Rationale. Aim. Teaching and Learning Strategy SUBJECT OUTLINE MASTER. International College of Management, Sydney. Destination Sales and Marketing

Transcription

1 International College of Management, Sydney Subject Title Destination Sales and Marketing Subject Code TOU110 Lecture/Tutorial Hours 44 Self Study Hours 55 Rationale The world has become a global community opening up destinations that were unimaginable decades earlier (Kotler). Destinations can no longer take a passive approach to tourism marketing. Tourist destinations are products, they need to be positioned and promoted. The desire to become a recognized destination presents some real marketing challenges in the face of intense competition as many destinations adopt a marketing orientation to attract and retain their visitors. Destinations offer consumers an experience through a combination of products, services and people. Each component dictating the quality of the experience delivered and the strategic marketing focus adopted. Destination marketing is predominantly the domain of government organizations in concert with private sector stakeholders, all intent on securing their share of the lucrative and growing global tourism market. New technology has cut travel times, improved travel safety and comfort and increased information sources available to consumers. It is within this environment that the destination marketer must operate and thrive. This subject will introduce you to the techniques and the concepts that practicing marketers use to develop products and successful marketing campaigns. Marketers work to bring about exchanges that will simultaneously satisfy their customers needs and the needs of their organizations. We will examine the evolution of marketing theory and the environment in which it operates. We will look closely at what constitutes a market, how a marketer identifies, segments and targets markets, how consumers arrive at their destination choices and the psychology of purchasing decisions. We will also investigate the role of technology as both a management and marketing tool and introduce you to the ways in which marketers develop and implement the 7 P's marketing mix and how to apply the marketing concept the golden rule of modern marketing. Aim The aim of the subject is to provide the students with the understanding that marketing is an integrated. To be successful in today's business environment, all marketing activities must be customer focused. The course also provides students with the tools to be able to effectively sell a destination through the application of the marketing mix. A further understanding will be developed in regard to the integration of promotions and distributions strategies in the marketing of destinations. Teaching and Learning Strategy The subject will consist of weekly lectures supplemented by tutorial sessions where both small group and class discussions will be used extensively to foster learning. Within the weekly tutorials, students will be required to review TOU110 - Destination Sales and Marketing Page 1/20

2 and present on "real world" strategic marketing plans and issues - giving them a broad global perspective of the issues and trends in destination marketing. Written and visual case studies will be analysed and will be examinable. In some specialist areas, guest lecturers will be invited to address the class to allow students to develop their individual understanding of the unit content through interaction and involvement. 3 Describe the broad characteristics of inbound, outbound and domestic tourism markets and approaches to segmenting and positioning in these markets 6 Identify and design appropriate sales and marketing initiatives: positioning, branding, traditional and online market tools to enhance awareness of destinations Graduate Attributes and Employability Skills Able to work collaboratively within and across teams Independent, self-directed and lifelong learners, reflective in their practice Innovative, strategic and critical thinkers with highly developed leadership and problem-solving skills Effective communicators of knowledge, ideas and opinions within and across professional and cultural boundaries Knowledgeable about financial, social and environmental sustainability Reading Materials Prescribed ASEAN Tourism Marketing Strategy Canadian Tourism Commission Strategy TOU110 - Destination Sales and Marketing Page 2/20

3 Final Report of the Visitor Economy Taskforce : A Plan to Double Overnight Visitor Expenditure to NSW by 2020 Ganguly, N. (2012). Economic impact and investing opportunities of the two upcoming mega events in Brazil: 2014 FIFA World Cup and 2016 Olympic Games. Tourism Vision 2020 : Northern Territory's Strategy for Growth US Task Force on Travel & Competitiveness. (2012). National Travel & Tourism Strategy. Pike, S. (2008). Destination Marketing: An Integrated Marketing Communication Approach. Oxford, UK: Elsevier Inc. ISBN: Call Number: P636 Also available as an Ebook (EBL). Login via MyAthens eturbonews Recommended Buhalis, D., & Laws, E. (Eds.). (2001). Tourism distribution channels: practices, issues and transformations. London: Continuum. ISBN: Call Number: TOU Douglas, N., Douglas, N., & Derrett, R. (Eds.) (2001). Special Interest Tourism. Milton, QLD: John Wiley & Son. ISBN: Call Number: SPEC Egger, R., & Buhalis, D. (Eds.). (2008). etourism case studies: management and marketing issues. Harlow, UK: Butterworth-Heinmann. ISBN: Call Number: Et889 Also available as an ebook (EBL). Login via MyAthens Hsu, C., Killion, L., Brown, G., Gross, M., & Huang, S. (2008). Tourism Marketing: An Asia-Pacific Perspective. Milton, QLD: John Wiley. ISBN: Call Number: T727 Middleton, V. T. C., Fyall, A., & Morgan, M. (2009). Marketing in Travel and Tourism. (4th ed.). Oxford: Elsevier. ISBN: Call Number: M629 TOU110 - Destination Sales and Marketing Page 3/20

