Tourism Marketing (5cr)

Objectives (course unit)

Tourism marketing course focuses on customer-oriented marketing of tourism products and services. The aim is to learn skills needed for planning and implementing tourism marketing and for using a multitude of integrated marketing mix tools for various target groups, business environments and situations.

After completing the course, students will be able to:

• Understand the special features and tools of marketing tourism products and services.
• Analyze factors influencing tourism marketing and be familiar with planning, implementing and monitoring marketing in the field of tourism.
• Apply tourism marketing strategies, planning principles and integrated marketing mix tools for various target markets, business environments and situations.

Content (course unit)

• What are customer needs and requirements for tourism products and services in consumer and business-to-business markets?
• What are the special features, elements, tools and processes of tourism marketing?
• 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 tourism marketing done?
• What kind of media and technological solutions exist for interactive marketing of tourism products and services and what online business possibilities offer for tourism marketing?
• How to draw up a marketing plan for diverse tourism businesses?

Prerequisites (course unit)

-

Assessment methods and criteria

The assessment is based on active participation in contact sessions, assignments (40%), course-related group work on a marketing plan in the field of tourism and presentation of it (60%).

Assessment scale

0-5

Further information

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Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)

Student has not achieved the objectives of the course on a sufficient level. Student is not able to recognize, determine and use the concepts and models of tourism marketing. Student fails in producing a marketing plan in the field of tourism.

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course on a sufficient level. Student understands the premises and principles of tourism marketing. Student recognizes, is able to determine and use the concepts and models of tourism marketing. A marketing plan in the field of tourism remains on a level 1-2

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course well although the skills and competences are somewhat in need of further development. Student is able to determine and apply the concepts and models of tourism marketing well and is able to apply them in most tasks. A marketing plan in the field of tourism has achieved the level 3-4.

Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course on an excellent level. The student masters the concepts and models of tourism marketing in an excellent manner. Student is able to conduct fluent and reasoned analysis and has good capabilities to apply the learning. A marketing plan in the field of tourism has achieved the excellent level.