Destination Marketing | My Assignment Tutor

Department of Tourism and Hospitality Page 1 of 7 HND Assignment BriefSession: February 2021Pearson BTEC HND International Travel and Tourism Management(RQF Level 5)Unit number and title26Destination MarketingAssignment number & title1 of 1Written CourseworkAssessor (s)Richard George and Philip ClementsIssue Date10 March 2021Final assignmentsubmission deadline07-12 June 2021Late submission deadline14-19 JUne 2021The learners are required to follow the strict deadline set by the Collegefor submissions of assignments in accordance with the BTEC RQF level 4– 5 submission guidelines and College policy on submissions.Resubmission deadlineTBARemark and FeedbackIn-class feedback will be available from formative assessment of the initialsubmissions based on each learning outcome.Final feedback will be available within 2 – 3 weeks of the assignmentsubmission date. GeneralGuidelines• The work you submit must be in your own words. If you use a quote or anillustration from somewhere you must give the source.• Include a list of references at the end of your document. You must give allyour sources of information.• Make sure your work is clearly presented and that you use readilyunderstandable English.• Wherever possible use a word processor and its “spell-checker”. Internal verifierNazimudeen SaleemSignature (IV of thebrief) *Nazimudeen SaleemDate05/03/2021 Department of Tourism and Hospitality Page 7 of 7ICON College of Technology and ManagementBTEC Level 5 in International Travel & Tourism Management (RQF)Unit26: Destination Marketing (L4)Session: February 2021Recommended Word Count: 3,000Assignment Context and ScenarioConsider yourself working as a newly appointed marketing consultant at a London basedDestination Marketing consultancy and you have been assigned to conduct a seminar ondestination marketing. The participants are expected come from a range of Destination MarketingOrganisations (DMO) from around the world. As part of the seminar, you are also required toprepare a report based on the four learning outcomes shown below to be presented to theaudience.Learning Outcome 1: Assess how marketing principles can be applied to support destinationgrowth and developmentExplain marketing planning briefly and using examples drawn from a few destinations, evaluate howprinciples of marketing planning support the marketing of a destination and critically evaluate howimportant it is to apply marketing planning principles and its effectiveness in destination marketingusing a few specific examples.Learning Outcome 2: Analyse the key elements of destination marketing campaignUsing a range of marketing campaign examples drawn from your choice of destination(s), analysehow campaign objectives have been met successfully. Compare and contrast the key elements ofmarketing campaigns from a range of destinations and evaluate the degree of inter-dependency ofthose elements contributing to campaign success. Using a specific destination, critically evaluatethe use of digital marketing tools in the campaign to promote it to the target audience.Learning Outcome 3: Evaluate the role of digital marketing in promoting a destinationUsing a specific but appropriate destination of your choice, review the different digital marketingtools used for promoting and advertising to target audience and critically evaluate the effectivenessof using such marketing tools. Based on the success of using digital marketing tools, make valid andjustified recommendations for improvement.Learning Outcome 4: Assess the role of Destination Marketing Organisations (DMOs) and thechallenges they faceDestination Marketing Organisations plays a crucial role in promoting destinations. Examine the roleand services of DMOs in marketing a destination and provide examples using destinations of yourchoice.Assess and discuss the challenges the DMOs face using a range of examples and critically analysethe challenges in meeting their marketing objectives supported by making recommendations andsolutions for overcoming the challenges.Department of Tourism and Hospitality Page 7 of 7Relevant Information1. Learning Outcomes and Assessment Criteria Learning OutcomesPass CriteriaMerit CriteriaDistinction CriteriaLearning Outcome 1:Assess how marketingprinciples can beapplied to supportdestination growth anddevelopmentP1 Evaluate howprinciples of marketingplanning support themarketing of a destinationusing specific destinationexamples.M1 Critically evaluatethe effectiveness ofapplying principles ofmarketing planning tomarket a destinationusing specificdestination examplesD1 Critically evaluatethe importance ofapplying principles ofmarketing planning fordestinations to achievestrategic objectivesLearning Outcome 2:Analyse