4 Week by Week Programme WEEK 1 - The Study of Destination Marketing & the Role of Destination Marketing Organisations Destinations are the epicentre of tourism, subject to industrialised tourism systems, marketing evolution, characteristics of tourism services, strategic planning and management issues. Defining destination marketing Destination Marketing Organisations their structure, history and funding Managing and marketing destinations Destination Competitiveness and Planning The Role of Government TUTORIAL: Overview of topic, course objectives and the assessment work to be undertaken Question and answer Readings TEXT: Chapter 12, Hsu,C.,Killion, L.Brown, G.,Gross, M., & Huang, S.- (Destination Marketing) Chapters 1-3, Pike, S.(The Study of Destination Marketing, Definitions, Destination Marketing Organisations) *Linked to Part 1, Chap 1,Summers,J.,Gardiner,M., Mktg2 ASSESSMENT DUE: Individual Assignment Description: Individual Tutorial Reports & Presentations Weighting: 20.00% Instructions: You will be allocated a specific week and a specific topic. You need to research, analyse and prepare a synopsis for delivery in your designated tutorial. Essentially undertaking a review process and summarising the main facts of the report or article you have been assigned. You will be provided with a marking guide that will direct you as to the elements you should be addressing in your presentation and what aspects carry the greatest value. You can use PowerPoint, prepare hand out sheets or use video and Youtube clips in your presentations. Topics to be reviewed are: * Destination NSW - VET Final Report TOU110 - Destination Sales and Marketing Page 4/20

5 * Canadian Tourism Commissions Strategy * Peru Competiveness Study * New Zealand Tourism Strategy 2015 * Asean Strategic Marketing Plan * Northern Territory Strategy * Case Study Visit Sweden Social Media Campaign * Economic impact and investing opportunities of the two upcoming mega events in Brazil Report * US National Travel & Tourism Strategy WEEK 2 - Winning Destinations & Marketing Strategy Development Winning is not everything, it is the only thing. What makes a destination a desirable tourism experience? A strategic approach - successful strategy achieves a point of difference against competitors on attribute deemed important by the market... OTHER TOPICS Marketing Strategy Development Visions, Missions and Stakeholder Buy In Tourism in the experience economy Global forces and impacts on destinations Tourism systems, marketing evolution, characteristics of tourism services, Marketing Strategy Development Destination Product Development Destination Marketing partnerships Destination Image & Positioning Destination Mix Revision Questions on concepts presented in lecture Assessable Topic for Analysis and Report: Destination NSW VET Final Report (Aug 2012). Trial Analysis Students presentation and review of Destination NSW's VET Report Readings TEXT: Chapters 1-2, Hsu,C.,Killion, L.Brown, G.,Gross, M., & Huang, S.(Introduction to Tourism Marketing, Strategic Marketing Framework); Chapters 7-8 Pike,S. ( DMO Roles, Marketing Strategy Development) TOU110 - Destination Sales and Marketing Page 5/20

