Market Communication in Tourism (Tourism Aalborg)

Title, ECTS credits        

Market Communication in Tourism (Markedskommunikation i Turisme)

5 ECTS

 

Location

Master in Tourism

7th semester

 

Coordinator

Laura James 

Course Instructor

 Amira Benali and John Hird

Language

English 

 

Objectives

Knowledge:
  • of theories and concepts in the area of market communication in tourism
  • of traditional and digital approaches to communication in tourism
  • of different types of market communication and destination branding strategies.

Skills:

  • in identifying and critically discussing debates within the field of market communication and destination branding
  • in selecting and applying relevant conceptual and methodological tools for the analyses of market communication and destination branding in digital as well as non-digital contexts
  • in producing critical and creative analyses of market communication and destination branding
  • in discussing how digitalization influences market communication in tourism.
Competences:
  • in analysing market communication and destination branding
  • in evaluating the relevance, integrity and usefulness of traditional as well as digital approaches within market communication in tourism
  • in independently continuing own competency development within the area of market communication and destination branding.

Course Activities

Each session of the course will be based on theoretical texts as well as case materials, and interactivity in the form of class- and group discussions, student presentations, and workshops will be applied as a means towards student learning throughout the course. The exam is 4-day take home written exam  based on the curriculum for this module (See curriculum for further details).

 

Academic Content and Conjunction with Other Courses/Semesters

Due to the increased availability of information through various communication channels, the attention towards communication of tourism products, places and spaces is perhaps more pertaining than ever before. The complexity of tourism as well as attached communication strategies is therefore a factor that demands increased attention. The primary focus of this course is communication surrounding tourism, the tourist destination in particular, within the tourism market. We will look specifically at various tools of and strategies for communication in a vast landscape of different media platforms that makes it possible for communication to take place in many shapes and forms between different tourism actors. The course will revolve around two central elements. Attention will firstly be dedicated to the conceptual foundation, which entails problematizing this interplay of various types of communication, messages and audiences in the complex context of tourism. Particular attention will be paid to various aspects of branding as a marketing strategy, and secondly, specific tools and modes of analysis for various communication strategies will also be explored. The aim is hereby to introduce students to the communicative landscape of tourism and various modes of communication in order to encourage and inspire multifaceted approached to market communication.

 

Scope and Expected Performance (1 ECTS corresponds to 27 work hours for the student)

5 ECTS = a total of 135 hours for the entire course (27 hours per ECTS credit)

 Teaching hours: 8 x 2 hours = 16

 Reading/preparation and related study activities: 87 hours

 Exam: 32 hours 

 

Applied and Recommended Readings

 

Each session of the course will be based on theoretical texts, as well as case materials, and interactivity in the form of class- and group discussions, student presentations, and workshops will be applied to further student learning throughout the course. 

Materials for the course consist in various texts available through the library, and if not, a file is attached under the relevant session. What students are expected to read is stated under the 'Readings' heading. The references indicated at the end of each set of session slides are also suggested further readings.

Examination

The examination is a 4-day take home written given by the examiner on the basis of the curriculum of the module. The assignment paper must be prepared individually and must not exceed 8 pages.

Assessment: grading according to the 7-point scale.

 

Semester: E23