Marketing in Tourism and Hospitality

Marketing in Tourism and Hospitality

Final Project – Part A Instructions


· In this individual assignment, students are required to conduct a comprehensive situational analysis of their selected organization and its operating environmentSpecifically, this situation analysis should cover the following information:

· Strategic positioning of the company/organization, vision/mission statement and strategic goals;

· The current targeting market (e.g., market size, profile of users – both demographics and psychographics);

· Analyze the marketing situation (internal and external);

· SWOT analysis results.


· In conducting this analysis, students are required to utilize industry-based resources (e.g., tourism bureau, government websites, quality statistical information, organizational information) and provide data or evidence in support of their arguments;

· The submitted work should be professionally prepared with necessary tables, figures and appendices, the reference/citation style should follow APA format.

Writing Objective:

· Students are to demonstrate their ability to use multiple information sources in the development of a situational analysis.

· Feedback and revision opportunities are provided upon request before the submission deadline.

Criteria & Marking:

· The Situational Analysis is worth 10% of the student’s final grade. Students who do not participate in the assessment item or who perform poorly will be contacted and referred to relevant support services. The situational analysis will be assessed on the following criteria:.

· Depth and breadth of secondary research

· Style and mechanics of writing

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