This summative City Marketing Assessment is in two parts but handed in as one document
Part 1 and Part 2 should each be 2,500 words in length. This excludes in-text references, the reference list and graphics.
The reports should be written for an audience of officers and elected members of the Bordeaux Metropole. It should be written in an appropriate style and use a range of graphics to exemplify the main points that you make.
Marking criteria for both Part 1 and Part 2 are:
Research
Subject Knowledge
Critical Analysis
Presentation and Communication
Academic Integrity
Part 1 is the analysis of Bordeaux’s City Marketing to date :
Part 1 : Bordeaux Analysis
Scenario: It has now been some 25 years since Bordeaux started to transform itself from a dreary, soot covered former river port into a modern mixed economy city whose identity is firmly based in its wine, historic architecture, reformed public spaces and vibrant cultural programmes. Added to this its enhanced infrastructure (TGV, trams and airport) has made it accessible to the national and international stage.
The Bordeaux Metropole have asked you, as a city marketing consultant, to analyse the past 25 years’ activities, their outcomes and their impacts on the quality of life of the Bordelaise.
In doing this you are to:
Review the city marketing concept and identify its sought after outcomes and its relationship to city branding and place promotion.
Analyse what drove Bordeaux to follow the city marketing path and how it would know if it has been successful or not.
Review the main city marketing plans and project implemented to date and assess how they have contributed to Bordeaux’s appeal to inward investment and tourism markets.
Identify good and bad practice and outcomes from the past 25 years of activity.
Identify good and bad practice from other cities that have taken similar city marketing paths to Bordeaux and compare Bordeaux’s performance to these.
Articulate any general change in direction / emphasis that you think may now be required based on your analysis.
In undertaking this analysis you are to draw from a broad range of data and information from The Metropole itself, newspaper and web articles, Trip Advisor, academic books and journal articles and from community groups and other stakeholders. There are some good YOUTUBE videos on Bordeaux’s transformation.
!!! However work without consistent use of academic references throughout your report from books and journals will fail to get any more than a bare minimum pass, if at all. !!!
(You are expected to do this as desk research and bring in material gained from the field trip and the field trip speakers (these should be referenced). However, you are not expected to contact anyone personally, by virtual meeting, phone, email or any other means.)
Part 2: Strategy for the future of Bordeaux’s City Marketing
Your strategy for the future of Bordeaux’s City Marketing must be based on your analysis presented in Part 1. It should set out and justify the following:
Section A (recommended 500 words plus graphics)
A Vision Statement
A set of Objectives
Market positioning in relation to competitor cities in France and Europe
A proposed Brand or public identity for the city (if you deem it appropriate)
Section B (recommended 1000 words plus graphics)
Key proposed development themes and associated market segments
Proposed Development Projects associated with the key themes
Physical and infrastructural changes
Product Development
Tourism Product Communications Plan:
2x examples of proposed new tourism products and/or packages
Media – how would you communicate these to your target markets
Section C (recommended 1000 words)
Implementation plan outlining what Bordeaux’s needs to do politically, administratively and practically to realise your City Marketing Strategy including an appropriate City Marketing Organisational structure, responsibilities, methods of public participation and any proposed regulatory needs.
Referencing
We expect a substantial list of academic references (more than 20 journal articles and books) plus high quality industry and public sector reports. Any web based information must be from high quality, reliable websites such as eurocities. References from blogs, trip advisor (or equivalent) or general tourism marketing webpages will not be valued and will not help improve your mark. Over-reliance on such webpages will lose you marks.

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