module specification

‘Destination Marketing’ studies the application of marketing techniques to destinations management, marketing and planning - an increasingly vital tourism management skill that enables destinations to anticipate needs of all stakeholders (tourists, local residents, private and public sector companies, etc.) more successfully and compete for visitors in today's global marketplace. It studies the application of marketing principles and techniques learned from MC4004 to destinations marketing and planning.

The teaching uses many case studies throughout. These help to provide students with a realistic understanding of obstacles facing destinations in seeking to establish or improve destination image.

This module aims to:

1. Produce challenging content, focused on understanding, applicability and interplay between destination marketing theory and practice at national, regional and local level, matched with student’s prior knowledge and requirements of industry;
2. Implement range of appropriate learning technologies and supporting resources that simulate real, professional working environment and enable students to develop mix of appropriate transferable skills;
3. Introduce formative assessment backed up by timely and helpful feedback that allows monitoring of students’ progress and learning needs and enables students to reflect upon the process and quality of their learning.

It also aims do develop student’s academic skills, in particular: researching, data analysis, industry awareness and creativity and innovative thinking

The syllabus for this module is split into two thematic areas and include:

A – Destination marketing theory
1.Introduction to the module
2.Key themes in destination marketing
3. Destination image and the role of branding in its creation
4. Positioning strategy
5. Destination’s facilitation strategy
6. Market segmentation and targeting

B – Destination marketing practice
7. Market research and marketing plan
8. Role of events in destination marketing
9. Destination marketing in the times of crisis
10. Business tourism marketing
11. City marketing: targeting the cultural tourist
12. Film-induced and other forms of niche tourism in destinations ‘marketing
13. The future of destination marketing

Teaching is structured around lectures (1.5 hours), seminars and tutorial sessions (1.5 hours). Weekly lectures introduce students to essential concepts and theories of marketing and its applicability to destinations management. Preparatory materials in the form of compilation of assumed, previously gained knowledge, lecture slides, relevant case-studies, articles, book extracts, reports and reading materials support each lecture.

Seminars act as arenas of group discussion, aiming to solve particular problems related to weekly lecture’s topic. Students are encouraged to share examples of local, regional or (inter)national practices known from own experience. Practical skills are taught and professional context introduced during assessment tutorials where understanding and application of destination marketing methods and techniques further equips students with abilities to work in marketing environment. Teaching promotes critical and logical thinking and deduction through the use of brainstorming and focus group techniques to simulate real, professional working environment and allow students to develop mix of appropriate transferable skills.

To ensure effective and efficient teaching and learning, availability of traditional (i.e. teaching rooms), technological (i.e. computers with internet access and video-conferencing facilities), e-learning (i.e. Weblearn, reflective log) and library resources is required.

Module learning outcomes has been designed to cover three main areas: knowledge, understanding and subject-specific competencies; work and life experience capabilities and generic skills. Therefore, on successful completion of the module, students will be able to:

1. Identify stakeholders and analyse their role and responsibilities in destination marketing planning;
2. Assess marketing needs of destinations, evaluate and apply successful marketing strategies and initiatives effectively attracting tourists and encouraging spending;
3. Research and interpret market trends relevant to destination’s promotion and research, match and (re)design tourism products appropriate to particular destination;
4. React to market information and apply a contemporary, industry-relevant knowledge in the formulation of destination marketing strategies;
5. Work effectively, both individually and in team, researching, analysing and synthesizing information and presenting recommendations in response to specific briefs in time-constrained situations;

Intended assessment follows guidelines for summative formative assessment (Nicol 2006) aiming to aid learning and measure achieved learning in parallel. Both, cognitive and affective outcomes are assessed in successive assignments.

Assessment incorporates vocational contents through introduction of job-related project (role play) that require industry-associated research integrated with academic knowledge.  Students in groups act as destination management consultants hired by the local/regional destination tourist board or DMO responsible for marketing and promotion of tourism products in the destination. In consecutive tasks (performed in groups of 3-4) students’ role is to:

1. 1. Research chosen destination focusing on three given areas: current tourism situation, environment and existing tourism products, market trends and benchmarking options (50%) – 2500 words group portfolio in three parts;
   A. poster
   B. environmental scan
   C. benchmarking video
    
2. Design tourism product(s) that match destination’s resources and tackle current issues and problems of the destination and create marketing strategy that, through the process of segmentation, targeting, positioning and promotion, will introduce new product to the tourism market (50%) – 3000 words strategic report.

Working as a group facilitates peer learning and encourages students to develop analytical and cognitive skills within team dynamics (i.e. conflict management, flexibility, negotiation and compromise, organisation and time management), which is a crucial graduate attribute.

Key text:
Morrison, A.M. (2013) Marketing and Managing Tourism Destinations, Routledge, Oxon.

Essential reading:
Destination Marketing and Promotion Economic Impact Methodology Study: Final Report
(2010) ECOTEC. London. Available at:
http://www.lda.gov.uk/Documents/Destination_marketing_and_promotion_economic_i
mpact_methodology_study_report_4719.pdf
Fyall, A. and Garrod, B. (2005) Tourism Marketing, A Collaborative Approach. Clevedon: Channel View Publications.
Kolb, B.M. (2006) Tourism marketing for cities and towns: using branding and events to attract tourists. Oxford: Elsevier.
Kozak, M., Baloglu, S. (2011) Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge. Routledge. London.
Middleton, V. T. C., Fyall, A. and Morgan, M. (2009) Marketing in travel and tourism, 4th ed. Butterworth-Heinemann. Oxford.
Morgan, N. and Pritchard, A. (2010) Destination branding: creating the unique destination proposition. Oxford: Butterworth-Heinemann.
Pike, S. (2008) Destination marketing: an integrated marketing communication approach. Elsevier/Butterworth-Heinemann. London.
World Tourism Organization (2002) Marketing tourism destinations on-line: strategies for the information age. Madrid: World Tourism Organization.

Journals:
• Annals of Tourism Research
• International Journal of Contemporary Hospitality Management
• Journal of Marketing Practice: Applied Marketing Science
• Journal of Travel and Tourism Marketing
• Journal of Vacation Marketing
• Place Branding
• Tourism Management

Reports:
• TTI (Travel & Tourism Intelligence) Reports
• MINTEL Marketing Intelligence (online at the LRC)
• Keynote Market Reports (online at the LRC)