UK COLLEGE BUSINESS AND COMPUTING

Module Booklet
Course: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: Time: Mondays or Fridays 9h30-13H30 or 14H30 17H30

Room: 1101 Term: Term Two

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

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 todays 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, 3

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 tourism Strategic 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, Ansoffs 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

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 agencies Sales 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

Programme Specification Accrediting Body: EDEXCEL Course: BTEC HND IN TRAVEL AND TOURISM MANAGEMENT Unit: Personal and Professional Development LECTURER: Ana Afonso Gomes Wk Lecture Schedule Outcome of session

Activity/seminar and formative assessment Tasks and activities will be given to students.

Resources

1 3/6/13

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.
Explore and dicuss the Core concepts in Marketing: 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 Analyse different Consumer markets in the travel and tourism sectors: to explorevarious factors eg tourist motivations and determinants, models of consumer

Unit handbook. Assignment criteria sheet Hand outs of the activites Power point Hand outs Text materials Advertisements from travel newspapers and magazines Use of travel prospectuses Travel prospectuses and advertisement materials; whiteboard, IT- internet , google;

2 10/06/13

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

Lecture , seminars and groups work and discussion

analyse case studies

3 17/6/13

LO 1 Introduction to Consumer markets

Students to analyse prospectuses from travel agencies Group work

behaviour, consumer decision process, types of buyer behaviour, value-chain, customer value and satisfaction

Group presentations

ba.com; visitengland; autratravel.com , etc

4 24/6/13

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, segmentation bases, 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

5 01/7/13

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 Strategic planning: role eg strategic plans, Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, the concept of the product life cycle (PLC)/tourist

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 research Hand out Travel prospectuses PPT Hand outs

LO 2 To understand the Strategic planning

6 08/7/13

area life cycle (TALC), Boston Matrix, strategic and tactical objectives, Ansoffs matrix, competitive advantage

7 15/7/13

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, regulations and public policy, the impact of marketing on society, consumerism, environmentalism, legal considerations, sustainability task 2 support

PPT Hand outs ICT Tate Modern literature review as a platform for study to the modules assignment

Deadline submission draft task 2 8 Introduction to LO 3 Understand the role of the 22 July 2013
marketing mix in the travel and tourism sector To explore the Marketing mix: product; price; place Product:

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

Lecturers, workshops and activities

White board, PPT , handouts

9 29Jul 13

LO 3 Understand the role of the marketing mix in the

travel and tourism sector Case studies on Marketing mix: product; price; place Product: Cont to Lo 3 Marketing Mix Working towards task 3 Introduction to LO 4 to Be able to use the promotional mix in travel and tourism

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 Explore case studies and analyse PLC and price startegies

seminars

handouts

10 05 August

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, communication channels, promotional mix decisions, budgetary considerations, monitoring and evaluating promotions

Workshops, seminars

Textbooks, handouts,

11 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, communication channels, promotional mix decisions, budgetary

Analyse of Case studies and addressing all the learning outcome

Assignment , elearning, it, textbooks, hand-outs

considerations, monitoring and evaluating promotions

19/08/1306/09/13

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. 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, public relations activities and tools, limitations, evaluation, role of agencies Sales 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

SUMMER HOLIDAYS

SUMMER HOLIDAYS

12 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 Work towards task 4

Case study and addressing all the learning outcome

Text book, hand outs, PPT, activities

10

13 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.

14 23/09/13 15 30/09/13 16 06/1/14

Assessment

Feedback

Assignment support

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

17 13/1/14

Assignment support

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

Use of IT , text books, notebooks

Use of IT , text books, notebooks

18 20/1/14 19 27/1/13 20 03/2/14

Assignment submission Assessment Assessment feedback

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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.com www.Ba.com www.booking.com www.thomascook.com online resources through teachers and tutors membership

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Wk 1 2 3 4 5 6 7 8 9 10 11

Session Update

Date

Signature

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12 13 14 15 Deadline final submission Assessment Assessment feedback

Lecturer: ANA AFONSO Gomes Campus: Wentworth house Contact 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 module Outline Details: Details enclosed in the assignment brief. Teaching and Learning Activities The 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 Ethos The colleges 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 learners 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 someones 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 students 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 module Outline Details: Details enclosed in the assignment brief

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ASSESSEMENT Unit 5 Marketing in Travel and Tourism Learning Hours: 45 Hours. Self-learning hours: 90 hours. Course: HND TTM Level 5 CREDIT VALUE: 15 CREDITS Term: Two Lecturer: Ana Afonso Gomes Verifier: Learners Name Registration Number Learners 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: UKCBC Center 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? Date of verification: Internal verifiers signature: Internal verifiers assignment brief: Y/N

Due Dates Issue Date Due Task- 1 Due Task- 2 Due Task- 3 Due Task 4

14/06/13 25/6/ 13 09/07/13 30/07/13 10/09/13

Final Due date

17Sep 2013

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Unit Outcomes Outcome

Evidence for the criteria to pass.

Assessors decision

Internal 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 P1.1 concepts of marketing for the (P,M,D) travel and tourism sector

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

P1.2 (P,M,D)

P1.2 (P,M,D)

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

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

P2.1Analyse 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)

P2.2Discuss the relevance of marketing research and market information 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 3 P3.
To understand the role of the marketing mix in the travel and tourism sector

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

P3.1 (P,M,D)

P3.1 (P,M,D)

P3.2assess the importance of service sector mix elements to the 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 4 P4.
LO4 Be able to use the promotional mix in travel and tourism

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 Assessors Signature: IV Grading Check:

Distinction Date: Comments if any: 22

Agree Disagree IV signature: Date: Students feedback: Student Signature:

Modify grade to

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.

P2.1Analyse the importance of strategic marketing planning for a selected travel and tourism business or tourist destination

P2.2Discuss the relevance of marketing research and market information to managers in the travel and tourism sector

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P2.3 Assess the influence of marketing on society

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 3 P3.
To understand the role of the marketing mix in the travel and tourism sector

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

P3.2assess the importance of service sector mix elements to the 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 4 P4.
LO4 Be able to use the promotional mix in travel and tourism

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.

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 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. 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 tourism Outcomes/criteria: Indicative characteristics Possible Feedback evidence P1. As per the assessment Task 1 criteria specified for pass

P2.

Do

Task 2

Do P3.

Task 3

P4.

Do

Task 4 27

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

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

M3. Present and communicate appropriate findings.

. Relevant theories and techniques have been applied. . 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. . 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. . 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.

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. It is appropriate for familiar and unfamiliar audiences. Distinction Description: D1. Use critical reflection to evaluate own work and justify valid conclusion. . Synthesis has been used to generate and justify valid conclusions . 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 Autonomy/independence managing and organizing demonstrated activities. Substantial activities/projects or investigations have been planned, managed and organized. The unforeseen has been accommodated. The importance of interdependence has been recognized. D3. Demonstrate Ideas generate and convergent, lateral and decisions taken creative thinking Convergent and lateral thinking have been applied Capacity for innovation and creative thought has been used. Receptiveness to new ideas has demonstrated. Unfamiliar contexts have been applied. 29

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