Work Experience Report: Evaluating Marketing Experience at Thomas Cook

This report details a student's work experience, specifically focusing on a marketing manager role at Thomas Cook. It begins with an introduction to work-based learning and its importance, followed by an evaluation of suitable organizations and the negotiation process with supervisors. The report then outlines the business constraints, tasks, and responsibilities involved, including brand development and public relations. A comprehensive marketing plan is presented, encompassing target customers, USP, pricing, and distribution strategies. The benefits of the proposed activities to both the business and the learner are analyzed. The report further explores the requirements of the placement, including marketing codes of practice and systematic record-keeping. The student reflects on their progress, evaluates their performance, and provides recommendations for enhancement, concluding with a discussion on the overall learning experience and its impact on professional development. This assignment provides a practical approach to understanding the various aspects of a work experience and its benefits.

Work based experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1.1 Research and evaluate suitable organisations that could provide industry experience.......4
P 1.2 Negotiate with work and academic supervisors a proposal for the work experience........4
P 1.3 Recognise the business constraints of the work experience .............................................5
TASK 2............................................................................................................................................5
P 2.1 Agree and prioritise the tasks and responsibilities involved in the work experience........5
P 2.2 Produce a plan for the work experience.............................................................................6
P 2.3 Analyse the benefits of the proposed activities to the business and the learner................6
TASK 3............................................................................................................................................7
P 3.1 Understand the specified requirements of placement conforming to all related codes of
practice........................................................................................................................................7
P 3.2 Produces systematic records work undertaken..................................................................8
P 3.3 Revise the initial plan if required or reflect the further changes to be made after
observation. ................................................................................................................................9
P 3.4 Make suggestions for improvement and review these with the supervisor.......................9
TASK 4..........................................................................................................................................10
P 4.1 Reflect and monitor and record the progress against original proposal..........................10
P 4.2 Evaluate the quality of own performance .......................................................................10
P 4.3 Analyse the learning which has taken place during the work experience using suitable
reflections..................................................................................................................................11
P 4.4 Make recommendations on how the experience could have been enhanced ..................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Work based learning has rapidly becoming a necessity and an interest area of interest for
students who wants an professional experience while studying. It supports the personal and
professional development of students who are studying or who are already working and want to
improve a bit more. Practical exposure is very essential for a student as things are way different
from theoretical point and in practicality it is very different(Pohl2010). In the workplace
knowledge is created as the person learn new things each and every day. Higher education is

contributing knowledge to the economy, then the work based experience is also coordinating and
supporting the economy . The need for today's world is to develop the skills that are required for
competing in business world . The present report is based on these prerequisites for work and the
need of innovation and technological changes that has helped in supporting business to innovate.
TASK 1
P1.1 Research and evaluate suitable organisations that could provide industry experience
Industry experience is very essential for the development of students. As it develops the
overall personality of student and gives a solid base for the knowledge that the students possess.
As it supports the knowledge of the students. The sector in which I want to work is Travel and
Tourism as I love this sectors and want to pursue my career in this sector only so what better
organisation then Thomas Cook I can get into. Thomas Cook Retail Limited is a travel agency in
UK and Republic of Ireland . I want to work in UK. They have over 19000 employees. An I
wanted to be the part of Thomas Cook(Bakker2011). They provide holiday packages , holiday
savings accounts, etc. I want to work there as their marketing manager and wanted to gain
experience with the support of my knowledge that I have gained in my college. By gaining
industry experience I can apply that experience in my studies and can relate more to it. It is very
important for my growth both personally and professionally. They will give me the kind of
exposure that I always wanted.
P 1.2 Negotiate with work and academic supervisors a proposal for the work experience
As I want to gain experience in Thomas Cook I need to contact them and for that I have
to find the ways in which I can contact them. I have work out some information about he HR of
Thomas Cook and I will take time from them and go for the interview. Before that I have
identified their core businesses and read all the information available about them, regarding their
activities, their competitors and all the news related to them. I have found the role of marketing
manager suitable for me and I will be applying for that only(Kolb2014). With that experience I
am expecting that I will achieve proficiency in new tasks and procedures. With this I can
manage my time as well and many more skills will be developed like problem solving skills, I
will be able to work in teams and coordinate well with them, my thinking process will broaden
up. The kinds of tasks that I have to do there includes daily completion of tasks, developing new

procedures, and project works. The work environment of the organisation is very friendly and
supportive.

