Destination Marketing

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Task details:

The presentation will determine to what extent you can provide a critical and contextual evaluation of the marketing of the destination as it is being undertaken by the DMO in question, applying relevant theory to practice. You are required to further develop the ideas presented in the report, based on feedback received from tutors and further reading around, in order to critically evaluate the appropriateness of marketing at the destination you have chosen.   Your presentation should be supported by visual and audio tools as relevant.

 

  1. a) Profile the current marketing approaches adopted by the DMO – these should acknowledge the destination marketing template;
  2. b) Evaluate these approaches, for example considering their appropriateness and effectiveness for different groups of visitors within the contexts of the destination and its DMO;
  3. c) Suggest how these current marketing approaches used by the DMO could be further developed to reflect the ‘visitor offer’ and target groups of visitors.

Weighted Assessment Criteria:

Marks will be awarded for:-

Profile the current marketing approaches adopted by the DMO (30%)

Evaluate these approaches (30%)

Suggest how these current marketing approaches could be further developed

(10%)

Presentation, structure and style (30%)

Assessment Criteria – Task 2: Presentation 

 

Module Title: Destination Marketing
Assessment Presentation      (15 minutes with 5 mins for Q&A)
Criteria & Weighting 80 – 100%

 

70 – 79%

 

60 – 69% 50 – 59% 4 -49% 0-39%
Profile the current marketing approaches adopted by the DMO

30%

Outstanding, thorough summary of marketing approaches, fully acknowledging the destination marketing template (or equivalent). Demonstrates an excellent understanding of and between approaches. Excellent summary of marketing approaches, acknowledging the destination marketing template (or equivalent). Demonstrates a very good understanding of and between approaches. Good summary of marketing approaches, acknowledging the destination marketing template (or equivalent). Demonstrates a good understanding of and between approaches. Satisfactory summary of marketing approaches, with some acknowledgement of the destination marketing template (or equivalent). Demonstrates satisfactory understanding of approaches but with some gaps. Limited summary of marketing approaches, with little acknowledgement of the destination marketing template (or equivalent). Demonstrates very limited understanding. No/Very little summary of marketing approaches

 

No/very little acknowledgement of the destination marketing template (or equivalent).

 

Inadequate understanding

Evaluate these approaches

30% 

Outstanding evaluation of the marketing approaches. Insightful consideration of both their appropriateness and their effectiveness. Fully acknowledges relevant measurement and appraisal techniques. Provides sustained and well-justified arguments with strong supporting evidence for each. Excellent evaluation of the marketing approaches. Careful consideration of both their appropriateness and their effectiveness. Refers to relevant measurement and appraisal techniques. Provides excellent supporting evidence for each. Good evaluation of the marketing approaches. Consideration of effectiveness. Refers to relevant measurement and appraisal techniques. Provides some supporting evidence for each. Satisfactory evaluation of the marketing approaches. Refers to relevant measurement and appraisal techniques. Provides some supporting evidence for the argument. Limited evaluation of the marketing approaches. Limited reference to relevant measurement and appraisal techniques. Provides very limited supporting evidence for the argument. No/very little evaluation of the marketing approaches. No/very little reference to relevant measurement and/or appraisal techniques. Inadequate

supporting evidence for the argument.

Suggest how these current marketing approaches could be further developed  

10%

Outstanding suggestions as to how these approaches could be further developed e.g. to reflect the ‘visitor offer’, target groups of visitors and activity by other DMOs. Excellent suggestions as to how these approaches could be further developed. Possible influences include the ‘visitor offer’, target groups of visitors and activity by other DMOs. Good suggestions as to how these approaches could be further developed. Satisfactory suggestions as to how these approaches could be further developed.

 

Limited suggestions as to how these approaches could be further developed. No suggestions as to how these approaches could be further developed.
Presentation, structure and style

30%

Outstanding academic & professional standard throughout, including references. Highly creative, accurate and interesting. Excellent links shown between the visual and verbal elements of the presentation. Clear and easy to follow. Excellent academic & professional standard, including references.   Creative, interesting,   and accurate delivery.   Strong links between the visual and verbal elements of the presentation. Clear, coherent and easy to follow. Good academic & professional standard achieved, including references.   Accurate on the whole & competently presented with clear links between the visual and verbal elements of the presentation. Generally clear and easy to follow. Some elements achieve appropriate academic & professional standards, including references.   Generally accurate & competently presented.   Linkage between the visual and verbal elements sometimes limited or weak. Lacks clarity in places

 

Poor academic & professional standard

 

Poorly presented both visually and verbally. Lacks clarity.

 

Gaps and errors in referencing

No evidence of academic & professional standard being achieved including references.   Inaccurate & poorly presented both visually and verbally.

Unclear and not easy to follow.

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