Global Destination Branding, 3 cr (Online Summer School)avaa tulostusnäkymä

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    07.06.2021 - 23.06.2021
Last enrolment date
    Online course
Target group
    The academic content is suitable for both Bachelor's and Master's level.
    The focus is to make destinations more competitive, enjoyable
and economically successful. This boost tourism and economic development capabilities and competitiveness by designing plac branding strategies or tourism plans that make the destination preferred choice for tourists, businesses, relocation, students, an new residents.
The need is to strengthen city’s image, increase marketing focus win market share, generate wider support, and move from marginal results to a more prosperous visitor economy.
Following main issues are dealt in this course:
- Introducing destinations and destinations marketing
- The importance and the critical roles played by the DMO (Destination Management Organization) in the tourism policy development and implementation.
- Scenario Thinking and The strategic purpose of destinations and their management and marketing
- Destination Branding, social, emotional and product properties
- Brand Evaluation, Brand Stakeholders, Brand Values
- Marketing research: identifying market segments for destination products, Anholt and Soffron Rankings
- Marketing destinations: strategies and practices, distributing brand message through stakeholders
- Cases from different national brands where interest are in investments, international business, immigration and tourism.

The objectives of the course are as follows. The student
- understands the meaning of destination branding process especially in tourism industry
- understands and can apply the destination branding process tools and processes to develop tourism and hospitality services.
    Destination branding processes
Distribution of destination branding
Destination marketing processes
    Online, remote access by using Zoom Video communications. Additionally the material of the course will be in Optima system and communication between teacher and students will be delivered by email. Teacher email is

Implementation, Planned Learning activities and Teaching Methods:
Day 1 1.6 Introduction of the course, What is a brand?
Day 2 2.6 Emotional, Social and Product Brand Values
Day 3 3.6 Market Analysis, introducing Rubik Cubic of Destination Marketing
Day 4 4.6 Four Toeholds of Marketing, Distributing Destination Brand,
Marketing Channels and eMarketing
Day 5 5.6 Scenario Thinking in Destination Development, Trends and
Changes in Lifecycles, Consumer Behaviors
Day 6 8.6 Strategic Marketing Plan Process
Day 7 9.6 Stakeholders of the Brand
Day 8 10.6 Theory about Geography of Fear and Virtual Visits in Finland
Day 9 11.6 Events in Brand Marketing
Day 10 12.6 Events in Brand Marketing continue
Day 11 15.6 “Escape Room” Exam (individual game and assignment)
Day 10 16.6 Auditing brands, Destination Competitiveness
Day 11 17.6 Multiple Choice Exam (individual)

Course implementation focus in city/resort and country branding processes. Learning activities and teaching methods includes lectures, case studies, articles, literature about destination branding, 3 individual assignments which will evaluated by teacher. The material of the course will be in Optima learning environment used by JAMK. All lectures will be recorded (Zoom) and implemented to Optima within 12 hours after the session has been aired so the student can follow the lectures also outside of the course session timetable. “Escape Room” will be a game which is also used as one of the evaluated exam. Assignments will be evaluated and given grades within 7 days after the course has ended.
    Anholt, S. 2009. Places: Identity, Image and Reputation. Palgrave Macmillan.
Moilanen, T., Rainisto, S., 2009. How to Brand Nations, Citie and Destinations: A Planning Book for Place Branding. Palgrav Macmillan
    100 €
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