the keyelements of destinationmarketing campaignP2 Analyse the keyelements of a range ofdestination marketingcampaign examples toanalyse how successfullycampaign objectives weremetM2 Compare andcontrast the keyelements of a range ofdestination marketingcampaigns andevaluate the degree ofinter-dependency ofthe various elementsin meeting thecampaign objectivesD2 Critically evaluatethe marketingcampaign of a specificdestination and theuse of digitalmarketing tools topromote thedestination andengage the targetaudienceLearning Outcome 3:Evaluate the role ofdigital marketing inpromoting a destinationP3 Review the differentdigital marketing toolsused for promoting andadvertising a specificdestinationM3 Critically evaluatethe effectiveness ofdigital marketing toolsin reaching differenttarget audiences for aspecific destinationD3 Make valid andjustifiedrecommendations forimproving digitalmarketingLearning Outcome 4:Assess the role ofDestination MarketingOrganisations (DMOs)and the challenges theyfaceP4: Examine the role andservices of DMOs inmarketing a destinationP5 Assess the challengesfaced by DMOs inmarketing destinationsusing a range ofexamplesM4 Critically analysethe challenges facedby DMOs insuccessfully meetingdestination marketingobjectives, using arange of examples.D4 Makerecommendations andsolutions forovercoming challengesfaced by DMOs forsuccessfully meetingdestination marketingobjectives 2. Preparation guidelines of the Coursework Documenta. All coursework must be word processed.b. Document margins must not be more than 2.54 cm (1 inch) or less than 1.9cm (3/4 inch).c. Font size must be within the range of 10 point to 14 point including the headings and bodytext (preferred font size is 11).d. Standard and commonly used type face such as Arial should be used.e. All figures, graphs and tables must be numbered.f. Material taken from external sources must be properly refereed and cited within the textusing Harvard standard. Do not use Wikipedia as a reference.g. Word limit must be strictly followed.Department of Tourism and Hospitality Page 7 of 73. Plagiarism and CollusionAny act of plagiarism or collusion will be seriously dealt with according to the College regulations. Inthis context the definition and scope of plagiarism and collusion are presented below:• Plagiarism is presenting somebody else’s work as your own. It includes copying informationdirectly from the Web or books without referencing the material; submitting joint coursework asan individual effort.• Collusion is copying another student’s coursework; stealing coursework from another studentand submitting it as your own work.• Suspected plagiarism or collusion will be investigated and if found to have occurred will be dealtwith according to the college procedure. (For details on Plagiarism & Collusion please seethe student hand book)4. Submissiona. Initial submission of coursework to the tutors is compulsory in each unit of the course.b. Student must check their assignments on ICON VLE with plagiarism software Turnitin tomake sure the similarity index for their assignment stays within the College approved level. Astudent can check the similarity index of their assignment three times in the DraftAssignment submission point located in the home page of the ICON VLE.c. All Final coursework must be submitted to the Final submission point into the unit (not tothe Tutor). A student would be allowed to submit only once and that is the finalsubmission.d. Any computer files generated such as program code (software), graphic files that form partof the coursework must be submitted as an attachment to the assignment with alldocumentation.e. Any portfolio for a unit must be submitted as a hardcopy to examination office.f. The student must attach a tutor’s comment in between the cover page and the answer in thecase of Resubmission.5. Good practicea. Make backup of your work in different media (hard disk, memory stick etc.) to avoid distressfor loss or damage of your original copy.6. Extension and Late Submissiona. If you need an extension for a valid reason, you must request one using an ExceptionalExtenuating Circumstances (EEC) form available from the College examination office andICON VLE. Please note that the lecturers do not have the authority to extend the courseworkdeadlines and therefore do not ask them to award a coursework extension. The completedform must be accompanied by evidence such as a medical certificate in the event of youbeing sick.b. Late submission will be accepted and marked according to the college procedure. It is notedthat late submission may not be graded for Merit and Distinction.7. Submission deadlines: as above (page 1).Submit to: Online to the ICON VLE only

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