Reference no: EM133060042 , Length: word count:3000
TM4013 Service and Experience Marketing - University of East London
Assignment Overview
This assignment allows you to explore the marketing practices of a company/ organisation/event/attraction/leisure experience of your choice. It also involves a creative element, as you are required to propose a new promotional idea. This assignment must be presented in a report format. You must include a title page, an executive summary, a table of contents and a reference list. If necessary, you can also include appendices.
Assignment Task
Within the tourism, events and hospitality sectors, select a company/ organisation/event/attraction/experience. For your chosen case you need to:
1. Identify and explain the service they provide including the service elements.
2. Identify and explain their target market(s) using segmentation principles.
3. Select and explain at least one (1) way in which they promote themselves - and evaluate whether the promotion tool works well to reach the target market(s).
4. Propose an idea for a new promotional strategy or campaign - the strategy or campaign needs to incorporate key elements from the marketing communications mix, and it needs to be in line with the values of the organisation and its existing and/or desired customers/audience.
Learning Outcome 1: Demonstrate an understanding of the various components of the marketing communications mix, and how these can be applied to services and experiences (SID, CID, COI)
Learning Outcome 2: Critically comprehend the complexity and diversity of service and experience products and characteristics (SID, CID, COI)
Learning Outcome 3: Demonstrate the ability to understand the mechanisms surrounding authentic marketing and brand management in hospitality, events and tourism (SID, CID,IC, COI)
Learning Outcome 4: Demonstrate the ability to formulate persuasive ideas and strategic content to enhance the market position of a service product (SID, CID, IC, DP, COI)
Learning Outcome 5: Demonstrate written communication skills and study skills in preparation for future study and employment (EID, SID, DP, COI)
Attachment:- Service and Experience Marketing.rar
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