6 WEEK 3 - The Marketing Environment and the Role Destination Research and Understanding the Consumer It is what you know and what you do with it... 1) Tourism research and its role in Destination Planning 2) The Marketing Environment 3) Types of Marketing research 4) Assessing Market Potential 5) Consumer Buying Behaviour for Tourism 6) Tourist Motivation 7) Market Segmentation Revision questions and answers of concepts presented in lecture Analysis and Report: Canadian Tourism Commissions Strategy Student presentation Student presentation Analysis and Report: Canadian Tourism Commissions Strategy Readings TEXT: Chapter 3 & 4, Hsu,C.,Killion, L.Brown, G.,Gross, M., & Huang, S.(Tourist Markets, Marketing Research). Chapter 9, Pike,S. (Market Research) *Part 1, Chapter 2, Part 2 Chapters 3, 5 & 6 : Summers,J.,Gardiner,M.,Mktg2 3 Describe the broad characteristics of inbound, outbound and domestic tourism markets and approaches to segmenting and positioning in these markets 6 Identify and design appropriate sales and marketing initiatives: positioning, branding, traditional and online market tools to enhance awareness of destinations TOU110 - Destination Sales and Marketing Page 6/20

7 WEEK 4 - Destination Image, Positioning and Branding Developing a brand and delivering on its promise... 1) Destination Branding and Brand Promise 2) Destination Image 3) Positioning and developing USP 4) Product Development Destination Mix. 5) Segmented Marketing 6) The Marketing Mix introduced: 4P, 7 P's and 9 P's of Tourism Revision question and answer of concepts presented in lecture. Analysis and Report: Peru Competiveness Study Student presentation on finding of Peru Competitiveness Study. Assessment Readings TEXT: Chapter 6, Hsu,C.,Killion, L.Brown, G.,Gross, M., & Huang, S.(Product) Chapters 10,11, 12, Pike, S. (Destination Branding, Destination Image, Market Positioning *Part 3 Chap 8: Summers,J.,Gardiner,M., Mktg2 3 Describe the broad characteristics of inbound, outbound and domestic tourism markets and approaches to segmenting and positioning in these markets 6 Identify and design appropriate sales and marketing initiatives: positioning, branding, traditional and online market tools to enhance awareness of destinations TOU110 - Destination Sales and Marketing Page 7/20

8 WEEK 5 - Tourism Services Marketing Mix and Selecting Communications Channels Getting your ducks in a row Integrate all elements into a solution that satisfies consumers in a competitive environment. The People Element The Process Element The Physical Evidence The Product Marketing Communications Objectives & Message Revision question and answers New Zealand Tourism Strategy 2015 Student presentation on key elements of : New Zealand Tourism Strategy Student Presentation -Assessment Viewing promotional video Readings TEXT: Chapter 5 & 8, Hsu,C.,Killion, L.Brown, G.,Gross, M., & Huang, S.(Tourism Service Marketing Mix, Marketing Communications) Chapter 14,(Marketing Communication) Pike,S. *Part 3 Chap 11, : Summers,J.,Gardiner,M., Mktg2 3 Describe the broad characteristics of inbound, outbound and domestic tourism markets and approaches to segmenting and positioning in these markets 6 Identify and design appropriate sales and marketing initiatives: positioning, branding, traditional and online market tools to enhance awareness of destinations TOU110 - Destination Sales and Marketing Page 8/20

9 WEEK 6 - Destination Communications, Promotional Planning & Distribution Developing a comprehensive and integrated promotional plan that delivers results. It is not what you do but the way that you do it... Application of Promotional Mix in Destination Promotion Developing an Integrated Promotional Plan The role of the Promotional mix: 1) Advertising 2) Personal Selling 3) Sales Promotion 4) Direct Marketing 5) Public Relations & Publicity Distribution: The Cinderella component of the marketing mix... Direct or indirect - a strategic decision Marketing triangle for producers, distributors and customers Principles of distribution The role of intermediaries Managing the marketing channel Customer Relationship management Revision question and answers of lecture concepts. Asean Tourism Marketing Strategy Student presentations on Asean Tourism Marketing Strategy Assessment Readings Text: Chapters 9 & 11, Hsu,C.,Killion, L.Brown, G.,Gross, M., & Huang, S.(Promotion, Distribution) Chapter 15, Pike,S.,(Distribution) Part 3 Chaps 10 & 12, Summers,J.,Gardiner,M., Mktg2 3 Describe the broad characteristics of inbound, outbound and domestic tourism markets and approaches to segmenting and positioning in these markets TOU110 - Destination Sales and Marketing Page 9/20

