1. You will take on the role of a Data Scientist for a travel company. Your task is to identify a specific segment of customers who could be targeted with a marking strategy. You will use the ‘synthetic’ population produced through microsimulation during practical sessions 1 and 2 to identify the target customers. The type of holiday destination and choice of customer sub-group(s) to target is up to you. Note that your job is to identify the sub-population(s) to be targeted, explain your methods and clearly present your results. There is no need to discuss how you would reach the customers you identify. You are expected to incorporate at least some appropriate academic literature into your report.
An indicative structure for your report is below.
1. Introduction: Identify and justify the scope of your study -- the destinations, holiday type and customer groups of focus and why they are of interest.
2. Data and methods: Describe the data on which your study is based, the variables you have selected and any derived variables you have created. Be sure to justify these decisions with reference to your study’s scope.
3. Results and analysis: A combination of charts, maps and tables – judiciously designed to address the area of focus outlined in the introduction.
4. Conclusions: Synthesise over the findings to identify the customers to which a marketing campaign could be targeted. Be sure to do so with reference to the evidence presented in your data analysis.
The report has a word limit of 2,000 words and you are expected to incorporate four figures – this constitutes a 3,000 word- equivalent submission. Figures can be graphs, maps, diagrams or other suitable illustrations. These figures must be clear and discussed in the text. See section 4 for more information about word limit.
2. This assignment contributes 75 % to the final mark of this module
3. Individual work and academic integrity
This is an individual assignment. Whilst it is natural to consult with your course mates, or to help each other with unfamiliar software or tasks, it is not permitted to share research, ideas, data or text that form any part of this report/essay.
Students must also be careful to avoid plagiarism. Plagiarism means presenting the ideas of others as if they are your own. Examples of plagiarism include failing to cite the sources of ideas and information that are not your own, and copying sections of text from sources that you have read. Collusion and plagiarism are both serious types of academic malpractice. If we suspect that these or other breaches of academic integrity have occurred then they will be investigated according to university protocols.
3. Submission of assignment
The deadline for submission of this assignment is 2 pm on Thursday 10th July 2021.
4. Word limit
The word limit for this assignment is 2,000.
This limit includes EVERYTHING apart from i) the overall title of the piece of work; ii) where appropriate, an opening contents page; iii) the reference list or bibliography, iv) tables and figures (although captions for figures and tables are part of the word count), and v) any appendices. Tables should not contain lengthy passages of text in an attempt to circumvent word the limit; such cases will be investigated for academic malpractice. Please note that there is no leeway for word length. Marks will be deducted for work which is over the limit as set out in the module handbook.
Tables are useful in quantitative domains for providing: lists and definitions of variables; concise evidence summaries; statements of methodological / data processing steps; empirical outputs of models, etc. The content of tables used in this manner can be excluded from the count of words for this specific assignment. However, tables should not be used for descriptive or interpretive text or contain developed prose. If tables are used in this manner, then the words must be included in the count for the overall work. If in any doubt please consult the relevant member of staff.
5. Marking criteria
The assignment will be marked using the generic School of Geography marking criteria.
Feedback on your coursework will be returned to you 15 working days after the submission date. In cases where this is not possible we will inform you.
7. Further details
Please refer to the module handbook for full details, including referencing, submission, late penalties, and word count policy.