ASSIGNMENT BRIEF Unit Number and title 5 Marketing in Travel and Tourism Qualification Pearson BTEC HND Travel and Tourism Management QCF Level 4 Start Date 27/02/2017 Issue date 27/02/2017 Deadline/ Hand-in 21/05/2017 (23:59) Assessor This is an internally assessed unit. TASK 1 to TASK 4: You are required to follow the instructions as specified towards each task and support evidence through the research conducted, mentioned above, using supportive materials like books, websites, etc., and give a feedback on the findings by relating your arguments to the relevant case scenarios as specified towards each task: Purpose of this assignment This unit enables learners to understand the concepts, principles and role of marketing and the marketing mix, and gain skills to use the promotional mix in travel and tourism. TASK 1 (LO1. 1.1, 1.2 1.3 1.4 and M2, D1, D2) Scenario Some of you will, one day, create your own/run business in the Travel, Tourism and/or hospitality industry. Examples of these sectors are hotels, B&B, restaurants, tourist destination and travel agencies. But before you do so, you need to acquire experience in the Marketing department in the Travel and tourism industry. You work as an Assistant Marketing Manager for a Tour Operator Thomas cook. The management wishes to create a summer 2018 holidays to visit Morocco and Egypt. Your Manager has asked you to write a management report assessing the following: Address the case study above and answer the following LO 1. Understand the concepts and principles of marketing in the travel and tourism sector P1.1 Discuss the core concepts of marketing for the travel and tourism sector P1.2 Assess the impact of the marketing environment on individual travel and tourism businesses with in Thomas Cook Group and tourist destinations with reference to Morocco and Egypt P1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector P1.4 analyse the principles of market segmentation and its uses in marketing planning at Thomas Cook Group. TASK 2 (2.1, 2.2 and 2.3 and M3, D1, D2) You still work as an Assistant Marketing Manager for the same tour operator Thomas Cook. You have been asked to create a management report in relation to the summer 2018 holidays to Morocco and Egypt which addresses the following. LO 2. Understand the role of marketing as a management tool in travel and tourism P2.1- Analyse the importance of strategic marketing planning for a selected travel and tourism business (Thomas Cook) or tourist destination (either Morocco/Egypt). P2.2- Discuss the relevance of marketing research and market information to managers in the travel and tourism sector with reference to Thomas Cook Group. P2.3 – Assess the influence of marketing on society. TASK 3 (3.1, 3.2, 3.3 and M1, M2, D2) Scenario Thomas Cook is launching its summer 2018 holidays to Morocco and Egypt. You still work as an Assistant Marketing Manager for the same tour operator Thomas Cook. Your manager was to make a presentation to a group of travel and tourism students from UKCBC on the role of the marketing mix in travel and tourism sector. However, the manager is unable to make it due to illness and has not yet prepared the materials to be used for the presentation. Your manager has requested you to give an oral presentation to the students. You will need to prepare a pack which includes Power Points slides/presentation notes to be given to the students on the day of the presentation addressing the following: LO 3. To understand the role of the marketing mix in the travel and tourism sector P3.1 Discuss issues in the product, price and place elements of the marketing mix with reference to Thomas Cook’s summer 2018 holidays to Morocco and Egypt P3.2-Assess the importance of service sector mix elements to the travel sector P3.3 Apply the concept of the total tourism product to an individual tourism business such as Thomas Cook Your assessor may provide an observation record to confirm whether this has been achieved. TASK 4 (4.1, 4.2 and M1, M3, D2 and D3) Scenario Thomas Cook will be launching its summer 2018 holidays promotional campaign to Morocco and Egypt. As an Assistant Marketing Manager you have been asked to produce a management report to assess the integrated nature and role of the promotional mix and plan and justify an integrated promotional campaign for Thomas Cook summer 2018 holidays to Morocco and Egypt. Learners are expected to produce a professional poster for the promotional campaign as part of the evidence to be presented in a management report to a senior marketing manager at Thomas Cook. Address the above case scenario for the purpose and answer the following: LO4: Be able to use the promotional mix in travel and tourism P4.1 Assess the integrated nature and role of the promotional mix P4.2 Plan and justify an integrated promotional campaign for Thomas Cook summer 2018 holidays. Learners are expected to produce a poster for an integrated promotional campaign. Assignment Guidelines:  Produce evidence as specified for each task. Use a standard report structure where requested, Word-process the report and use Normal script of a proper font size 12. Complete the title page.  