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.
Course book will be announced latest at the beginning of the course.

Teaching methods

Lectures
Excercises
Group Assignment
Individual Learning

Exam dates and retake possibilities

Will be informed in the beginning of the course

Alternative completion methods

No alternative options.

Student workload

Lectures 35
Assignments 100
In total 135 h

Content scheduling

This is a list of part of the content
Re-cap: Services Marketing & Value Co-creation
Customer dominant logic
Holistic marketing planning in service cinaobues
Building segments
Marketing: content creation
Omnichannel & integration of marketing efforts
Dualistic approach: Managing marketing communication and delivering on promises
Building experiences
Building campaigns
Studying cases
Building posters

Further information for students

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.