Opinto-opas

Osaamistavoitteet

You familiarise yourself with the concept of customer experience management. You are familiar with the service-dominant logic marketing approach based on the customer value. You know the main principles of integrated marketing communication. You recognise the significance of profitable and effective marketing and sales in the international tourism business within global networks. You apply the latest market trends and contemporary consumer behaviour patterns in marketing and selling tourism services. You recognise the significance of the digital operating environment. In addition, you familiarise yourself with internet-based marketing, sales and distribution. You apply some ICT solutions in practice and use AI tools in content marketing.

After completion of the course, you can

recognise the basic concepts and theories of customer experience management

describe the digital operating environment of marketing, distribution and sales in tourism

analyse, plan and adapt contemporary tourism marketing and selling operations for different target groups

utilise marketing, distribution and sales ICT tools in practice

utilise AI tools in content marketing

create content marketing, communicate and interact with customers online and offline

recognise the latest technological trends of marketing, distribution and sales

analyse and utilise tourism data, latest trends and consumer patterns for tourism business development

apply the principles of responsible tourism business.

Sisältö

The service-dominant logic marketing approach

Significance and potential of the digital operating environment

Digital marketing, sales and distribution processes as part of tourism business operations and brand (content marketing, storytelling)

Customer experience management as part of successful tourism business concept (customer journey, customer experience and relationship management CRM)

ICT tools (search engine optimization, advertising, marketing, social media most common applications, technologies to analyse consumer behaviour) in tourism business

AI in content creation and targeted marketing to improve customer engagement and the effectiveness of marketing messages.

Responsible marketing (transparency, truthfulness, DEI, accessibility)

Arviointikriteerit, tyydyttävä (1)

Fail (0): You cannot recognise the basic concepts of customer experience management. You cannot recognise nor use contemporary tourism marketing and selling operations for different target groups. You cannot create content marketing. You cannot describe the basic concepts of networking. You cannot recognise the possibilities of digital operating environment. In addition, you cannot utilise marketing and sales channels nor use ICT and AI tools.

Poor (1): You can recognise some concepts of customer experience management. You can use contemporary tourism marketing and selling operations for different target groups. You can create some basic content marketing. You can describe some concepts of networking. You can recognise some basics of the digital operating environment. In addition, you can utilise marketing and sales channels by using some ICT and AI tools.

Satisfactory (2): You can describe some concepts of customer experience management. You can plan and use contemporary tourism marketing and selling operations for different target groups. You can create some basic content marketing. You can describe the basic concepts of networking. You can recognise the basics of digital operating environment. In addition, you can utilise marketing and sales channels by using some ICT and AI tools.

Arviointikriteerit, hyvä (3)

Good (3): You can describe the concepts of customer experience management. You can plan and adapt contemporary tourism marketing and selling operations for different target groups. You can create content marketing. You can describe the concepts of networking. You can analyse the digital operating environment. In addition, you can utilise marketing and sales channels by using ICT and AI tools.

Very good (4): You can describe the concepts of customer experience management. You can plan and adapt contemporary tourism marketing and selling operations very well for different target groups. You can create and design content marketing. You can analyse and describe the concepts of networking. You can analyse and describe the digital operating environment. In addition, you can utilise multidimensional marketing and sales channels by using different ICT and AI tools.

Arviointikriteerit, kiitettävä (5)

Excellent (5): You can analyse the concepts of customer experience management. You can plan and adapt contemporary tourism marketing and selling operations excellently for different target groups. You can create and design content marketing creatively. You can analyse and redesign the concepts of networking. You can analyse and develop digital operations in digital environment. In addition, you can create and innovate marketing and sales in various channels by using different ICT and AI tools creatively.