10 6 Identify and design appropriate sales and marketing initiatives: positioning, branding, traditional and online market tools to enhance awareness of destinations WEEK 7 - Role of Advertising Publicity and Public Relations in Destination Marketing & Crisis Management The right thing in the right place at the right time. The role of the Media Managing Relationships with Stakeholders Publicity -v- PR Media Familiarisations Managing the Message Crisis Communications Revision question and answers. Overview of Northern Territory Tourism Strategy. Discussing Communicating in a Crisis - PATA Paper Student presentations on Northern Territory Tourism Strategy Readings Text: Chapter Eight, Hsu,C.,Killion, L.Brown, G.,Gross, M., & Huang, S.(Marketing communications) Chap 16, 18. Pike.S.,(Public Relations, Disasters and Crises) 3 Describe the broad characteristics of inbound, outbound and domestic tourism markets and approaches to segmenting and positioning in these markets 6 Identify and design appropriate sales and marketing initiatives: positioning, branding, traditional and online market tools to enhance awareness of destinations TOU110 - Destination Sales and Marketing Page 10/20

11 WEEK 8 - Destination Communications The Role of Technology and Social Media Marketing Realise the opportunities technologies can play in marketing destinations. Thematic approach Role of Websites Database Mining and Management Destination Communications Online marketing trends Strategic social media marketing Technology as an enabler for management and marketing, CRS, GDSs and the future trends in tourism technology and their application to destination marketing developing a social networking strategy Revision question and answers. Case Study Visit Sweden Social Media Campaign Student Presentations on Case Study Visit Sweden Social Media Campaign Readings TEXT: Middleton,V., Fyall,A., & Morgan,M.,Marketing in Travel & Tourism. Part 4, Chapter 14, Part 5, Chapter 18 (E-marketing:the effective use of ICT; Marketing Tourism Destinations) (online pdf) Buhalis,D., E Tourism, Chapter 11 (edestinations) (online pdf) 3 Describe the broad characteristics of inbound, outbound and domestic tourism markets and approaches to segmenting and positioning in these markets 6 Identify and design appropriate sales and marketing initiatives: positioning, branding, traditional and online market tools to enhance awareness of destinations TOU110 - Destination Sales and Marketing Page 11/20

12 WEEK 9 - Destinations and the Impacts of MICE Special Interest & Mega Events The more the merrier - or is it? MICE Mega Events Stakeholders & Community Issues & Considerations Special Interest Tourism Revision questions and answers. Examination of MICE sector of tourism. Presentations: "Economic impact and investing opportunities of the two upcoming mega events in Brazil Report" Group Reports to be submitted Student Presentations analysing and Reporting on : "Economic impact and investing opportunities of Readings the two upcoming mega events in Brazil Report" TEXT: Pike.S., Chapter 17 (Meetings Marketing).(online pdf) Douglas,D., Douglas, N., & Derrett,R. Special Interest Tourism Chapter 1 (Special Interest Tourism: starting with the individual) 3 Describe the broad characteristics of inbound, outbound and domestic tourism markets and approaches to segmenting and positioning in these markets 6 Identify and design appropriate sales and marketing initiatives: positioning, branding, traditional and online market tools to enhance awareness of destinations TOU110 - Destination Sales and Marketing Page 12/20

13 ASSESSMENT DUE: Group Assignment Description: Destination Positioning Exercise - Group Report Weighting: 30.00% Instructions: You will select a destination and prepare a report on the key target markets and the various segments within that market. Review the promotional activities undertaken in one of the destination's specific markets to promote the destination. You should link your findings to academic theory and analyse the effectiveness of the marketing effort in stimulating tourism flows. Consider elements such branding, positioning, point of difference and relevance of the promotional activities to the objective of communicating effectively with the target market. Groups should not consist of more than three students. A marking guide will be provided. Maximum of 5,000 words. WEEK 10 - How it all hangs together Mission goals objectives vision and values Macro and micro environment Destination brand The concept of place Destination positioning The Role of Planning The Destination Mix The Tourist Marketing & Management Its all in Your Head Performance Metrics Revision questions and answers. Discussion on perceptions of destination USA Student Presentations on "US National Travel & Tourism Strategy" Assessments Readings TEXT: Chapter 12, Hsu,C.,Killion, L.Brown, G.,Gross, M., & Huang, S. Part 4, Chap 15 Summers,J.,Gardiner,M., Mktg2 TOU110 - Destination Sales and Marketing Page 13/20

