Marketing & Distribution Research Project (TOUR7032)

The assignment asks you to compare and contrast two different segmentation methods and determine which one is more effective in a destination marketing scenario.

This assignment is an individual assignment.

The length of the assignment is up to 2000 words, including references and appendices. 

Select two of the common segmentation techniques used in tourism marketing (Geographic, Demographic, Psychographic, Behavioural or Benefit-based). Read at least two academic journal articles per segmentation technique (a total of at least 4 journal articles) and critically analyse each technique before arguing which technique you feel is more effective to market to a destination

The up to 2000 word paper will be divided into four parts:

• Introduction (200 to 400 words) – identification of the two techniques and justification why each technique was chosen
• Critical analysis of segmentation technique 1 (maximum 500 words) , including a discussion of its relative strengths, limitations, ease of effectiveness and ease of application
• Critical analysis of segmentation technique 2 (maximum 500 words), including a discussion of its relative strengths, limitations, ease of effectiveness and ease of application.
• Discussion and conclusions (300 to 500 words) to identify and discuss which technique you feel is most suitable.

APA (7th edition) is required for all assessment referencing in this course. For guidance please refer to UQ's website.

AI Statement

This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.

Assignment 2

Length (up to 2000 words, including references).

The first task is to conduct a competitive analysis of the competitor destination you select compared to the main case destination in your group. As an example, if your group chooses Coffs Harbour as the main case, then each one of you will independently compare one of the competitors to it.

The focus on this assignment is the competitor destination (i.e. Port Stephens in relation to Coffs Harbour).

You will have to:

• Identify the regional competitor for the destination and state why it is a competitor (200 to 300 words)
• Conduct an environmental analysis of your destination in comparison to the strengths, weaknesses, opportunities and threats of the competing destination (approximately 300 words)
• Identify the competitive strengths of your destination (approximately 300 to 500 words)
• Compare those strengths with the identified strengths indicated in the assigned marketing plan (approximately 300 to 500 words)
• From here, identify how the destination should be positioned and branded in relation to its competitors (approximately 300 to 500 words)

A few points to remember:

• To complete this assignment, you will have to read deeply the marketing plan and also conduct and extensive internet search of both the destination and its main case competitor
• Most SWOT analyses are done poorly. They are only valid if they are compared to something or some competitive destination. Saying that a destination has x number of hotel rooms is a fact. It may be a strength if competitors have fewer rooms, or a weakness if they have more rooms.
• Opportunities and threats should represent macro environmental issues affecting the destination. Many destinations mistake strengths and weaknesses as opportunities and threats.
• You can use sentences and paragraphs, point form and tables if they are more appropriate to convey your message. Just remember to make sure the thought is complete if using point form.
• Most of these marketing plans have been developed by professionals in the industry or by experienced consultants. It is perfectly acceptable to agree with the positioning and branding strategies as long as you can justify this conclusion based on your own research

AI Statement

This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.

Assignment 3 – Marketing Audit (40%)

Due date: Nov 9

Length (up to 3000 words, building on materials incorporated in Assignment 2, including references). 

Based on feedback received from the Assignment 2, conduct a detailed audit of the main destination case assigned to the group of you.

This assignment turns the focus to the main case destination and analyses it in relation to the 3 competitors you examined in Assignment 2.

The detailed audit consists a review and critical assessment of the destinations of:

• Situation Analysis/Environmental Scan (from Assignment 2)
• Positioning and Branding (from Assignment 2) (approximately 600 words for both parts)
• Overall strategy (approximately 300 words)
• Viability of target market segments ( approximately 300 words)
• Marketing mix (approximately 400 words)
• Marketing communications’ strategies and Distribution channels identified (500 words)
• Evidence of having conducted and adopted market research (approximately 200 words)
• Review of whether the destination is adopting green marketing and/or socially responsible marketing (approximately 200 words)
• Final recommendations (approximately 500 words)
• Reference list (not included in word count)

A few points to remember:

• Remember, marketing is always done with competitors in mind. So, at each stage of this analysis, you will have to consider the three competitors and assess how well the main case compares to them strategically.
• Take full advantage of the comments from Assignment 2 and incorporate them into this final assignment.
• To complete this assignment, the group will have to read deeply the marketing plan and also conduct and extensive internet search of both the destination and its main competitors.
• You will also have to incorporate readings from the subject. A comprehensive reference list is expected, with proper citations throughout the text to provide evidence to support your views). 
• You can use sentences and paragraphs, point form and tables if they are most appropriate to convey your message. Just remember to make sure the thought is complete if using point form.
• Most of these marketing plans have been developed by professionals in the industry or by experienced consultants. It is perfectly acceptable to agree with the positioning and branding strategies as long as you can justify this conclusion based on your own research.

 AI Statement

This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.