Marketing and sales in tourismLaajuus (10 op)

Osaamistavoitteet

The students
• understand the significance of the integrated marketing communication and can apply the theoretical knowledge in marketing planning
• can utilize marketing research and marketing intelligence in marketing planning
• can choose customer-oriented and cost-efficient sales and distribution channels and strategies for a tourism company
• can manage and develop different marketing and sales processes and operations in accordance with a company’s strategic objectives
• can apply varied marketing, sales and distribution tools
• can build marketing and sales operations and both qualitative and quantitative follow-up systems

Sisältö

• relevant legislation and regulation related to marketing and sales operations
• marketing communication planning
• customer relationship management
• tourism distribution channels
• E-business in tourism
• selling strategies and management of sales
• Sales and marketing follow-up systems
• marketing intelligence

Esitietovaatimukset

The student understands the concepts related to service activities and the basics of customer knowledge. The student masters the principles of the service business and understands the causal relationships between the factors affecting them. The student understands the basic concepts, phenomena, and structures of the tourism industry. The student can create customer-oriented tourism products.

Arviointikriteerit, tyydyttävä (1)

Excellent 5: The student demonstrates a holistic, critical and analytical understanding and ability to apply in terms of the abovementioned learning objectives.

Very good 4: The student demonstrates a nearly holistic, critical and analytical understanding and ability to apply in terms of the abovementioned learning objectives.

Good 3: The student demonstrates a somewhat holistic and analytical understanding and ability to apply in terms of the abovementioned learning objectives.

Satisfactory 2: The student demonstrates under guidance an understanding of the abovementioned learning objectives. Application is satisfactory.

Adequate 1: The student demonstrates under guidance an understanding of the abovementioned learning objectives, but the application is found lacking.