Tourism Marketing (5 cr)

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

Materials

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.

Teaching methods

Lectures on Campus and Online.
Canvas, Zoom.

Student workload

30 h lectures & guidances
105 h independent/ group work

Content scheduling

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

Evaluation scale

H-5

Further information

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.