UK COLLEGEBUSINESS AND COMPUTING

Module BookletCourse:EDEXCEL BTEC (HND) Travel and Tourism

Management

Group: Ed excel Level 5

Module: UNIT 4 – Marketing in Travel and Tourism

Module type: Module Code: R/601/1744

Module Credit: 15

Teaching Period: (12+3 weeks)

Level: 4(QCF)

Contact Hours: (15*3 = 45)

Lecturers: 15 weeks

Revision Clinic: 3 week

Feedback and assignment guidance: 2 weeks

Lecturer: Ana Afonso Gomes

Start date: Week starting 4th June 2013

Day: Mondays or Fridays

Time: 9h30-13H30 or 14H30 – 17H30

Room:1101

Term: Term Two

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CONTENTS

1. INTRODUCTION, AIMS AND OBJECTIVES

2. MODULE OUTLINE AND TEACHING METHODS

3. READING AND COURSE PREPRATION

4. LECTURE WITH DETAILED COURSE PROGRAMME AND OBJECTIVES

5. ASSESSMENT DETAILS

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1. INTRODUCTION

• Aim

This unit enables learners to understand the concepts, principles and role of marketing and the marketing mix, and gain skills to use the promotional mix in travel and tourism.

Unit abstract

The aim of this unit is to develop learners’ understanding of the key concepts and principles of marketing as they apply to the travel and tourism sector. The unit aims to equip learners with the knowledge and understanding of the key factors affecting marketing environments and the role of marketing in different industries within the travel and tourism sector.

The focus of this unit is initially on marketing at a strategic level before moving on to the functional and operational aspects of marketing as the unit progresses. Learners will investigate the implications for marketing in today’s competitive and service-based sector and will have the opportunity to develop practical skills of marketing.

Learning Outcomes and assessment criteria:

On successful completion of this unit a learner will:

LO1 Understand the concepts and principles of marketing in the travel and tourism sector

LO2 Understand the role of marketing as a management tool in travel and tourism

LO3 Understand the role of the marketing mix in the travel and tourism sector

LO4 Be able to use the promotional mix in travel and tourism.

Indicative content:

LO1 Understand the concepts and principles of marketing in the travel and tourismsector

Core concepts: concepts eg marketing concept and orientation, customer needs, wants and demands, products (and services) and markets, value, customer satisfaction and the exchange process, changing emphasis of travel and tourism marketing

Marketing environment: micro environment eg the tourism organisation, suppliers,

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intermediaries, customers, competitors; macro environment eg demography, economy, society, technology, politics, culture, tourism systems and destinations

Consumer markets: factors eg tourist motivations and determinants, models of consumer behaviour, consumer decision process, types of buyer behaviour, value-chain, customer value and satisfaction

Market segmentation: principles eg segmentation, targeting and positioning, segmentation bases, geographic, psychographic, demographic, behavioural, life-cycle stage, income, gender, geo-demographic, integrated methods, simple multivariate, advance multivariate, multistage, tourist typologies

LO2 Understand the role of marketing as a management tool in travel and tourismStrategic planning: role eg strategic plans, Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, the concept of the product life cycle (PLC)/tourist area life cycle (TALC), Boston Matrix, strategic and tactical objectives, Ansoff’s matrix, competitive advantage

Marketing research and market information: importance for eg travel and tourism managers, market information systems, defining the market, measuring current demand and tourism trends, the marketing research process, forecasting and demand measurement

Marketing and society: influence on eg society, social responsibility and ethics, regulations and public policy, the impact of marketing on society, consumerism, environmentalism, legal considerations, sustainability

LO3 Understand the role of the marketing mix in the travel and tourism sector

Role: key issues; importance of service sector

Marketing mix: product; price; place

Product: elements eg product features, advantages and benefits, tangible, intangible and service elements, product classification, product mix and portfolio analysis, product life cycle, product development and formulation, individual tourism business product, total tourism product (TTP), product differentiation and branding

Pricing: elements eg role of price in the marketing mix, price setting considerations, cost classification, factors affecting pricing decisions, approaches to pricing, cost-plus pricing, break-even pricing, value-based pricing, pricing strategies

Place: elements eg distribution channels, location and access, principals and intermediaries, channel behaviour and the organisation, vertical marketing, channel objectives and strategy, physical distribution and logistics

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Service sector mix elements: elements eg the nature and characteristics of services, internalmarketing, interactive marketing, service quality, people, partnerships, programming, packaging

