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

4.4.- 23.5.2019 Leppävaara campus

Materials

Literature example:
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.
Internet:
Arthur, L. 2013. Big data marketing: engage your customers more effectively and drive value.
http://site.ebrary.com.nelli.laurea.fi/lib/laurea/reader.action?docID=10774378
Machin, E. 2016. What is earned, owned & paid media? The difference explained.'
https://www.titan-seo.com/newsarticles/trifecta.html

Teaching methods

Optima, lectures, team meetings

Employer connections

City of Vantaa
City of Kerava

Exam schedules

4.4.- 23.5.2019

Student workload

56 h lectures
79 h independent work

Content scheduling

Intensive course. Please prepare to attend to all 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.
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.