Destination Marketing: European Wonders

The American University of Rome

Course Description

  • Course Name

    Destination Marketing: European Wonders

  • Host University

    The American University of Rome

  • Location

    Rome, Italy

  • Area of Study

    Marketing

  • Language Level

    Taught In English

  • Prerequisites

    200-level course in Marketing or Travel or Tourism, or permission of the instructor

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credits

    1
  • Recommended U.S. Semester Credits
    1
  • Recommended U.S. Quarter Units
    1
  • Overview

    Destination Marketing is an area of growing importance as tourism regions compete to provide unique experiences and exceptional value to visitors. This field trip provides a hands‐ on opportunity to critically explore destination branding in Europe, and to consider the range of marketing strategies employed by regional governments, Destination Marketing Organizations (DMOs), local businesses and communities in achieving an effective competitive place marketing strategy. Participants will explore the role of tourist attractions: natural, cultural, contemporary and commercial in tourism marketing at the local and regional levels and will learn how to establish stronger regional brand identity. Practical insights into heritage related to place, community, ethnicity and identity, as well as the stakeholders in the local and regional tourism industry will be explored. Students will develop practical skills in developing and marketing diverse European tourist destinations and sites.

    This course may include a field trip to Bolzano.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Eligibility for courses may be subject to a placement exam and/or pre-requisites.

Some courses may require additional fees.

Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations