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UOWD case study on Marketing of a Destination using Sports

Wednesday, 6 April, 2011

The Program Director of the Master of Strategic Marketing program Dr Prakash Vel and Associate Professor Dr Donelda McKechnie prepared and released a case study, titled Marketing of a Destination using Sports to the case client, Fujairah Airports Authority.

The case study focused on how sports can be used as an important part of a comprehensive set of strategies used in destination marketing. The outcomes of the study include an analysis of the role played by internal marketing, sponsorship, managing physical evidence, role of integrated marketing communications and public relations when marketing a sporting event.