Assignment Brief

Pearson BTEC Level 5 Higher National

Qualification Diploma in International
Travel and Tourism Management

Academic Year 2019/2020

Unit Number and Title 16 Marketing Essentials for Travel and Tourism
Unit Level 4
Unit Code R/616/2017
Credit Value: 15
Issue Date 18th June 2020
Submission Date & Time 17th August 2020 – 11:59am
Formative Feedback Week 8 -10
Module Leader Ms Nish Ramsurrun
IV Name and Date Mr George Muwonge 18/06/2020

Assessment criteria covered LO1, LO2 (D2 only) and LO3

‘Academic Misconduct’ Statement:

‘Academic Misconduct’ is a term used to describe a deliberate attempt by a student to take unfair
advantage over other students to undermine the quality, standards and credibility of the programmes and
qualifications offer by UKCBC. Academic Misconduct includes: plagiarism; collusion; falsification;
replication; cheating; bribery; and impersonation. A student suspected of Academic Misconduct will be
investigated by the College and appropriate action will be taken.

‘Contract Cheating’ Statement:

‘Contract Cheating’ is defined by the Quality Assurance Agency (QAA) as occurring when, “a third party
completes work for a student who then submits it to an education provider as their own, where such input
is not permitted.” Such third party companies have become known as ‘essay mills’, and it is the
responsibility of students to avoid contact and association with such third party companies throughout
their entire period of study. A student suspected of Contract Cheating will be investigated by the College
and appropriate action will be taken.

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June 2020 – Issue 4 – Assessment 2 of 2
Assignment title: Marketing and its application to a tourism organisation

Purpose of this assignment

This unit is designed to introduce students to the principles of marketing, enabling them
to develop a basic marketing plan and to employ elements of the marketing mix to
achieve results. While they will learn the underpinning theories and frameworks, they
will also be able to relate these to real-world examples, including products/services that
they encounter in their own daily lives.

Unit Learning Outcomes:

1. Explain the role of marketing and how it interrelates with other functional
areas of a travel and tourism organisation
2. Compare ways in which travel and tourism organisations use elements of
the marketing mix (7Ps) to achieve overall business objectives
3. Develop a basic marketing plan to meet marketing objectives for a travel
and tourism organisation.

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June 2020 – Issue 4 – Assessment 2 of 2
Submission format

Part 1 Article for publication

• A written article for publication.
• Professional in style and presentation format.
• Use headings, subsections, tables, charts and bullet points.
• You must reference all research work and provide a reference
list/bibliography, using the Harvard referencing system.
• Recommended word limit is 1,500 words, but you will not be penalised for
exceeding the word limit.

Part 2 Strategic marketing plan

• A Strategic marketing plan
• Formal business style using single spacing and font size 12.
• Use headings, paragraphs and subsections as appropriate.
• You must reference all research work and provide a reference
list/bibliography, using the Harvard referencing system.
• Recommended word limit is 2,000 words, but you will not be penalised for
exceeding the word limit.

Submitting your assignment:  

You must submit your assignment on time to the appropriate submission link on
the Ulearn through Turnitin Assignment submission section. It is advisable to use the
Turnitin Plagiarism checker before uploading the final piece of work. 

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June 2020 – Issue 4 – Assessment 2 of 2
 Assignment
Overall Scenario and Activity:
Joining the TUI Retail Marketing team
TUI is the world’s leading tourism group. The broad portfolio gathered under the Group
umbrella consists of strong tour operators, 1,600 travel agencies and leading online
portals, six airlines with around 150 aircraft, over 380 hotels, 17 cruise liners and many
incoming agencies in all major holiday destinations around the globe. It covers the entire
tourism value chain under one roof.
TUI is the UK’s largest tour operator with key brands including TUI, First Choice, Marella
Cruises and Crystal Ski Holidays. TUI airways is the country's third largest with 62 aircraft
operating to over 88 destinations in 30 countries. We have a team of more than 10,000
employees serving over 5.5 million customers each year. You can read more by visiting
the TUI group website https://www.tuigroup.com/en-en/
This is an exciting opportunity for a Marketing Manager to join the TUI Retail Marketing
team, responsible for the look and feel of over 580 stores nationwide. You will take on
the challenge of driving the retail marketing campaigns supporting the TUI, First Choice
and Marella brands in store as well as our 3rd party commitments. Please read the job
description and profile provided in appendix 1.
Part 1 (LO1)
You are applying for the role of a marketing manager within TUI Retail Marketing Team
and as part of the interview process, you are required to write an article for publication
explaining the role of marketing and how they interrelate with other functional units within
TUI.
Prepare an article entitled ‘The role of marketing and how it interrelates with other
functional areas of TUI’
Specifically, your article should cover the following:

