You are required to develop a marketing plan positioning one of Scotland’s National Parks as a sustainable tourism destination:
There is a word limit of 3,000 (+/- 10%) words. You are expected to conduct secondary research and to reflect upon the content of lectures throughout the semester to position the destination to prospective visitors, with a focus on sustainable tourism. Your marketing plan will be expected to cover the following:
• The target market(s).
• Situation analysis (PESTLE analysis, VRIO model, competitive analysis, SWOT
matrix).
• Positioning strategy.
• Objectives and performance indicators.
• Marketing communication tactics.
• Action plan.
There is scope for creativity in your assignment. However, you are still required to reference your assertions, which must be supported by academic and industry or public sector sources at all times. As this is a marketing plan it should not be written in first person (e.g. do not use the following – ‘I’, ‘we’, ‘my’).
Within the Department of Marketing, we use the Harvard System of referencing. Refer to MyPlace for links on Harvard referencing. To avoid plagiarism, you must ensure that you acknowledge the information throughout your assignment