14 3 Describe the broad characteristics of inbound, outbound and domestic tourism markets and approaches to segmenting and positioning in these markets 6 Identify and design appropriate sales and marketing initiatives: positioning, branding, traditional and online market tools to enhance awareness of destinations WEEK 11 - Course Revision Managing and marketing destinations. Global forces and impacts on destinations Visions, Missions and Stakeholder Buy In Tourism research and its role in Destination Planning Consumer Buying Behaviour for Tourism and destination choice Destination Branding, Brand Promise, Image & Positioning The Marketing Mix introduced: 4P, 7Ps and 9Ps of Tourism Application of Promotional Mix in Destination Promotion Managing the marketing channel Database Mining and Management Strategic social media marketing MICE, Special interest and MEGA Events Marketing & Management Performance Metrics Discussions and analysis of case study examples of concepts Trivial Pursuit - Group competition of revision questions on subject 3 Describe the broad characteristics of inbound, outbound and domestic tourism markets and approaches to segmenting and positioning in these markets TOU110 - Destination Sales and Marketing Page 14/20

15 TOU110 - Destination Sales and Marketing Page 15/20

16 ASSESSMENT Student Assessment Exams will take place in weeks 12 & 13. Please refer to the official Exam Timetable for further information. The purpose of the assessment tasks is to demonstrate that you have met the learning objectives as set out above. Informal questioning will be used frequently during lectures and tutorials to provide feedback to students on their current level of learning and to highlight areas for development. A final exam will assess your overall assimilation of subject concepts. Assignment briefs will be available in class as indicated and then on Moodle. The overall assessment program is the following: No Assessment Issued Due Weighting Type Outcomes 1 Individual Tutorial Reports & Presentations Week 1 Week % Individual Assignment 1,2,3,4,5 2 Destination Positioning Exercise - Group Report Week 1 Week % Group Assignment 1,2,3,4,5,6 3 The examination will be a two (2) hour closed-book examination. Week 1 Exam Week/s 50.00% Final Exam 1,2,3,4,5,6 Learning Management System - Moodle You have access to all subject notes on the learning management system (LMS) Moodle. To access your subjects through Moodle please go to: Instructions to Students You are required to prepare for assessments by reading the subject matter in subject notes, handouts and readings. Class work and practical application of theory assist in reinforcing the importance of this subjects topics. You are required to participate in class discussions and activities. ASSESSMENT ONE - INDIVIDUAL REPORT & PRESENTATION - (20% of Assessment - a weekly ) This is an individual exercise and should be a maximum of 1,000 words. You will be allocated a specific week and a specific topic as per following schedule in Week One, on which you will have to read, prepare a report and present an overview to your fellow students. This will require you to research, analyse and prepare a synopsis for delivery in your designated tutorial. Essentially undertaking a review process and summarising the main facts of the report or article you have been assigned. You will be asked to review literature apart from this report to identify any issues or discussions not covered in your assigned document. The data must be presented in an interesting and understandable format to ensure comprehension by the audience. You will produce a report in soft copy and hard copy- so it can be posted on Moodle for all students to view and reference. You will do a presentation on your report to the class -maximum time permitted 15 mins. You will need to decide what information is most important and how to present it. You will be provided with a TOU110 - Destination Sales and Marketing Page 16/20

