Course overview
- Study period
- Semester 2, 2024 (22/07/2024 - 18/11/2024)
- Study level
- Postgraduate Coursework
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
This course takes a destination management and marketing approach to tourism, and focuses on the planning of destination experiences, and the management of sustainable destinations. Students will identify, and analyse in detail, how these two principles have been integrated in a variety of destinations to enhance global competitiveness. Topics include the roles and functions of governments and destination management organisations (DMOs); planning and product development; policy and regulation; positioning and branding; resources, networks and partnerships; risk management and disaster recovery and the implementation sustainable tourism. This course builds on, and considers, fundamental and advanced topics in tourism marketing, governance and sustainable planning and management.
Welcome to TOUR7051, Destination Management & Marketing. Places such as the Gold Coast, Australia; Hainan Island, China, or Cancun Mexico are important "industrial scale" tourist destinations where a
large proportion of their economy is dependent on tourism. Some places such as Antarctica and Mount Everest are still rather exclusive destinations while other places have not developed any tourism
infrastructure at all. Some destinations are small (resort towns) while others encompass countries or even continents (e.g. Australia). Each form has its own management and marketing challenges. This
course discusses the central role of destination management and marketing organisations in achieving desirable tourism-related outcomes. It prepares students to gain a better understanding of destinations
as the core of tourism experiences and to work as or with destination managers/marketers.
Course requirements
Assumed background
The course takes a focus on destination marketing organisations so a basic understanding of marketing and management principles is desirable.
Course contact
Course staff
Lecturer
Dr Zara Zarezadeh
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
Full Name
Student ID
Course Code
Aims and outcomes
This course aims toﾠprovide you with a solid foundation in the principles and practices of management and marketing of tourist destinations. Through a variety of activities, you will examine destination visioning, governance, stakeholder organisation and collaboration, marketing and promotion andﾠassociated economic, legal and ethical issues. Each of the topics will be underpinned by relevant theory.ﾠ
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Identify and describe theories and challenges of destination management and marketing.
LO2.
Apply specific marketing theories and concepts to destination management and marketing.
LO3.
Present recommendations that will improve destination management and marketing for associated stakeholders.
LO4.
Critically analyse and evaluate the management and marketing of destinations.
LO5.
Design an IMC digital market plan addressing a current tourism issue pertinent to DMOs.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Paper/ Report/ Annotation |
Destination Market Analysis
|
50% 4,000 words |
20/09/2024 1:10 pm |
| Paper/ Report/ Annotation | IMC Plan | 50% 8 pages + 5 minutes |
6/11/2024 1:00 pm |
Assessment details
Destination Market Analysis
- In-person
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 50% 4,000 words
- Due date
20/09/2024 1:10 pm
- Other conditions
- Peer assessed.
Task description
In pairs you are to conduct a case study analysis of a destination of your choice. Assume that you are an external consultant and are presenting the case study findings for the destination to the DMO and the associated stakeholders.
A Case Study analysis is an incredibly important technique that DMOs are required to consistently complete. This is a necessary component when marketing a destination to domestic and international tourists. It is also required when evaluating competitors and the internal and external environment. A case study will guide future marketing strategies. It also offers a current snapshot of where the DMO, destination and current stakeholders sit in relation to tourism development. More information on conducting a destination case study analysis will be explained in Week 6.
The DMO
Your DMO needs to responsible for marketing a specific city (e.g. Melbourne, Shanghai), region (e.g. Fraser Coast, Tropical North Queensland), state/county (e.g. Queensland, Yorkshire, California) or country (e.g. New Zealand, Bangladesh). Do not choose an amusement park or a specific activity (e.g. tour).
On considering your destination, make sure you have the necessary data and information to complete your task.
Please do not focus on international regions (e.g. Australasia, Europe or South America) as these relationships can be extremely tricky to evaluate and analyse (e.g. the Brexit [in England] has complicated Europe’s management and marketing for tourism).
Criteria & Marking:
UQ Students: Please access the profile from Learn.UQ or mySI-net to access marking criteria held in this profile.
