AIM University Group

Learning Outcome 1: "Pass

AC 1.1., 1.2. & 1.3. Pass"

Learning Outcome 2: "Referred

AC 2.1. & 2.2. Pass
AC 2.3. Referred

Did not respond to Promotional Strategies"

Learning Outcome 3: "Referred 63 %

Allyson, your script demonstrates a clear foundational understanding of digital marketing in tourism, particularly in areas such as micro-influencers, SEO benefits, sustainability ethics, and KPI measurement. You show strong conceptual awareness of authenticity, greenwashing risks, and long-term brand positioning. Your answers are generally well structured and coherent, and you apply relevant terminology appropriately.

However, this examination required stronger analytical depth and more consistent integration of case study evidence. Many answers were descriptive rather than evaluative. You frequently explained what strategies do, but you did not consistently analyse why they were strategically superior, how they compare against alternatives using case data, or what measurable impact they had (e.g., 48% traffic growth, 700 email signups, 9% engagement rate, 70% Google touchpoint). These metrics were essential for higher-band performance.

Additionally, Question 7 required structured debate with both argument and counterargument, and Question 10 was largely missing, which significantly impacted your overall mark."

Learning Outcome 4: "Pass 78%

Allyson, this is a well-structured and thoughtful submission demonstrating a clear understanding of tourism marketing principles within contemporary digital environments. You effectively applied marketing frameworks such as the 7Ps, AIDA, SERVQUAL, and KPI analysis to evaluate the Paradise Pulse campaign. Your strongest contribution lies in Task 3, where you critically engaged with issues of cultural commodification, stakeholder equity, and sustainability—showing mature analytical thinking and ethical awareness. Your recommendations in Task 4 are strategic, innovative, and strongly aligned with sustainable tourism development, particularly the introduction of SME certification systems and cultural oversight mechanisms.

However, your analysis must move further beyond descriptive explanation into deeper academic critique supported by scholarly references. The absence of cited academic sources significantly limits your theoretical strength, as required in the exam instructions. Additionally, KPI and ROI discussions would benefit from more quantitative interpretation rather than conceptual explanation.

Overall, this is a strong and competent performance that clearly meets the Learning Outcome requirements."