Modulhandbuch BA TO ALT Studinanfänger bis WS 2010/2011

Modulhandbuch Tourismus-Management Seite 58
Name der
Lehrveranstaltung
Lehrender
Fachverantwortlicher
Modul-Nr., Modultitel 7.1.2
Veranstaltungstyp
Leistungspunkte
Zeitlicher Umfang
Semester
Sprache
Angebotsturnus
Ziel der
Lehrveranstaltung
Allgemeine Angaben
Destination Marketing
Prof. Dr. Raija Seppälä-Esser
Prof. Dr. Raija Seppälä-Esser
SU
3 Credits
2 SWS
5. – 6. Semester
Englisch
Jedes Semester mit Ausnahme vorbestimmter Freisemester
Beschreibung der Lehrveranstaltung
This module studies and exercises the application of marketing techniques
to destination marketing, which is becoming increasingly vital for
destinations in a competitive marketplace. Students are introduced to
marketing theory as applicable to destinations. The module then explores
approaches to marketing from different perspectives.
This module is designed to provide students a competence in destination
marketing so that they are able to make marketing strategy
recommendations for the promotion of tourism in different types of
destinations as well as plan and carry out a marketing activity plan for a
destination step by step.
Learning Outcomes
- Fachwissen
- Fähigkeiten
Lehrinhalte
Voraussetzungen für die
Teilnahme
Verknüpfung zu anderen
LV
On successful completion of this module, the students will be able to:
- Understand the concepts and characteristics of NTOs/DMOs and
some key dimensions to destination marketing
- Understand the main marketing roles of DMOs and the
marketing processes they use in practice.
- Understand the importance for destinations of positioning,
branding, images, and concepts
- Apply appropriate marketing techniques to destination
marketing
-
The syllabus will cover marketing theory as applicable to the field of
destination marketing, including segmentation, targeting, communication,
image and positioning. It also discusses challenges facing destinations in
their attempts to brand themselves in order to differentiate from
competitors. The concepts of destination promotion and market facilitation
will be studied and their use as a destination marketing tool will be analysed
and exercised. Case studies are used to highlight different approaches to
marketing.
The module assessment involves a coursework which students are expected
to research and write independently in groups. A successful report will
require market research and analysis of secondary data sources, as well as a
capability to apply the techniques introduced during the course in order to
produce a marketing campaign for a destination.
Erfolgreiche Teilnahme an den Modulen des Basisstudiums:
TOUM I, TOUM II, Marketing
Dieses Modul ist ein Teil des Schwerpunkts „Destinationmanagement“,
Ergänzung zu den übrigen Fächern des Spezialisierungsmoduls