AI Statement
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
This assignment is to be submitted through Turnitin on Blackboard.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 7 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
IMC Plan
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 50% 8 pages + 5 minutes
- Due date
6/11/2024 1:00 pm
Task description
Individually, you are to conduct an Integrated Marketing Communications Plan using digital marketing technology for a Destination Marketing Organisation (DMO) of your choice. This IMC plan is a response to a current tourism issue of your choice. Assume that you are an external consultant and are presenting the findings for the DMO and the associated stakeholders. You are also to provide a 5 minute video highlighting your tourism issue and why your DMO will choose you and your organisation to address this issue.
The DMO
Your DMO needs to be responsible for marketing a specific city (e.g. Melbourne, Shanghai), region (e.g. Fraser Coast, Tropical North Queensland), state/county (e.g. Queensland, Yorkshire, California) or country (e.g. New Zealand, Bangladesh). Do not choose an amusement park or a specific activity (e.g. tour).
On considering your destination, make sure you have the necessary data and information to complete your task. Please do not focus on international regions (e.g. Australasia, Europe or South America) as these relationships can be extremely tricky to evaluate and analyse (e.g. the Brexit [in England] has complicated Europe’s management and marketing for tourism).
Areas to cover
The material covered within this IMC plan will assess materials covered from Seminars 7 to 12. Materials from Seminars 1 to 6 are useful for clarification purposes but will not be assessed.
AI Statement
This assessment task evaluates students' abilities, skills and knowledge without the aid of generative Artificial Intelligence (AI) or Machine Translation (MT). Students are advised that the use of AI or MT technologies to develop responses is strictly prohibited and may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Assignment to be submitted via turnitin.
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 7 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Additional assessment information
More information for the two pieces of assessment will be made available in class throughout the semester.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Find the required and recommended resources for this course on the UQ Library website.
Additional learning resources information
Learn (Blackboard)
All courses are supported by the UQ Learning Management System, Blackboard Learn, which provides an interactive environment for the students and teachers. This is accessible via PC or Mac or Mobile (Apps) environment.
To log on to Blackboard, go to https://learn.uq.edu.au.
- As Blackboard is a web‐based application, you will need a recently‐released browser for your computer. For the latest Release Notes for Bb Student, see http://en-gb.help.blackboard.com/Bb_Student/z_Release_Notes_Bb_Student.
- For help with Learn.UQ (Blackboard), see https://web.library.uq.edu.au/library-services/it/learnuq-blackboard-help/learnuq-blackboard-contacts or contact AskUs https://web.library.uq.edu.au/contact-us or telephone 334 64312.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Seminar |
Destination Management & Marketing Intro Discusses the elements of destination management/marketing |
Week 2 |
Seminar |
Destination lifecycles and planning issues Explains destination lifecycles and issues of planning for destination management/marketing |
Week 3 |
Seminar |
Destination Marketing Planning Introduces market research and environmental analysis |
Week 4 |
Seminar |
Destination Product Development Discusses development/experience design principles |
Week 5 |
Seminar |
Governance & Stakeholder Management Overviews governance and stakeholder management issues |
Week 6 |
Seminar |
Destination Markets (#1) Explains destination market segmentation |
Week 7 |
Seminar |
Destination Markets (#2) Analyses target markets & experiences |
Week 8 |
Seminar |
Crisis Recovery & Visitor Management Examines how major crises and disasters affect destinations and how DMOs plan and respond to these catastrophes |
Week 9 |
Seminar |
Destination Positioning & Branding |
Mid Sem break |
No student involvement (Breaks, information) |
No seminar - In-semester Break |
Week 10 |
Seminar |
IMC for Destinations Analyses IMC using various communication elements |
Week 11 |
No student involvement (Breaks, information) |
No class (King's Birthday) King's Birthday Public Holiday - Monday 7 Oct 2024 - Check Blackboard for announcements about affected classes. |
Week 12 |
Seminar |
Technology & Destination Management Investigates technology and emerging issues for destination management/marketing |
Week 13 |
Seminar |
Emerging Issues and Discussion Provides a discussion on emerging issues in destination management/marketing |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments - Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.