Marketing Research and Competitive Tools of Marketing for Tourist Enterprises (5cr)
Course unit code: C455-5
General information
- Credits
- 5 cr
Content
Type of course
Compulsory
Level of course
Professional studies
Objective of course
Students will master the basics of marketing research and learn how to use different information retrieval possibilities. They will learn to rate the reliability of the results from the viewpoint of marketing management. They will also master the essential principles of services marketing as well as its special characters in comparison to marketing products. They will also understand the competitive tools of marketing as influence methods and are able to develop the operation of service sector enterprises to a more competitive direction.
Course contents
- the most common research methods
- the special features of qualitative and quantitative research
- data collection methods
- sampling
- information analysis methods
- construction of research report
- modern service marketing theory
- competitive tools of service products
- life cycle of customer connections
- internal marketing
- customer satisfaction and quality
Teaching methods
Lectures and exercises
Assessment methods
The assessment methods will be specified at the beginning of the course
Prerequisites
No prerequisites
Required reading
See PIRKKA- Pirkanmaa Polytechnic library online catalogue
Name of lecturer
Annikki Mattila
Year of study/period
2./2.-3.
Language of instruction
Finnish