Destination marketing
Aims of the course
- To introduce students with general approach regarding destination brands, which needs nowadays similar approaches as other business entities (products, services, organizations)- To introduce students with best cases in destination branding, with the real cases of marketing countries, regions and cities
- To introduce students with the branding strategies of country Slovenia and its actual brand I feel Slovenia
- To encourage students to team work and to think and discuss about strategic destination branding
Course syllabus
1. Destination as a complex entity – perspectives of different stakeholders2. Destination marketing and destination management
3. Destination branding: identity and equity concept
4. Destination identity concept
5. Customer-based brand equity concept: Emphasis on different equity elements (awareness, image, quality and loyalty)
6. Suitable promotion tools for destination marketing
7. Marketing attractions and events
Course director(s)
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