Master
2021/2022
Destination Мarketing
Category 'Best Course for Career Development'
Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'
Category 'Best Course for New Knowledge and Skills'
Type:
Compulsory course (Experience Economy: Hospitality Management and Tourism)
Area of studies:
Management
Delivered by:
Department of Marketing
Where:
Graduate School of Business
When:
2 year, 1, 2 module
Mode of studies:
distance learning
Online hours:
14
Open to:
students of one campus
Instructors:
Полякова Татьяна Викторовна,
Преображенская Елена Сергеевна,
Полякова Татьяна Викторовна,
Преображенская Елена Сергеевна,
Ivan Mitin
Master’s programme:
Experience Economy: Hospitality and Tourism Management
Language:
English
ECTS credits:
5
Contact hours:
40
Course Syllabus
Abstract
The course consists of the three parts: Theories of destination (part 1) , Destination marketing: theoretical aspects and practical cases (part 2), Destination marketing communications and brand strategies (part 3) The course is focused on the destination and provides approaches to destination management and destination marketing; tourist supply, destination resources and attractions; destination images as formed through place perception and imagination; tourist motivation and the negotiated and contested residents’ and tourists’ place images and identities; and competitive destination principles. The course will introduce main theoretical approaches to the process destination marketing and branding, will reveal the basic principles of forming of destination marketing brand strategies, give an idea of the main destination marketing communications and how to use them. Students will learn current trends and challenges in destination marketing such as sustainable tourism, overtourism and the impact of the COVID-19 crisis. Theoretical knowledge will be developed by group discussions based on foreign and Russian cases of destination marketing. The curriculum is focused on the theoretical framework and practicalities of the Russian and international experience. Skills and knowledge acquired during the course will broaden students' understanding of the market «street realities» and help them find their way within the tourism industry. The curriculum is practice oriented and contemplates participation of a speaker with practical knowledge. The course provides for both lectures as well as discussion sessions in the form of seminars.
Learning Objectives
- The content of this course should enhance students’ understanding of the dynamic nature of the tourism including main theories and concepts of destination marketing and management.
Expected Learning Outcomes
- Students are able to develop research, problem-solving and decision-making skills in management and marketing in tourism industries
Course Contents
- Part 1. Theories of destination
- Part 2. Destination marketing: theoretical aspects and practical cases
- Part 3. Destination marketing communications and brand strategies
Assessment Elements
- HomeworkGhomework is the cumulative grade for the participation in all the activities during lectures and seminars. It sums up the results for all three parts of the course with equal weight according to the following calculation: GHomework = (GHomeworkPart1 + GHomeworkPart2 + GHomeworkPart3):3 The grade includes the tasks covering all the themes of each part. One task per each part of the course is given as an example, however the number and the essence of the tasks may vary.
- ExamThe exam is held ONLINE! The exam grade for course (GExam) is a blocking element of the grading system. The final grade is rounded up by the arithmetic rules unless the GExam is unsatisfactory. In the latter case the final grade is equivalent to the GExam. During examinations, every student must do his/her own work, except in the case of team projects arranged for and approved by the course instructor. Talking or discussing is not permitted during the examinations, nor may you compare papers, copy from others, or collaborate in any way. Any collaborative behavior during the examinations will result in failure of the exam, and may lead to failure of the course and University disciplinary action.
Bibliography
Recommended Core Bibliography
- Kozak, N., & Kozak, M. (2016). Destination Marketing : An International Perspective. Abingdon, Oxon: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1086671
Recommended Additional Bibliography
- Kozak, M. (2013). Aspects of Tourist Behavior. [N.p.]: Cambridge Scholars Publishing. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=632093
- Pike, S. (2016). Destination Marketing : Essentials (Vol. Second edition). London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1124419