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9 pages/β‰ˆ2475 words
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10 Sources
Style:
APA
Subject:
Business & Marketing
Type:
Essay
Language:
English (U.S.)
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Topic:

Marketing Communications Tools Applicable at Sheffield to Increase Tourism

Essay Instructions:

A 2,500 word written assignment in which you will evaluate one marketing communications tool from your outline integrated marketing communications plan to raise the tourist profile of Sheffield.

Integrated Marketing Communications Assessment requirements

Task 2: Course work individual task (60% of the module)

A marketing communications tool evaluation report

You are a Marketing Assistant working in the agency that submitted an integrated marketing plan to Sheffield City Council to increase tourism to the city. 

Your Account Director has asked you to produce a written report which critically evaluates one of the marketing communications tools that you included in your outline integrated marketing communications plan for Sheffield City Council. You can choose one from the list of tools below:

Advertising, public relations, sponsorship, direct marketing, personal selling, sales promotions, exhibitions, mobile or digital communications, social media

This report should demonstrate your ability to investigate and evaluate integrated marketing communications academic concepts, theories and models as well as current industry perspectives and  how this is applicable in practice as part of your proposed integrated marketing communications plan to raise the profile of Sheffield as a tourism destination to result in increased visitor numbers.

Your report should include:

  • A clear introduction (what is your report about?)
  • An understanding of how your chosen marketing tool is defined in IMC
  • A critical evaluation of your chosen marketing communications tool’s strengths and any associated weaknesses or limitations
  • Recommendations on how the success of your chosen marketing communications tool should be measured.
  • A critical evaluation of why having controls in place for your chosen marketing communications tool (i.e.) budgets and schedules) is important to your client (Sheffield city council)
  • A conclusion: your justified recommendations for the future development of the chosen marketing tool (how could it evolve in the future to raise visitor numbers to Sheffield?)
  • Appendices (please ensure all appendices are referenced in your main report and that key content is not buried in the appendices).
  • References (please note this is not a bibliography, i.e. everything you have read, but a list of all the references you have cited in the report).

The report should be 2,500 words (+/-10%) excluding appendices, diagrams and tables and include a.

  • Cover page which includes a report title, your full student number, student ID and seminar tutor name, total word count (this page is excluded from word count)
  • Contents page (this page is excluded from word count)
  • Report style numbering system (e.g. Page 1 of X)
  • Appendices when necessary (please do not bury content in the appendix that is part of the assessment criteria)
  • Main headings to separate out key sections
  • Sub-headings to separate out key sub-sections
  • Bullet points for lists
  • References list using the APA 6* referencing system (excluded from word count).
  • Please note all sources must be properly referenced in the references list using the APA referencing system, the report must include citations.
  • Further information on referencing is available on the Library Gateway ind out about APA referencing and the range of apps and online tools for quick and easier referencing at  https://libguides.shu.ac.uk/referencing.
  •  It is not acceptable at this level of academic study to reference un-trusted sources such as Wikipedia, MarketingTeacher.com, QuickMBA.com, Tutor2u or similar websites.

 

Essay Sample Content Preview:

Marketing Communications Tools Applicable at Sheffield
Student’s Name
Institutional Affiliation
Course
Instructor
Date
Table of Content
Introduction. 4 Skiing Sports as the Tourist Hook. 5 Marketing Communication Strategies to Include in the Integrated Marketing Communications Plan  6 SWOT Analysis. 8 Recommendations and Conclusion. 10
Marketing Communications Tools Applicable at Sheffield
Introduction
The modern business environment is highly competitive, thus compelling organizations to embrace various marketing communication strategies to edge over rival firms and achieve desired outcomes, such as increased market share, brand awareness, and profitability. It includes embracing strategies such as advertising, which has been exploited over time to achieve notable success, including brand awareness. Sheffield City Council’s attempts to improve tourism in the city should rely primarily on advertisements, which thrive on digital communication platforms such as social media and old media, ranging from print to television. As a Marketing Assistant, including advertising in the integrated marketing plan for Sheffield City Council, will yield the desired outcome, in this case, increasing tourism to the city. Sheffield City Council should advertise some of its tourist sites and activities, including skiing, as the hook to attract customers to experience the city’s uniqueness, sports, and culture, among other factors. Sheffield will include ski sports and recreational activities as tourist activity. Achieving the needed awareness among local and international tourists regarding Sheffield City as a tourist destination will depend on the marketing communication strategies, such as advertising, which attracts them, resulting in increased tourism. This paper discusses the use of advertisement in the integrated marketing communications plan, meant to increase tourism, primarily focusing on events, festivals, and sports, such as skiing, that will attract a segmented audience of both young and older adults.
Using Ice Festival and Skiing Sports as a Hook in Advertising
If Sheffield uses skiing, including the ski challenge cup, it is likely to attract tourists and investors. It also includes the ski center constructions and multiple challenges that will attract professional skiers, who are then encouraged and paid to embrace online advertising that currently thrives on social networking sites, such as Instagram, Tik Tok, Twitter, and Facebook. The local government can create its own social media accounts to advertise ice and snow sports, such as skiing, which results in increased awareness of Sheffield as a tourist site, and in the long term, increases tourism. The advertising marketing communication strategy will also involve government expenditure on professionals, including influencer marketers that can easily promote ski sports as a tourist activity and Sheffield as a viable destination for such activities and events. The objective is to increase tourists flow in Sheffield, encouraging them that the city is good for the holiday experience, and experienced amateurs and beginners can enjoy and learn skiing. An increased inflow of locals and foreigners guarantees other economic acti...
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