Business Skills – Managing and Marketing
HELP DESK AND CALL CENTRE SKILLS
Home Inspection and Maintenance
Job Readiness-Employability Skills
Simulations and Drills-non-credit
Fundamentals of Destination Management and Marketing Courses
Fundamentals of Destination Management and Marketing Course Introduction
This course is a comprehensive guide covering basic functions of the contemporary convention and visitor’s bureau (CVBs). The contributors to this course are internationally recognized experts, offering professional insights into key issues related to destination management and marketing.
Students will learn how destination management organizations (DMOs) depend on intertwined relationships involving hosts and guests, and suppliers and consumers, as well as complex networks of residents, government officials, and CVB leaders and employees. Global in scope, the course also features case studies from outside the United States.
To provide students with a basic understanding of the roles DMOs and CVBs play in the tourism industry. Students will gain insight into all aspects of organization operations such as: service, research, product development, human resources, and financial management.
Of Interest to
Those who are interested in marketing or pursuing a career in the hospitality industry.
Fundamentals of Destination Management and Marketing Course Breakdown
The Value of Service; The Leisure Visitor; The Meeting/Convention Planner; The Sports Event Planner; The Motor Coach Planner; Industry Partners; The Competitive Edge
Prospecting; Qualifying Prospects; Selling Strengths and Benefits; Handling Objections; Following Up; Market Segmentation and CVB Satellite Offices; Convention Services
Destination Marketing: The Consolidated Approach; Market and Marketing Research; The Marketing Plan; Marketing Tools; Alliances; Criteria for CVB Marketing Success
The Role of Research at the CVB; The CVB Research Function; What to Research?; CVB Performance Reporting; CVB Return on Investment
Publicity’s Value; Creating a Plan; Media Relations; New Releases and Press Kits; Other Media Communications; Press Trips; Going to the Media; Issues management and Crisis Communications; Media Interviews; Tips for Handling Media Questions; Nonmedia Communications
CVB Marketing Tactics; CVB Product Marketing; Community Visioning
Situation Analysis for Destination; Best Practices Adoption; Developing an Interactive Program Strategy: Addressing the Web Site; Building the Web Site: In-House or Outsource; The Strategic Internet Marketing Plan; E-Team and Staffing (Strategy and Tactical Teams)
The Role of Human Resources Management; Performance Management; Best-Practice Organizations
What Is a CVB Member?; Development; Retention; Dismissal; Dues Calculations; Policies; Publications; Communications; Benefits of Membership
Four Critical Areas in CVB Financial Management; Cost Allocation Procedures; CVB Financial Statements
Structural and Functional Dimensions of Board Governance; Bylaws; Other Structural Components of Board Governance; Board Governance: A Case Study
The Importance of Strategic Alliances; Stakeholders; Potential Alliance Partners; Making Alliances and Partnership Work
National and Provincial Tourism Structure; Provincial Agencies; Canadian CVBs
Historical Development of CVBs and DMOs in the United Kingdom; Organization of the Tourism Industry in the United Kingdom; The Nature and Role of CVBs; Conference Desks and Conference Offices; Opportunities and Challenges for U.K. CVBs; Current Changes and the Emergence of New Entities
Historical Development of Mexican CVBs; The Institutional Organization of Tourism in Mexico; Responsibilities of Ministry of Tourism, State and Local Authorities; The Nature and Role of CVBs in Mexico; CVB Services and Facilities; Monterrey CVB Case Study; Current Conditions, Opportunities, and Challenges of Mexican CVBs; Learning from Other CVBs
Course textbook is provided for on-going reference. There is a final exam upon completion of the course.
Participants who receive 70% or higher on their exam will receive a certificate.
Method of Delivery
Online training supported by Academy of Learning College facilitators.
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