5LI019 Assignment Brief Template 23/24
5LI019 Assignment Brief Template 23/24
Topic Detail
Academic year / semester 2023-24 Sem 1
Module code and title 5LI019 Destination Marketing & Management
Module Leader Abigail Pearce
Assignment name Coursework
Assignment type Report
Assignment weighting and size 100% weighting 3000 words
Assessment unpacking video location TBC
Whats my assignment? unpacking date (if applicable) Week 3
Formative submission date (if applicable) Week 10
Formative submission method (if applicable) Canvas
Formative feedback date (if applicable) Week 12
Summative (i.e., final) submission date TBC see canvas
Summative submission method Canvas
Assignment requirements Produce a report that evaluates a tourism destinations current marketing campaign.
At the beginning of the semester, you should select a tourism destination to focus on and confirm your choice with your module tutor. Your report should focus on evaluating the current official marketing campaign for your chosen tourism destination. Your report should contain the following:
Introduction (200 words)
An appraisal of the current official promotional campaign of the chosen destination. (600 words)
An evaluation of the markets the destination is targeting and the destinations unique selling proposition (including positioning, image and branding) (800 words)
An evaluation of the destinations product portfolio. (600 words)
A proposal to formulate appropriate and creative suggestions to update the destinations marketing campaign for the next five years. You should make reference to external factors that may influence the implementation of your proposal. (600 words)
Conclusion (200 words)
Your work should be supported with the use of tourism models, theoretical concepts and examples to support the discussion points made.
Learning outcomes Evaluate the application of marketing and management principles to tourism destinations
Analyse management/marketing destination development plans
Review external factors influencing destination marketing and management
Assessment criteria(see rubric below for performance criteria) Appraisal of current official promotional campaign in both digital and conventional formats (20%)
Evaluation of the markets the destination is targeting, the destinations unique selling proposition (including positioning, image and branding) (20%)
Evaluation of the destinations product portfolio (20%)
Proposal to formulate appropriate and creative suggestions to update the destinations promotional campaign for the next five years (20%)
Well-structured report which includes an introduction and conclusion and application of theory/models/examples to support discussion (20%)
Characteristics of a good submission Applies theory to support discussion.
Uses a wide range of references.
Avoids description and instead analyses and evaluates.
Additional instructions (If applicable)
Professional Body requirements (If applicable)
University regulations Universitys Academic RegulationsAcademic Integrity PolicyLevel and Mark DescriptorsSupport Student Support and WellbeingStudy GuidesSkills for Learning Introduction to Academic Study SkillsAcademic English Language SkillsYou should also refer to your Course and Module Guides
Date by which feedback will be provided (When can students expect their feedback?)
Feedback format (For example, written, oral, video)
Resit details Add some information about the type of resit submission and the date if known. Be clear what will be required; for example, asking students to highlight areas of re-working to show how they have addressed the original feedback.
Assessment Rubric
Criteria Outstanding/Excellent
14-20 Points Very good
11-13 Points Good
9-11 Points Satisfactory/Meets Learning Outcome
7-9 Points Unsatisfactory/ Learning Outcome Not Met
Points
Appraisal of current official promotional campaign in both digital and conventional formats (20%)
An exceptional appraisal of the promotional campaign that defines in detail the purpose of the campaign and discusses different parts of the campaign in a comprehensive way. All viewpoints are thoroughly justified and supported with references. Discusses benefits and drawbacks to marketing decisions/techniques. The report examines in detail the marketing materials for the destination and provides a clear, detailed view of the marketing campaign. Defines the purpose of the campaign well. The report examines marketing materials and offers thoughts on the value of the campaign. Explains viewpoints well and supports them with credible references. Some parts of the work are descriptive. A clear view of the marketing campaign is provided. The work examines marketing materials and is mainly descriptive. Based on limited range of marketing materials/references showing a lack of research. The work lacks detail. The work does not demonstrate a clear understanding what the current marketing campaign is and does not offer opinions on the value of the campaign. Minimal detail provided and totally descriptive.
Evaluation of the markets the destination is targeting, the destinations unique selling proposition (including positioning, image and branding) (20%)
Excellent evaluation of markets the destination is targeting. Clearly defines and articulates target market and suggests a justification for this. Suggests benefits and drawbacks of chosen market. Up to date (within last 3 years) data is used for the evaluation, showing relevant and accurate research to support discussion.
Appropriate theoretical models confidently applied to discuss destinations position, image and branding. Comparisons made between chosen destination and competitors. Credible suggestions of benefits and drawbacks are made. Very good evaluation of the destinations target market. Defines target market for destination in detail. Some up to date (within last 3 years) data used to support discussions. A reasonable attempt to suggest benefits and drawbacks of chosen market.
