4TRS7B1 TOURISM MARKETING MANAGEMENT RESIT COURSEWORK 2011 This is an individual report of approximately 4000 words and should

ld be fully referenced using the Harvard Method. Assignment You are required to write a REPORT which focuses on a company of your choice. The company chosen should operate in the tourism sector. You should select ONE product provided by this organisation. The focus of the report is to provide a critical analysis of the activities undertaken to market the product to the customer. The report should: y Briefly introduce both the company and the product selected for this case study. y Use segmentation techniques to identify the market targeted by the organisation and explain how the product has been developed to meet the needs of the target market. y Report on both tactical and strategic pricing initiatives employed. y Identify the channels of distribution used and highlight how these relate to different target markets. y Evaluate the different promotional activities employed with consideration of the goal of each of these activities. y Using the information discussed above critical evaluate the effectiveness of the current marketing activities and provide recommendations for improvements. The research you undertake to complete this assignment is expected to draw largely on publicly available sources. There is no expectation that you complete interviews with employees or customers of the company you are using for this case study.

Assessment Criteria The coursework is assessed according to the following criteria: 1. Knowledge and understanding: Evidence of a thorough investigation and a sound knowledge of the topic 2. Analysis: Well focused on the topic, analytical rather than descriptive, with sound conclusions drawn from arguments and evidence, but with evidence of creativity 3. Structure and organisation: Logically structured and clearly argued 4. Standard of presentation: Information and ideas presented in a clear, reasoned and appropriate manner