Destination Marketing
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Destination Marketing

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Format

100% Online

Schedule

14 hours

Language

English

Duration

4 weeks

Price

€0

Institution

IE University
Description

Destination Marketing provides participants with the tools to craft effective marketing plans for tourism destinations. The course covers four modules: analysis, strategy definition, marketing mix implementation, and outcome assessment. Participants will learn to analyze markets, competitors, and customer segments, develop strategic objectives, implement marketing tactics, and measure success. Through video lectures, readings, and assessments, this course ensures participants gain the knowledge and skills to transform locations into renowned tourism destinations, driving growth and visitor engagement.

Important Information:

  • Applications open: Anytime
  • Priority deadline: Anytime

If you would like to enroll multiple users or need more information about this course, please contact us!

toa@ie.edu
What you'll learn
  • ✔ Understand destination marketing and its role in tourism.
  • ✔ Conduct market, competitor, and customer segmentation analyses.
  • ✔ Develop effective marketing strategies, including segmentation, targeting, and positioning.
  • ✔ Implement marketing mix elements: product, pricing, distribution, and communication.
  • ✔ Define and measure expected results, including budgeting and metrics.
  • ✔ Create comprehensive marketing plans tailored to tourism destinations.
Course content
Module 1
Building a Solid Marketing Plan for a Tourism Destination
  • Discuss the structure and objectives of a marketing plan.
  • Explore effective marketing strategies for destination success.
  • Analyze external and internal factors using SWOT analysis.
Module 2
Marketing Strategy Definition: Segmentation, Targeting, and Positioning
  • Define strategic objectives: attracting versus retaining tourists.
  • Explore segmentation techniques and targeting criteria.
  • Develop positioning strategies for effective brand placement.
Module 3
Marketing Mix Elements of a Tourism Destination Marketing Plan
  • Integrate the marketing mix (4Ps) into destination marketing.
  • Define product and branding decisions for tourism destinations.
  • Analyze pricing strategies and tactics.
  • Discuss digital distribution channels and communication campaigns.
Module 4
Expected Results in a Tourism Destination Marketing Plan
  • Understand expected outcomes in destination marketing.
  • Develop a profit and loss (P&L) account for marketing plans.
  • Define budgeting strategies.
  • Measure quantitative and brand objectives.

WHO IS THIS PROGRAM DESIGNED FOR?

This course is crafted for students and professionals in various sectors, from tourism management, marketing, and hospitality management to destination management, travel and tourism studies, and business administration. It equips learners across these disciplines with essential insights into effective marketing strategies, destination branding, and customer segmentation. Participants delve into destination-specific tactics and communication strategies applicable across the tourism industry. They also explore the profound impact of marketing on hotel occupancy rates and gain expertise in creating marketing plans and fostering sustainable tourism practices. Additionally, the course illuminates tourist behavior dynamics and the strategic planning required within destination marketing contexts, bolstering expertise in these professional sectors.

Meet our instructors
Ramón Díaz Bernardo

Ramón Díaz Bernardo

PROFESSOR

Ramón Díaz Bernardo, a strategic marketing specialist, redirected his research focus to tourism marketing six years ago. He explores leisure and tourism products, devising differentiation strategies for holiday destinations. For three years, he led IE's Executive Master's in Tourism Business Management. During the 2005/06 term, he enriched his expertise at Cornell University as a Visiting Professor, investigating tourism marketing and teaching marketing management and franchising. His passion extends to broad tourism marketing, including business and destination marketing, particularly the hotel industry. With a Mining Engineering degree from the University of Oviedo, an MBA from ESDEN, and a Doctorate in Business Administration from IESE, Díaz Bernardo is actively involved in academia and professional spheres. He contributes to the Strategic Plan for Spanish Tourism 2020 and remains a Visiting Professor at Cornell University. His vast teaching and consulting experience spans prestigious institutions worldwide, reinforcing his status as a leading authority in tourism marketing.