DESTINATION BRANDING

COURSE OUTLINE

Responsible: Styliani Kladou

1. GENERAL

SCHOOL School of Management and Economics
ACADEMIC UNIT Department of Business Administration and Tourism
LEVEL OF STUDIES Undergraduate
COURSE CODE 0800.7.001.0 SEMESTER 2nd
COURSE TITLE Destination Branding
INDEPENDENT TEACHING ACTIVITIES
if credits are awarded for separate components of the course 		WEEKLY
TEACHING HOURS		 CREDITS
0 6
Total 0 6
COURSE TYPE
general background, special background, specialised general knowledge, skills development
PREREQUISITE COURSES None
LANGUAGE OF INSTRUCTION and EXAMINATIONS English
OFFERED TO ERASMUS STUDENTS Yes (in English) — Spring Semester
COURSE WEBSITE (URL) https://eclass.hmu.gr/courses/BAT273/

2. LEARNING OUTCOMES

Learning outcomes

The successful completion of the course reflects students’…

knowledge to:

• conceptually define the concept of branding (LO1);

• understand the importance of identifying the identity and alternative branding plans adequate for tourism businesses and tourist destinations (LO2).

skills to:

• evaluate the role of Destination Management Organizations for destination brand management strategies (LO3);

• critically analyze various branding strategies and plans developed by businesses and destinations (LO4).

competency to:

• design and implement branding plans adequate tourism businesses and destinations (LO5).

General Competences

• Research, analysis and synthesis of data and information using the necessary technologies

• Decision-making

• Autonomous work

• Teamwork

• Working in an international environment

• Presentation, self-development and leading skills

3. SYLLABUS

  • Conceptual delimitation and basic concepts in branding (brand, brand name, logo, trademark, slogan, character, packaging, jingles, brand identity, brand image, brand personality, brand loyalty, brand equity, brand awareness, brand positioning)
  • The role and importance of brand identity
  • Management and promotion of brand identity
  • Tourist destinations
  • Destination Marketing Management Organizations
  • Identity management of tourist destinations
  • The identity of Greece - visual representations and symbols
  • Case studies from tourist businesses and destinations

#

Topic

Study material

LO

Action


1

The concept of the brand

In Greek: Kapferer, J.N.: Κεφ. 1-2

Video: What is a brand?

https://www.youtube.com/watch?v=sQLlPC_alT8

LO1

Debrief


2

Conceptual delimitation & basic concepts in branding & destination branding

In Greek: Kapferer, J.N.: Κεφ. 1-4

Video: What is branding?

https://www.youtube.com/watch?v=JKIAOZZritk

LO1

Prof.Kavaratzis

workshop


3

In Greek: Kapferer, J.N.: Κεφ. 1-4

Video: What is branding?

https://www.youtube.com/watch?v=dpZfNNYUZEcY

LO1

CAVO SIDERO


4

The role and importance of corporate identity

In Greek: Μήλιος, Α.: Κεφ. 1

Video: What is brand identity?

https://www.youtube.com/watch?v=TQYXH3MQhdY

LO1

LO2

CAVO SIDERO


5

Management and promotion of corporate identity

In Greek: Μήλιος, Α.: Κεφ. 2

 Kapferer, J.N.: Κεφ. 7

Video: How to build brand identity

https://www.youtube.com/watch?v=Me3MLxGDpXc

LO1

LO2

Q2

Project feedback


6

Destinations & destination brands

In Greek: Fletcher et al.: Κεφ. 6

Video: Tourism Destinations

https://www.youtube.com/watch?v=uxRGyQYxMmo

LO3

Q2


7

Destination Marketing Management Organizations

Teacher’s notes; Pike

Video: Destination Marketing Organizations

https://www.youtube.com/watch?v=8CzJ1h5V0Po

LO3

Q3


8

Destinations and place identity

In Greek: Δέφνερ, Α., Καραχάλης, Ν.: Ενότητα 1

Video: Introduction to Destination Marketing: Destination Branding

https://www.youtube.com/watch?v=MIv_flNWfd8

LO3

Q4

Project deadline


9

Identity of Greece – visual representations and symbols

Teacher’s Notes; PhD Thesis: Βάζου, Ε.

Video: All you want is Greece

https://www.youtube.com/watch?v=eMF5K4UC9B4

LO3


10

Branding strategies and plans

Morgan et al.; In Greek: Δέφνερ, Α., Καραχάλης, Ν.: Ενότητα 3

Video: How to write a Brand Strategy or Plan?

https://www.youtube.com/watch?v=a00UCpy4-FA

LO2

LO5


11

Case studies

In Greek: Μήλιος, Α.: Κεφ. 8-10

Notes

Video: AEGEAN, a new brand vision

https://www.youtube.com/watch?v=VYDIfdPpFhM

LO4

LO5


12

Student presentations

LO4

LO5

Project presentations


13

Recap

Role Playing Case


4. TEACHING and LEARNING METHODS - EVALUATION

DELIVERY
Face-to-face, Distance learning, etc.		 In-class Face-to-Face, occasionally hybrid or online
USE OF INFORMATION AND COMMUNICATIONS TECHNOLOGY
Use of ICT in teaching, laboratory education, communication with students

projector, internet, PPT, video, e-class
TEACHING METHODS
The manner and methods of teaching are described in detail.
Activity Semester workload
Course total
STUDENT PERFORMANCE EVALUATION
Description of the evaluation procedure
  1. Presentation of an individual project (30%) in class
  2. Report of an individual project (30%)
  3. In-class exercises and case studies (40%)

5. ATTACHED BIBLIOGRAPHY

-Suggested Bibliography:

  • Kladou, S. and Usakli, A. (eds.) (2025). Understanding Destination and Place Branding. Edward Elgar Publishing Limited.
  • Pike, S. (2020). Destination Marketing: Essentials (3rd ed.). Routledge. https://doi.org/10.4324/9781003032205
  • Morgan, N., Pride, R. & Pritchard, A. (2009). Destination Branding Revised: Creating the unique destination proposition (2ndedition).
  • Ashworth, G. and Kavaratzis, M. (Eds.) (2010), Towards Effective Place Brand Management. Branding European Cities and Regions. Cheltenham: Edward Elgar Publishing Limited.
  • Bayraktar, A. and Uslay, C. (2017), Strategic Place Branding. Methodologies and Theory for Tourist Attraction, Hershey: IGI Global.
  • Kolb, B. (2006), Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists, Butterworth-Heinemann.
  • Kozak, M. and Baloglu, S. (2011,) Managing and Marketing Tourist Destinations: Strategies to Gain a Competitive Edge, Oxon: Routledge
  • World Tourism Organization (2007), A Practical Guide to Tourism Destination Management, Madrid: WTO.

- Academic Journals:

  • Journal of Destination Marketing & Management
  • Journal of Place Branding and Public Diplomacy

DEPARTMENT OF BUSINESS ADMINISTRATION AND TOURISM, HELLENIC MEDITERRANEAN UNIVERSITY