1. Demonstrate extensive and detailed knowledge of well-established theories, principles and

practices related to marketing within tourism, and events in an international context.
2. Creatively apply the acquired knowledge and skills to designing effective marketing strategies and
plans within tourism, and events; through written and visual formats.

What am I required to do in this assignment?
Identify an event and provide a critique of their marketing campaign. You need to consider if the marketing
campaign of the event is promoting the 'true’ identity of a destination. Your critique should engage with at least
one model/theory that you have learnt in the syllabus and provide evidence-based examples to support your work.
What do I need to do to pass? (Threshold Expectations from UIF)
 Clearly define the meaning of effective marketing campaign.
 Demonstrate how the chosen campaign contribute to its overall effectiveness in reaching international market.
How do I produce high quality work that merits a good grade?
 Attend regular lectures
 Engage in discussions with your lecturer
 Prepare to read extensively and be in the ‘know’ of the recent events that impact on travel
 Do you homework e.g. read whatever your lecturer ask you to read
 Check your references and use academic sources to support your work
 Adhere to the Harvard Referencing style
 Attend relevant Study Hub workshops
 Check your spelling and grammar
 Think critically and ensure your ideas are flowing coherently

How does this assignment relate to what we are doing in scheduled sessions?
Please refer to your Teaching Schedule and follow week by week topics. All the topics covered in your schedule are related
to your assessments.

Assignment 1 Criteria

You are to write an individual report (1500 words) critically analyse the effectiveness of an
existing marketing campaign in targeting international tourists to a destination or event.

1500 words excluding: cover, content page, reference list and appendices.

Suggestion and clarification of how to meet the criteria
Choose a destination or event from the same sector to back-up your arguments through the use of
evidence and data: Fallas, San Fermines, Carnival, Tokyo Summer Olympics 2020; F1 Grand Prix
With regards to analyse and evaluate theories and models, you can choose models and theories that
we saw in class examples: Maslow’s hierarchy theory; marketing mix; SWOT analysis, etc