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Undergraduate Module Descriptors 2012/13

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LE6404: Destination Marketing

Module Title	Destination Marketing
Module Code	LE6404
Module Tutor	Chantal Laws
School	Leisure
CAT Points	15
Level of Study	6
Pre-requisites	None
Co-requisites	None
Restrictions	None
Brief Description	This module provides an opportunity to critically explore the phenomenon of destination branding, and to consider the range of marketing strategies employed by Destination Management Organisations (DMOs) and their partners in achieving a competitive place promotion strategy in the context of an increasingly homogenous global tourism market, where parity and substitutability are key factors. A dual approach to both the supplier and consumer side of destination marketing will be adopted to ensure that students have a full grasp of the management complexities of place promotion strategies at this scale.
Indicative Syllabus	This module provides an opportunity to critically explore the phenomenon of destination branding, and to consider the range of marketing strategies employed by Destination Management Organisations (DMOs) and their partners in achieving a competitive place promotion strategy in the context of an increasingly homogenous global tourism market, where parity and substitutability are key factors. A dual approach to both the supplier and consumer side of destination marketing will be adopted to ensure that students have a full grasp of the management complexities of place promotion strategies at this scale.
Learning Outcomes	A student passing this module should be able to: Identify the inter-relationships between destination marketing and broader societal concerns (such as investment, exports, culture, education and immigration) and understand how motivations for engaging in place promotion are influenced by wider trends and issues. Map the development of tourism destination marketing strategies as a tool for achieving competitive advantage within a global marketplace with a particular focus on the role of the DMO in overseeing such initiatives. Recognise the range of approaches that are available to DMOs in formulating appropriate strategies, and appraise the success of these through a particular case-study analysis. Understand the function of events across a range of sectors/scales and evaluate the contribution of event tourism in achieving place distinctiveness. Comment critically on the benefits/drawbacks of destination marketing from a range of stakeholder perspectives. Formulate an original destination marketing strategy showing creative
Learning and Teaching Activities	Scheduled Contact Hours: 36 Independent Learning Hours: 114
Assessment (For further details see the Module Guide)	001: 50% Coursework: Individual, presentation: 1000 words or equivalent. A poster presentation critiquing an existing destination marketing strategy 002: 50% Coursework: Individual, standard written: 2000 words. Design of a new place promotion campaign in response to a given scenario 003: 50% Coursework: Individual, standard written: 2000 words. Design of a new place promotion campaign in response to a given scenario 004: 50% Coursework: Individual, standard written: 2000 words. Design of a new place promotion campaign in response to a given scenario
Special Assessment Requirements
Indicative Resources	The Library Catalogue contains full details of the current reading list for this module. Further details may also be found in the Module Guide.

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