Tunniste / Course Code


Nimi / Name

Destination Marketing

Laajuus / ECTS


Tyyppi  / Level (esim. perusopinnot, aineopinnot)

Master’s level



Opinto-oikeus (?)

Tourism marketing and management master’s students, maximum 5 other students (palvelujohtaminen, exchange students)

Suositeltu suoritusaika


Tuntimäärä / Hours (?)

160 hours

Arvostelu / Grading



Business school

Opettajat / Teacher

Juho Pesonen


Kuvaus / Sullabys:


Osaamistavoitteet (pakollinen) / Learning outcomes (compulsory)

Knowledge related

  • Understand, explain, criticize and develop destination strategies, missions, visions, and values.
  • Understand how destination brand and image are built through communication, interaction and relationships in various marketing and communication channels.
  • Understand tourists’ destination choice process and frameworks and models connected to it.
  • Identify the central concepts in destination marketing research and apply them to practice.


Skills related:

  • Collaboratively design and create a distinguishable and creative destination marketing plan and evaluate how realistic and suitable it is and implement the plan to practice.
  • Carry out multichannel destination marketing campaigns and work with creative agencies to promote a destination.
  • Assess and measure the effectiveness of marketing campaigns and actions as well as utilize data in making destination marketing decisions.
  • Identify critical destination resources and how those can be utilized in contemporary marketing.
  • Create and manage collaborative marketing campaigns and actions with various partners to develop destination marketing to international customers.


Sisältö (pakollinen) / Content

  • In the first part basic marketing concepts, marketing planning, and destination marketing actions are examined.
  • The second part focuses on destination marketing strategies and collaboration in marketing.
  • The third part focuses on creating a destination marketing plan, planning destination marketing communications and e-commerce in the destination and how tourists search and process information when making destination choices.
  • In the fourth part the focus is on destination brand and image and what is their role in destination marketing.
  • In the last part measurements of destination marketing success are examined and an overall view of destination marketing is created.

Suoritustavat (pakollinen) / Teaching Methods

  • Independent study (50 hours)
  • Group work (80 hours)
  • Class meetings (30 hours)

Toteutustavat / Study Modes

  • Flipped classroom (pre-learning materials and interactive face-to-face meetings)
  • Active participating in class meetings
  • Group works in collaboration with destinations.

Oppimateriaalit / Study Material

  • Scientific articles
  • Online material.

Arvosteluperusteet (pakollinen) / Assessment

Group works 1-5, possibility to gain bonus points with individual assignments.  

Edellytykset / Prerequisites:

Bachelor’s degree.

Ajankohta / Time



Tarjontatieto / Level

Tourism Marketing and Management students, exchange students.

Avainsanat / Key word

marketing strategy; destination communication; destination image; destination branding; advertising, B2C and B2B relationships; relationship marketing; word-of-mouth marketing, marketing performance

Kampus / Campus


Lisätietoja/ Further information

Maximum of 25 students can be admitted to the course, preference is given to Tourism Marketing and Management students. Registration for the course one week in advance in WebOodi.

Opetuksen kieli (pakollinen tieto) / Teaching language