DESTINATION MARKETING AND MANAGEMENT

THS3DMM

2019

Credit points: 15

Subject outline

In this subject you will examine the management and marketing of tourism destinations at supra-national, national, state, regional and local/city levels. You will cover a variety of topics such as the economics of tourism destinations; tourism demand; destination choice behaviour; destination competitiveness; the role of Destination Marketing Organisations (DMOs); and the role of partnerships and alliances to promote the destination; destination image, branding and marketing; sustainable tourism destination development; and strategic planning. You will learn about the important link between destination marketing and strategic planning for development.

School: La Trobe Business School

Credit points: 15

Subject Co-ordinator: Nicola McNeil

Available to Study Abroad Students: Yes

Subject year level: Year Level 3 - UG

Exchange Students: Yes

Subject particulars

Subject rules

Prerequisites: Either THS1ITH or THS1THE; and BUS1BUF or BUS1BIB or MKT1MDP

Co-requisites: N/A

Incompatible subjects: N/A

Equivalent subjects: N/A

Special conditions: N/A

Learning resources

Readings

Resource Type	Title	Resource Requirement	Author and Year	Publisher
Readings	Marketing and Managing Tourism Destinations	Prescribed	Alastair M. Morrison (2013)	Routledge

Graduate capabilities & intended learning outcomes

01. Describe the role of Destination Management Organisations (DMOs) as it applies to destination marketing and management.

Activities:: Workshop Participation, and Final Exam
Related graduate capabilities and elements:: Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Personal and Professional Skills(Teamwork including leadership and working in groups,Autonomy and independence,Study and Learning Skills); Personal and Professional Skills(Teamwork including leadership and working in groups,Autonomy and independence,Study and Learning Skills); Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)

02. Analyse the strategic challenges facing destination managers and marketers.

Activities:: Workshop Participation, Final Exam and Destination Competitivenes Report
Related graduate capabilities and elements:: Literacies and Communication Skills(Writing,Speaking); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Personal and Professional Skills(Teamwork including leadership and working in groups,Autonomy and independence,Study and Learning Skills); Personal and Professional Skills(Teamwork including leadership and working in groups,Autonomy and independence,Study and Learning Skills); Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)

03. Recognise and evaluate special issues as they apply to destination marketing and management

Activities:: Workshop Participation, Final Exam and Destination Image Report
Related graduate capabilities and elements:: Literacies and Communication Skills(Writing,Speaking); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Personal and Professional Skills(Teamwork including leadership and working in groups,Autonomy and independence,Study and Learning Skills); Personal and Professional Skills(Teamwork including leadership and working in groups,Autonomy and independence,Study and Learning Skills); Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)

04. Analyse the Destination Competitiveness and Sustainability Model Framework.

Activities:: Workshop Participation, Final Exam and Destination Competitiveness Report
Related graduate capabilities and elements:: Literacies and Communication Skills(Writing,Speaking); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Inquiry and Analytical Skills(Critical Thinking,Creative Problem-solving,Inquiry/Research); Personal and Professional Skills(Teamwork including leadership and working in groups,Autonomy and independence,Study and Learning Skills); Personal and Professional Skills(Teamwork including leadership and working in groups,Autonomy and independence,Study and Learning Skills); Discipline -Specific Knowledge and Skills(Discipline-Specific Knowledge and Skills)

Melbourne, 2019, Semester 2, Day

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information:

Subject Instance Co-ordinator: Nicola McNeil

Class requirements

LectureWeek: 31 - 43
One 2.0 hours lecture per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

WorkShopWeek: 32 - 43
One 1.0 hours workshop per week on weekdays during the day from week 32 to week 43 and delivered via face-to-face.

Assessments

Assessment element	Comments	%	ILO*
One 2-hour final examination	Equivalent to 2000 words	50	01, 02, 03, 04
Destination Competitiveness Report (Group)	The Destination Competitiveness Report is a group assessment task. Groups consist of 3-4 students with each student writing 1,400 words.	25	01, 02, 03, 04
Destination Image Report (Individual)	The Destination Image Report is an individual assessment task of 800 words.	15	01, 03
Completion of Workshop Activities	Mark incorporates quality of participation in discussions as well as group discussion leadership (300 words equivalent).	10	01, 02, 03, 04

Singapore (SIM), 2019, Week 28-40, Day