LO4 Be able to use the promotional mix in travel and tourism

Promotional mix: nature and role eg public relations, selling, advertising and sales promotion, direct marketing, internet and online promotion, integrated communications, communication channels, promotional mix decisions, budgetary considerations, monitoring and evaluating promotions

Advertising and public relations: principles eg objectives, methods, reach, frequency, impact, creating copy, costs and budgeting, media planning, public relations activities and tools, limitations, evaluation, role of agenciesSales promotion and personal selling: skills eg aims and objectives, reasons for growth of sales promotion and merchandising, points of sale, methods of sales promotion used in travel and tourism, importance of travel and tourism brochures, personal selling functions

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Programme SpecificationAccrediting Body: EDEXCEL Course: BTEC HND IN TRAVEL AND TOURISM MANAGEMENT Unit: Personal and Professional Development LECTURER: Ana Afonso GomesWk Lecture Schedule Outcome of session Activity/seminar

and formative assessment

Resources

13/6/13

Introduction to the course module.

Introduction to Marketing principles , definitions of marketing .

Introduction to the module, introduction to edexcel examination board, introduction to the assignment and assessment criteria.

Tasks and activities will be given to students.

Unit handbook.Assignment criteria sheetHand outs of the activites

210/06/13

Introduction to learning outcomes 1 Marketing environment: micro environment eg the tourism organisation, suppliers,intermediaries, customers, competitors; macro environment eg demography, economy,society, technology, politics, culture, tourism systems and destinations

Explore and dicuss the Core concepts in Marketing: eg marketing concept and orientation, customer needs, wants anddemands, products (and services) and markets, value, customer satisfaction and theexchange process, changing emphasis of travel and tourism marketing

Lecture , seminars and groups work and discussion

analyse case studies

Power point

Hand outsText materialsAdvertisements from travel newspapers and magazines Use of travel prospectuses

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17/6/13

LO 1 Introduction to Consumer markets

Analyse different Consumer markets in the travel and tourism sectors: to explorevarious factors eg tourist motivations and determinants, models of consumerbehaviour, consumer decision process, types of buyer

Students to analyse prospectuses from travel agenciesGroup workGroup presentations

Travel prospectuses and advertisement materials; whiteboard, IT- internet , google; ba.com; visitengland; autratravel.com ,

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behaviour, value-chain, customervalue and satisfaction

etc

424/6/13

Deadline submission draft task 1

To finalise the understanding of LO1 - Market segmentation:

To analyse and explore the Market segmentation: principles eg segmentation, targeting and positioning, segmentationbases, geographic, psychographic, demographic, behavioural, life-cycle stage, income,gender, geo-demographic, integrated methods, simple multivariate, advance multivariate,multistage, tourist typologies

Explore travel newspapers and magazines

Travel supplements from Guardian, The Telegraph and Times newspaper

WWW research

501/7/13

Introduction to LO2 Understand the role of marketing as a management tool in travel and tourism

Marketing research and market information

To be able to Understand Marketing research and market information: importance for eg travel and tourism managers,market information systems, defining the market, measuring current demand and tourismtrends, the marketing research process, forecasting and demand measurement

Students will in groups crate a sample of market research plan for a tourism organisation

Travel supplements from Guardian, The Telegraph and Times newspaper

WWW researchHand out

Travel prospectuses

608/7/13

LO 2 – To understand the Strategic planning Strategic planning: role eg strategic plans, Strengths, Weaknesses, Opportunities and Threats(SWOT) analysis, the concept

PPTHand outs

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of the product life cycle (PLC)/tourist area life cycle (TALC),Boston Matrix, strategic and tactical objectives, Ansoff’s matrix, competitive advantage

715/7/13

Continuation of the analyse of LO 2 - Marketing and society:

TASK 2 – working towards task 2

To understand the Marketing and society: influence on eg society, social responsibility and ethics, regulationsand public policy, the impact of marketing on society, consumerism, environmentalism, legalconsiderations, sustainability

task 2 support

PPTHand outs ICT Tate Modern literature review as a platform for study to the module’s assignment

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22 July 2013

Deadline submission draft task 2

Introduction to LO 3 Understand the role of the marketing mix in the travel and tourism sector

To explore the Marketing mix: product; price; placeProduct:

Marketing mix: product; price; placeProduct: elements eg product features, advantages and benefits, tangible, intangible andservice elements, product classification, product mix and portfolio analysis, product life cycle,product development and formulation, individual tourism business product, total tourismproduct (TTP), product differentiation and brandingPricing: elements eg role of price in the marketing mix, price setting considerations,

