Siirry suoraan sisältöön

Branding in Tourism (5 cr)

Code: MMTI3000-3001

General information


Enrollment

02.11.2020 - 30.11.2020

Timing

15.02.2021 - 28.05.2021

Number of ECTS credits allocated

5 op

Mode of delivery

Face-to-face

Unit

Liiketoimintayksikkö

Campus

Pääkampus

Teaching languages

  • English

Seats

0 - 45

Degree programmes

  • Matkailu- ja palveluliiketoiminta (AMK)

Teachers

  • Heidi Luck

Groups

  • MRE18SB
    Matkailu- ja palveluliiketoiminta
  • MRE18SA
    Matkailu- ja palveluliiketoiminta

Objective

The student understands the meaning of the brand in making the intangible tourism service tangible. He/she understands the meaning of the branding in developing tourism services, -companies and –destinations.

The student knows the brand strategy theories, models and concepts and understands their relevance in practice.

She/he understands the meaning of customer intelligence in developing brand strategies. He/she understands the meaning of the managed customer experiences in brand building.

Content

• the concepts of brand and brand equity
• brand values and knowledge
• brand elements
• integrated marketing communication in relation to brand building
• Customer experience in relation to brand building

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

1 (Sufficient) The student partly recognizes the core concepts and/or methods of brand strategies. Se/she needs guidance in his/her work. The student sometimes participates in group work. He/she cannot evaluate him/herself.

2 (Satisfactory) The student partly recognizes the core concepts, theories and methods of brand strategies. The student knows the basic practical skills which he/she needs in familiar circumstances. The student sometimes participates in group work. He/she has flaws in his/her self-assessment.

3 (Good) The student has wide knowledge of the core concepts, theories and methods of brand strategies. He/she can combine many different types of information. The student masters the practice of basic and special skills which is needed for working independently. He/she displays his/her ability to solve complex problems in the tourism brand management. The student participates in co-operation quite actively and in a diverse way. He/she can evaluate his/her own know-how in a realistic way.

4 (Very Good) The students knows and can evaluate the broad theories of brand management, core concepts and methods. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to work independently in projects or as an expert in the field of tourism brand management. The student participates in co-operation by taking part interactively. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way.

5 (Excellent) The student knows and can critically evaluate broad theories of brand management, core concepts and methods. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to take advantage of knowledge and to discover new creative solutions. The student shows he/she is capable of managing diverse professional tasks or projects and problem situations. The student participates in co-operation by taking part in group work interactively. He/she is committed to group work and ensures the success of others. He/she is able to evaluate and develop his/her own know-how in a critically and diverse way.

Qualifications

The students knows how to manage the tourism companies and destinations.