Global Destination Branding (3 op)

Arviointiasteikko

0-5

Tavoitteet

The focus is to make destinations more competitive, enjoyable and economically successful. This boost tourism and economic development capabilities and competitiveness by designing place branding strategies or tourism plans that make the destination preferred choice for tourists, businesses, relocation, students, a new resident.
The need is to strengthen the city’s image, increase marketing focus win market share, generate wider support, and move from marginal results to a more prosperous visitor economy.
Following main issues are dealt in this course:
- Introducing destinations and destinations marketing
- The importance and the critical roles played by the DMO (Destination Management Organization) in the tourism policy development and implementation.
- Scenario Thinking and The strategic purpose of destinations and their management and marketing
- Destination Branding, social, emotional and product properties
- Brand Evaluation, Brand Stakeholders, Brand Values
- Marketing research: identifying market segments for destination products; Anholt and Saffron Rankings
- Marketing destinations: strategies and practices, distributing brand message through stakeholders
- Cases from different national brands where interest is in investments, international business, immigration, and tourism.

The objectives of the course are as follows. The student
- understands the meaning of destination branding process especially in the tourism industry
- understands and can apply the destination branding process tools and processes to develop tourism and hospitality services.

Sisältö

Destination branding processes
Distribution of destination branding
Destination marketing processes

Aika ja paikka

Online- remotely
Monday, June 1- Friday, June 5, each day 1,5 hours, 5 days
Monday, June 8- Thursday, June 11, each day 1,5 hours, 4 days
Monday, June 15- Wednesday, June 17, each day 1,5, 3 days

The online courses run from June 1st to June 17th. Contact hours run during Week 1 from Monday to Friday, during Week 2 from Monday to Thursday, and during Week 3 from Monday to Wednesday. All contract hours are indicated in Helsinki Time and will take place remotely via cloud-based platforms.

Global Destination Branding 10.00 – 11.30 Kari Halonen (kari.halonen@toolboxtravel.fi)

Implementation, Planned Learning Activities and Teaching Methods:
Day 1 1.6 Introduction of the course, What is a brand?
Day 2 2.6 Emotional, Social and Product Brand Values
Day 3 3.6 Market Analysis, introducing Rubik Cubic of Destination Marketing
Day 4 4.6 Four Toeholds of Marketing, Distributing Destination Brand,
Marketing Channels and eMarketing
Day 5 5.6 Scenario Thinking in Destination Development, Trends and
Changes in Lifecycles, Consumer Behaviors
Day 6 8.6 Strategic Marketing Plan Process
Day 7 9.6 Stakeholders of the Brand
Day 8 10.6 Theory about Geography of Fear and Virtual Visits in Finland
Day 9 11.6 Events in Brand Marketing
Day 10 12.6 Events in Brand Marketing continue
Day 11 15.6 “Escape Room” Exam (individual game and assignment)
Day 10 16.6 Auditing brands, Destination Competitiveness
Day 11 17.6 Multiple Choice Exam (individual)

Oppimateriaalit

Moilanen Teemu, Rainisto Seppo; How to Brand Nations, Cities and Destinations - A Planning Book for Place Branding, 2009, Cromwell Press Ltd. (available digitally 2014)

Kapferer Jean-Noël; The New Strategic Brand Management, Fifth Edition, 2012, Kogan Page Limited

Case studies for example of Amsterdam (The Netherlands) Australia, brand process, Barcelona (Spain), Eurovision Song Contest, Visit Finland, Helsinki City (Finland), Norway brand process, The Olympics case

Opetusmenetelmät

Online, remote access by using Zoom Video communications. Additionally, the material of the course will be in Optima system and communication between teacher and students will be delivered by email.

Course implementation focus on city/resort and country branding processes. Learning activities and teaching methods include lectures, case studies, articles, literature about destination branding, 3 individual assignments which will be evaluated by the teacher. The material of the course will be in the Optima learning environment used by JAMK.

Harjoittelu- ja työelämäyhteistyö

Exact information of the work placements linked to the course will be provided by the lecturer during the first online lesson of the course. Work positions and career planning for those interested branding, destination branding processes will be found in private sector in advertisement and communication and promotion companies as well in tourism companies, event organizers, professional congress organizers and in public sector working in city, municipality and country promotion companies such as Visitors Bureaus, Convention Bureaus, National Tourism Boards, Investment companies and Development Agencies.

Tenttien ajankohdat ja uusintamahdollisuudet

Assignments are 3: Multiple Choice Exam (30 points), Brand process assignment (50 points) and Event assignment (20 points). Total of 100 points. Participation for the class sessions (online) is not obligatory but recommended. Participation for assignments is obligatory; all three assignments (exams) need to be done to pass the course.

Opiskelijan ajankäyttö ja kuormitus

81 hours (online lessons & videos 12 hours; assignments 51 hours, independent reading & research 18 hours)

Arviointikriteerit, tyydyttävä (1)

Failed (0) Knowledge and Understanding: The student fails in the attempt of demonstrating theoretical and conceptual knowledge in a clear manner. Central concepts have been defined only partially. The student is not able to display any basic understanding of the subject area.
Intellectual Skills: The student has major difficulties in defining the problem and fails in interpretation. The student is not using reliable sources of industry or reliable
academic literature.
Sufficient (1) Knowledge and Understanding: The student is able to demonstrate the basic theoretical and conceptual knowledge of global destination branding process. Central concepts are defined fairly clearly. The student is able demonstrate command of the key concepts of subject area.
Intellectual Skills: The student is able to describe the problem and somehow interpret and analyse complex of global destination branding issues in question. The student is able to support his argumentation with some basic academic literature and other relevant information.

Satisfactory (2) Knowledge and Understanding: The student is able to give some evidence on his/her theoretical and conceptual knowledge of global destination branding process. Central concepts have been defined but vaguely. The student displays only superficial knowledge of the subject area.
Intellectual Skills: The student is able to define the problem but has difficulties in interpretation and analysing of the complex business issues and challenges arising and is not able to evaluate them from multiple perspectives. The student is able to review academic literature and other relevant information from industry and academic sources in a satisfactory way.

Arviointikriteerit, hyvä (3)

Good (3) Knowledge and Understanding: The student demonstrates his/her theoretical and conceptual knowledge clearly. Central concepts of global destination branding process have been defined well. The student displays fairly good command of the subject area.
Intellectual Skills: The student is able to interpret and analyse complex of global destination branding process issues and legal problems arising from multiple perspectives fairly well and find academic literature and other relevant information from industry and academic sources to support his argumentation.

Very good (4) Knowledge and Understanding: The student demonstrates solid and right theoretical and conceptual knowledge. Central concepts of global destination branding have been defined accurately. The student displays a good command of the subject area.
Intellectual Skills: The student is able to interpret and analyse complex global destination branding issues and challenges arising from multiple perspectives well and critically review academic literature and other relevant information from industry and academic sources in a good manner.

Arviointikriteerit, kiitettävä (5)

Excellent (5) Knowledge and Understanding: The student demonstrates his/her theoretical and conceptual knowledge in detail. Central concepts of global destination branding processes and have been defined with precision. The student displays a clear command of the subject area.

Intellectual Skills: The student is able to interpret and analyse complex destination branding and challenges arising from multiple perspectives and critically review academic literature and other relevant information from industry and academic sources in an excellent manner.

Esitietovaatimukset

1st year business studies or similar competence

Lisätiedot

Teacher of the course is Mr Kari Halonen
Kari.halonen@toolboxtravel.fi