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Level 6 Diploma in Tourism and Hospitality Management

Destination Marketing for Domestic and International Audiences

THM601 · Strategic Marketing — Week 3 of 16

CourseTHM601
Week3 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Destination Marketing for Domestic and International Audiences

  1. Destination Management Organisations (DMOs)
  2. Domestic vs international visitor segmentation
  3. Place branding and positioning
  4. Industry destination performance metrics
  5. Lecture 51: International Marketing, Segmentation, Positioning
  6. International Marketing Mix
  7. Branding Strategy

What you will be able to do

  • 1.2 Assess how tourist destinations are marketed to domestic and international visitors.
  • 4.2 Research industry sources to identify contemporary market trends in the tourism and hospitality industry.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: assess how tourist destinations are marketed to domestic and international visitors.

Study materials

Videos

  • International Marketing Mix · YouTube · Galton College · 14 min · for registered students
  • Branding Strategy · YouTube · Galton College · 31 min · for registered students
  • UNWTO Webinar on Institutional Strengthening in Destination Management · YouTube · UN Tourism · 27 min · for registered students
  • The current status of sustainable tourism destination management in Japan · YouTube · UN Tourism · 18 min · for registered students

Further resources

  • The de Bois Review: an independent review of Destination Management Organisations in England (DCMS, 2021) · PDF · GOV.UK, report · for registered students
  • UNWTO Guidelines for Institutional Strengthening of Destination Management Organizations (DMOs) (2019) · PDF · Un, guidance · for registered students
  • Social media as a destination marketing tool: its use by national tourism organisations · PDF · Reading, article · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 2Week 4
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: The Strategic Marketing Concept
  • Week 2: Strategic Marketing Models and Frameworks
  • Week 3: Destination Marketing for Domestic and International Audien…
  • Week 4: Consumer Behaviour and Decision-Making in Tourism
  • Week 5: Contemporary Market Trends and Industry Research
  • Week 6: The Extended Services Marketing Mix in Hospitality
  • Week 7: Social Media Strategies and Digital Engagement
  • Midterm: Midterm evaluation
  • Week 9: New Product and Service Innovation
  • Week 10: Developing Strategic Marketing Plans
  • Week 11: Strategic Marketing Control and Synthesis
  • Week 12: Applying Strategic Marketing in practice: case studies
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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