Curricula

Objectives

Student understand the significance of the integrated marketing communication and can apply the theoretical knowledge in marketing planning. She/he understands the meaning of the digitalization in tourism marketing and need for relevant follow-up systems.

Student knows the brand strategy theories, models and concepts and understands their relevance in practice. Student understands the meaning of the brand in making the intangible tourism service tangible. She/he understands the meaning of customer intelligence in developing brand strategies

Content

- marketing intelligence
- marketing communication planning
- marketing follow-up systems
- concepts of brand and brand equity
- integrated marketing communication in relation to brand building
- Ethical issues

Learning materials and recommended literature

The lecturer will provide all materials to the course in Moodle.

Teaching methods

F2F Lecturing (if Covid-19 allows us to do so)
Online studying
Group Assignment
Individual Learning

Exam dates and retake possibilities

No exam. The assignments will be decided later.

Alternative completion methods

There is a possibility to complete this course completely virtually
or participating to the lecturing and completing the course assingments

Student workload

In total 135 h

Lectures 20%Individual Learning 30%Groupwork 30%Learning Diary 20%

Further information for students

Open UAS: 5 (included in the total capacity)
Exchange: 5 (included in the total capacity)

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

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.

If the student does not meet the minimum criteria set for the course, the grade is 0 (Fail).

Evaluation criteria, good (3-4)

Good 3: The student demonstrates a somewhat holistic and analytical understanding and ability to apply in terms of the learning objectives.
Very good 4: The student demonstrates a nearly holistic, critical and analytical understanding and ability to apply in terms of the learning objectives.

Evaluation criteria, excellent (5)

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

Prerequisites

Student knows the basics of marketing, accounting and management.