Courses

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.

Course Prerequisite(s)

Not Applicable.

Course Aim

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

Lesson 1:

The Value of Service; The Leisure Visitor; The Meeting/Convention Planner; The Sports Event Planner; The Motor Coach Planner; Industry Partners; The Competitive Edge

Lesson 2:

Prospecting; Qualifying Prospects; Selling Strengths and Benefits; Handling Objections; Following Up; Market Segmentation and CVB Satellite Offices; Convention Services

Lesson 3:

Destination Marketing: The Consolidated Approach; Market and Marketing Research; The Marketing Plan; Marketing Tools; Alliances; Criteria for CVB Marketing Success

Lesson 4:

The Role of Research at the CVB; The CVB Research Function; What to Research?; CVB Performance Reporting; CVB Return on Investment

Lesson 5:

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

Lesson 6:

CVB Marketing Tactics; CVB Product Marketing; Community Visioning

Lesson 7:

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)

Lesson 8:

The Role of Human Resources Management; Performance Management; Best-Practice Organizations

Lesson 9:

What Is a CVB Member?; Development; Retention; Dismissal; Dues Calculations; Policies; Publications; Communications; Benefits of Membership

Lesson 10:

Four Critical Areas in CVB Financial Management; Cost Allocation Procedures; CVB Financial Statements

Lesson 11:

Structural and Functional Dimensions of Board Governance; Bylaws; Other Structural Components of Board Governance; Board Governance: A Case Study

Lesson 12:

The Importance of Strategic Alliances; Stakeholders; Potential Alliance Partners; Making Alliances and Partnership Work

Lesson 13:

National and Provincial Tourism Structure; Provincial Agencies; Canadian CVBs

Lesson 14:

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

Lesson 15:

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 Notes

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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