• An introduction to the concept of marketing and the marketing process, including

current and future trends in travel and tourism marketing in general and tour
operations industry in particular
• An explanation of the role and responsibilities of the marketing function
• An explanation of how roles and responsibilities of marketing relate to the wider
organisational context of TUI
• An analysis of how marketing influences and interrelates with other functional
departments of TUI
• An analysis of the value and importance of the marketing role in the context of TUI
• A critical analysis and evaluation of the significance of effective
interrelationships between the marketing function and the different functional
departments of TUI.

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June 2020 – Issue 4 – Assessment 2 of 2
Part 2 (LO2 - D2 only and LO3)
In your role as a Marketing Manager for the TUI Retail Marketing team you are required
to compare ways in which travel and tourism organisations use elements of the marketing
mix (7Ps) to achieve overall business objectives and develop a marketing plan to meet
marketing objectives TUI Group to be discussed with your line manager. Specifically, you
should:

• Produce or design a detailed, coherent evidence-based strategic marketing plan for the
TUI Retail or TUI UK business that tactically applies the use of 7Ps marketing mix to
achieve the overall marketing objective of TUI Group.

Please note you are expected to stick to the assignment brief in full.

Good luck.

End of Assignment

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June 2020 – Issue 4 – Assessment 2 of 2
 Learning outcomes and assessment criteria
(Please note these are not the questions they are for evidence purpose only)

Learning Outcomes and Assessment Criteria

Pass Merit Distinction

LO1 Explain the role of marketing and how it interrelates with

other functional areas of a travel and tourism organisation
P1 Explain the key roles and M1 Analyse the roles and D1 Critically analyse and
responsibilities of the responsibilities of marketing in evaluate the key elements of
marketing function the context of the marketing the marketing function and
environment how they interrelate with
P2 Explain how roles and other functional units of a
responsibilities of marketing M2 Analyse the significance of travel and tourism
relate to the wider Interrelationships between organisation
organisational context of a marketing and other functional
travel and tourism units of a travel and tourism
organisation organisation

LO2 Compare ways in which travel and tourism

organisations use elements of the marketing mix
(7Ps) to achieve overall business objectives LO2 & LO3

P3 Compare the ways in M3 Evaluate different D2 Design a strategic

which different organisations tactics applied by
apply the marketing mix to the organisations to demonstrate marketing plan that
marketing planning how business objectives can
tactically applies the use
process to achieve business be achieved
objectives of the 7Ps to achieve

overall marketing
LO3 Develop a basic marketing plan to meet marketing
objectives for a travel and tourism organisation objectives for a travel and
tourism organisations

P4 Produce a basic marketing M4 Produce a detailed,

plan for a travel and tourism coherent evidence-based
Organisation to meet marketing plan that applies the
marketing objectives marketing mix to meet
marketing objectives for a
travel and tourism
organisation

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June 2020 – Issue 4 – Assessment 2 of 2
Assessment decisions:
• To achieve a Pass, a student must have satisfied all the Pass criteria for the Learning
Outcomes, showing coverage of the unit content and therefore attainment at Level 4
of the national framework.
• To achieve a Merit, a student must have satisfied all the Merit criteria (and therefore
the Pass criteria) through high performance in each Learning Outcome.
• To achieve a Distinction, a student must have satisfied all the Distinction criteria
(and therefore the Pass and Merit criteria), and these define outstanding performance
across the unit as a whole.

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June 2020 – Issue 4 – Assessment 2 of 2
 Glossary of commonly used academic words

Analyse Present the outcome of methodical and detailed examination

either:
• breaking down a theme, topic or situation in order to interpret and
study the interrelationships between the parts and/or
• of information or data to interpret and study key trends and
interrelationships
Analysis can be through activity, practice, written or verbal
presentation
Apply Put into operation or use
Use relevant skills/knowledge/understanding appropriate to context

Compare Identify the main factors relating to two or more items/situations

or aspects of a subject that is extended to explain the similarities,
differences, advantages and disadvantages
This is used to show depth of knowledge through selection of
characteristics

