TOUR7051: Integrated Marketing Communications Plan
Word Limit: 4,500- 5,000 words
Learning Objectives Assessed: 1, 2, 4, 5 (Refer to Course ECP)
Assignment Type: Individual
Individually, you are required to design an integrated marketing communication (IMC) plan that seeks to address a current issue at your chosen destination. This can be written for the head management of your chosen Destination Marketing Organisation (DMO). Please DO NOT choose COVID19 as your current issue as this pandemic is a problem for all destinations.
This IMC plan is to utilise two IMC objectives and three forms of media promotion (e.g. mobile marketing, blogs, social media) that aims to attract a target market. The time period for this integrated marketing plan is from November 9 to December 31, 2020.
Overview of core components
Your plan should begin with an introduction to the key elements of the integrated marketing plan and then proceed with a critical discussion of each element. Sub-headings are encouraged and can be used for the introduction, within the main body and in the conclusion.
Students are NOT to copy current market strategies or current promotional plans utilised by their DMO or destination. Assignments that summarise what is currently being conducted by their chosen organisation will not receive a passing grade. Students are expected to utilise their knowledge of a destination, tourism market and integrated marketing communications to develop their plan.
APA (6th ed.) is to be utilised within this marketing plan. Students are also expected to include at least ten references. This should include tourism statistics (e.g. Tourism and Events Queensland).
A budgeting approach is NOT required. However, students should consider the size of the markets that the destination is currently attracting and whether the DMO could afford the promotional strategy.
Students are not required to design the promotional media (e.g. an online website). However, it is expected that discussion relating to this will be provided.
Introduction of plan (approx. 300 words)
The relevance of the key points have been identified.
Introduction is concise and well expressed.
Brief introduction to the destination.
Destination background (approx. 800 words)
Discussion of the destination (what tourism services they currently offer, their target markets, their competitors).
Outline what makes your destination competitive.
Information provided based on current promotional strategies.
Current issue (approx. 400 words)
Outline what your current issue is and why it is relevant to your destination.
Chosen tourism market (approx. 600 words)
Description of the specific tourism market to be chosen (e.g. dive tourism)
Justification for why this market should be considered by your DMO.
IMC planning (approx. 1200 words)
What is the overall issue/problem/opportunity?
Two IMC promotional objectives- (what is to be achieved and why).
Message strategy- how the objectives will be achieved through the message (e.g. rational and/or emotional appeal, USP, actors vs. attributes).
Justification for the message strategy.
Usage of the AIDA model to influence behavioural change.
IMC tactics and synergy (approx. 800 words)
Three promotions tactics to be utilised.
Outline of the procedure of the three tactics that will be utilised.
Justification for the three digital tactics.
Conclusion (approx. 500 words)
Conclusions are reasonable/relevant to the preceding areas
Two (2) emerging trends are analysed.
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