Lecturers, workshops and activities

White board, PPT , handouts

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costclassification, factors affecting pricing decisions, approaches to pricing, cost-plus pricing,break-even pricing, value-based pricing, pricing strategiesPlace: elements eg distribution channels, location and access, principals and intermediaries,channel behaviour and the organisation, vertical marketing, channel objectives and strategy,physical distribution and logistics

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29Jul 13

LO 3 Understand the role of the marketing mix in the travel and tourism sector

Case studies on Marketing mix: product; price; placeProduct:

Explore case studies and analyse PLC and price startegies

seminars handouts

1005 August

Cont to Lo 3 Marketing MixWorking towards task 3

Introduction to LO 4 to Be able to use the promotional mix in travel and tourism

Working towards task 3 , task support analyse Promotional mix: nature and role eg public relations, selling, advertising and sales promotion,direct marketing, internet and online promotion, integrated communications, communicationchannels, promotional mix decisions, budgetary considerations, monitoring and evaluatingpromotions

Workshops, seminars

Textbooks, handouts,

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12 August

LO 4 to Be able to use the promotional mix in travel and tourism To analyse Promotional mix:

nature and role eg public relations, selling, advertising and sales promotion,direct marketing, internet and online promotion, integrated communications, communicationchannels, promotional mix decisions, budgetary considerations, monitoring and evaluatingpromotions

Analyse of Case studies and addressing all the learning outcome

Assignment , e-learning, it, textbooks, hand-outs

19/08/13-06/09/13

Summer Holidays BREAK SUMMER HOLIDAYS

Opportunity to explore self experiences and learning through the process of being a tourist engaging in the tourist destinations’ activities.

SUMMER HOLIDAYS

SUMMER HOLIDAYS

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09/09/13

Explore individual experiences through the engagement of leisure time on holidays and analyse how marketing as a role in the decision maker of deciding the holidays, hotels and form of transport used

LO 4 Be able to use the promotional mix in travel and tourism

Engagement of self experience with task 1 and task 3 To analyse advertising and public relations: principles eg objectives, methods, reach, frequency, impact,creating copy, costs and budgeting, media planning,

Case study and addressing all the learning outcome

Text book, hand outs, PPT, activities

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Work towards task 4 public relations activities and tools,limitations, evaluation, role of agenciesSales promotion and personal selling: skills eg aims and objectives, reasons for growth ofsales promotion and merchandising, points of sale, methods of sales promotion used in traveland tourism, importance of travel and tourism brochures, personal selling functions

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16/09/13

Assignment submission

NOTE: Fine for late submission applied

Last DEADLINE to submit the assignment

NOTE: Students in this term will have to submit the assignments before the deadline or else be able to pay the submission fine.

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23/09/13

Assessment

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30/09/13

Feedback

1606/1/14

Assignment support To support students in the successful completion of task 1- 4

Classes will be in the form of workshops, group

Use of IT , text books, notebooks

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work and seminars

1713/1/14

Assignment support To support students in the successful completion of task 1- 4

Classes will be in the form of workshops, group work and seminars

Use of IT , text books, notebooks

1820/1/14

Assignment submission

1927/1/13

Assessment

2003/2/14

Assessment feedback

Recommended text books:

Dales, G. (2010) BTEC HND Travel and Tourism, edexcel

BTEC HND TTM Level 4 and 5

Kotler, P. (1994) Marketing Management – Analysis Planning and Control, 8th ed. Prentice Hall, Englewood Cliffs;

Middleton, V. (1994) Marketing in Travel and Tourism, Butterworth-Heinemann, Oxford.

Online resources:Wikipedia.comwww.Ba.comwww.booking.comwww.thomascook.comonline resources through teachers and tutors membership

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Wk Session Update Date Signature12

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13 Deadline final submission14 Assessment 15 Assessment feedback

Lecturer: ANA AFONSO GomesCampus: Wentworth houseContact details: Through class contact or college switchboard

Assessment:The module will be assessed meeting all the LO as specified by the awarding body, Ed Excel.Please read the instructions carefully while addressing the tasks specified. Contribution: of the moduleOutline Details: Details enclosed in the assignment brief.