Proposal for Voluntary Placement at Thomas Cook
Proposed Start Date: 6th June Proposed
Finish date: 6 august
Days per week: 5 Availability:
yes
Hours per week 35 Total number of
hours: 140
Aim: marketing manager
Areas of Interest: marketing
Learning objectives: develop new procedures and work experience
P 1.3 Recognise the business constraints of the work experience
Business constraints can be the possible limitations of both the employer and the
employee as well. These constraints may be related to:
 Need to be fully trained: the intern must be having some sort of
experience or certifications.
 Adherence to quality systems: The quality system of the company
needs to be followed properly and the quality of reports must be
maintained.
 Health and Safety considerations: the company policies regarding
these must be adhered to.
 Supervision Time: For supervision, mentors must be provided for
every new employee so that they can learn fast and get help when
needed.
 Workload: The workload will become a constraint for the
organisation as if its not managed properly it will make the employee
loaded and he will be in stress and it may hinder their performance.
As not everyone can perform under stress.
 Customer Satisfaction: By their offers and packages (FerreiraSharpand
Robinson2011), and with their services customers should be satisfied
always.

 Limited staffing : Another constraint can be limited staffing they
may not be having adequate staffs.
TASK 2
P 2.1 Agree and prioritise the tasks and responsibilities involved in the work experience
I want to work as a marketing manager and for that I have to do all the activities which
will help the enterprise in marketing their business at a new level(Muirand Laxton, 2012). The
tasks that I will be performing there will include and will be divided on the basis of hours, daily
basis, weekly routines are set and monthly targets are set. Work break down structure is prepared
and it will help me in setting targets and completing my tasks timely(Kimand Phalak2012).
Prioritising the tasks can be done once the task has been allotted to you, then tasks can be
prioritise according to their deadlines(ShimokawaJürgensand Fujimoto2012). Scheduling of
tasks can be done as what to do first and how we have to do this etc. the duties and
responsibilities that I as a marketing manager will be having are:
 Brand Development: The foremost duty is to develop the brand of Thomas Cook, it
includes logos , slogans, advertisements, etc.
 Public Relations: I will be representing the entity in front of media(Ife 2012)., charities
and maintaining the companies relations with stakeholders and others in the market.
P 2.2 Produce a plan for the work experience
Once I have been set for the job , the work plan will be setted for me and it will include
practises to set out learning objectives, training and goals, and a full fledged training plan will be
made and it will be guided and continuously evaluated. Skills audit will be held to assess my
strengths and weaknesses(Hanington and Martin2012), it contains the detailing of my skills
relevant to the role that was mentioned in job description. The plan for the marketing manager is
as follows:
 Executive Summary: it will helpful in providing the overview of the plan to me and to
others as well.
 Target customers: in next step I have to select what customers I am going to target . It
will include their demographic profile(Moroneyand Carey2011), psychographic profile,
and their needs and requirements so that I can fulfil that.

 USP: I have to have my unique selling proposition so that it will provide me a critical
edge and will distinguish me from others.
 Pricing and positioning strategy: these must be aligned. Whole focus will be on how to
compete in price wars and what will be the position of the product.
 Distribution plan: how you will offer your service to the customers will be included in
this plan.
P 2.3 Analyse the benefits of the proposed activities to the business and the learner
In the world of competition, the growth of economy is very essential and for that it
requires people in the workplace with higher skills and knowledge. For this many institutions
have collaborated with the organisation for the placements of students, as it will benefit both the
student the learner and the organisation(RowMackawayand Wincheste2012). The benefit which
Thomas Cook will ave is as follows:
 a pool of skilled and self motivated potential future employees.
 It improves the retention of employees
 gets help of students in developing new projects.
 New ideas and energy
 more staff helps in lowering the workload of existing staff
 training and development costs can be saved.
 Development opportunity for current workforce.
Benefits to me as a learner:
 can apply theoretical knowledge into real world.
 Technical skills are refined
 develop the habit of working in teams, solving critical problems
 professional contacts are established.
 Time management skills are developed
 motivation is increased
 Expectations from the workplace are assessed and evaluated.

 new experience.: Apart from college I don't have any experience this job will load me
with the experiences that will enhance my learning skills and knowledge(Tsianakas and
et.al 2012).
TASK 3
P 3.1 Understand the specified requirements of placement conforming to all related codes of
practice
A code of practice are the norms that how the people should behave in certain profession.
Marketing codes of practice are set standards of conduct that the marketers need to abide by.
These consists of minimising the risk of breaking laws and to promote culture at its best. They
should deal with honesty and fairness(CottrillPand et.al., 2013). Complying with marketing
codes of practice promotes good culture between customers and businesses. The duties that I
have to perform includes:
 analysing and monitoring the trends of markets.
 Getting detailed knowledge about the competitors products and services, and knowing
their business in depth.
 To increase profitability by exploring new ways and methods for improving products
and services.
 Doing the segmenting, positioning, and targeting of the products and services.
Requirements for being a marketing manager includes:
 having knowledge of wide range of marketing techniques and concept.
 Should possess excellent communication skills
 can work under pressure and can handle stress
 out of the box thinker
 market research must be conducted
 should manage the marketing mix (product, price, place, promotion)
 I will be managing budgets(Grossmannd Chester2013), making estimates, developing
guidelines,
 making decisions that are customer centric.

