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EDIT Program Objectives

The TOURISM DESTINATION MARKETING AND PROMOTION focus area provides an overview on destination marketing with a framework to develop a marketing strategy that will help participants build and learn how to create and sustain customer and stakeholder value for their destination.

Learning objectives:

  • Understand current and anticipate future consumer markets and buying behaviors
  • Capture created value for the marketing organization
  • Structure leadership roles in a fully integrated strategic marketing plan
  • Gain insight on the growth and purpose of sales promotion


  • The nature of travel distribution channels
  • Current trends in services marketing
  • The newest trends in service marketing and leadership position
  • How to forecast and interpret research on market demand
  • How to use tourism research for planning
  • How participation in joint marketing schemes create synergies

The INNOVATION IN TOURISM PRODUCT DEVELOPMENT AND MANAGEMENT focus area provides an in depth interdisciplinary overview of core, facilitating, and supporting products that satisfy the wants and needs of the consumer.

Learning objectives:

  • Understand the product lifecycles and sustainable development
  • Study current destination product trends and niche products
  • Consider new product development and market testing options
  • Understand the process of developing, designing and introducing a new product brand
  • Understand how various forms of management and use-risk management practices offer a more sustainable product


  • The process of designing, positioning, and managing the product
  • The process behind product screening
  • How to use tourism management practices to promote community development
  • How to maximize your destination by enhancing your community and physical product

The INTERNATIONAL TOURISM POLICY focus area recognizes the interdependence of policy issues and the need to work collaboratively towards the development of integrated policy initiatives.

Learning objectives:

  • Gain an understanding of the benefits of policy coordination
  • Learn how tourism policies emerge from within organizations
  • Develop an understanding of the potential gains from integrated policy development
  • Draw on the creativity and expertise of departmental inputs
  • Jointly develop policy with stakeholder and community input​
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