AIM University Group

Learning Outcome 1: REFERRED
Resit Attempt:
AC 1.1 — Pass

Feedback:
The learner demonstrates a clear understanding of key marketing concepts and principles within tourism and hospitality. The response explains marketing, customer needs and wants, value creation, customer satisfaction, and market orientation. The work is strongest where these concepts are linked to Kingston Manor’s personalised guest experiences, boutique-style events, food and beverage services, service quality, atmosphere, and customer loyalty.

To improve further, the learner should make each concept more clearly separated and explained in a more structured way. Some points are repeated, and some wording is unclear, but the required concepts are covered well enough for a Pass.

AC 1.2 — Pass

Feedback:
The learner provides a good analysis of how marketing concepts are currently applied at Kingston Manor. The response identifies current practices such as word-of-mouth advertising, loyal customers, personalised guest experiences, appealing event offerings, and limited social media presence. The learner also explains strengths, including repeat local customers, customer satisfaction, boutique positioning, and value creation.

The weaknesses are also clearly discussed, especially limited digital marketing, weak online presence, reduced market reach, and limited brand recognition outside the local market. The response links these issues to customer attraction, service delivery, and brand perception. The suggested improvements, including digital marketing, CRM, online reviews, brand positioning, and market segmentation, are relevant.

To improve, the learner should use marketing theory more explicitly, such as STP, positioning, customer journey, or the marketing mix. The analysis could also be strengthened by explaining how limited digital strategy affects Kingston Manor’s ability to attract international guests and premium destination-event clients.

AC 1.3 — Referred

Feedback:
The learner makes a relevant attempt to explain how marketing affects guest expectations, satisfaction, and brand loyalty. The response correctly states that marketing shapes what guests expect, that satisfaction depends on whether the experience meets or exceeds those expectations, and that personalised service can help build loyalty. The recommendations to improve social media presence, target new audiences, and use CRM are also relevant.

However, this section is too brief and does not fully evaluate the role of marketing in organisational success. The learner does not sufficiently discuss business growth, international expansion, destination events, premium boutique positioning, or competitive advantage against larger hotels. The recommendations are listed but not fully justified. To achieve a Pass, the learner needs to explain why improved marketing would help Kingston Manor grow, attract international guests, compete more effectively, and strengthen its brand in the boutique hospitality market.
__________

First Attempt:
AC 1.1. Referred, Was unable to clearly define Marketing and unable to apply to case
AC 1.2. Referred. Did not correctly identify marketing process
AC 1.3. Incorrect answer to marketing Research

The learner did not demonstrate sufficient grasp of the subject, but otherwise a promising learner will be able to better apply himself if time is spent on the subject

Learning Outcome 2: REFERRED
Resit Attempt:
AC 2.1 — Pass

Feedback:
The learner develops a relevant marketing plan for TerraVista Experiences. The response includes target market segmentation, positioning, marketing objectives, promotional channels, budget allocation, and control measures. The plan is appropriately linked to eco-adventure tours, wellness retreats, and sustainable Caribbean experiences. To improve, the learner should make clearer use of the reference campaigns, 100% Pure New Zealand and Live There, and explain how their principles support the proposed strategy.

AC 2.2 — Referred

Feedback:
The learner presents the marketing plan in a generally clear structure and uses suitable headings such as situation analysis, target market segmentation, positioning, objectives, marketing strategy, budget allocation, and control measures. The tone is mostly appropriate for a business audience, and the overall strategy is understandable.

However, the response does not fully meet the presentation requirements for this AC. The learner does not clearly identify at least two visual aids that could be used to present the plan to the board of directors. The response also does not explain how visual aids would help the board understand the marketing strategy, budget, target market, implementation plan, or expected results.


AC 2.3 — Referred

Feedback:
The learner makes a relevant attempt to assess the feasibility and sustainability of the proposed marketing strategy. The response refers to the USD 15,000 budget, competition, sustainability, eco-tourism, and brand authenticity. These points are appropriate and show some understanding of the practical issues facing TerraVista Experiences.