It should be uploaded on E-Learning platform before the deadline. Assignments submitted after the deadline will not be accepted unless mitigating circumstances supported by valid evidence.  Collusion and Plagiarism must be avoided.  Start each answer on a new page and pages should be numbered. Highlight each question clearly.  Your research should be referenced using the Harvard referencing system.  In order to pass you need to address all the learning outcomes and associated assessment criteria for a pass.  In order to get a merit you need to first pass and then address the characteristics of M1, M2,M3  In order to get a Distinction you need to first pass, address all the merit Plagiarism: Any act of plagiarism will be seriously dealt with according to the college’s and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below: Plagiarism is presenting someone’s work as your won. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.) Commonly use command words Analyse These tasks require you to explore the different aspects of an issue, considering the relative significance of each. You would normally need to explore causal relationships, examining how an action will lead to a particular reaction. This type of task would not normally require you to make judgements, but rather to drill down into an issue, exploring relationships in depth. Apply Put into operation or use. Use relevant skills/knowledge/understanding appropriate to context. Assess This requires you to weigh up the positive and negative aspects of something. Alternatively, it might require you to explore the important and unimportant aspects of an argument. You should build these strands into a balanced argument before reaching a final balanced conclusion. Compare Identify similarities and differences between two or more factors Critically analyse This is a term you are unlikely to have seen before on your Level 3 or A level courses. This is when you have to explore the strengths and weaknesses of the ideas of a theorist or claims made by a professional body before reaching a final, balanced conclusion. You would normally begin by presenting the initial idea and arguments in favour of it, before introducing contradictory arguments. When you present the arguments, you should present their relative merits (e.g. their strengths and weaknesses) before summarising your arguments and reaching a final conclusion. Discuss Consider different aspects of a theme or topic, how they interrelate, and the extent to which they are important. Evaluate This type of question will require you to give an opinion on an issue, which you should support with relevant evidence. You should ensure that your response provides a balanced view of the issue, exploring points for and against your argument. This should lead to an overall conclusion where you summarise your main arguments and explain how you have come to your final decision. Explain To give an account of the purposes or reasons Justify Learners give reasons or evidence to: ● support an opinion ● prove something is right or reasonable. Plan Consider, set out and communicate what is to be done. Assessment criteria for a pass Learning Outcome Assessment Criteria In this assessment you will have the opportunity to present evidence that shows you are able to: Task Number LO 1: Understand the concepts and principles of marketing in the travel and tourism sector 1.1 Discuss the core concepts of marketing for the travel and tourism sector 1 1.2 Assess the impact of the marketing environment on individual travel and tourism businesses and tourist destinations 1 1.3 Discuss the factors affecting consumer motivation and demand in the travel and tourism sector 1 1.4 Analyse the principles of market segmentation and its uses in marketing planning 1 LO2: Understand the role of marketing as a management tool in the travel and tourism 2.1 Analyse the importance of strategic marketing planning for a selected travel and tourism business or tourist destination 2 2.2 Discuss the relevance of marketing research and market information to managers in the travel and tourism sector 2 2.3 Assess the influence of marketing on society 2 LO3: Understand the role of the marketing mix in the travel and tourism sector 3.1 discuss issues in the product, price and place elements of the marketing mix 3 3.2 Assess the importance of service sector mix elements to the travel and tourism sector 3 3.3 Apply the concept of the total tourism product to an individual tourism business or tourist destination 3 LO 4: Be able to use the promotional mix in travel and tourism 4.1 Assess the integrated nature and role of the promotional mix 4 4.2 Plan and justify an integrated promotional campaign for a travel and tourism business or destination 4