Some theoretical models applied to discuss position, image and branding. Examples of competitors used to support discussion. Suggestions made concerning the benefits and drawbacks of destinations strategy. Report provides an evaluation of the target markets but is quite descriptive in places. Defines target market for destination but misses opportunity to provide further detail. Uses little up to date data to support discussions, but still discusses benefits and drawbacks of chosen target market.
Theoretical models referred to, may be loosely applied to support discussion. Makes few links between this destination and competitors. Reasonable attempt made to discuss benefits and drawbacks of destinations strategy. Report describes target markets, but evaluation is less evident. Defines target market for destination but with little detail provided. Up to date data not used to support discussions. Makes assumptions rather than relying on referenced sources. Partial attempt to discuss benefits and drawbacks of destinations strategy. May have referenced appropriate theoretical models but not applied as expected. The report does not clearly define the target market for the destination. Little/no references used to support discussion. Theory and models not used to support discussions. Little/no attempt to discuss benefits and drawbacks of strategy. Lack of clarity is evident.
An evaluation of the destinations product portfolio - (20%)
Exceptional evaluation of the destinations product portfolio. Sophisticated and detailed application of appropriate theory to support discussions, supported by extensive research. Main products offered by destination applied and goes beyond the obvious landmarks to provide a throughout evaluation of all product types offered. Discusses in detail benefits and drawbacks of products. Identifies where portfolio could be improved. Links between the product portfolio and the target market are made. May include comparison to competitor destinations. Accurate and detailed application of appropriate theory to support discussions with a range of sources used to support. Portfolio is defined well; student has expanded on descriptions and has discussed the benefits and drawbacks of the products offered by the portfolio that are well justified. Links to other parts of report made. More description than evaluation of the product portfolio. Some discussion of benefits and drawbacks but lack of justification. Theoretical models referred to but not applied comprehensively. Largely descriptive and misses opportunities to apply relevant models. Evidence that main parts of the product portfolio has been identified. May be repetitive and lacking in clarity in places. The work lacks clarity and is completely descriptive. No attempt made to apply or refer to theoretical models.
Proposal to formulate appropriate and creative suggestions to update the destinations promotional campaign for the next five years (20%)
Well structured, achievable and creative suggestions to update the destinations promotional campaign provided. Solid links made to other parts of the report to fully justify suggestions. Supported with theory/concepts/references and up to date data. Detailed analysis of potential external influences that may impact the proposal is provided. Short term, mid-term and long-term suggestions are made. Very creative suggestions are proposed that utilise up to date theory and concepts. Makes use of trends in the sector to provide contemporary ideas. Discussion of potential external influences that may impact the proposal is provided but misses opportunity for additional detail. Short term, mid term and long-term suggestions are made. Achievable and relevant suggestions are proposed. Uses relevant referenced sources to justify proposal but misses opportunity to utilise key trends. Makes reference to external influences that may impact the proposal. May make some links to the rest of the report. Reasonable suggestions are proposed that are relevant to the destination. These suggestions may not be particularly creative. Limited use of references sources. May only make a brief attempt to discuss external influences. Unrealistic/no suggestions are proposed. Proposal is inappropriate given the findings of the rest of the report. Limited/no references used to support ideas. No real attempt made to discuss external influences.
Well-structured report which includes an introduction and conclusion and application of theory/models/examples to support discussion (20%) The report is presented to a high standard. It is well written and well structured, addressing all areas of the assessment brief. Exceptional demonstration of wider reading. Harvard referencing is correct with no obvious errors. Relevant theory is consistently identified and applied appropriately. The report is presented to a very good standard. It is well written and well structured, addressing all areas of the assessment brief. Minor spelling/ grammatical errors. Clear demonstration of wider reading. Harvard referencing is correct with no obvious errors. Relevant theory is identified and applied in the majority of the report. The report is presented to a good standard. It is well written and well structured, addressing all areas of the assessment brief. Some spelling/ grammatical errors. Some demonstration of wider reading. Harvard referencing is present but requires improvement. Theory is identified/applied in some of the report. The report is presented to a satisfactory standard. It is well written and well structured, addressing all areas of the assessment brief. Some spelling/ grammatical errors. Content broadly relevant but almost totally descriptive. Harvard referencing is present but requires improvement. Misses the opportunity to utilise theory. The report does not make use of appropriate academic skills for the tasks and is poorly structured. Work may not be written in academic language. Inaccurate/inappropriate/lack of theory used.
