Students will be required to develop a Marketing Plan for a SBU in a tourism or hospitality organisation or a destination of their choice. Your plan should upon the marketing theories, concepts and...

Students will be required to develop a Marketing Plan for a SBU in a tourism or hospitality organisation or a destination of their choice. Your plan should upon the marketing theories, concepts and practices presented in this course. Students need to read widely and draw upon relevant literature in order to do well in this assignment. You may consult with the subject organisation, or destination marketers. You are required to indicate your chosen organisation or destination to the lecturer in Week 4. The assignment will be discussed in weekly tutorials where students will be encouraged to discuss and raise any issues that they have encountered in developing your marketing plan. Contents of your Marketing Plan should include the following:



1.    Vision/Mission

2.    Corporate Objectives

3.    Marketing Review (including SWOT Analysis)

4.    Proposed Marketing Objectives (and assumptions)
5.    Outline of Possible Strategic Alternatives
6.    Chosen Strategy (and justification)

7.    Implementation Plan (including timeline, key actions required, budget)
An example of a Marketing Plan will be posted on Moodle to give students an overview of what is expected. Additional resources on market planning will also be made available. A briefing will be provided in class.  Word count excludes appendices (not mandatory). You will need to provide citations in the main body of your Marketing Plan, and a Reference list of all sources used directly and indirectly in assembling your assignment.