Placemaking and Destination Branding

This course provides students with an understanding of the foundations and applications of destination marketing, branding and placemaking. In an increasingly competitive tourism market, destinations need to adopt a highly targeted, consumer research-based, multi-agency marketing and branding approach, that offers differentiation and uniqueness while staying authentic to the destination¿s assets and local community. Using case study examples from global destinations, this course will review the process involved in building a successful branding strategy, from market research to tactics.