However, the assessment is too brief and does not provide enough judgement on whether the proposed strategy is realistic for an early-growth tourism business. The learner does not fully evaluate TerraVista’s current capacity, staffing limitations, implementation risks, environmental responsibilities, ethical considerations, or long-term sustainability. The recommendations are relevant but need stronger justification.
__________

First Attempt:
AC 2.1. Referred. Did not identify a target audience
AC 2.2. Referred. Did not answer correctly
AC 2.3. Referred. Did not answer correctly

The learner did not demonstrate sufficient grasp of the subject, but otherwise a promising learner will be able to better apply himself if time is spent on the subject

Learning Outcome 3: PASS
Resit Attempt:
AC 3.1 — Pass

Feedback:
The learner critically evaluates SunRoute Jamaica’s use of Instagram, Facebook, email newsletters, and TripAdvisor. The response identifies relevant strengths and weaknesses, including limited engagement, unmanaged reviews, and the absence of a CRM system. Recommendations to introduce CRM and manage TripAdvisor reviews are appropriate. To improve, the learner should include more specific recommendations for content planning, user-generated content, and segmented email campaigns.

AC 3.2 — Pass

Feedback:
The learner analyses SunRoute Jamaica’s distribution channels effectively. The response explains the benefits and limitations of direct bookings, OTAs, Airbnb Experiences, and hotel concierge referrals. The learner recognises the need to balance reach, commission costs, customer data, and profitability. To improve, the learner should apply the Sandals Resorts and Pelican Adventures examples more directly to support the revised distribution strategy.

AC 3.3 — Pass

Feedback:
The learner applies relevant pricing and revenue management ideas, including value-based pricing, seasonal pricing, dynamic pricing, bundles, and capacity optimisation. The response recognises the need to increase prices during peak demand and stimulate bookings during off-peak periods. To improve, the learner should use the specific tour prices and competitor price range more directly when justifying recommendations.
__________

First Attempt:
Your responses demonstrate a foundational understanding of digital marketing concepts such as content marketing, micro-influencers, SEO, and greenwashing. You show awareness of key ideas like authenticity, cost-effectiveness, and audience targeting. However, this examination required analytical depth and structured evaluation supported by explicit evidence from the case study. Most responses remained descriptive rather than evaluative, and critical case metrics (48% organic growth, 700 email signups, 9% engagement rate, 70% Google touchpoint, 26% conversion rate) were not integrated into your arguments. Stronger answers would have compared strategic alternatives, discussed risks and limitations, used measurable KPIs, and presented balanced arguments (especially in debate and crisis management questions).

To pass, you must move beyond explanation and demonstrate structured critical reasoning, quantitative linkage to case data, and clearer strategic recommendations supported by digital marketing terminology."

Learning Outcome 4: PASS
Resit Attempt:
AC 4.1 — Pass

Feedback:
The learner develops relevant KPIs for the “Cascadia Unfiltered” campaign. The response explains the purpose of KPIs and identifies suitable measures, including booking revenue, engagement rate, influencer referral bookings, and conversion rate. The KPIs are linked to campaign performance and data sources. To improve, the learner should make stronger links to destination perception, visitor sentiment, and post-visit satisfaction.

AC 4.2 — Pass

Feedback:
The learner provides a balanced analysis of the campaign’s strengths and weaknesses. The response explains the success of documentary-style videos, influencer partnerships, visual identity, and increased interest from experience-oriented visitors. Weaknesses such as poor website conversion, weak print and radio performance, lack of feedback data, and ethical concerns are also addressed. To improve, the learner should make a clearer judgement between awareness success and conversion weakness.

AC 4.3 — Pass

Feedback:
The learner proposes relevant improvements to address campaign weaknesses, including website conversion improvements, customer feedback systems, channel optimisation, and ethical marketing practices. The recommendations are linked to KPIs such as conversion rate, engagement, customer satisfaction, brand perception, and ROI. To improve, the learner should provide more detail on implementation, including responsibility, timelines, and KPI review processes.
__________

First Attempt:
Your paper demonstrates a clear understanding of the Paradise Pulse campaign and shows that you grasp fundamental marketing concepts such as AIDA, SERVQUAL, KPIs, ROI, and cultural commodification. You successfully identify the campaign’s sustainability positioning and acknowledge both benefits and ethical risks. However, at Level 5, stronger analytical depth and academic integration were required. Much of your response remains descriptive rather than critically evaluative. While models were mentioned, they were not consistently applied with structured analysis, measurable interpretation, or academic support. KPI targets (20%, 30%, 15%, 10%) were referenced but not rigorously evaluated in terms of performance impact or ROI implications. Recommendations were reasonable but lacked measurable targets and strategic innovation.

To achieve a pass, you must move from explaining what happened to critically evaluating why it worked, how effective it was compared to alternatives, and what measurable improvements should be implemented. Incorporating academic sources, deeper segmentation analysis, and quantified strategic proposals would significantly strengthen your work.