Modulhandbuch BA TO ALT Studinanfänger bis WS 2010/2011

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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
Modulhandbuch Tourismus-Management Seite 59 Literaturempfehlungen Pflichtliteratur: Baker, Michael & Cameron, Emma (2008): Critical success factors in destination marketing, in Tourism and Hospitality Research 8:79–97 Hanlan, Janet, Fuller, Don & Wilde, Simon (2006): An Evaluation of How Market Segmentation Approaches Aid Destination Marketing, in Journal of Hospitality & Leisure Marketing, Vol. 15(1): 5-26 Kolb, Bonita M. (2006): Tourism Marketing for Cities and Towns – Using Branding and Events to Attract Tourists, Butterworth- Heinemann, Oxford (Chapter 3, pp. 51-74) Middleton, Victor, Fyall, Alan & Morgan, Michael (2009): Marketing for Travel and Tourism, Butterworth Heinemann, Oxford (Chapter 18, pp. 337-359) Naipaul, Sandra, Wang, Youcheng & Okumus, Fevzi (2009): Regional Destination Marketing: A Collaborative Approach, Journal of Travel & Tourism Marketing, 26:462–481 Pike, S (2008): Destination Marketing, Elsevier LTD, Oxford (pp. 35- 63, 261-276, 287-306) Soteriades, Marios D. & Avgeli, Vasiliki A.(2007): Promoting tourism destinations: A strategic marketing approach, in Tourism Review, Vol. 55 No. 3, pp. 335-345 Weitere Lieteraturempfehlungen: Anholt, S (2007): Competitive Identity: The New Brand Management for Nations, Cities and Regions, Palgrave Macmillan Kotler, P; Haider, D and Rein, I (2002): Marketing places, Free Press Annals of Tourism Research Journal of Travel Research Journal of Vacation Marketing Tourism Management Art der Prüfung Zeitpunkt der Prüfung Zugelassene Hilfsmittel Prüfungsmodalitäten Erstellung eines individuellen Kampagnenplans als integrativer Bestandteil einer Gruppenarbeit Während des Semesters Wörterbuch Englisch-Deutsch-Englisch
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Modulhandbuch BA TO ALT Studinanfänger bis WS 2010/2011

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