Market segmentation in hospitality (5cr)
Code
General information
- Enrollment
- 01.12.2025 - 31.10.2026
- Registration for introductions has not started yet.
- Timing
- 19.01.2026 - 31.12.2026
- The implementation has not yet started.
- Number of ECTS credits allocated
- 5 cr
- Institution
- South-Eastern Finland University of Applied Sciences Xamk, E-kampus
- Teaching languages
- English
- Seats
- 0 - 100
- Course
- C-10118-CO00FV10
Unfortunately, no reservations were found for the realization Market segmentation in hospitality C-10118-CO00FV10-3001. It's possible that the reservations have not yet been published or that the realization is intended to be completed independently.
Evaluation methods and criteria
The student’s performance is assessed with reference to the learning objectives and assessment criteria of the course.
Evaluation scale
Approved/Failed
Content scheduling
The parts of the course implementation: - Segmentation essentials - 20% - Designing and reaching right segments - 50% - Evaluating segmentation impact - 30%
Objective
You are able to find, study and critically evaluate multidisciplinary information about the market segmentation in hospitality. You can use key market segmentation methods. You are able to describe the benefits and limitations of different market segmentation strategies and methods. You are able to utilize information about the market segmentation in hospitality and in decision-making situations.
Content
What are the foundational principles of market segmentation? Which steps are involved in developing a segmentation strategy - from identifying segments to evaluating their potential? How do you use demographic, geographic, psychographic, and behavioral factors to divide the hospitality market into meaningful segments? What communication channels could you use to reach the right segment of customers? Which KPI’s will help you test and refine effectiveness of potentially profitable customer segments?
Materials
The student is recommended to study the following literature: - Philip Kotler, et. al., 2017 Marketing for Hospitality and Tourism - Meyer C., André Schwager A., 2021 Understanding Customer Experience - Dolnicar, et.al., 2018 Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful (eBook) - Baines, Paul, et. al., 2021 Fundamentals of marketing Study materials are also provided by the teacher via Learn.
Teaching methods
The course is carried out entirely by way of unscheduled online study. The course can be individually completed, and it does not entail group work or scheduled lessons. Progress is made by completing assignments individually. The assessed assignments are completed individually. The assignments must be submitted by the given deadlines. No personal feedback is provided. The studies are carried out on the Learn platform. The Learn site becomes accessible on the start day of the course.
Employer connections
The assignments are based on the needs of operators in the field
Exam schedules
The course is completed by way of quizes and tests that are assessed according to specified criteria. There is a final test at the end of the course. The course has scheduled assignments. By the required date, the student must submit all assignments and meet all other conditions set for an approved course completion. A failed course completion or any of assignments can be resit after the course ends. A passing final grade cannot be improved.
Student workload
1 ECTS credits equals 27 hours of work by the student. In a 5-credit course, the student's total maximum workload is approximately 135 hours.