Core Module Information
Module title: International Destination Marketing and Management

SCQF level: 10:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: TSM10115
Module leader: Ross Tinsley
School The Business School
Subject area group: Tourism and Languages


Description of module content:

The aim of this module is to introduce and explore the significance of international destination marketing and management as a subject of crucial importance within the wider field of tourism, and its related fields of hospitality, festivals and events. In the context of tourism, which is a dynamic and competitive sector of the global economy, Destination Management Organisations (DMOs) can be perceived as having a major role to play not only in partly constructing and communicating the image of a particular destination and its experience, but also in achieving its competitive advantage at an international, national and/or local level. Areas which will be examined during the course of this module include but are not limited to: destination marketing and management; destination image and branding; destination communication tools and strategies; smart destinations and co-creation; destination product development and experiences; and, finally, destination research, planning and audits.

Introduction to destination marketing and management
Destination marketing and management
Value proposition via image and branding
Destination communication strategies
Destination governance
Destination co-creation and SMART destinations
Destination product development and experiences
Destination research

Learning Outcomes for module:

LO1: Critically examine key destination marketing and management challenges

LO2: Assess the importance of a destination’s value proposition via positioning, image and branding.

LO3: Critically analyse and creatively apply a range of destination communication and product development strategies

LO4: Appraise the main components of planning and managing destination experiences

Full Details of Teaching and Assessment
2023/4, Trimester 2, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Ross Tinsley
Module Organiser:

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 50 1&2 7 HOURS= 00.22
Portfolio 50 1-4 14/15 , WORDS= 2000
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
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