Modules

Core Module Information
Module title: Destination Marketing
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: TSM11120
Module leader: Ross Tinsley
School The Business School
Subject area group: Tourism and Intercultural Business Communication
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

The aim of this module is to introduce and explore the significance of destination marketing as a subject of crucial importance within the wider field of tourism, and related fields of hospitality and festivals & events. Areas which will be examined during the course of this module include, but are not limited to, marketing tourism destinations including festivals and resorts, destination image and branding, semiotics of promotional materials, consumers and consumption, marketing research, planning and audits, marketing communication tools and strategies, as well as the importance of popular media and digital marketing. Importantly, through a wide range of international case studies and examples referred to within this module’s main themes, you will also explore the application of some of the key marketing theories in the context of tourism as well as in the context of related sectors of hospitality and events. Introduction to destination marketingDestination marketing (and management)Destination image and branding Semiotics of destination promotional materialsDestinations and digital marketingDestination communication strategiesPopular media and destination marketingDestinations and service dominant logicDestination planning and audits
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Critically appraise key destination marketing theories and concepts.

LO2: Evaluate the role of image, branding and semiotics in destination marketing.

LO3: Critically analyse a range of destination marketing and communication strategies

LO4: Evaluate the opportunities, challenges, and constraints of destination marketing.
Full Details of Teaching and Assessment
2024/5, Trimester 1, In Person, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
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)NESH Description
Online Guided independent study 164 Guided independent study is a crucial part of the university experience and reflects a key difference between secondary and tertiary education. While lectures and seminars will provide you with a skeleton framework to work from you are expected to do your own additional reading for each week's content. This will have to reinforce what you have already learnt during the taught sessions but also to expand on your knowledge and expertise enabling you to have a fully informed understanding.
Face To Face Lecture 12 In each one hour weekly lecture, you will learn about core conceptual knowledge delivered in an engaging and interactive manner.
Face To Face Seminar 24 In each two hour weekly seminar, you will have the opportunity to apply what you have learnt in the lecture to real life destination contexts via group activities. Key weeks will also focus on your assessments providing additional support and insights including past examples.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Oral Presentation 50 1~2 Week 7 HOURS= 22mins In groups (pair or threes) you will complete a presentation examining a destination's (tourism/festival/resort) image, branding and semiotics, addressing learning outcomes 1-2 and is due in weeks 7-8.
Class Test 50 1~2~3~4 Exam Period HOURS= 2 hours An end of module examination administered by the module leader as a class test. The examination counts for 50% of the overall module mark, drawing on the total body of knowledge assembled during the module (LO1-4).
Component 1 subtotal: 50
Component 2 subtotal: 50
Module subtotal: 100

Indicative References and Reading List - URL:
TSM11120 Destination Marketing
 

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