Course Overview
In this course students develop an understanding of the role of a destination marketing organization at the local, regional, provincial, and national levels. The course will focus on the responsibilities of a DMO in evidence-based marketing and sales, and in-depth global marketing analysis of inbound tourism. Learners will analyze and interpret data, examine consumer behaviour and motivations to attract tourists from key overseas tourism markets. Learners will examine results-oriented partnerships within the five sectors of the tourism industry and develop a marketing plan for a destination. Successful consumer, trade and media campaigns will be analyzed, and students will discuss how destination marketing organizations generate increased visitation, enhance tourism expenditures, and yield the highest return on investment to a destination.
Prerequisite(s)
- Completion of second-level Marketing Management courses
Credits
4.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Develop effective public speaking skills by delivering oral presentations (individual and team) to audiences of diverse sizes.
- Compare and contrast the major inbound markets for Canadian tourism.
- Interpret and contribute to discussion about emerging global travel trends, competitive factors, and unique challenges and opportunities currently affecting the Canadian tourism industry.
- Describe tourism marketing strategies and how DMOs measure and manage the return on marketing.
- Develop a marketing plan for a destination.
- Select suitable primary and secondary marketing research approaches for the tourism industry.
- Differentiate between consumers in key overseas tourism markets and their buying processes and conduct market segmentation.
- Outline how destination marketing organizations build and manage brands.
- Evaluate elements of the promotion mix as it relates to destination marketing.
Effective as of Fall 2024
Related Programs
Destination Mktg and Sales (MKTG 3452) is offered as a part of the following programs:
- Indicates programs accepting international students.
School of Business + Media
- Marketing Management (Tourism Marketing and Sales Option)
Diploma Full-time
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.