Matkailumarkkinointi (5op)

Tavoitteet

Opiskelija osaa:
- analysoida matkailun toimialaa markkinoinnin näkökulmasta
- suunnitella ja kehittää markkinointistrategioita ja -toimenpiteitä
- soveltaa markkinointia digitaalisessa toimintaympäristössä

Toteutustapa

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 may be 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.

Aika ja paikka

Campus implementation

Oppimateriaali ja suositeltava kirjallisuus

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.

Toteutuksen valinnaiset suoritustavat

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.

Työelämäyhteistyö ja/tai TKI

Study unit includes marketing development project.

Toteutuksen tärkeät päivämäärät

The exact schedule will be confirmed when the course begins.

Kansainvälisyys toteutuksella

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

Opiskelijan ajankäyttö ja kuormitus

20 h lectures & guidance
115 h independent/ group work

Sisältö ja sen jaksotus

The exact schedule will be confirmed when the course begins.

Lisätiedot

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.”

Arviointiasteikko

H-5

Arviointimenetelmät ja arvioinnin perusteet

Implementation:
Intermediate assignments complete/incomplete
Marketing development project (1-5)

Arviointikriteerit, tyydyttävä (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

Arviointikriteerit, hyvä (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

Arviointikriteerit, kiitettävä (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