Reference no: EM132624642

Portfolio

Learning Outcome 1: Examine the critical differences between goods and service products, as well as the nature of service consumption and service positioning

Learning Outcome 2: Analyse the marketing of service products using a range of tools and techniques including the 7Ps

Learning Outcome 3: Identify the major elements that improve the marketing of service products

Tourism marketing portfolio

Task Description

The second assessment consists of a portfolio. A portfolio is a collection of works and evidence that shows (1) learning progress and academic achievement in the unit; (2) your understanding of the learning outcome requirements; and (3) critical reflective thinking on your academic progress.

You work with the marketing manager for Tourism and Events Queensland (TEQ), which is a government agency responsible for promoting holiday travel in the state

As a result of COVID-19, the tourism industry throughout Australia has been very hard-hit. State governments are now working hard to re-establish domestic market share and grow their domestic tourism visitation numbers to begin to rebuild the tourism industry and state economies.

Task 1: Write a short report (700 words) on the following:
1. Identify and define the differences between a good (any ‘good') and the service product(s) delivered by TEQ.
2. How are the 7P's represented by the TEQ website (if at all)?
Include at least 5 references in your short report to support your discussion.

Task 2: Develop a creative 2-3 page brief targeting Queensland's tourism industry providers (for more information on your creative brief, please see in moodle):

TEQ has identified there are 3 main High Value Traveller (HVT) market segments for domestic tourism (see the TEQ website and also the PDF document available in Moodle in the Assessment 2 topic, for further information on the HVT market segments). Your task is to choose one of the Interstate (ie domestic tourists from one of the other Australian states) visitor market segments and then one of the specifically identified HVT target markets for your marketing program. You will need to supplement this information in the TEQ brochure with other target market data that you can gather from other credible sources.

Then complete the following:

1. Introductory section/image that provides an overview of your chosen State market segment and HVT target market selection.

2. Consider Hofstede's four dimensions of cultural value (Table 2.1). How would this concept apply to your chosen target market? For example, if you chose New South Wales as your domestic market and chose to focus on the "Interstate HVT 50+ travelling without children" segment as your specific target market; how would each of the four cultural dimensions influence your development of a marketing campaign for that segment profile? You can reasonably assume that each of these core cultural values describe the ways in which tourism industry providers need to develop their service to be able to best deliver good relational exchanges. So, for providers who would be targeting your chosen market, what would be their key considerations based on this theory?

3. Discuss the "important versus determinant attributes" (see pages 76-78) that you believe would apply to consumers with a high or low level of each of the dimensions of cultural value for visitors in your selected HVT target market. Justify your responses with evidence.

4. Competitive positioning - how will you position QLD for your chosen interstate domestic target market? What are Tourism & Events Queensland's competitive "Points of Difference, Contention, and Parity" with marketing materials developed by the competing state's tourism organisation. So, for example, based on our previous target market segment, what is the competitive positioning strategy for TEQ in comparison with the competing organisation in NSW - "Destination New South Wales"?

For task 2 of your portfolio, there is no specific word limit but there is a page limit - no more than 3 pages should be delivered for this task! You must develop a creative brief that (much like the HVT document provided by TEQ) shows the key points of your discussion in diagrammatic, infographic and data imagery forms as much as possible. Consider very carefully how you can best display information so that your audience (tourism industry providers in Queensland) will be able to quickly and clearly understand your message. Include at least 5 references to support your task 2 discussion.

Task 1
• Define and discuss service products versus ‘goods' in relation to TEQ
• Define and discuss the 7P's of TEQ website
• Appropriate and relevant use of APA 7th referencing (including at least 5 references)

Task 2
• Target market selection and profile.
• Demonstrated understanding and application of Hofstede's four dimensions of cultural value to the chosen target market.
• Demonstrated understanding and application of the "important versus determinant attributes" to high and low cultural values.
• Competitive positioning that considers Points of Difference, Contention, and Parity between TEQ and your chosen competing State market.
• Appropriate and relevant use of APA 7th referencing (including at least 5 references).
Your work will also be assessed on the following professional criteria:
• The use of clear English expression and logical flow between the ideas
• Accurate referencing of sources and correct presentation of graphs, tables, diagrams and/or drawings, etc.
• Your use of visual aids as a core component of your creative presentation/brief
• Clarity and design
• Concise and well-structured
• Creativity and innovation

Referencing Style
• American Psychological Association 7th Edition (APA 7th edition)