Marketing Communications and Marketing of Tourism ServicesLaajuus (5 op)

Osaamistavoitteet

This course focuses on customer-oriented marketing of tourism services and on integrated marketing communications. The students will be provided with the skills needed for planning and implementing integrated marketing communications and for using a variety of marketing communications mix tools on various internal and external target groups in both domestic and international business environments and situations. The students become familiar with planning, implementing and monitoring marketing communications campaigns.


After completing the course, the students will be able to:
Know the special features and tools of customer-oriented services marketing in the field of tourism and analyze factors that influence tourism marketing and integrated marketing communications decisions.
Be familiar with planning, implementing and monitoring marketing communications campaigns.
Select marketing communications strategies and marketing communications mix tools most appropriate for different kinds of purposes, tourism products and services, the domestic and international consumer and b-to-b markets, target segments and individual customers; taking into consideration branding and CRM, modern technological business environment, business cultures and domestic and international networks.
Draw up a marketing communications campaign plan, taking into consideration the objectives and requirements of marketing, integrated marketing communications and CRM.

Sisältö

What are the concept, role and characteristics of services and products and what are customer needs and requirements in both consumer and business-to-business markets in the field of tourism?
What are the special features, elements, tools and processes of services marketing in tourism?
What do the decisions of tourism marketing mix, integrated marketing communications mix and branding include, how is the value chain created and how is planning and implementation of marketing communications in tourism done?
What kind of media and technological solutions there are for interactive marketing communications (internet, social media etc.) and what are the possibilities of e-Business in marketing tourism services?
What does the integrated marketing communications campaign include and how to draw up a campaign plan for diverse tourism business environments and situations including various elements and tools?