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Accessibility in Tourism Marketing CommunicationsLaajuus (5 cr)

Code: MT00CK84

Credits

5 op

Teaching language

  • English

Responsible person

  • Petra Blinnikka
  • Riitta Koivisto

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).

Timing

13.01.2025 - 14.03.2025

Number of ECTS credits allocated

5 op

Virtual portion

5 op

Mode of delivery

Online learning

Unit

School of Business

Teaching languages
  • English
Seats

20 - 40

Degree programmes
  • Bachelor's Degree Programme in Tourism Management
Teachers
  • Upe Nykänen
  • Riitta Koivisto
Groups
  • MTM25VK
    Bachelor's Degree Programme in Tourism Management,vaihto-opiskelu/Exchange studies
  • MTM23S1
    Bachelor's Degree Programme in Tourism Management
  • ZJA25KM
    Avoin amk, marata
  • ZJK25KM
    Korkeakoulujen välinen yhteistyö, MARATA
  • MTM22S1
    Bachelor's Degree Programme in Tourism Management

Objectives

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

Time and location

The course starts on 13th January when Moodle workspace will be opened. There are three webinars and two tutoring sessions during this course, and in between the webinars students study independently according to the instructions given by the teacher. The timetable of the webinars will be announced later.

Learning materials and recommended literature

www.webaccessibility.fi
www.accessibility.com/digital-accessibility
https://elementor.com/blog/web-accessibility-design-guide
https://digital-strategy.ec.europa.eu/en/policies/web-accessibility
Guide to inclusive tourism. Visit Finland

Teaching methods

The course is implemented online and it includes independent studying online, 3 virtual webinars and 2 tutoring sessions.

Practical training and working life connections

You can improve the accessibility of your company's home pages directly with tasks. If you are a student without a business background, you will use the assignments to produce a development report for the tourism company of your choice.

International connections

Internationalisation aspect is accommodated to this implementation using also international examples and material of accessible tourism.

Alternative completion methods

You have the right to apply for recognition of your studies if you have prior learning (e.g. university studies completed elsewhere) that can be accredited towards the degree you are currently completing.

The recognition of prior learning is possible in three primary ways: accreditation (replacement or inclusion), recognition of informal learning and studification. More precise info: JAMK Degree Regulations, section 17.

Student workload

Orientation into the course (5 hours): Familiarizing yourself with learning objectives, contents, assignments; organizing your time and the own goals for learning.
Webinars (8 hours): You will attend to the webinars of this course (4 x 2 hours)
Guidance (2 hours) : You have possibility to attend to the online tutoring sessions (2 x 1 hour)
Independent studying and working with assignments (120 hours)

Content scheduling

In the beginning of the course you will orientate to the course and familiarize yourself with accessible marketing communications and how to take customer needs into account. In the middle of the course you will focus on website accessibility and in the end there will be more about accessibility in documents, social media and videos. The assignments of this course will progress with the topics.

Further information for students

The teacher of this course will evaluate the assignments of the course, based on course evaluation criteria, and you will evaluate your own learning during the course. For passing the course you need to complete all the required assignments.
Open UAS 5
Campusonline 20

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

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.

Evaluation criteria, good (3-4)

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.

Evaluation 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.

Prerequisites

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

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).