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

Lectures on Campus and Online.
Canvas, Zoom.

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.

Students workload

30 h lectures & guidances
105 h independent/ group work

Content and scheduling

Intensive course. Please prepare to attend to all online 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.

According to the degree regulations (section 18) “students must be present in the first contact session or notify their teacher in charge if they cannot attend. If they fail to notify the teacher of their absence in the first contact session, their enrollment will be rejected. Another student in the queue may be enrolled in the study unit in the place of the absent student.”
Intensive implementation requires participation in contact teaching in accordance with the syllabus.

Grading scale

H-5

Evaluation methods and criteria

Implementation:
Learning diary 50%
Development project (group work) 50%
Evaluation:
Learning diary
Self- and group evaluation
Development project (group work)

Evaluation criteria, satisfactory (1-2)

PROFESSIONAL KNOWLEDGE BASIS, INFORMATION SEARCHING AND REPORTING
– use professional concepts in a consistent manner and demonstrate his/her familiarity with the knowledge basis
– report and communicate in a professional manner
PROFESSIONAL PRACTICE AND WORKPLACE DEVELOPMENT
– act independently taking into account the operating environment
– take responsibility for interaction with customers and/or co-operation partners and for responding to their needs
TEAMWORK SKILLS, LEADERSHIP AND RESPONSIBILITY
– describe the significance of his/her actions for successful co-operation
– describe his/her competence in relation to the learning outcomes

Evaluation criteria, good (3-4)

PROFESSIONAL KNOWLEDGE BASIS, INFORMATION SEARCHING AND REPORTING
– critically evaluate information and justify their actions with science-based knowledge
PROFESSIONAL PRACTICE AND WORKPLACE DEVELOPMENT
– propose creative solutions at work
– promote professional co-operation and enhance customer and partner relationships
TEAMWORK SKILLS, LEADERSHIP AND RESPONSIBILITY
– act in a manner that promotes the team’s entrepreneurial and responsible approach to work
-describe the development of his/her competence in relation to the learning outcomes

Evaluation criteria, excellent (5)

PROFESSIONAL KNOWLEDGE BASIS, INFORMATION SEARCHING AND REPORTING
– analyse the acquired information, draw conclusions and combine theoretical knowledge with experiential knowledge
PROFESSIONAL PRACTICE AND WORKPLACE DEVELOPMENT
– evaluate the applicability of produced knowledge, skill or idea to other contexts as well as their impact
– anticipate needs of customers and/or co-operation partners
TEAMWORK SKILLS, LEADERSHIP AND RESPONSIBILITY
– evaluate and develop the team’s entrepreneurial and responsible approach to work
– evaluate the possibilities for utilising competence and plan his/her personal development and development of the team