This module aims to enable students to gain an understanding of theoretical and practical aspects of marketing strategy, and has been designed to apply to any profit or non-profit organisation, or to any product or service. Students will choose one tourist destination and analyse their marketing strategy.
You are asked to demonstrate understanding of the nature of strategic decisions, and the problem types that require their implementation. Thus the study of marketing is studied at a level of some sophistication, yet is appropriate to students with a variety of marketing expertise.
The module aims to develop student ability in managing a complex assessment that mirrors the thought process involved in outcome prediction. This is the study of risk reduction, a perspective fundamental to the study and practice of marketing.
The assessment for this unit is concerned with the critical analysis of potential marketing strategies in terms of their suitability and applicability to analyse a market with which they are currently involved, or with which they aim to become involved, and therefore is intended to have both educational and pragmatic outcomes.