Destination marketing has changed dramatically as the result of increasing competition and environmental change. This course takes a systematic approach and is designed to extend participants' knowledge and experience in marketing for tourism and hospitality: first, by understanding the nature of competition within the tourism industry; second, by understanding the role of information technology; and third, by developing extensive analytic skills.

Course Structure:

A MODUL University professional seminar is divided into three sections, allowing for maximum flexibility.

  1. Pre-Module phase: a two week e-learning period where participants are required to study reading material at home
  2. Core-Module phase: a two day seminar on MU Vienna’s campus
  3. Post-Module phase: a 2-4 week e-learning period where participants are required to complete a project or paper at home

Total course time is approximately one month, while the required on-campus seminar time is two days.


Dr. Juergen Gnoth is Professor at the Department of Marketing, University of Otago, New Zealand. Prof. Gnoth's interests focus on consumer behavior, in particular tourism services marketing, event management, place branding and marketing ethics. He is a leading member of the Tourism Research & Place Branding Group and an international and cross-cultural researcher.

His theoretical publications model how consumers experience and engage with their environments including service providers, in cross-cultural contexts, how expectations and satisfaction form, and what this means for service provision and branding, including place and destination branding. In this practical work (including feasibility studies, satisfaction, quality, and social impact research) he deals closely with Tourism New Zealand and tourism companies such as hotels, airlines, operators, and consultants to keep his teaching up-to-date and relevant.

Prof. Gnoth is a member of a number of editorial boards including the Journal of Travel Research and Annals of Tourism Research, for which he also served as Associate Editor for the Research Notes sector for more than 12 years.


Participants will gain a critical appreciation of

  • why people travel and how that translates into opportunities for destinations
  • how tourists experience, what experiences are, and the roles that destinations can play
  • what place and destination branding is, and how operator and destination brands interface
  • how place brand experience and consumer culture interface to create memorable experiences

The course will combine lectures, team presentations, group discussion, participant-centred workshops and problem-solving tasks.


Participation in all three phases of the professional seminar (pre-, core- and post-module) leads to a certification, with the possibility to transfer the credits earned to a degree program (e.g. MBA program). All study programs and seminars are accredited by the Agency for Quality Assurance and Accreditation (AQ) Austria.


DI Dr. Verena Peer
MBA Program Manager
MODUL University Vienna
Am Kahlenberg 1, 1190 Wien
T: +43 (1) 3203555 302

  • Proof of an undergraduate university degree with a minimum duration of three years or completion of an equivalent degree relevant to the content of the study programme
  • A minimum of three years professional experience
  • Proof of English proficiency for non-native speakers (for detailed information please visit
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