Curricula

Objective

This course explores strategic services marketing and management of service branding and marketing communication with a customer-dominant logic. You learn to use market analysis as a basis for building a service brand and service offering. You will learn fundamental building blocks of a strategic marketing plan, and content creation for the hospitality industry.

Competences
Proactive development, Tourism business

Learning objectives
You learn to do strategic market analysis and the fundamentals of strategic and creative marketing plan in hospitality industry. You understand customer-dominant logic. You gain understanding how to manage services marketing efforts across all channels and touch points

Content

- Customer-dominant logic
- Market analysis
- Strategy and business portfolios
- Omnichannel
- Marketing planning
- Marketing communication & service branding in action
- Content creation

Assessment criteria, satisfactory (1)

1 (Sufficient)
You identify customer-dominant logic. You understand the basics of market analysis. You know what a strategic marketing plan means. You are aware of Omnichannel thinking.

2 (Satisfactory)
You can define customer-dominant logic. You can explain what a strategic market analysis is. You can apply basic marketing planning knowledge across different touchpoints.

Assessment criteria, good (3)

3 (Good)
You can explain the customer-dominant logic. You can apply strategic market analysis in practice. You can build a meaningful contextual marketing plan that uses some omnichannel thinking.

4 (Very Good)
You can analyze the meaning of customer-dominant logic. You can evaluate various aspects of strategic market analysis. You can build a contextual strategic and creative marketing plan that considers multiple touchpoints across all channels.

Assessment criteria, excellent (5)

5 (Excellent)
You can evaluate the meaning and implications of customer-dominant logic. You can apply critical strategic thinking in market analysis. You can build a cohesive strategic and creative marketing plan with insights on how utilize omnichannel thinking across all touch points.