17 marking guide for both the report and the presentation to guide you as to the elements you should be addressing and their weighted value. There will be question on each of the presentations in the exam so notes and presentations should be designed to assist your fellow students understand the topic you are covering. ASSESSMENT TWO - GROUP WORK - (30% of Assessment - Due Week 9) Destination Promotional Item Proposal Max 5,000 words - not more than 3 students per group You will select a destination, review its overall marketing strategy, its present promotional activities and aspects such as: o Branding o Positioning o Promotional o Target Markets o Point of Difference o Business Performance You should link your findings to academic theory and consider the effectiveness of the marketing effort in stimulating tourism flows. Based on this review process you will propose a single promotional to a select target group. It needs to be compatible with the present promotional strategies for the destination and the selected medium one that effectively communicates your business offer or proposition to the target group. You will need to look at: Step 1) Destination Analysis, the environmental factors affecting tourism to this destination(macro & micro elements), SWOT analysis. Key tourism experiences offered in this destination and their key markets. Promotional activities for the destination advertising, websites, publicity, PR, events, trade shows, sales promotion. Step 2) Propose a promotional item for a specific target group.profile of the target market. Who are your main competitors?your point of difference. Overview of your promotional item and its relevance to the target group. How you will evaluate the success of this initiative Academic Integrity The ICMS community depends upon shared academic standards. Plagiarism, cheating and collusion are regarded as a serious breach of the academic standards of ICMS. Academic dishonesty in any form by a student represents an impairment of these standards. If any academic dishonesty occurs, such as cheating in an examination, the student will automatically receive a fail grade for the subject and also be reported to the Registrar for disciplinary action and other penalties as outlined in the Academic Handbook. Assessment Objectives The assessments are designed to assess your: understanding of concepts/principles discussed in the subject ability to apply the concepts and logic thereof ability to develop and support an argument/position ability to analyse, critique and think ability to identify enhancements to strategies, systems and practices discussed in the subject Engagement will be based on your: ability to work as part of a team if there are group assignments individual involvement during lecturers/tutorials respectful conduct and interaction with others TOU110 - Destination Sales and Marketing Page 17/20

18 Assessment Criteria The individual assignment will have specific questions that will need to be specifically answered. More generally however, the following main criteria will apply when marking assignments: relevance of answers to questions evidence of reading and research description and understanding of the concepts used (accurate, coherent, unambiguous) clarity of communication (marked down for irrelevant discussion or padding) logical and justifiable argument or position The following criteria will also be considered: all references and quotations to be acknowledged as per the ICMS style guide correct expression (spelling, grammar) academic integrity, i.e., originality of the work (plagiarism is an automatic fail) respect of minimum and maximum word length where appropriate (aim for quality, not for quantity) Feedback and Evaluation The feedback and evaluation will normally take place within seven days of submission of assignments and marks will be posted on Moodle. In the case of large classes, feedback may take up to, but no later than, fourteen days. Grades will be given as a letter denoting the level achieved. (High Distinction - H.D. Distinction D Credit C Pass P Fail F) Submitting Assessment Tasks An ICMS assignment cover sheet MUST be attached to each piece of written assessment and filled out with complete details. You can obtain the ICMS assignment cover sheet from the student website. There is also a copy attached to the Subject Outline. All work submitted must be in both soft and hard copy by the due date and time. ICMS Grading in this Subject The Academic Senate at ICMS has a set of guidelines on the distribution of grades across the range from fail to high distinction. Your final result will include one of these grades plus a standardized numerical mark (SNM). Your final SNM and grade will be determined using a two-stage process. The first stage is an assessment of performance on individual assessment tasks against the identified criteria and standards. The second stage is an assessment of overall performance in the Subject, including all requirements, activities and assessment tasks. Final grades to describe achievement will be awarded on the basis of your overall performance and the extent to which you demonstrate fulfilment of the learning outcomes. The relationship between SNMs and Final Grades is shown in the table below. TOU110 - Destination Sales and Marketing Page 18/20

19 Standardised Mark (%) Grade Grade Point HD D C P F 0.0 HIGH DISTINCTION Denotes performance which meets all subject outcomes in such an exceptional way and with such marked excellence that it deserves the highest level of recognition DISTINCTION Denotes performance which clearly deserves a very high level of recognition as an excellent achievement in the subject CREDIT Denotes performance which is substantially better than would normally be expected of competent students in the subject PASS Denotes performance which satisfies subject outcomes FAIL Denotes performance which does not meet subject objectives Performance Level To complete this subject satisfactorily you must: Attend all lectures and tutorials Actively participate in the tutorial classes and presentations Read widely - including but not limited to the readings specified each week Complete all specified learning activities, assessment tasks and homework tasks Submit all assessment tasks on or before the due date Demonstrate satisfactory involvement in the group assignment TOU110 - Destination Sales and Marketing Page 19/20

20 Student Declaration Student Name: Student No: Subject Code: Subject Name: Lecturer/Tutor: Assignment Title: Word Count: Due Date: I am aware of ICMS policy on plagiarism as stated in the ICMS Student Handbook. This assignment does not breach those requirements nor has it been previously submitted for assessment contributing to any other subject or course. The ideas and information that are not mine have been referenced accordingly. Signed: TOU110 - Destination Sales and Marketing Page 20/20