Modules

Module title: Destination Development and Leadership
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: TSM11633
Module leader: Jane Ali-Knight
School The Business School
Subject area group: Tourism and Languages
Prerequisites

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2019/0, Trimester 1, FACE-TO-FACE,
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Jane Ali-Knight
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
The teaching and learning approach encourages practice based and independent self centred learning. Participants will be encouraged to work together as this provides focus in the delivery of the theoretical concepts through the practical element at the end of the programme. Through a dialogue focusing on leadership and management styles, how theory relates to practice and in the development of their own understanding of this complex area, participants will synthesize relevant aspects of the module to deliver in a practical manner. Workshops, speakers, visits, activities and applied materials will be the central learning tools to encourage creative, reflective, active and practiced based learning. Theory will be developed through a wide range of key texts, journal articles, case studies, visits and on line resources enabling students to deepen their knowledge and understanding of destination leadership. Employability skills will be enhanced by the practical components of the module and the use of industry relevant examples and case studies. Interaction with industry will be developed in the form of expert led guest lectures, collaborative working and involvement with industry seminars. This will enable the participants to obtain a clear picture of working in the field and develop links with, and an understanding of destination leadership. Participants are required to research current issues related to destination development, management and leadership . Extensive use of academic readings, media articles, workshop debates, perspectives from guest speakers, learning journeys and visits to tourism operations, reflection on key topics, and discussions help participants further develop research skills. Participants will also have access to, and involvement with, up to date research and consultancy eminating from the Edinburgh Institute: Festival, Events and Tourisnm and the School of Marketing, Tourism and Languages.

Formative Assessment:
All assessment work links to a practical focused report where the theoretical concepts are practiced through practical delivery of a Destination Development and Leadership project linked to a real life scenario facing destinations. The written group project is a 2,500 word report submitted at the end of the programme that encourages the analysis and synthesis of the theoretical concepts, strategy and the decision making process discussed in the programme. It is focused on the different leadership challenges faced in destination management. The second assessed element of the programme is a 20 minute group presentation to a panel of senior tourism industry representatives - participants will be observed and assessed on the strategic prespective adopted, persuasiveness of the case being made, innovation and creativity, understanding of the value of collaboration, and leadership capabilities in destination leadership against pre determined criteria.

Summative Assessment:
All assessment work links to a practical focused report where the theoretical concepts are practiced through practical delivery of a Destination Development and Leadership project linked to a real life scenario facing destinations. The written group project is a 2,500 word report submitted at the end of the programme that encourages the analysis and synthesis of the theoretical concepts, strategy and the decision making process discussed in the programme. It is focused on the different leadership challenges faced in destination management. The second assessed element of the programme is a 20 minute group presentation to a panel of senior tourism industry representatives - participants will be observed and assessed on the strategic prespective adopted, persuasiveness of the case being made, innovation and creativity, understanding of the value of collaboration, and leadership capabilities in destination leadership against pre determined criteria.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Tutorial 88
Independent Learning Work based learning 62
Independent Learning Groupwork (Independent Study) 50
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 80 1, 2, 3, 4 15 HOURS= 0, WORDS= 2500
Oral Presentation 20 1,2,3,4 14/15 HOURS= 0.33, WORDS= 0
Component 1 subtotal: 80
Component 2 subtotal: 20
Module subtotal: 100

Description of module content:

During the module participants will hear from a range of UK and international speakers as well as having the opportunity to strengthen industry networks and develop as a leader. Team building skills and leadership practice will be enhanced through familiarisation visits to businesses and visitor facilities in the area demonstrating best practice.

The module consists of:
1) Five one day workshops which will cover five key themes:
Destination Development - vision and strategy / product knowledge / holistic development / stakeholder management / the role of festivals and events / business tourism/ providing authentic experiences (heritage and culture) / role of innovation / value added from collaboration/ effective partnership building and networking
Customer Journey - component elements of the product (from first point of contact to transport to and within the destination) / customer experience / knowing your customer / market and future trends / importance of workforce skills, training and customer interface / customer service
Marketing and Branding - what defines 'World Class' / competitor analysis / sponsorship / sales and promotion/ market segmentation / integrated city marketing / developing a compelling proposition / alignment of messaging
Sustainability and Influencing Government Policy Agendas - achieving a competitive advantage for your business and the destination through influencing key decision makers, adding value, and raising awareness of adopting sustainable processes
The Digital Economy - impacts on consumers of information and communication technology (ICT) developments / social media / ICT impacts on customer journey and touch points (websites/apps/ e-commerce)

2) Three (two day) residential weekends will focus on leadership and will cover areas including:
Leadership skills - leadership behaviours; taking on a leadership role; team building and leadership; leading for the future; coaching for leaders
Developing strategic views at a destination level - goal setting in tough times; vision and strategy; change management; personal development theory and practice
Creating and enhancing collaborative environments - effective collaboration; partnership working across sectors (influencing and negotiating); advanced communication and negotiation

3) Assessed Leadership Project:
Working in groups, participants will identify a specific leadership or destination management issue or problem within their business or a related organisation. The focus will be on creating a positive impact on the visitor experience, enhancing market and competitive positioning, and maximising the return on investment to the destination.

Participants will utilise the theory and practice gained on the module to provide an in-depth situational analysis, recommendations and solutions. At the end of the module, the group will present recommendations to a panel of Senior Destination Leaders.
Learning Outcomes for module:

LO1: Critically review the internal and external destination environment.
LO2: Critically evaluate the needs and expectations of key stakeholders in the destination LO3: Critically assess key success drivers of effective destination leadership
LO4: Working in a professional capacity as part of a team defend and deliver a business rationale for a leadership based project to peers and module leaders
Indicative References and Reading List - URL:

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