustrated with relevant case studies. | Wide range of source material used, including case study and theory from beyond those provided in the module. Good use of referencing and sources to back up assertions. Good assessment of WTM visit with analysis. |
| 2:2 50-59 | Opportunity defined and clear links to some processes and models. A progression of thought is clear although the treatment of the subject may be uneven and contain material that is not developed or linked to assignment. | The assessment will be competent but showing weaknesses in progression of analysis and exhibiting gaps in understanding of how marketers can respond for example by inaccurate use of case studies. | Range of materials and sources limited mainly to those directly related to the module. Their use exhibits some sign of critical analysis. Summary of WTM visit. |
| 3 45-49 | Opportunity and links to marketing activity are only implied or poorly defined. Descriptive in tone and lacking links to theory. | Essay lacks structure and does not exhibit a clear understanding of the key challenges faced. It is poorly focused and shows little evidence of analysis and research. Case studies may be used but are not inked or relevant. | Reliance on a few main sources of information. Uncritical, lacks theoretical input and scope. Little thought given to WTM analysis, if at all. |
| Pass 40-44 | Lacks any reasoning as to choice of opportunity and the resulting actions that could be taken. Poorly presented. Layout confusing or poorly structured. Little evidence of original work. | Analysis betrays lack of understanding of main issues and contains information that is only barely relevant to the assignment. | Lacking evidence of academic research. Reference to popular sources only (e.g. newspapers, web pages). |
| F | The assignment briefs are hardly addressed, the content is largely plagiarised/copied from other sources and there is no analysis or attempt to construct a coherent document. One or other sections of the report are entirely missing. |
12.2 Coursework assessment sheet
Division of Urban Environment and Leisure Studies
Assessment Feedback Sheet
| Student number / name | |
| Course | BA Tourism and Hospitality Management |
| Module title & Code | Destination Marketing UEL-6- DEM |
| Assessment Criteria | 70+ | 60-69 | 50-59 | 44-49 | 40-45 | Fail Below 40 |
| Understanding of marketing techniques and processes in their application to a real life destination opportunity. | ||||||
| Assessment of the macro-environmental challenges that face destination marketers and how they can respond. | ||||||
| Level and depth of research and referencing and WTM critique. |
Overall Agreed Mark (%)
NOTE: All
assessments and marking are subject to the Academic Regulations for Taught
Programmes 2012/13
I have read the student’s
Support Arrangements Form and have marked the work in accordance with the
University’s DDS Marking Policy.
Not Applicable (delete as appropriate)
| The attributes of your work that have led to this mark are: To improve the mark you would need to: |
| Date: | ||
| Moderator remarks (if applicable) | Signed Date |
RGJ/August 2019