Module code: MANM150

Module Overview

Destination Marketing Organisations (DMOs) face a wide-range of political and resource-based challenges and constraints not encountered by private sector businesses, which make destination marketing and management a highly complex area of study. This module explores the underlying principles and key characteristics of destination management and marketing by drawing on fundamental subject areas related to organisation structure and governance challenges, marketing planning and research, image, promotion and branding for destinations as well as performance evaluation.

A critical understanding of the nature of DMO operations, challenges as well as opportunities is essential, not only for students seeking a career as active stakeholder within a DMO, but also for those wishing to work for private sector tourism businesses, as comprehending the principles guiding the public sector leads to more effective collaboration between both sectors.

The module provides students with the opportunity to engage in the practical application of tourism theory as well as encouraging them to adopt a critical approach to analysing a tourist destination. Central to this is a compulsory, student self-funded domestic fieldtrip with the objective to enable students to gain first-hand experience in addressing a specific research problem and conducting marketing research. Insights gained from the field experience are channelled back into producing a theoretical report, which critically examines the complex processes and practices in destination marketing and management.

*** Please note that the fieldtrip is an essential part of this module ***

Module provider

Hospitality, Tourism & Events Management

Module Leader

HEHIR Christy (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 105

Lecture Hours: 30

Practical/Performance Hours: 15

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

  • Organisation structure and governance challenges

  • Marketing planning and research

  • Destination branding, promotion and image

  • Performance evaluation

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework GROUP REPORT (MAX 5500 WORDS) 50

Alternative Assessment

Instead of group report: individual essay (max.2000 words)

Assessment Strategy

The assessment strategy is aimed at giving students the opportunity to understand the connection between theory and practice by applying theoretical knowledge to a particular destination, supported by primary research. The first assessment component, which is a group project report, tests the students’ subject knowledge and understanding as well as students’ ability to compare and contrast between tourism theory and practice, which assists in advancing their cognitive skills. By working on an actual research problem and conducting marketing research, practical and professional skills in the critical analysis of primary data are enhanced. The second component of the assessment strategy examines students’ ability to engage in reflective learning skills by providing a considered reflection on the limitations of their research practice.

Together, the group project and the individual essay require students to work on aspects that are similar to the MSc dissertation. As the module is offered in semester two, both assessments help students to prepare for their dissertation.

Both assessment components account for 50%. A split of 50/50 is regarded as fair to give students the opportunity to show their individual performance as well as group effort. Students are informed about both pieces of assessment in week 1 of the semester.


A detailed marking scheme for both assignments is provided to students during their first lecture together with the assessment details. This allows students to clearly identify what is expected of them. This marking scheme also outlines the percentage figures for each assessment component. The marking scheme is also essential for markers of both assignments as it allows for consistency in the marking process. The first assessment (group project report based on fieldwork), is marked based on 6 criteria, which comprise:

  • Use of literature and theory (demonstration of thorough understanding, evidence of extensive reading, appropriate use of references to support arguments)

  • Critical analysis (literature applied to destination management and marketing, critical appreciation and evaluation of academic and non-academic sources, appropriate depth of analysis)

  • Research problem, methodology and findings (theoretical and practical rationale for research problem identified, critical evaluation of appropriate research approaches, selection of analytical techniques appropriate to data collected, quality of results obtained, relevance to marketing research problem)

  • Logical structure and organisation (information and ideas presented in a clear and logical manner, coherency of arguments, analysis leads to realistic and relevant recommendations, analysis leads to realistic and relevant conclusion)

  • Originality (integration of original and innovative ideas)

  • Style and language (accurate referencing and relevant, up-to-date bibliography, academic writing style/ appropriate use of academic English)

The second assessment (individual reflective essay) assesses students’ work according to:

  • Level of reflection (reflection on experiences, the quality of research and its findings by critically exploring the limitations of the study)

  • Use of literature and theories (use of relevant literature related to the limitations discussed, evidence of extensive reading, appropriate use of references to support arguments, demonstration of thorough understanding)

  • Critical analysis (literature applied to specific limitations, critical appreciation and evaluation of academic and non-academic sources, appropriate depth of analysis)

  • Logical structure and organisation (information and ideas presented in a clear and logical manner, coherency of arguments, analysis leads to realistic and relevant conclusion, including the identification of future research avenues)

  • Originality (integration of original and innovative ideas)

  • Style and language (accurate referencing and relevant, up-to-date bibliography, academic writing style/ appropriate use of academic English)

Both assessment components are marked by two lecturers, who deliver this module. By double-marking both assignments, it is ensured that marking is fair and consistent. In case of marker discrepancy, marks are discussed on an individual basis. Students can expect to have their assignments returned within three weeks.


The provision of feedback is an essential part of this module to ensure that students are provided with assistance as they progress through the module. Apart from feedback during and after in-class discussions, the following feedback strategy is in place:

Formative Feedback:

  • During the first lecture, the assignments and the feedback process is explained

  • Students are given the opportunity to get feedback for their proposed marketing research problem before they start their fieldwork.

  • Continuous feedback is provided during the fieldtrip, where students collect primary data.

  • After the fieldtrip, students are provided with the opportunity to present their preliminary findings before they hand-in their group project. This allows them to get further peer and lecturers’ feedback.

  • Feedback for the individual reflective essay is provided as part of a briefing session with class exercises to help students to better understand the nature of the reflective assignment task.

These numerous feedback sessions are held essential to assist students to deal with both assignment tasks.

Summative Feedback:

  • For both assessments students receive written feedback together with their returned essays and reports. Apart from comments on the scripts, a formal sheet outlines students’ strengths, areas for improvements and suggestions on how to improve students’ performance for other assignments.

  • Once marking is completed, students are able to access a report online which contains generic feedback as well as a breakdown of marks. This enables students to assess their own performance compared to their peer students.

Module aims

  • To provide students with the opportunity to develop a critical appreciation of the key principles, concepts and techniques associated with destination management and marketing
  • To understand the connection between theory and practice.
  • Further, the module encourages students to develop their practical skills in gathering, analysing and presenting data.

Learning outcomes

Attributes Developed
1 Discuss the underlying principles, particularities and dynamics of DMOs and understand business and policy implications in managing and marketing a destination KC
2 Demonstrate a critical understanding of the role of destination branding and promotion, marketing research as well as performance evaluation techniques KC
3 Appreciate the factors that influence tourism destination image KC
4 Apply theoretical knowledge on destination management and marketing by examining a specific research problem in a particular destination KCP
5 Compare and contrast between tourism theory and practice by identifying practical issues related to destination management and marketing KCP
6 Propose strategic destination management and marketing directions CPT
7 Develop practical skills in the critical analysis of primary data and presenting findings PT
8 Encourage lifelong learning and improvement through reflective learning skills CPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The key teaching and learning strategy is problem-based learning, supported by the provision of theoretical aspects on destination management and marketing and relevant examples from the industry. By using a specific destination as case study, the module provides students with knowledge in the field of applied tourism destination management and marketing. This encourages students to explore, critically evaluate and apply theoretical perspectives in a specific setting to understand the challenges and practicalities involved in managing and marketing tourism destinations.

The teaching and learning methods include a combination of theoretical lectures and presentations designed to provide an essential framework of knowledge, supported by directed reading, in-class discussions (drawing on practical examples and case studies), to develop students’ critical thinking and analysis skills. The fieldtrip incorporates guest lecture sessions as well as primary research to offer students practical engagement in analysing a tourist destination from a marketing and managerial perspective.  

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list
Upon accessing the reading list, please search for the module using the module code: MANM150

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2020/1 academic year.