No upcoming implementations. See the syllabus for more information.
Learning outcomes of the course
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
Course contents
- 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
Prerequisites and co-requisites
Student knows the basics of marketing, accounting and management.
Evaluation scale
0-5
Assessment criteria
Assessment criteria - grade 1 and 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).
Assessment criteria - grade 3 and 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.
Assessment criteria - grade 5
Excellent 5: The student demonstrates a holistic, critical and analytical understanding and ability to apply in terms of the learning objectives.