AIM University Group

Learning Outcome 1: "Pass

AC 1.1., 1.2. & 1.3. Pass"

Learning Outcome 2: Pass
Attempt #2
AC 2.1 Feedback
You created a strong marketing plan with two relevant target segments, appropriate promotional channels, and a realistic USD 15,000 budget. Your use of psychographic and behavioural segmentation was effective. To improve, give one clear positioning statement and include measurable marketing objectives, timelines, and performance indicators.

AC 2.2 Feedback
Your marketing plan was logically organised and your proposed visual aids were relevant to the board audience. You clearly linked marketing activity to customer growth and business priorities. To improve, make the presentation more concise and include measurable outputs, an implementation timetable, and a clear final recommendation.

AC 2.3 Feedback
You assessed the strategy realistically by considering the limited budget, competition, operational risks, and sustainability. Your focus on authenticity, local partnerships, and niche positioning was appropriate. To improve, support feasibility with measurable targets such as bookings, conversion rates, capacity limits, contingency planning, and monitoring. Do not use business information that is not provided in the case.
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Attempt #1
"Referred

AC 2.1. & 2.2. Pass
AC 2.3. Referred

Did not respond to Promotional Strategies"

Learning Outcome 3: Pass
Attempt #2
AC 3.1 Feedback
You critically evaluated SunRoute Jamaica’s use of Instagram, Facebook, email and TripAdvisor well. You also clearly explained the weaknesses caused by having no CRM and proposed suitable improvements. To improve further, include measurable digital targets such as engagement rate, enquiry conversion, email open rate and review-response time.

AC 3.2 Feedback
You analysed the strengths and weaknesses of direct bookings, OTAs and hotel concierge referrals effectively. You clearly explained the impact of commission costs, customer-data control and reach. To improve, include a specific target for increasing direct bookings and explain how each distribution channel will be measured and managed.

AC 3.3 Feedback
You applied value-based pricing and revenue-management techniques appropriately to SunRoute’s peak and off-peak periods. Your use of premium pricing, bundles, VIP packages and cancellation controls was relevant. To improve, include specific price or percentage changes and measurable indicators such as occupancy, revenue per guest and cancellation rate.
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Attempt #1
"Referred

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

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."