P 3.2 Produces systematic records work undertaken
The work records that I have undertaken while working in Thomas Cook consists of the
tasks that helps them in achieving their vision and mission statements, and is the dream of every
company to fulfil them(Bearn and Chadwick 2010). And for achieving bigger goals daily tasks
should be completed first. They should be maintained and monitored regularly. Steps that could
be taken for completing the work effectively are:
 scheduling of work: these should be made in order to get the weekly assigned targeted
completed(Csikszentmihalyi2014). This also help the organisation that how much work
has been completed and what is needed further.
 Log books: these includes the documentations part of the employees comprising of their
roles, responsibilities and duties and the designation offered to them. It helps the
company in identifying the potential of the employees. And to know their calibre also.
 Weekly reviews: now that the daily targets has been monitored, weekly reviews must be
done(Cookand et.al, 2011). On completion of targets employees must be rewarded so that
they became motivated and their potential will increase and help company in achieving
targets.
Date Time Details of work
01/05/17 10 am – 10.30am
10.30 to 11 am
Check mails
update files
11am -12 noon Start the project
1pm – 2 pm Lunch
2pm – 6pm Competition of projects and
tasks
P 3.3 Revise the initial plan if required or reflect the further changes to be made after
observation.
For revising the plan as the previous plan needed some modification .
The revise plan for Thomas Cook will have certain alterations. As the cited
organisation is a travel agency it will be requiring lots of effective

marketing techniques and they can increase their working hours and can
take extra work from interns like me. The area of responsibilities can be
increased. The other reason because of which the shift time has been
changing is because the permanent employees are over burdened and they
are on leaves.. now I have to contact to customer directly and ask for their
requirements and make presentations accordingly(Bakkerand Leiter2010). The
modification in the plan or service offered is done as per the requirements
of the customers. It increases the customers supervising skills and handling
of customers is done efficiently by intern. For the morale boost of the intern
certain incentives plans must be initiated sop that the workers remain
motivated and keep working more and more in order to earn more
incentives.
P 3.4 Make suggestions for improvement and review these with the supervisor
Thomas Cook has already provided a competitive edge against its competitors and they
have given every benefits to their customers. But still there are areas which require
improvements and on which better policies and offers can be implemented. Suggestions that are
needed for impoverishments and for the betterment of the company are that they should make te
marketing manager an expert or acquaintance with the two three languages other than their
official language as it will help those intern who are in direct dealing with the customers to get
an advantage by talking in their native language(Chinomonaand Surujla2012). With this the
customers will be more attached to you and they will take more interest . When the person talks
to you in your language you feel connected and then take more interest in buying the services
and products offered. Secondly it should be more on social media as in today's scenarios almost
everyone uses social media sites to get updated and to find anything they use social m,media, so
they should handle their SEO's (search engine operations)well so whenever any person search for
travel agency , their name should be on top of the list. Other thing they can do is to make posters
and advertise them at the time of offering discounts , marketing stunts must be performed so that
the targeted customer will approach . Public relations must be maintained and developed more
and more so as to get laggards and new customers as well.

TASK 4
P 4.1 Reflect and monitor and record the progress against original proposal
Monitoring is the activity which is very essential for keeping the track of the tasks done
in an organisation and the activities are tracked and it helps in seeing that whether the plan is
going in the right direction or not. And it has become the most important parts of all the business
practices and operations. Monitoring of my work will help me in finding the areas of
improvement and finding the scope to do that(CorradiGherardi and Verzelloni,2010). It will help
me in doing my work on a given time . I have gained information about various tools and
techniques which I can use to manage my time in the best possible manner. On the other side of
this, I have realized that I need to work more upon my communication skills in order to become
more effective and productive. I can attend various seminars and workshops with an objective to
enhance my oral and writing skill.
P 4.2 Evaluate the quality of own performance
I had previously worked as an intern in a travel agency , where I was able to manage the
marketing activities in the best possible manner and ensure the smooth flow of business
operations. After the critical evaluation of the quality of my work I get to know that I can now
manage a team and can work in a team with full efficiency(Greavesand et.a2012), and has
learned time management and how to complete my work within the time period given or before
the deadline. For evaluating my own work I took the 360 degree feedback, in this I have got
reviews and feedbacks from al over the organisation. Staffs colleagues bosses etc. the difficulty
that I faced and came to know about it in the evaluation is that I cannot work under pressure. I
get stressed and my daily performance also goes down(MackintoshWhiteand Seaton2011). I
have a strong communication skills that helps me in getting more clients and give more business
to the company.
P 4.3 Analyse the learning which has taken place during the work experience using suitable
reflections
During the coursework of the internship I have learned various things like how to bring
your academic knowledge into the real world, how to deal with clients, how to mange the work .
How to manage overload, how to crack deals. I learned how to analyse the reports, the study of
marketing scope and market study(JuppAli, and Barahona 2010). Gaining the knowledge of