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

Location and time

Campus implementation.

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

Joint implementation together with TO00BX32-3002 Tourism Marketing

The study unit includes both individual and team work. You will receive feedback for assignments from the teacher(s), and working life and peer evaluation is utilized. A Canvas learning environment is used to support the implementation, but it is important to take part in teaching and guidance on campus according to schedule.

Employer connections

Study unit includes marketing development project.

Exam schedules

Presence is compulsory during the first class, 6.3.2025. Also, when there are quest lectures and final presentations.

International connections

The study unit is suitable for exchange students. International guest lectures from partner universities may visit the study unit.

Completion alternatives

All students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognized and accredited by the teacher responsible for the studies or another person designated to the position. The assessment is carried out according to the same assessment criteria and, as a rule, same grading scale as that adopted for the corresponding study unit or module. The student is entitled to apply for accreditation of prior competence regardless of where, how and when the competence has been acquired. The student may also seek accreditation of competence to be acquired on the job as part of their degree (work-based learning). The student is responsible for demonstrating and verifying their competence and for providing sufficient information.

Student workload

20 h lectures & guidance
115 h independent/ group work

Content scheduling

The exact schedule will be confirmed when the course begins.

Evaluation scale

H-5

Further information

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.”