Accessibility in Tourism Marketing Communications (5 cr)

Evaluation scale

0-5

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.

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

Location and time

The course uses Moodle e-learning workspace, where you will find course information and study materials. There are four webinars and two guidance meetings in Zoom during this course and in between the webinars the students study independently according to the instructions given by teachers.

Materials

Jyväskylän ammattikorkeakoulu (2022). Matkailun saavutettavuutta vastuullisesti: Näkökulmia fyysiseen, digitaaliseen ja inklusiiviseen saavutettavuuteen Keski-Suomessa 2021–2022. https://urn.fi/URN:ISBN:978-951-830-643-9
Saavutettavuuskirjasto Celia. Saavutettavasti.fi https://www.saavutettavasti.fi/
Visit Finland (2021). Inklusiivisen matkailun opas. https://www.businessfinland.fi/4af114/globalassets/julkaisut/visit-finland/tutkimukset/2021/inklusiivisen_matkailun_opas-2021.pdf

Teaching methods

This course is an online course, including webinars, independent studying, improving accessibility of marketing communications in of a tourism company, discussion and co-learning.

Employer connections

During this course you will improve accessibility of tourism company’s marketing communications

International connections

You will learn also from international examples.

Completion alternatives

You have the right to apply for recognition of your studies if you have prior learning. (More 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 own goals for learning.
Webinars and guidance (10 hours): You will attend the webinars and guidance sessions.
Independent studying and working with assignments (120 hours): Work according to instructions to improve the accessibility of tourism marketing communications.

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.

Qualifications

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

Further information

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.