Marketing of Tourism Services (5op)

Osaamistavoitteet

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

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 marketing decisions.
Be familiar with planning, implementing and monitoring marketing in the field of tourism.
Select marketing strategies and marketing 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 plan, taking into consideration the objectives and requirements of tourism services marketing.

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 integrated tourism marketing mix and branding include, how is the value chain created and how is planning and implementation of marketing in tourism done?
What kind of media and technological solutions there are for interactive marketing (internet, social media etc.) of tourism services and what possibilities e-Business offers for tourism?)
How to draw up a marketing plan for diverse tourism business environments and situations including various elements and tools?