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TOU1004 Destination and Experience Marketing

Semester 2, 2022 Online
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Student contribution band : Band 4
Grading basis : Graded
Version produced : 2 July 2022


Examiner: Anne-Marie Sassenberg


Developing a successful marketing strategy is increasingly important for the tourism and travel sector in relation to destinations and experiences. In an ever evolving and competitive market place where there are many destinations and experiences, there is a need to create a unique identity. This first year course outlines existing marketing theories and concepts required to create a unique destination identity and to successfully market the destination and tourism experiences on offer. Learning and assessment activities help to develop students’ early research skills.

Destination and experience marketing is a new evolving area in practice and theory. There are limited resources available in this area, thus resources for this course are supplemented by student research activities. The course introduces students to a variety of destination and experience marketing theories and concepts. Assessment activities contribute to the current body of knowledge on destination marketing theory through student research on destination and experience marketing practices. It allows students to link collected data with marketing theories and explore real-world destinations and/or experiences. At the conclusion of this course, students will have a sound knowledge of destination and experiencing marketing theory and skills relating to the development of competiveness, segmentation and marketing strategies.

Course learning outcomes

On successful completion of this course students should be able to:

  1. synthesise the various destination and experience marketing theories and concepts;
  2. apply various marketing theories and concepts to a destination and/or experience taking into account outcomes of personal research;
  3. analyse and critique destination and experience marketing practices of a range of organisations;
  4. communicate creatively and effectively (taking into consideration cultural diversity and sustainability) using both traditional and digital formats.


Description Weighting(%)
1. Tourism destinations and experiences 10.00
2. Destination competiveness 30.00
3. Destination marketing strategy 30.00
4. Experience marketing and segmentation 30.00

Text and materials required to be purchased or accessed

Morrison, A.M 2019, Marketing and Managing Tourism Destinations, 2nd edn, Routledge: Abingdon, Oxon.

Student workload expectations

To do well in this subject, students are expected to commit approximately 10 hours per week including class contact hours, independent study, and all assessment tasks. If you are undertaking additional activities, which may include placements and residential schools, the weekly workload hours may vary.

Assessment details

Approach Type Description Group
Weighting (%) Course learning outcomes
Assignments Written Essay No 30 1,2,3
Assignments Written Report No 30 1,2,3,4
Examinations Non-invigilated Time limited online examinatn No 40 1,2,3,4
Date printed 2 July 2022