Accessibility in Tourism Marketing CommunicationsLaajuus (5 cr)

Objective

The purpose of this course is to deepen your understanding in accessible tourism and marketing communications. You will learn how to assess and improve the accessibility of tourism company's marketing communications, with the main focus being on the accessibility of company's website content and services. After this course you will understand how to design and improve the digital marketing communications for tourism business according to accessibility principles, taking into account the needs of different customer target groups.

After this course you know how to consider the customer needs and accessibility principles in digital marketing. You know what digital accessibility is and can identify accessibility issues in digital sales channels. You know how to analyze the accessibility of digital content and marketing communication channels.

Content

- Accessible marketing communications
- Accessibility and customer needs
- Website accessibility
- Accessible files
- Accessibility in digital marketing and sales channels

Qualifications

Understanding the basics of marketing communications
Understanding the special features of accessible tourism

Assessment criteria, satisfactory (1)

1 (Sufficient) You know what digital accessibility is and can identify accessibility in digital sales channels. You know how to analyze the accessibility of digital content and marketing communication channels. You know how to consider the customer needs and accessibility principles in digital marketing.
2 (Satisfactory) You understand what digital accessibility is and can identify accessibility in digital sales channels. You understand analyzing the accessibility of digital content and marketing communication channels. You understand how to consider the customer needs and accessibility principles in digital marketing.

Assessment criteria, good (3)

3 (Good) You can explain what digital accessibility is and can identify and address accessibility in digital sales channels. You understand analyzing the accessibility of digital content and marketing communication channels. You demonstrate how to consider the customer needs and accessibility principles in digital marketing.

4 (Very Good) You demonstrate what digital accessibility is and can identify and address accessibility in digital sales channels. You demonstrate how to analyze the accessibility of digital content and marketing communication channels. You take into account the customer needs and accessibility principles in digital marketing.

Assessment criteria, excellent (5)

5 (Excellent) You evidence your understanding of digital accessibility and can identify and address accessibility in digital sales channels. You can critically analyze the accessibility of digital content and marketing communication channels. You are able to develop digital marketing taken into account the customer needs and accessibility principles widely.

Further information

This course is part of Accessible Tourism education package (15 credits) offered by Jamk University of Applied Sciences. That package includes online courses Accessible Tourism (5 credits), Accessibility in tourism marketing communication (5 credits) and Management of accessible tourism services (5 credits).