Global Destination Branding, 3 cr

Huom! Online-ilmoittautuminen on päättynyt.
Aika
    04.06.2019 - 20.06.2019
Ilmoittautumiset
    05.05.2019 mennessä
Paikka
    Rajakatu 35, Jyväskylä, Finland
Tavoite
    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.
Sisältö
    Destination branding processes
Distribution of destination branding
Destination marketing processes
Toteutus
    Lectures
Assignments
Virtual learning
Kirjallisuus
    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
Hinta
    45 €
Lisätietoja
    lipa.avoinamk@jamk.fi
Muu informaatio
    Lecturer Kari Halonen
School of Business Summer School

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