Teaching and Learning ActivitiesThe module tutor(s) will aim to combine lectures with seminars, workshops , group presentations and tutorial activities. This environment will provide opportunities for the student to understand the course material through case study and text and to apply it in a practical way. The intent is to facilitate interactive class activities, and discussion about the significant role of research in a global and local business environment.2.3 Teaching EthosThe college’s approach towards teaching and learning is simple and effective. The main aim of UKCBC is to assist learners in maximising their potential by ensuring that they are taught clearly and effectively. This will enable students to engage in the learning environment and promote success in both their academic studies and subsequent career.2.3.1 Methods of Delivery:LECTURES:

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These will be developed around the key concepts as mentioned in the indicative course content and will use a range of live examples and cases from business practice to demonstrate the application of theoretical concepts. This method is primarily used to identify and explain key aspects of the subject so that learners can utilise their private study time more effectively.

SEMINARS:These are in addition to the lectures. The seminars are designed to give learners the opportunity to test their understanding of the material covered in the lectures and private study with the help of reference books. This methodology usually carries a set of questions identified in advance. Seminars are interactive sessions led by the learners. This method of study gives the learner an excellent opportunity to clarify any points of difficulty with the tutor and simultaneously develop their oral communication skills.CASE STUDIES:An important learning methodology is the extensive use of case studies. They enable learners to apply the concepts that they learn in their subjects. The learners have to study the case, analyse the facts presented and arrive at conclusions and recommendations. This assists in the assessment of the learner’s ability to apply to the real world the tools and techniques of analysis which they have learnt. The case study serves as a supplement to the theoretical knowledge imparted through the course work.

Plagiarism:Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below: Plagiarism is presenting someone’s work as your won. It includes copying information directly from the web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework form another student and submitting it as your own work.Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)

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Assessment:The module will be assessed meeting all the LO as specified by the awarding body, Ed Excel.Please read the instructions carefully while addressing the tasks specified. Contribution: 100% of the moduleOutline Details: Details enclosed in the assignment brief

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ASSESSEMENTUnit 5 Marketing in Travel and Tourism Learning Hours: 45 Hours. Self-learning hours: 90 hours.Course: HND TTM – Level 5 CREDIT VALUE: 15 CREDITSTerm: Two Lecturer: Ana Afonso Gomes Verifier:

Learners NameRegistration NumberLearners Declaration: I certify that the work submitted for this unit is my own:Signed:Hand out Date: Submission Date:

The Following Sections to be completed by the assessor:Center Name: UKCBCCenter Number:

Please note that the assessors signature below denotes conformation that he/she has in no way influenced the outcome of the assessment: Assessors Name:Assessors Signature:

Has the unit been Internally Verified? Y/NDate of verification:Internal verifiers signature:Internal verifiers assignment brief:

Due DatesIssue Date 14/06/13Due Task- 1 25/6/ 13Due Task- 2 09/07/13Due Task- 3 30/07/13Due Task – 4 10/09/13 Final Due date 17Sep 2013

Unit Outcomes Outcome Evidence for the Assessors Internal

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criteria to pass. decision verification decision. (agree, disagree)

TASK 1

Case Study

Some of you will, one day, create your own business in the Travel, Tourism and /or hospitality industry. Examples of these sectors are hotels, B&B, restaurants and travel agencies. But before you do so you need to acquire experience in the Marketing department in the Travel and tourism industry. Therefore, for the purpose of the task 1, you work as an Assistant Marketing Manager for a Tour Operator Thomson Holidays.

Thomson Management wishes to create a cultural package of 6 days to visit Denmark, Amesterdam, Lisbon and Porto. Your Manager asked you to write a report assessing the following:

Address the case study above and answer the following

P1. Understand the concepts and principles of marketing in the travel and tourism sector

P1.1 discuss the core concepts of marketing for the travel and tourism sector

P1.1(P,M,D)

P1.1(P,M,D)

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P1.2 assess the impact of the marketing environment on individual travel and tourism businesses and tourist destinations

P1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector

P1.4 analyse the principles of market segmentation and its uses in marketing planning

P1.2(P,M,D)

P1.2(P,M,D)

Summarized Feedback for Task 1(reflecting 1.1, 1.2, 1.3, 1.4, Pass merit and distinction.) IV comments towards Task 1

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TASK 2 You still work as an Assistant Marketing Manager for the same tour operator. You understood that there is the need to create a marketing plan and a marketing research where you need to specify the importance of understanding the influence of marketing on society.

Therefore you will have to create a report which addresses the following.

