This module aims to enable students to gain an understanding of theoretical and practical aspects of marketing strategy. It has been designed to apply to any profit or non-profit organisation, or any product or service. Students will choose one tourist destination and analyse their marketing strategy.
They will be asked to demonstrate an understanding of the nature of strategic decisions, and the problem types that require their implementation. Thus the application of marketing will be studied at a sophisticated level; additionally, it is appropriate for students with a variety of marketing expertise.
The module aims to develop the students’ ability in managing a complex assessment that mirrors the thought process involved in outcome prediction, which 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 suitability and applicability to analyse a market with which they are currently involved, or they aim to become involved. Therefore it is intended to have both educational and pragmatic outcomes.