AIM University Group

Learning Outcome 1: "Referred

AC 1.1. Referred, Did not explain societal marketing
AC 1.2. Referred. Did not correctly identify marketing process
AC 1.3. Incorrect answer to marketing Research

Usually an excellent learner, but had a difficult semester due to work obligations."

Learning Outcome 2: ""Referred
AC 2.1. Unprepared. Referred
AC 2.2. Unprepared. Referred
AC 2.3. Unprepared. Referred

Usually an excellent learner, but had a difficult semester due to work obligations.""

Learning Outcome 3: "Referred 68%

Florie, your examination demonstrates a clear understanding of digital marketing concepts within the tourism context, and you consistently apply relevant terminology such as SEO, engagement, organic growth, personalization, and brand differentiation. You show good awareness of sustainability ethics, influencer authenticity, and the value of micro-influencers for niche targeting. However, at Level 5, stronger analytical depth is required. Many of your responses explain concepts clearly but stop short of critically evaluating them using case metrics such as the 48% traffic growth, 700 email sign-ups, 9% engagement rate, or 70% Google touchpoint statistic.

To pass, you must move beyond explanation into measurable strategic evaluation, structured counterarguments, and more developed performance reasoning. Your crisis recovery response in particular requires more structured planning and multi-channel integration.

Overall, this is a competent submission that demonstrates solid understanding, but it narrowly falls below the required analytical threshold for a pass."

Learning Outcome 4: "Referred 51%

Florie, your written examination demonstrates a basic understanding of marketing principles such as AIDA, the 7Ps marketing mix, KPIs, segmentation, and sustainability concerns. You correctly identify many of the campaign elements used in Paradise Pulse and show awareness of influencer marketing, OTAs, engagement metrics, and stakeholder considerations. However, at Level 5, the expectation is critical application and academic integration, not description. Your responses largely summarise campaign activities rather than analysing them. Marketing models are mentioned but not deeply applied to campaign decisions. KPI discussion lacks interpretation, and ROI is not analytically evaluated. Academic sources were not integrated as required by the instructions, which significantly limits the analytical depth of your work. Strategic recommendations are logical but remain generic and not measurable.

To achieve a pass, you must strengthen critical reasoning, integrate academic theory, interpret data analytically, and provide measurable, theory-driven recommendations rather than descriptive summaries.

Your understanding is evident, but analytical development is required to meet the full expectations of Learning Outcome 4."