The individual assignment is in the form of an individual written report to develop a marketing strategy plan for a destination, cultural or heritage brand. The report (2000 words) should be developed with integration of module material, external research and analysis to demonstrate students’ knowledge in and ability to apply marketing concepts to destination, cultural and heritage brands. It supports your employability
by enhancing your entrepreneurial and communication skills, increasing your awareness and engagement in global outlook.
On successful completion of this assignment you should be able to:
- Compare and contrast the environment of destination, cultural & heritage marketing
- Critically evaluate the importance and application of marketing tools to
different case studies in destination, cultural & heritage marketing
- Develop and implement a marketing plan for a specific brand
- Communicate effectively using marketing concepts in a professional context
You are a destination marketing manager working on a destination, cultural or heritage brand of your choice, to be confirmed by week 2. As part of your role, you are required to develop a Destination Marketing Strategy Plan for the brand. This should consist of three main parts, which are Situation Analysis, Marketing Objectives and Marketing Strategy.
You should start with planning; think about what destination, cultural or heritage brand you would like to work on for your assignment. Each week (starting from week 1) there will be seminar time devoted specifically to your work where you will have the opportunity to conduct research, put together the sections of the report and ask questions.
You can start by thinking of the following;
Situation Analysis: Where the brand is now and how is the brand doing
Marketing Objectives: Where would you like the brand to be?
Marketing Strategy: How do you plan to get there?
You will need to conduct a situation analysis using environmental scanning and SWOT analysis to understand how the brand is currently doing. Depending on where you would like to take the brand, you will need to form 3 to 4 marketing objectives.
Considering these, you need to plan a marketing strategy including identifying a target market applying segmentation, targeting and positioning, then, applying marketing mix decisions accordingly.
Please note that this assignment requires you to conduct research and the necessary analysis in order to develop knowledge about your choice of destination, cultural or heritage brand. The depth of your analysis will be enhanced by the quality of your research and integration of module material to your discussion. Some key sources that will be useful for destination/country-based data are Euromonitor, Mintel, Statista, which are available online via the library.
This is an individual written report up to 2000 words (±10%), excluding executive summary and references.
Type of assignment: Academic paper writing
Type of assignment: Essay
Number of sources: 5
Academic level: Bachelor
Paper format: Harvard
Line spacing: Double
Language style: UK English