P2. Understand the role of marketing as a management tool in travel and tourism

P2.1-

Analyse the importance of strategic marketing planning for a selected travel and tourism business or tourist destination

P2.1(P,M,D)

P2.1(P,M,D)

P2.2-

Discuss the relevance of marketing research and marketinformation to managers in the travel and tourism sector

P2.2(P,M,D)

P2.2(P,M,D)

P2.3 –

Assess the influence of marketing on society

P2.3(P,M,D)

P2.3(P,M,D)

Summarized Feedback for Task 2(reflecting 2.1, 2.2, 2.3, 2.4, Pass merit and distinction.)IV comments towards Task 2

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TASK 3

Case scenario

The marketing mix is vital to get it right if an organisation wishes to meet out the marketing objectives. As a new marketing executive of London Gatwick Airport, describe its marketing mix. The airport would like to be more successful and this is why it has invited you to make recommendations.

Address the above case scenario for the purpose and answer the following:

TASK 3P3.

To understand the role of the marketing mix in the travel and tourism sector

P3.1 discuss issues in the product, price and place elementsof the marketing mix

P3.1(P,M,D)

P3.1(P,M,D)

P3.2- assess the importance of service sector mix elements tothe travel sector

P3.2(P,M,D)

P3.2(P,M,D)

P3.3 apply the concept of the total tourism product to an individual tourism business – London Gatwick airport

P3.3(P,M,D)

P3.3(P,M,D)

Summarized Feedback for Task 3(reflecting 3.1, 3.2, 3.3, 3.4, Pass merit and distinction.)IV comments towards Task 3

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TASK 4

Case Scenario

You work for Sheraton Hotel in Piccadilly in London. The boutique hotel has several

luxurious double rooms, and targets the cultural and upper middle class travellers and

business tourists. The Hotel will be launching its after summer promotional sales. As

the marketing trainee you have been asked to prepare some suggestions on

promotional mix and to present them to your boss and to your team. This task is your

first serious assignment and whether you will be offered a permanent position after

your training has been completed depends on your performance.

Address the above case scenario for the purpose and answer the following.

TASK 4P4. LO4 Be able to use the promotional mix in travel andtourism

P4.1

Assess the integrated nature and role of the promotional mix

P4.1(P,M,D)

P4.1(P,M,D)

P4.2

Plan and justify an integrated promotional campaign for the Sheraton hotel.

P4.2(P,M,D)

P4.2(P,M,D)

Summarized Feedback for Task 4(reflecting 4.1 and 4.2 Pass merit and distinction.)IV comments towards Task 4#

Grade given by the Assessor:Pass Merit Distinction Assessors Signature: Date:IV Grading Check: Comments if any:

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Agree Disagree Modify grade toIV signature:Date:Students feedback:

Student Signature: Date:

ASSIGNMENT

This is an internally assessed unit.

TASK 1 to TASK 5: You are required to follow the instructions as specified towards each task and support evidence through the research conducted, mentioned above, using supportive materials like books, websites, etc., and give a feedback on the findings by relating your arguments to the relevant case scenarios as specified towards each task:

TASK 1

Case Study

Some of you will, one day, create your own business in the Travel, Tourism and /or hospitality industry. Examples of these sectors are hotels, B&B, restaurants and travel agencies. But before you do so you need to acquire experience in the Marketing department in the Travel and tourism industry. Therefore, for the purpose of the task 1, you work as an Assistant Marketing Manager for a Tour Operator Thomson Holidays.

Thomson Management wishes to create a cultural package of 6 days to visit Denmark, Amesterdam, Lisbon and Porto. Your Manager asked you to write a report assessing the following:

Address the case study above and answer the following

P1.1 discuss the core concepts of marketing for the travel and tourism sector

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P1.2 assess the impact of the marketing environment on individual travel and tourism businesses and tourist destinations

P1.3 discuss the factors affecting consumer motivation and demand in the travel and tourism sector

P1.4 analyse the principles of market segmentation and its uses in marketing planning

TASK 2 You still work as an Assistant Marketing Manager for the same tour operator. You understood that there is the need to create a marketing plan and a marketing research where you need to specify the importance of understanding the influence of marketing on society.

Therefore you will have to create a report which addresses the following.

P2.1-

Analyse the importance of strategic marketing planning for a selected travel and tourism business or tourist destination

P2.2-

Discuss the relevance of marketing research and marketinformation to managers in the travel and tourism sector

P2.3 –

Assess the influence of marketing on society

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TASK 3

Case scenario

The marketing mix is vital to get it right if an organisation wishes to meet out the marketing objectives. As a new marketing executive of

London Gatwick Airport, describe its marketing mix. The airport would like to be more successful and this is why it has invited you to

make recommendations.

