2020 Spring CDME Alberta
2020 Spring CDME Alberta
Apr 21, 2020
Apr 24, 2020
date_range April 21-24, 2020
location_city Banff, Alberta, Canada
location_on The Banff Centre

Core Course: Strategic Issues in Destination Management

April 21-22, 9:00 AM - 5:00 PM
Member Rate: US$ 1,475
Non-member Rate: US$ 2,215

Instructors: Don Anderson, CDME (Destination Consulting Group) and Gary Sherwin, CDME (Newport Beach & Company)

Elective Course: Destination Positioning and Branding

April 23, 9:00 AM - 5:00 PM and April 24, 9:00 AM - 12:00 PM
Member Rate: US$ 895
Non-member Rate: US$ 1,295

Instructors: Steve Paganelli, CDME (TripAdvisor) and Gary Sherwin, CDME (Newport Beach & Company)


Tuesday April 21, 2020
9:00am - 5:00pm
Strategic Issues in Destination Management April 2020 (2 days)
Details +
**Strategic Issues in Destination Management is a required core course and there is a required take-home paper due on or before Wednesday, May 13, 2020.**

Description:  This course is designed to provide a broad contextual overview of the Destination Marketing industry including its history and current trends. It will explore how the industry has evolved in its 100 plus year history and what challenges and opportunities exist in a changing marketplace and political environment.

Learning Objectives: Participants will gain a greater holistic understanding of the destination marketing profession including its various marketing, finance and sales components. In addition to providing an overview on the programmatic and operational overview of the successful Destination Organization, it will also explore board governance, advocacy and community relations. The course will touch upon both the theoretical and practical aspects of the profession. It will also provide a forward leaning educational overview on where the industry is headed, including destination leadership and defines skill sets for a contemporary Destination Organization executive. 

Upon completing the Strategic Issues Course, the CDME candidate will be able to:

Understand the history of the Destination Organization profession and how it originated
Understand the trends in marketing related programming used by many Destination Organizations
Understand the sales related programming used by many Destination Organizations
Provide an overview of contemporary destination branding
Gain an overview of key Destination Organization financial issues including funding
Gain a greater understanding of significant and relevant trends in the industry
Gain an overview of governance and destination advocacy
Understand the importance and definition of destination strategic planning
Understand the broad impacts of destination marketing on communities and how Destination Organizations have evolved in their structures and programming to remain relevant in a changing environment
Understand the difference between destination leadership and marketing
Understand performance accountability and metrics

Course Outline: 

I. Course introduction
II. An Overview of Destination Marketing
III. History of Destination Marketing 
IV. Destination Next and Future Trends
V. Destination Strategic Planning
VI. Destination Marketing Components
VII. Destination Sales Components
VIII. Destination Governance and Advocacy
IX. Destination Finances and Funding
X. Skill sets for Destination Organization professionals
XI. Performance accountability and metrics
XII. Destination Leadership
XIII. Course Wrap and Questions

Thursday April 23, 2020
9:00am - 12:00pm
Destination Positioning and Branding April 2020 (1.5 Days)
Details +
The Destination Positioning and Branding course will:

Provide an integrated overview of destination branding from a proven and practical perspective;
Address the necessary research and various methodologies employed in successful destination/tourism and community branding;
Include insights on the approach and key steps in destination/tourism brand development, design, and delivery;
Involve participants in sharing their experiences in destination/tourism brand analysis, development, marketing, and partnerships; and
Summarize the key challenges and future directions in place branding.

Upon completion of the “Destination Position and Branding” course, CDME candidates will be able to:

Understand the process of creating a destination brand;
Know the difference between positioning and branding;
Develop a brand promise;
Execute and enhance a destination brand rollout; and
Set-up and measure destination brand success.

Course Outline:

I. Course Introduction
II. An Overview of Branding
III. Destination Brand Research 
IV. Destination Positioning and Brand Promise
V. Destination Brand Delivery
VI. Destination Brand Strategy Communications
VII. Destination Branding Success
VIII. Review and Wrap-Up

* Schedule subject to change.
The Banff Centre
Room rate: C$175
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