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MART467 Tourism Marketing

The application of consumer behaviour and marketing theory to practical issues in providing tourism's core product: experiences. Includes an applied research opportunity with local businesses.

Tourism is one of the largest and most complex service providers not only in the world but also in New Zealand. It provides a plethora of unique marketing challenges particularly in holiday and event markets. In this paper we aim to apply consumer behaviour and marketing theory to practical issues in providing tourism's core product: Experiences. In 2017, we have the exclusive opportunity to study brand experiences, in particular, destination and place brands through applied research with local businesses.

Paper title Tourism Marketing
Paper code MART467
Subject Marketing Management
EFTS 0.1667
Points 20 points
Teaching period Second Semester
Domestic Tuition Fees (NZD) $1,037.87
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Notes
Normally available only to postgraduate and/or DipGrad students.
Course outline
View the course outline for MART 467
Teaching Arrangements
One 2-hour lecture each week, for 13 weeks.
Textbooks
There is no required textbook for this paper.
Contact
marketing@otago.ac.nz
Teaching staff
Paper Co-ordinator: Professor Juergen Gnoth
Lecturers: Dr Andrea Insch, Dr Shelagh Ferguson
Paper Structure
This paper will cover the following themes:
  • Introduction to Place Branding
  • Introduction to Destination Branding
  • Destination Brand Architecture
  • Experiences and Experiencing Tourism
  • Qualitative Research in Tourism
Graduate Attributes Emphasised
Global perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Research.
View more information about Otago's graduate attributes.
Learning Outcomes
Upon successful completion of the paper, students will be able to
  • Discuss and evaluate tourism marketing theory, including brand-consumption and tourism experience theory
  • Debate contemporary issues relevant to tourism destination branding and the consumption of places
  • Apply tourism marketing theory to a practical tourism branding research problem
  • Generate and present a marketing research report for a tourism business

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Timetable

Second Semester

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard

The application of consumer behaviour and marketing theory to practical issues in providing tourism's core product: experiences. Includes an applied research opportunity with local businesses.

Tourism is one of the largest and most complex service providers not only in the world but also in New Zealand. It provides a plethora of unique marketing challenges, particularly in holiday and event markets. In this paper we aim to apply consumer behaviour and marketing theory to practical issues in providing tourism's core product: experiences. In 2018, we have the exclusive opportunity to study brand experiences - in particular, destination and place brands - through applied research with local businesses.

Paper title Tourism Marketing
Paper code MART467
Subject Marketing Management
EFTS 0.1667
Points 20 points
Teaching period Second Semester
Domestic Tuition Fees (NZD) $1,058.71
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

^ Top of page

Notes
Normally available only to postgraduate and/or DipGrad students.
Contact
marketing@otago.ac.nz
Teaching staff
Paper Co-ordinator: Professor Juergen Gnoth
Lecturers: Dr Andrea Insch, Dr Shelagh Ferguson
Paper Structure
This paper will cover the following themes:
  • Introduction to Place Branding
  • Introduction to Destination Branding
  • Destination Brand Architecture
  • Experiences and Experiencing Tourism
  • Qualitative Research in Tourism
Teaching Arrangements
One 2-hour lecture each week for 13 weeks.
Textbooks
There is no required textbook for this paper.
Course outline
View the course outline for MART 467
Graduate Attributes Emphasised
Global perspective, Lifelong learning, Scholarship, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Research.
View more information about Otago's graduate attributes.
Learning Outcomes
Upon successful completion of the paper, students will be able to:
  • Discuss and evaluate tourism marketing theory, including brand-consumption and tourism experience theory
  • Debate contemporary issues relevant to tourism destination branding and the consumption of places
  • Apply tourism marketing theory to a practical tourism branding research problem
  • Generate and present a marketing research report for a tourism business

^ Top of page

Timetable

Second Semester

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard