Dades generals

Curs acadèmic:
2018
Descripció:
...
Crèdits:
6

Grups

Grup A

Durada:
Semestral, 1r semestre
Professorat:
NATALIA FERRER ROCA  / JAUME MARIN RABIOL  / LLUIS MUNDET I CERDAN  / MARIA DEL CARMEN VELEZ CASELLAS
Idioma de les classes:
Anglès (100%)

Altres Competències

  • 1. Define the meaning of destination product in order to be able to effectively develop and manage tourism products at destination level
  • 2. Define the meaning of place brand and destination brand and be able to communicate professionally about this field of business
  • 3. Analyse existing destination product configurations in order to assess their effectiveness and provide recommendations for improvement
  • 4. Analyze existing destination brands in order to assess their effectiveness and provide recommendations for improvement;
  • 5. Identify different tourism market segments and their different behavior in order to be able to make sound decisions regarding destination marketing strategies, destination branding and destination product development
  • 6. Perform the activities implied in the design and management of destination marketing and destination branding strategies, in order to effectively participate in these type of processes.
  • 7. Assess the effectiveness of particular configurations of destination product, of particular destination marketing strategies, and of particular destination brands in order to give feedback to destination managers and stakeholders.
  • 8. Design improvements to be implemented in destination product, destination marketing, and destination brand strategies
  • 9. Communication abilities and language skills. Students should be able to prepare written documents that are clear and concise, using the appropriate style for the intended audience, and prepare and deliver oral presentations that are clear, focused, well-structured, and delivered in a professional manner.
  • 10. Teamwork skills: social competence, cognitive and emotional empathy, and leadership practice. Students should be able to participate collaboratively and responsibly in teams and reflect on their own teamwork, and on the team’s processes and ability to achieve outcomes.
  • 11. Ethical responsibility: Students will have a sound awareness of the ethical, social, cultural and environmental implications of the business practice.

Continguts

1. I. Destination product management 1. Destination product diversification strategies 2. Destination product resources: physical infrastructure; human resources; and information resources. 3. Destination product development: packaging, programming & sustainable product development strategies (quality, accessibility & sustainability) II. Destination marketing 1. Visitors behaviour & market research (pre-trip, on-the-trip & post-trip) 2. Market segments visiting the destination 3. Target market strategies 4. Destination marketing and promotional strategies (by DMO & by individual operators) III. Destination branding 1. Destination positioning, destination image, destination reputation and destination branding 2. The process of place branding (destination brand development) 3. Destination branding approach, portfolio & brand architecture

Activitats

Tipus d’activitat Hores amb professor Hores sense professor Total
Anàlisi / estudi de casos 0 0 0
Total 0 0 0

Bibliografia

  • Morrison, Alastair M (2013 ). Marketing and managing tourism destinations . New York: Routledge. Catàleg

Avaluació i qualificació

Activitats d'avaluació:

Descripció de l'activitat Avaluació de l'activitat %

Qualificació

The course grade is based on the following scale: 
10 (A) Excellent: For an excellent performance displaying a high level of command of all aspects of the relevant material, with no weaknesses or only a few minor weaknesses
8.5 (B) Very good: For a very good performance displaying a high level of command of most aspects of the relevant material, with some minor weaknesses
7 (C) Good: For a good performance displaying good command of the relevant material, but also some weaknesses
6 (D) Fair: For a fair performance displaying some command of the relevant material, but also some major weaknesses
5 (E) Adequate: For a performance meeting only the minimum requirements for acceptance
3.5 (Fx) Inadequate: For a performance, which does not meet the minimum requirements for acceptance
0 - 2 (F) Poor: For a performance, which is unacceptable in all respects Evaluators’ task is to identify weaknesses (whenever they exist) in the results of the written report, in the oral presentation, in the discussion questions after the presentations, in the quality of individual participation in preparatory activities, classroom, and the field trip activities, and in the quality of individual contributions to the group’s teamwork performance.

Observacions

The class consists of introductory lectures combined with class discussions. The purpose of the introductory lectures is to present a critical view and assessment of some of the topics in the course. There are also tutorials where the students will raise issues for discussion regarding the evolution of the group assignment.
The teaching strategy is to give a critical overview of conceptual, empirical and case material with an emphasis on theories and findings that are based on research evidence and coherent argument.
Students will develop and present a formal assessment of a real case of destination product development and marketing and branding practices. The purpose of this assignment is to allow the student to extend and reinforce his or her understanding of the conceptual material of the course, and to contribute to the student development in terms of scholarly inquiry, disciplinary knowledge, analytic and critical thinking, independent and reflective learning, information literacy, collaborative work, and effective communication.
Students must also expect to work effectively in teams and to prepare formal written assignments in a clear and logical manner. Thus, this course aims not only to develop the student’s critical understanding of a range of substantive destination management marketing phenomena but also to encourage the student to present their analyses in a logical and convincing manner and to clearly show how their conclusions are based on evidence acquired through research.