Marketing and communication plan for Bournemouth
Essay from the year 2007 in the subject Tourism, grade: 2, Bournemouth University, 35 entries in the bibliography, language: English, abstract: The marketing plan serves Bournemouth to promote its conferences more effectively by maintaining and gaining new business in order to contribute economically to the town and the wider community. Bournemouth works together with local marketing agencies to develop and implement new programmes that support the primary goal of attracting young delegates in cooperation with Bournemouth University. The early participation in conferences prepares students for their future working life. Marketing comprises predominantly the establishment of a brand image through advertising to create and strengthen awareness amongst the target group. This happens in the form of articles in magazines, presence on youth and job fairs as well as spots on the radio. A budget of £ 83.330 will be needed to address the aim. The personnel of Bournemouth and especially the venues embody the conference culture with the necessary passion and drive for a successful provision of service.
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01 February 2.1 Current market 2.2 Environmental Analysis 2.4 Marketing Strategy 2.5 Strategy 2CRFM 4.1 The conference advertising Age group Ansoff Matrix Appendix 11 Appendix 9 attend conferences attractive augmented product BIC 657 response BICB Borough Council Appendix Bournemouth Borough Council Bournemouth Cardiff Brighton Bournemouth International Bournemouth is going Bournemouth University Bournemouth’s conference brand awareness completely new target Conference & Incentive Conference centre conference product conferences already attended core product Daily Echo magazine destination published develop different nationalities Furthermore Go more internationally group Size Price Harrogate Incentive Travel Magazine increase Internet justification of chosen Ladkin & Spiller line marketing logo Magazine Target group market share marketing plan Number of conferences objectives Tactic Short Old delegates 60 perceptions Perceptual map questionnaire Radio research section 3.1 seaside flair Appendix Source SWOT target market tick one box Torquay tourism unusual venue videoconferencing World of learning Young delegates 20