Unit-2 Destination Management Planning

Unit-2 Destination Management Planning Students will complete sections in the workbook based on their participation in class activities, the set readings and their own search for additional information. A template for the workbook will be provided in the Assessment section of the learnjcu site. The workbook contains 5 activities and students must complete all 5 and select 3 for assessment.

Each of the 3 assessed activities will be marked out of 10.

Aligned 
course &subject learning outcomes

·         Critically evaluate the role and importance of destination management and marketing organisations iUnit-2 Destination Management Planningn the sustainable development of competitive tourism destinations

·         Analyse the process and challenges associated with the development of destination management plans and strategies
Convey information clearly and fluently, in high quality written form appropriate for the audience

Group or individualIndividual
Weighting / Length30%
Due date4 August 2015, Tuesday

 

Marking criteria include:

  • In order to pass students must attempt all 5 activities and clearly indicate which 3 are to be assessed and the safe assignment review should not identify any significant issues with referencing.
  • Clarity of written expression and overall logic of the presentation of the answers.
  • Evidence of reading and information search beyond the material provided in class.
  • Detail provided in the answer.
  • Evidence of critical analysis and problem solving.

The assessment rubric can be found in Section 6.
ASSESSMENT TASK 2: Assignment – Product Development Report

Aligned course &subject learning outcomes

·         Critically evaluate the role and importance of destination management and marketing organisations in the sustainable development of competitive tourism destinations

·         Discuss the multidimensional nature of destination competitiveness

·         Convey information clearly and fluently, in high quality written form appropriate for the audience

Group or individual Individual or in Pairs
Weighting / Length40%
Due date25 August 2015, Tuesday

ASSESSMENT TASK 2: DESCRIPTION
Students should envisage themselves as research or development officer for a DMO in the Mekong Delta in Vietnam.  The report should be prepared as if the student is compiling intelligence on product development possibilities to be presented in report form to the senior DMO staff.  Students will be provided with some key resources but should also search for additional information on barriers, challenges and opportunities for tourism development in the target region. The report should provide information which will inform the destination management and marketing decisions of the DMO specifically in the area of Agri-tourism.  It is important that the report is properly referenced following APA guidelines and is presented in a professional manner.
ASSESSMENT TASK 2: Assignment – Product Development Report
The report will be marked out of 100.
Marking criteria include:

–           Identification of appropriate sources of evidence and information.

–           Audit of existing products from at least 5 relevant destination websites.

–           Awareness of relevant barriers and challenges to be overcome in the product development.

–           SWOT analysis that flows logically from the data.

– including assessment of Destination Community Wellbeing issues

–           Product development ideas that are justifiable and realistic.

–           Organisation and structure of report.

–           Clarity of written expression and professional presentation.
The assessment rubric can be found in Section 6.
ASSESSMENT TASK 3: Presentation – Marketing of the Proposed Product

Aligned course &subject learning outcomes·         Critically evaluate the role and importance of destination management and marketing organisations in the sustainable development of competitive tourism destinations

·         Discuss the multidimensional nature of destination competitiveness

·         Demonstrate effective oral presentation skills for academic and professional  audiences

Weighting / Length30%
Group or individual Group: 4 students in a group.
Due DateSummary for class distribution
Week 8, 31 August 2015
Class Presentations
Week 9 & 10,
7 & 10 September 2015

ASSESSMENT TASK 3: DESCRIPTION
Students will develop and present an IMC strategy for the product development option described in the assignment.
Students should prepare a 4-5 page summary handout of their IMC (to be made available for other students at least 24 hours before the presentation session) and then give a 20 minute presentation on their IMC.
ASSESSMENT TASK 3: ASSESSMENT CRITERIA
The Presentation will be marked out of 100 and assessed according to the degree to which the following key points are addressed:
IMC Target Market Specifications

Unit-2 Destination Management Planning

–           Demographic characteristics.

–           Psychographic and behavioural characteristics.

–           Motivations.

–           Information source usage.

Product Evaluation:

–           Strengths of the product for this target market are highlighted

IMC Campaign Objectives:

–           Identification of SMART objectives for the campaign (specific, measurable, achievable, realistic and timely).

The USP:

–           What is the destination’s unique selling proposition for this target market?

The Creative Strategy:

–           What is the campaign idea (based on USP): the main theme, appeal, or benefit to be communicated in the message.

–           Copy platform: a written statement that fully describes the message idea.

–           Message or creative format: a broad creative approach used to communicate the message idea to the target audiences.

The IMC program – how will the following elements be utilized to deliver the creative strategy:

–           Advertising

–           Direct marketing

–           PR

–           Digital communications

–           Personal selling
Quality of presentation and individual presentation skills.

The assessment rubric can be found in Section 6. Order Now.