Your task is to write a report which describes and evaluates the marketing activity of an organization which is relevant to your degree (tourism or hospitality). In your description and evaluation of the organization’s marketing practices, you should refer to relevant concepts and theoretical models of the key marketing principles. The total word guide for your report is 2,000 words. Your report should focus on five of the following areas only: • Analysing the Current Situation • Segmentation, Targeting & Positioning • Direction, Objectives & Strategy • Products • Branding • Pricing • Place/Distribution • Promotion and Communication • The Extended Marketing Mix: People, Process, Physical Evidence and Philosophy It is recommended that you choose an organisation at the start of the module, and then each week describe and evaluate the relevant marketing area within the context of your organisation to develop deeper learning and give you a stronger, broader understanding of the marketing activity of your chosen organisation. At the end of Semester 1, you should therefore have a portfolio of nine parts, with each part relating to one of the nine areas identified above; from this portfolio, you should then choose five and develop these for your final report. Assessment Instructions • The assessment should be written in a professional business report format. • Each of the five report areas should appear under five separate headings (as per the marketing areas identified above). • The word guide is 400 words for each of the five areas. • Whilst this is a vocational based assessment, your report entries should be based upon theoretical and conceptual underpinnings. In addition, your work should demonstrate original thought. • Your work should be logical, be clearly and professional presented, and lucidly written with an absence of grammatical and spelling errors. Your work should also make use of diagrams and academic models to. • Include a mixture of text, photographs, diagrams, and cited quotes to illustrate theoretical and practical issues. • Provide a critical account and analysis of the marketing activity – do not be merely descriptive. For example, comment on the strengths and weaknesses of existing activity. • You should include references to relevant literature. Bibliographies / reference lists are not included in your total word guide. Assessment Criteria (full details provided in the Assessment Briefing) In order to achieve higher grades, you should refer to the Generic Assessment Criteria for grade indicators in the areas of: o Knowledge / Understanding o Argument / Evaluation / Application o Research / Evidence / Interpretation o Presentation / Structure / Referencing