Global Destination Branding, 3 cr

Attention! Online registration is closed.
Date
    05.06.2018 - 21.06.2018
Last enrolment date
    29.04.2018
Location
    Rajakatu 35, contact lessons and virtual studying
Prerequisites
    None
Goal
    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.
Contents
    Destination branding processes
Distribution of destination branding
Destination marketing processes
Accomplishment
    Lectures
Assignments
Virtual learning
Literature
    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
Price
    45 €
Further Information about the enrolment
    lipa.avoinamk@jamk.fi
Other info
    Summer School 2018

See the Timetable