MKB2601

Destination marketing

Dr Yvette Reisinger

6 points · One 2-hour lecture and one 1-hour tutorial per week · Second semester · Berwick · Prerequisite: MKB1600

Objectives On completion of this subject students should understand the framework for destination marketing, be able to undertake a destination audit, destination image and demand analysis, develop a promotional plan and become aware of different approaches and forms of destination marketing.

Synopsis The development and implementation of a marketing plan, development of promotional strategy for destinations, managing destination demand, developing and managing destination image, developing marketing plans for domestic and international destinations.

Assessment Major assignment (3000 words) - syndicate 30% · Minor assignment (2000 words): 20% · Examination (2 hours): 50% · The examination must be passed in order to pass the subject.

Prescribed texts

To be advised

Back to the 1999 Business and Economics Handbook