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.