MBA

2010 / 2011
Marketing Management
Assignment details
A. Select a country of your choice. You have been asked by that
country’s tourist board to critically assess its current marketing
communications strategy for promoting this country to tourists.
Present a detailed evaluation of this strategy. (50%)
B. Develop a detailed report which should contain a revised
marketing communications strategy that reflects your analysis of
the potential weaknesses of the existing strategy and identifies
the changes that you would propose. (50%)

INDONESIA
Assignment Guidelines

1. Students are expected to engage with the relevant literature on direct and
integrated marketing communications. Chapter 17 in the main text
and also the support text will serve as a useful starting point.

2. Groups should also engage with the relevant literature on services

marketing. In particular, they should consider the specific literature on
leisure and tourism marketing. They should make full use of the
electronic library facilities to engage in this exercise.

3. This is a group assignment.

4. The initial part of the assignment should focus on the existing strategy
adopted by the Tourist Board. This can be gleaned from published,
secondary sources.

5. Effective assignments should analyse how the organisation differentiates

its product offering from neighbouring countries and / or its perceived
and actual competitors; its effectiveness in positioning the product to the
chosen target market; its effectiveness in building sales and market
share versus the main competitors and its ability to build brand equity
through the effective use of communication tools.

6. Effective assignments should make use of the relevant marketing

concepts and theories and apply them to the analysis. Groups should
avoid re-stating, being descriptive or being narrative. The focus should be
on the application of these marketing and integrated marketing
communications concepts and tools.

7. Include a full set of references. As a general guide you should have a

minimum of twenty references or so: consisting of both academic Texts
and academic journal articles) and industry references (e.g. Tourist
Organisation Reports, business and newspaper articles etc.)

8. The assignment should consist of between 5,000 and 5,500 words. This
excludes appendices. You should avoid the inclusion of too many
appendices however.
9. Students are advised that they should allocate an equal amount of time to
each part of the assignment.

10. Students should avoid describing the elements of the existing

communications strategy in the main body of the content. It is appropriate
to include a brief overview in an appendix.

11.The assignment should be presented in report format.