Critically Separate information into components and identify characteristics with

analyse depth to the justification
Critically Make a judgement taking into account different factors and using available
evaluate knowledge/experience/evidence where the judgement is supported in
depth
Design Plan and present ideas to show the
layout/function/workings/object/system/process
Develop Grow or progress a plan, ideas, skills and understanding
Evaluate Work draws on varied information, themes or concepts to consider
aspects, such as:
● strengths or weaknesses
● advantages or disadvantages
● alternative actions
● relevance or significance
Students’ inquiries should lead to a supported judgement showing
relationship to its context. This will often be in a conclusion.
Evidence will often be written but could be through presentation or activity
Explain To give an account of the purposes or reasons

Justify Students give reasons or evidence to:

● support an opinion
● prove something is right or reasonable
Plan Consider, set out and communicate what is to be done
Produce To bring into existence
Suggest Give possible alternatives, produce an idea, put forward, for
example, an idea or plan, for consideration

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June 2020 – Issue 4 – Assessment 2 of 2
 Appendix 1

JOB DETAILS

Marketing Manager (Retail Marketing) – Luton, the United Kingdom

Ref:
Business Area: Marketing
Contract: Fixed Term

This is an exciting opportunity for a Marketing Manager to join the TUI Retail Marketing
team, responsible for the look and feel of over 580 stores nationwide. You will take on
the challenge of driving the retail marketing campaigns supporting the TUI, First Choice
and Marella brands in store as well as our 3rd party commitments.

This role is being offered on fixed term contract.

What you will be doing

Drive concept, planning and implementation of window and in-store campaigns in our
580+ store strong retail estate.
Act as the retail lead for all campaigns and campaign planning
Create effective POS materials working closely with our in-house design team and print
partners
Drive strategic projects that will lead to an improved overall retail experience in store
Identify opportunities and lead projects that will drive footfall, increase preference or
improve sales.
Own the digital POS strategy and continually develop to ensure that we are current for
the retail market
Own the POS database and store profiler, driving the team to source accurate shop
intelligence and to capture changes as the estate matures
Pioneer new marketing techniques that maximise the impact of TUI brand on the high
street through powerful POS
Build close relationships with key stakeholders in retail operations and around the
business
Identify and manage cost efficiencies with print partner, seeking out new solutions to
deliver more sustainable and cost-effective POS
Manage retail POS budget
Managing a Marketing Executive

What we are looking for

Minimum Higher National Diploma with experience of working in a similar Marketing role
ideally in retail or travel
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June 2020 – Issue 4 – Assessment 2 of 2
Proven experience in developing and implementing successful retail marketing
strategies
Experience of using research and consumer insight to plan effective, relevant marketing
campaigns.
Analytical, commercial mind with ability to interrogate data to conclude results and
recommendations.
Strong team player with ability to build lasting relationships across the business at all
levels.
Good networker with strong communication, presentation and influencing skills.
Excellent project planning and deadline management skills with track record of
consistent delivery
Managed external agencies and suppliers to drive value and quality.
Flexible approach, able to work autonomously and align priorities with wider business
strategy.
Commitment to the success of TUI brands, high energy, comfortable working within a
fast-paced environment
Ability to develop and motivate direct report in a challenging, fast-moving environment.
PC literate – Excel, Word, PowerPoint.

Working within TUI group

Be Yourself… Be Unique! TUI’s more than a brand, it’s who we are. Trusted – Unique
– Inspiring.
We’re the leading tourism business with diverse customers and over 67,000 employees.
Together, we embrace different continents and cultures. We believe travel broadens
the mind. Just like our customers, we’re on a journey, of development towards a more
digital, connected and integrated future. But we haven’t arrived there yet. We believe
that differences drive innovation and we’re encouraging an environment where diverse
talent thrives. Inclusion is fundamental to everything that we achieve and it’s our unique
colleagues that will shape the future of travel.

The TUI Group includes our unique hotel portfolio, our cruise ships, our own aircraft,
tour operators, travel agencies. TUI is the UK’s largest tour operator with key brands
including TUI, First Choice, Marella Cruises and Crystal Ski Holidays. Our airline is the
country's third largest with 62 aircraft operating to over 88 destinations in 30 countries.
We have a team of more than 10,000 employees serving over 5.5 million customers
each year.

Join us now and you can look forward to a competitive salary, pension scheme and
further benefits such as generous holiday discounts, excellent rates with foreign
exchange and discounts with retailers.

You can find out more by visiting https://tuijobsuk.co.uk

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June 2020 – Issue 4 – Assessment 2 of 2