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Marketing of Tourism Destinations

Marketing of Tourism Destinations

Code: SMB3RB011C
Extent: 3 ECTS (80 h)
Timing: Semester 4.-5.
Language: English
Level: Professional studies
Type: Professional Specialisation Studies

Prerequisites
Principles of Marketing and Sales OJ SOC1RB001
e-Commerce in Hospitality and Tourism OJ SOC1RB005
International Marketing Communications OJ FES1RB003
Customer Relationship Marketing OSA FES3RB011A / OSA FES3RB012A / OSA FES3RB013A

The course is part of Destination and Resport Management OJ SMB3RB011

Learning Outcomes
The aim of the course is to examine the opportunities and challenges of destination marketing management at starategic and operational level.
After completing the course the student: 
•    has an understanding of the role of marketing within the corporate strategy and knows the elements included in the marketing strategy
•    understands the planning process of destination marketing
•    is familiar with different organizational forms of destination marketing function
•    Understands the tasks of destination marketing and is able to apply knowledge in practice
•    Understands the role of new electronic distribution channels, e.g. social media.
•    is able to develop new and critically evaluate existing marketing strategies

Course contents
•    Destination product
•    Planning process of destination marketing
•    Organizational structures of destination marketing
•    Destination brand management
•    Distribution channels and communication. Social media.

Teaching and learning methods
It is possible to complete the course based on classroom learning or part time learning:

a) Classroom learning:
Lectures 24 h
Self-studies 56 h
The assessment of one’s own learning 1 h

b) Part Time Learning:
Lectures 9 h
Self-studies 71 h
The assessment of one’s own learning 1 h

Lectures include also workshops and group work. Self-studies include reading books and articles related to the course topics and participating in group work.

Recognition of Prior Learning, RPL  (in Finnish AHOT)
The required skills and competences can be demonstrated by a skills examination.

Teacher/s with the main responsibility for the course
Teemu Moilanen

Course materials
Fyall, A. & Garrod, B. 2004. Tourism Marketing. A Collaborative Approach. Channel View Publications. Clevedon.
Pike, S. 2004. Destination Marketing Organizations. Elsevier.
Lecture material and other material distributed or indicated by the lecturer.

Assessment
Project work 60 %
Assignment 40 %

The assessment of one’s own learning does not influence the grade. The assignment is the same for all courses/modules and the answers will also be used for course/module development. The assignment is completed online in WinhaOpaali.

Assessment criteria

Grade 1
• The student is able to name the elements of a basic marketing planning process
• The student is able to name the elements of a destination marketing
• The student is able to understand principles of destination branding

Grade 3
• The student is able to critically evaluate an existing marketing plans
• The student is able to apply the models of marketing planning process in practice and produce a realizable marketing plan
• The student is able to plan sales activities using the model of sales process
• The student is able to understand  Organizational structures of destination marketing

Grade 5
• The student is able to creatively apply the model of destination markenting process in practice and produce a complete and realizable campaign plan 
• The student understands the role of new electronic distribution channels, e.g. social media.
• The  student is able, in a creative and  critically analytical way, to apply principles of destination branding to  an assigned case study.