Distributed on: Hand in Date: Please refer to the assignment hand-in schedule
Instructions on Assessment:
Part B Individual Marketing Strategy Report (75%)
• Write up a report based on Case Study 2 (Strategy Formulation at Zanzibar), addressing the following questions, maximum length – 2,500 words.
1. Carry out a TOWS analysis using the case study as a base but adding up-to date internal & external data and information.
2. Recommend appropriate promotional strategies for Zanzibar to become a popular holiday destination in the global market.
Notes:-
1. You should carry out your own research using academic journals for theories as well as market reports etc for external analysis.
2. You should not contact the case study companies.
3. Any information in the case study cannot be changed, but the case study is set in today’s world.
4. This assignment is due to be submitted to the Programme Office, by no later than (see Assignment Schedule). Assignments received after this time will be given a mark of zero as per University Policy.
Report Assessment Criteria
The specific assessment criteria to be used to establish the actual mark awarded for this individual part of the assignment, is as follows:
• Presentation (professional report format, writing mechanics, correct referencing, etc) 10%
In answering the questions set you are expected to:-
• Carry out secondary research to justify your marketing strategy. 25%
• Critically appraise relevant marketing theories associated with the questions, based upon a review of literature (level of criticality, scope and relevance of literature, etc.) 25%
• Apply a literature discussion to the questions set (rigor, relevance, creativity, etc.) 25%
• Conclusions (appropriateness; in line with specified task, etc.) 15%