Assessment #2 –
The purpose of this assignment is for students to integrate the knowledge gained from this course. Students are required to describe marketing activities to support the development of a new experience-based product for a tourism or hospitality organisation. Please note: Students must use only secondary data and must not approach the organisation unless the course coordinator gives prior approval.
This assessment consists of two components: group presentation and individual report.

You are required to do a classroom presentation on a group basis. The presentation should be based on a specific tourism product development plan that group members have agreed upon. The group presentation accounts for 5% of the total assessment of the course. Students are advised to form groups within the same tutorial class as soon as they start the tutorial class. Detailed instructions and presentation guidelines will be given in tutorial classes.

You are also required to submit an individual written report on an experience-based tourism product you choose to develop. The product in your individual written report should be different from that in your group presentation. The report accounts for 30% of the total assessment of the course.

The body of the report should include the following:
•    a description of the proposed experience-based product and the theme of the experience it intends to deliver;
•    an explanation of the new product decision making process and how it was applied;
•    a description of the target market or markets;
•    the desired positioning strategy for the new product including consideration of pricing and competition; and
•    how the new product will be communicated and promoted to the desired target markets.
There is much scope for the choice of organisation. For example, you may choose to design a new product for an event, a hotel, a travel agency, a government agency involved in tourism, a tourism attraction, or a catering organisation to name just a few.

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