| CODE | TRS3291 | ||||||||
| TITLE | Branding and Tourism | ||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 6 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Tourism Management | ||||||||
| DESCRIPTION | This study-unit will highlight the importance of branding in tourism as a means for developing a differentiated and competitive tourism product. The unit will focus on both the individual product brand such as a hotel, or a particular heritage NGO or organisation and on Nation-branding activities. The course commences with an economic history of branding and the origination of branding concepts in the FMCG category, focusing on food and beverage. The course concludes with considerations of the impact of Dark Tourism and Gastro-Tourism on the Nation-brand. Study-unit Aims: To trace the development of branding and its role in tourism, culinary and heritage spheres. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Define and recognise a brand; - Create a brand identity that will lead to the development of a brand; - Compare different brands in the fields of tourism and heritage. 2. Skills: By the end of the study-unit the student will be able to: - Identify the main components that will result in a strong brand and be able to apply these in a given tourism context. Main Text/s and any supplementary readings: Main Texts: - Murphy, Brenda. (2015) Brewing Identities Globalisation, Guinness and the Production of Irishness, Peter Lang International Academic Publishers. - Aaker, David. (2014) Aaker on Branding: 20 Principles That Drive Success, Morgan James Publishing Morgan, K. J., Marsden, T. K. and Murdoch, J. (2006) Worlds of food: place, power and provenance in the food chain, Oxford University Press. - Wheeler, A. (2006) Designing Brand Identity, John Wiley & Sons, Hoboken, NJ. - Gobé, M. (2001) Emotional Branding: The New Paradigm for Connecting Brands to People, Allworth Press, New York, NY. - Dinnie, K. (2008) Nation Branding, Butterworth-Heinemann, Oxford, UK. - Anholt, S. (2006) Competitive Identity: The New Brand Management for Nations, Cities and Regions. - Pritchard, M. Morgans, N. and Pride, R. (2001) Destinations Branding Creating the Unique Destination Preposition Butterworth Heinmann. |
||||||||
| RULES/CONDITIONS | Before TAKING THIS UNIT YOU MUST TAKE TTC1106 | ||||||||
| STUDY-UNIT TYPE | Lecture, Independent Study and Visits | ||||||||
| METHOD OF ASSESSMENT |
|
||||||||
| LECTURER/S | Claudette Buttigieg George Cassar |
||||||||
|
The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2024/5. It may be subject to change in subsequent years. |
|||||||||