31/12/2023, 17:59 HSS Assignment Brief

Bournemouth University Business School

Assignment Brief
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Programmes: BA (Hons) International Tourism and Hospitality Management / BA (Hons)

Tourism Management

Level: 4

Unit name: Marketing for Tourism and Hospitality

Unit Leader: Dr. Evangelia (Lia) Marinakou

Assignment Marker / Member of staff from whom advice can be sought about the
assignment: Dr. Evangelia (Lia) Marinakou

Second Marker: Dr. Quynh Nguyen

Assignment title: Marketing report

Issue date: 26th September 2023

Submission date: Friday 19th January 2024 at 12 noon

To be submitted via Brightspace.

In accordance with University’s regulations any coursework submitted after the due deadline will
be regarded as a late submission and will be awarded the appropriate mark.

Feedback method: electronic via TurnItin on Brightspace

Due date of return: by Friday 9th February 2024

Weighting of this assignment: 100%

(as % of total coursework assessment for the unit)

Learning outcomes being assessed:

1. Understand the nature, scope and importance of contemporary marketing within the
tourism and hospitality industries;

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31/12/2023, 17:59 HSS Assignment Brief

2. Understand key concepts and principles of marketing in the context of the tourism and
hospitality industries, taking into consideration the internal and external
environments;

3. Understand the principles of segmentation, targeting and positioning (STP) in the

context of tourism and hospitality services;

4. Understanding of the key principles and practices of marketing places and

destinations;

5. Demonstrate an understanding of the constituent parts and purpose of a marketing

plan.

It is your responsibility to be aware of University Regulations relating to academic offences

and to avoid committing them. The BU definitions and the penalties are listed in: Academic
Offences: Policy & Procedure for Taught Awards
(https://www.bournemouth.ac.uk/students/help-advice/important-information)

If you are unable to submit your assignment on time due to medical or other mitigating
circumstances you must complete a Exceptional Circumstances form
(https://www.bournemouth.ac.uk/students/help-advice/looking-support/exceptional-
circumstances) PRIOR to the deadline and submit it for approval.

Rationale:

The aim of this assignment is to provide you with an opportunity to demonstrate your
knowledge of the marketing concepts and principles, and your ability to apply these to real-
world tourism and hospitality contexts.

Brief:

The assessment for the unit is an individual marketing report of 3000 words, which counts
for 100%.

The task:

Choose an international tourism destination OR an organisation in tourism or

hospitality (the topic should be confirmed by Lia)

Identify and analyse the key market segments related to tourism in this destination or
organisation.

By using real examples of existing hospitality and/or tourism organisations, discuss

and illustrate (with evidence i.e. photos) the promotion strategies at this target market

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31/12/2023, 17:59 HSS Assignment Brief

of this destination or organisation.

Briefly discuss the current issues in marketing tourism and/or hospitality with
reference to the global business environment. Relate your responses to any of the 17
UNSDGs.

You must show that you have consulted relevant academic and industry sources in your
report (books, journal articles, annual company reports, databases such as FAME, etc). You
must also acknowledge the source of all ideas and material featured in your report using
the BU Harvard System, and will be penalised for referencing errors and/ or poor source
attribution. Be sure to read and follow the University’s guidance on plagiarism and how to
avoid it in your written work.

A template will be provided for your report on Brightspace, formatted as follows: Arial 12
font, 1.5 line spacing, and headings in bold and sub-headings in italics. Figures and tables
may be included in the text, and the contents will not count towards the word limit. They
should be the width of a page, and must not break across pages. Please include a caption
and the source(s) for each figure and table (Figure 1, Figure 2, Table 1, etc), and make
reference to them at an appropriate point in the text. You should also use relevant
information i.e. photos etc.

Marking strategy (linked to GAC matrix):

Your work will be assessed using the Level 4 Generic Assessment Criteria. Marks will be
weighted as outlined below. (The number of marks indicated in brackets is the maximum
that can be awarded for that particular criterion).

Subject knowledge and understanding: Knowledge of the theories and use of relevant
literature. (10 marks)

Analysis: Analysis of information, theories and example with the use of appropriate tools of
analysis and evidence; with evidence of a well-structured argument. (30 marks)

Practical application: Information and intelligence about the chosen company, the sector
and the external environment, derived from academic, industry and media information
sources. (30 marks)

Example: Application of relevant information with the use of specific example. (10 marks)

General: Presentation, including organisation of material, report writing skills, word choice,
spelling and grammar, and adherence to citation and referencing conventions. (20 marks)

NOTE

In case the student fails this assessment an in-year retrieval will be arranged. This will be
available after the marks are released and students will have to submit within 15 days.

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