Contents
Introduction 2- 1. Background 2
- 1) Explore and Discuss tourism industry 2
- 2) Analyze the current market position with product 2
- 3) Identification of current marketing activities 3
- 2. Execution of SWOT Analysis 3
- 1) Internal Strength and Weaknesses of Visit Cambridge & Beyond 3
- 2) Opportunities and Threats in current Cambridge Tourism Market 5
- 3. Development of Strategic Integrated Marketing communication plan 6
- 1) Key elements marketing 6
- 2) Novel and Innovative design application as per decision making and distribution 8
- 3) Marketing mix of Visit Cambridge and beyond 11
- Conclusion 15
- Reference List: 16
Description
This report is based on the following requirement -
You are the Head of Digital Marketing for Visit Cambridge and Beyond, tasked with creating a 2017-2018 strategic integrated marketing communications plan for the organisation and its product(s)/service(s) to encourage tourist visitation. Your objectives are two-fold:
• To expand the network and hits to the social networks and official Visit Cambridge and Beyond website.
• Using the expansion of domestic and global social networks, develop a ‘bookable product’ offering around a particular tourism theme to stimulate prospective visitors to purchase prior to visitation.
The construction of the report will test both your knowledge and application of key theoretical marketing concepts and practical initiatives. The assessment will test your ability to work autonomously, and individually design a bespoke communication plan based on independent research, and learning gained throughout the module.
