- examine tourism marketing, demand, supply analysis and market research as it relates to the design of a Tourism Destination Marketing Plan.
- understand and apply marketing concepts as well as data interpretation, SWOT analysis and promotional tools.
- demonstrate the ability to design and present a written Destination Tourism Marketing Plan.
- understand global issues in destination image formation, branding and positioning.
- Understand concepts applied to tourism marketing issues.
- Conduct basic SWOT analysis, data interpretation and select promotional tools as important components of a Destination Marketing Plan.
- What are the local DMOs?
- Provide a SWOT Analysis for the destination
- Describe current branding and positioning
- Describe the target markets and communications for each as well as channels used
- Destination imaging: What image formation agents are used?
- Who are competitors?
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.
Students will be able to:
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.
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.
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.
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.
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:
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.
|Quizzes and Activities||20%|
|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|
|Module 1: Introduction||August 20 - 26||Introduction, Definitions, DMO structures and funding||Read Chapters 1-4 in Pike: Destination marketing
August 27 - Sep 2
|Marketing strategy and research||Chapters 8, 9
September 3 - 9
|Destination Branding||Chapter 10
Test 1: 20 points
September 10 - 16
|Destination Image||Chapter 11
Movie assignment “Branding Australia”
|Module 5||September 17 - 23||Market Positioning||Chapter 12
|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