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TOU1004 Destination and Experience Marketing

Semester 2, 2021 Springfield On-campus
Short Description: Destination & Experience Mktg
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Business
Student contribution band : Band 4
ASCED code : 080701 - Tourism
Grading basis : Graded


Examiner: Anne-Marie Sassenberg


Developing a successful marketing strategy is increasingly important for the tourism and travel sector in relation to destinations and experiences. In an ever evolving and competitive market place where there are many destinations and experiences, there is a need to create a unique identity. This first year course outlines existing marketing theories and concepts required to create a unique destination identity and to successfully market the destination and tourism experiences on offer. Learning and assessment activities help to develop students’ early research skills.


Destination and experience marketing is a new evolving area in practice and theory. There are limited resources available in this area, thus resources for this course are supplemented by student research activities. The course introduces students to a variety of destination and experience marketing theories and concepts. Assessment activities contribute to the current body of knowledge on destination marketing theory through student research on destination and experience marketing practices. It allows students to link collected data with marketing theories and explore real-world destinations and/or experiences. At the conclusion of this course, students will have a sound knowledge of destination and experiencing marketing theory and skills relating to the development of competiveness, segmentation and marketing strategies.


On successful completion of this course students should be able to:

  1. synthesise the various destination and experience marketing theories and concepts;
  2. apply various marketing theories and concepts to a destination and/or experience taking into account outcomes of personal research;
  3. analyse and critique destination and experience marketing practices of a range of organisations;
  4. communicate creatively and effectively (taking into consideration cultural diversity and sustainability) using both traditional and digital formats.


Description Weighting(%)
1. Tourism destinations and experiences 10.00
2. Destination competiveness 30.00
3. Destination marketing strategy 30.00
4. Experience marketing and segmentation 30.00

Text and Materials

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

Morrison, A.M 2019, Marketing and Managing Tourism Destinations, 2nd edn, Routledge: Abingdon, Oxon.

Reference Materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.

Student Workload Expectations

Activity Hours
Assessments 65.00
Directed Study 39.00
Private Study 61.00

Assessment Details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 30 30 10 Aug 2021
ASSIGNMENT 2 30 30 14 Sep 2021
ONLINE EXAMINATION 40 40 End S2 (see note 1)

  1. This will be an online exam. Students will be provided further instruction regarding the exam by their course examiner via StudyDesk. The examination date will be available via UConnect when the Alternate Assessment Schedule has been released.

Important assessment information

  1. Attendance requirements:
    On-campus: It is the students' responsibility to attend and participate appropriately in all activities (such as lectures, tutorials, laboratories and practical work) scheduled for them, and to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks for that item.

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    An Online Examination is one in which candidates may have access to any printed or written material.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Deferred and Supplementary examinations will be held in accordance with the Assessment Procedure

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Date printed 8 November 2021