Tourism Destination Marketing


    General Information

    Professor Information

    Professor Photo
    Carolin Lusby
    (305) 919-4537
    HTM 333 (BBC)
    (305) 919-4500
    Wednesdays 9:00 to 11:00 am and Thursdays 11:00 to 12:00 or by appointment
    Canvas Inbox

    Course Description And Purpose

    This course is designed to help the students apply theories; principles, concepts and tools needed for marketing a destination. Topics include destination image, branding, positioning and developing a marketing plan.

    Course Objectives

    Students will be able to:

    1. examine tourism marketing, demand, supply analysis and market research as it relates to the design of a Tourism Destination Marketing Plan.
    2. understand and apply marketing concepts as well as data interpretation, SWOT analysis and promotional tools.
    3. demonstrate the ability to design and present a written Destination Tourism Marketing Plan. 
    4. understand global issues in destination image formation, branding and positioning.

    Learning Outcomes

    1. Understand concepts applied to tourism marketing issues.
    2. Conduct basic SWOT analysis, data interpretation and select promotional tools as important components of a Destination Marketing Plan.

    Teaching Methodology

    This class consist of lectures, discussions, audiovisual presentations and practical projects.

    Important Information


    Please review the FIU's Policies webpage. The policies webpage contains essential information regarding guidelines relevant to all courses at FIU, as well as additional information about acceptable netiquette for online courses.

    Academic Misconduct Statement

    Florida International University is a community dedicated to generating and imparting knowledge through excellent teaching and research, the rigorous and respectful exchange of ideas and community service. All students should respect the right of others to have an equitable opportunity to learn and honestly to demonstrate the quality of their learning. Therefore, all students are expected to adhere to a standard of academic conduct, which demonstrates respect for themselves, their fellow students, and the educational mission of the University. All students are deemed by the University to understand that if they are found responsible for academic misconduct, they will be subject to the Academic Misconduct procedures and sanctions, as outlined in the Student Handbook.

    Academic Misconduct includes: Cheating – The unauthorized use of books, notes, aids, electronic sources; or assistance from another person with respect to examinations, course assignments, field service reports, class recitations; or the unauthorized possession of examination papers or course materials, whether originally authorized or not. Plagiarism – The use and appropriation of another’s work without any indication of the source and the representation of such work as the student’s own. Any student who fails to give credit for ideas, expressions or materials taken from another source, including internet sources, is responsible for plagiarism.

    Learn more about the academic integrity policies and procedures as well as student resources that can help you prepare for a successful semester.

    Technical Requirements and Skills

    One of the greatest barriers to taking an online course is a lack of basic computer literacy. By computer literacy we mean being able to manage and organize computer files efficiently, and learning to use your computer's operating system and software quickly and easily. Keep in mind that this is not a computer literacy course; but students enrolled in online courses are expected to have moderate proficiency using a computer. Please go to the "What's Required" webpage to find out more information on this subject.

    Please visit our Technical Requirements webpage for additional information.

    Accessibility And Accommodation

    Please visit our ADA Compliance webpage for information about accessibility involving the tools used in this course.

    For additional assistance please contact FIU's Disability Resource Center.

    Course Prerequisites

    There are no prerequisites for this course.


    Textbook Image
    Destination Marketing
    Steven Pike
    Routledge, 1st Edition, 2011
    ISBN-10: 0750686499
    ISBN-13: 9780750686495
    You may purchase your textbook online at the FIU Bookstore.

    Expectations Of This Course

    This is an online course, which means most (if not all) of the course work will be conducted online. Expectations for performance in an online course are the same for a traditional course. In fact, online courses require a degree of self-motivation, self-discipline, and technology skills which can make these courses more demanding for some students.

    Course Detail

    Course Communication

    Communication in this course will take place via Inbox.

    Inbox is a private and secure text-based communication system which occurs within a course among its Course members. Users must log on to Canvas to send, receive, or read messages. The Inbox tool is located on the Course Menu, on the left side of the course webpage. It is recommended that students check their Inbox routinely to ensure up-to-date communication. 

    Visit our Writing Resources webpage for more information on professional writing and technical communication skills.


    Classes will consist of lectures, discussions, audiovisual presentations, and practical projects. This course requires that students regularly participate in class sessions since the topics will refer to national and international updates on events, case studies, data and experiences on the travel and tourism activity, which are not found in textbooks.

    Discussion Forums

    Keep in mind that your discussion forum postings will likely be seen by other members of the course. Care should be taken when determining what to post.

    Group Project

    Formulate and present a Destination Marketing Plan 

    In groups of 4-5 (depending on class size) you will pick a destination of your choice. You will examine the destination based on the concepts learned in class and prepare a short presentation based on the following questions: 

    1. What are the local DMOs?
    2. Provide a SWOT Analysis for the destination
    3. Describe current branding and positioning
    4. Describe the target markets and communications for each as well as channels used
    5. Destination imaging: What image formation agents are used?
    6. Who are competitors?


    There will be a midterm and exam 2 based on presentations, readings and materials presented.

    In order to mitigate any issues with your computer and online assessments, it is very important that you take the "Practice Quiz" from each computer you will be using to take your graded quizzes and exams. It is your responsibility to make sure your computer meets the minimum hardware requirements.

    Assessments in this course are not compatible with mobile devices and should not be taken through a mobile phone or a tablet. If you need further assistance please contact FIU Online Support Services.


    Course Requirements Weight
    Discussions  20%
    Midterm Exam 20%
    Exam 2 25%
    Quizzes and Activities 20%
    Project Presentation 15%
    Total 100%
    Letter Range Letter Range Letter Range
    A Above 93 B- 81 - 83 D+ 67 - 70
    A- 91 - 92 C+ 77 - 80 D 64 - 66
    B+ 87 - 90 C 74 - 76 D- 61 - 63
    B 84 - 86 C- 71 - 73 F < 61

    Course Calendar

    Weekly Schedule


    Module Date Lecture Content Assignments/Grading
    Module 1: Introduction August 20 - 26 Introduction, Definitions, DMO structures and funding Read Chapters 1-4 in Pike: Destination marketing
    Quiz 1
    Module 2

    August 27 - Sep 2

    Marketing strategy and research Chapters 8, 9
    Quiz 2
    Module 3

    September 3 - 9

    Destination Branding Chapter  10
    Test 1: 20 points  
    Discussion 2
    Module 4

    September 10 - 16

    Destination Image Chapter 11 
    Discussion 3
    Movie assignment “Branding Australia”
    Module 5 September 17 - 23  Market Positioning Chapter 12
    Quiz 3
    Discussion 4
    Module 6  September 24 - 30

    Target Markets/marketing distribution and communication

    Chapters 13, 14, 15

    Module 7 October 1 - 13 Wrap Up

    Group presentation 15 points

    Test 2: 25 points