Students will create a digital marketing plan for either an existent company of their choice, or for a fictitious company. The focus of the report should be placed on a particular product or an event. The report’s contents should include an executive summary, an introduction, the detailed digital marketing plan, a practical conclusion, and references. The main body of the report should be approximately 2000 words (+/- 10%) in length. This is excluding executive summary, references and appendices. What will separate the better assignments from the others will be the level of understanding of the theory and competence in applying it to the issues. The quality of materials used in secondary research will also impact on the standard of your report. Be particularly careful to avoid plagiarism that is passing other people’s work off as your own. Penalties for plagiarism are heavy and may include failure in the course. The four main criteria for success: 1. Insight – The report should demonstrate an in-depth understanding of tourism organisation, its services and issues; 2. Substantiation – The report should be underpinned by course material and additional readings around the topics chosen and tools employed; 3. Recommendation – Students’ work must provide critical evaluation into and recommendations for a particular international tourism project; 4. Clarity and structure – The report should be well structured and clearly presented.
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