Study Guide

Learning outcomes

After completing the study unit the student is able to:
- analyze marketing environment in tourism sector
- plan and design experiential marketing strategies
- apply co-marketing in digital environment with partners

Content

- marketing and sales strategies
- markets
- marketing mix (services, pricing, distribution channels, communication)
- marketing communication (personal selling, advertising, sales promotion, public relations),
- networks
- marketing plan

Teaching methods

Optima, lectures, team meetings

Location and time

Zoom
Leppävaara campus

Learning materials and recommended literature

Main literature:
Marketing for Tourism and Hospitality : Collaboration, Technology and Experiences
Fyall, A.; Legohérel, P.; Frochot, I.; Wang, Y.
Routledge 2019.

Other examples of literature:
Chaffey, D. & Smith PR. 2017. Digital Marketing Excellence. Planning, Optimizing and Integrating Online Marketing. Routledge. New York.
Ryan, D. 2017. Understanding Digital Marketing. Marketing strategies for engaging the digital generation. KoganPage. New York.

Alternative completion methods of implementation

-

Co-operation with working life and/or RDI

TBA

Students workload

50 h lectures
85 h independent/ group work

Content and scheduling

Intensive course. Please prepare to attend to all lectures in schedule. The exact schedule will be confirmed when the course begins.

Further information for students

Discover tourism or similar tourism studies recommended.
For exchange students in tourism and hospitality field.
First meeting is mandatory for attending the course. If you must be absent from the first meeting, report it in advance by email to teacher. Otherwise we take it that you are not attending this course at all.
Intensive course requires active attencande to all lectures.

Grading scale

H-5

Evaluation methods and criteria

Implementation:
Online exam 40%
Development project (group work) 60%
Evaluation:
Exam
Development project (group work)
Self- and group evaluation