Study Guide

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)

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Further information (course unit)

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Assessment criteria, satisfactory (1-2) (course unit)

The student is able to define the basic concepts and specific features of tourism marketing. The student can explain the strategic marketing planning, implementing and monitoring process in tourism marketing. He/she participates in the given marketing task taking responsibility for his/her own performance.

Assessment criteria, good (3-4) (course unit)

The student is able to apply marketing planning process for making a marketing plan for a tourist business. The student is able to work responsibly and engage in a group work contributing to the success.

Assessment criteria, excellent (5) (course unit)

The student masters the concepts and principles of tourism marketing and their relationships. The student is able to develop a fluent and well reasoned marketing plan and has good capabilities to apply the learning in the tourism context with different types of products and services. The individual contribution in the class and team have been especially active, responsible and constructive.

Assessment scale

0-5