Address the above case scenario for the purpose and answer the following:

TASK 3P3.

To understand the role of the marketing mix in the travel and tourism sector

P3.1 discuss issues in the product, price and place elementsof the marketing mix

P3.2- assess the importance of service sector mix elements tothe travel sector

P3.3 apply the concept of the total tourism product to an individual tourism business – London Gatwick airport

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TASK 4

Case Scenario

You work for Sheraton Hotel in Piccadilly in London. The boutique hotel has several

luxurious double rooms, and targets the cultural and upper middle class travellers and

business tourists. The Hotel will be launching its after summer promotional sales. As

the marketing trainee you have been asked to prepare some suggestions on

promotional mix and to present them to your boss and to your team. This task is your

first serious assignment and whether you will be offered a permanent position after

your training has been completed depends on your performance.

Address the above case scenario for the purpose and answer the following.

TASK 4P4. LO4 Be able to use the promotional mix in travel andtourism

P4.1

Assess the integrated nature and role of the promotional mix

P4.2

Plan and justify an integrated promotional campaign for the Sheraton hotel.

Assignment Guidelines: Use a standard report structure, Word-process the report and use

Normal script of a proper font size 12. Produce an academic report, detailing the above issues with a word

limit of 4000 to 4500 words. Complete the title page and sign the statement of authenticity. The Assignment sheet should be attached in the front. Submit the document in a folder in the form of a file as well as a soft

copy on the submission date. It should be uploaded on E-Learning platform before the deadline and

submitted on the 17 September 2013 and sign the submission form of the college.

Assignments submitted after the deadline will not be accepted unless mitigating and may be entitled for a late fee.

Collusion and Plagiarism must be avoided.

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Start each answer on a new page and pages should be numbered.Highlight each question clearly.

Include a Bibliography at the end of the assignment and use the Harvard referencing system.

All work should be comprehensively referenced and all sources must be fully acknowledged, such as books and journals, websites (include the date of visit), etc.

Try to give the page numbers, publishers' details and the year of publication

In order to pass you need to address all the LO In order to get a merit you need to address the characteristics of M1,

M2,M3 In order to get a Distinction you need to address the characteristics of

D1, D2 and D3.Use a common format for the questions, for example: Introduction (analyze the question.) Underpinning Knowledge (write about the relevant theory/points) Applied knowledge(Data Analysis) Conclusions and Recommendations (summarizing the whole scenario

keeping in view pass, merit, distinction criteria.)

Student feedback form with the Assessment Grid indicating their pass, merit and distinction:Name: Registration Number:Unit: Marketing for travel and tourismOutcomes/criteria: Indicative

characteristicsPossible evidence

Feedback

P1.

P2.

P3.

P4.

As per the assessment criteria specified for pass

Do

Do

Do

Task 1

Task 2

Task 3

Task 4

Merit Description:M. Identify and apply strategies to find appropriate solutions.

. Relevant theories and techniques have been applied.

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. Effective judgments have been made.. Complex problems with more than one variable have been explored.. An effective approach to study and research has been used.

M2. Select/ design and apply appropriate methods/ techniques.

. A range of methods and techniques has been applied. . A range of sources of information used.. The selection of methods and techniques justified.. Complex information/data have been synthesized and processed..Appropriate learning methods/ techniques applied.

M3. Present and communicate appropriate findings.

. Appropriate structure and approach has been used.. Logical and coherent arguments have been presented. Technical language accurately used.. A range of methods of presentation has been used.. Familiar and unfamiliar contexts have been used.. It is appropriate for familiar and unfamiliar audiences.

Distinction Description:D1. Use critical reflection to evaluate own work and justify

. Synthesis has been used to generate and justify valid conclusions

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valid conclusion. . The validity of results has been judged. Self-criticism of approach has taken place.. Evaluation has taken place using defined criteria. Realistic improvements have been proposed against defined characteristics for success.

D2. Take responsibility for managing and organizing activities.

Autonomy/independence demonstratedSubstantial activities/projects or investigations have been planned, managed and organized.The unforeseen has been accommodated.The importance of interdependence has been recognized.

D3. Demonstrate convergent, lateral and creative thinking

Ideas generate and decisions taken Convergent and lateral thinking have been appliedCapacity for innovation and creative thought has been used. Receptiveness to new ideas has demonstrated.Unfamiliar contexts have been applied.

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