International Destination Branding

Want to work as a manager within the tourism, hospitality or business sector? And discover what competencies you need and work to develop them? Do you like the challenge of a complex, challenging and more self-managed? Then International Destination Branding is the right minor for you!

These and more concepts will be covered in the module: destination marketing and branding, cross-cultural management, regional and city marketing, organizational performance and corporate governance, MICE industry, human resources, hospitality marketing and cruise tourism.


Study start

  • February


  • Qatar


  • English

European credits

  • 15 EC's

Minor type

  • For specific bachelor programmes

Subject area

  • Hospitality Management
  • Tourism and Leisure

Minor content

The minor:

  1. explores the extent to which Qatar can develop as an international destination through the use of its culture and heritage.
  2. determines how destination branding can be used as a tool for business development incentives such as MICE industry, Hospitality Industry, Business and Investment. 
  3. explores the concept of DMO’s marketing a destination. This includes governmental organizations, Tourism authorities, laws, strategies and policies.
  4. assesses the level of cultural identity of a destination and technological developments through sustainable development of a destination.
  5. explores Cruise Tourism as a marketing and branding tool for an international destination

Structure of the minor

The minor International Destination Branding has been developed on the basis of the competencies a Manager within the Tourism, Hospitality and Business Sectors have to possess. The competency profile was formulated in cooperation with the Higher Professional Education sector.

The module consists of lectures, CBLs and MAC sessions.
CBL Workshop sessions: Duration: 1 x 45minutes Introduction (Week 1), 1 x 90 minutes&1 x 180 minutes (Weeks 1-3, 5) Lectures & Guest Lectures: 11 x 90 minutes (Week 1- 3, 5- 8)
MAC Sessions- Individual Module Assignment : Duration: 2 x 45 minutes (Weeks 1-3, 5-8) Work is evaluated on the basis of individual performance and group products and assessments.

In every day routine you might take notice of the following:

  • For each case there is a description in which you will find all the necessary information. The case description is the starting point for a number of activities you will be carrying out in the following period.
  • To structure your work you will have to draw up action plans, this time based on the information given in the case description. 
  • You will be working independently in groups and as individuals. Support is available, but you will have a great deal of influence on how things proceed. That is your own responsibility. That gives you the chance to develop other competencies.
  • By way of support you are offered lectures on the subjects of regional and city marketing / Branding, MICE Industry, Destination Marketing and Cross Cultural Management, as well as the input from guest speakers when and where possible.
  • The minor will include a fieldtrip


Destination Brand Identity 6EC Subsidiary Learning Outcome: The student can apply the theory of Destination Brand Identity by identifying the tourism potential, translating the tourism potential problems into policy objectives by listing the alternatives for a destination.

International Destination Marketing 6EC 
Subsidiary Learning Outcome: The student can assess the projected brand identity and image of a destination by developing an effective marketing plan in the context of a specific destination.

IDB Personal Professional Development 3EC 
Subsidiary Learning Outcome: Completion of Module Assignment Consultancy sessions.


It is relevant to practice the Competences of a Manager within the Tourism, Hospitality and Business sectors. Given the international character of these programmes and the wider aspirations of Stenden University, it is essential that these opportunities are exercised, or at least offered in challenging intercultural settings. Strategic vision in the development of destinations is a necessary attribute for graduates within the Social Sciences programmes, especially in a destination such as Qatar examples of ‘best practice’ are exercised.

The Minor is offered as part of the Grand Tour to eligible students of the third year. The timing of the Minor is subject to demand and the decision of Stenden University Qatar but, in principle, can run in any or all of the four module periods of Year 3. It is best if students have completed Strategic Management. Students may or may not have done so, but it is assumed that at third year level they will be able to think strategically and produce short, focused management-style reports based on sound analysis of internal and external factors, and present their plans in a professional manner. In this minor students will work on developing the knowledge, skills and attitude appropriate to the Manager for Tourism, Hospitality or Business.


Do you have questions about this minor? Ask them via the online form.