You are destination management consultants working on a destination, cultural or
heritage brand of your choice. You are required to develop a Destination Marketing
Strategy Plan for the brand.
You should start with planning; think about what destination, cultural or heritage brand
you would like to work on during the course of 12 weeks as you study the module.
Each week (starting from week 1) there will be seminar time devoted specifically to
your work where you will have the opportunity to conduct research, put together the
sections of the report and ask questions.
You can start by thinking of the following;
? Where the brand is now /how is the brand doing currently?
? Where would you like the brand to be?
? How do you plan to get there?
You will need to conduct a situation analysis in order to understand how the brand is
currently doing. Depending on where you would like to take the brand, you will need
to form vision and mission. Considering these, you need to identify a market and apply
segmentation, targeting and positioning. According to your target market(s) you will
apply marketing mix to your destination, cultural or heritage brand. Lastly, you will
conduct a SWOT analysis.
