Customer Experience Management in Tourism (15op)

Arviointiasteikko

H-5

Sisällön jaksotus

The student familiarizes him-/herself with the concept of customer experience management. He/she is familiar with the service-dominant logic marketing approach based on co-creation of customer value. He/she knows the main principles of integrated marketing communication. The student recognizes the significance of profitable and effective marketing and sales in the international tourism business within glocal networks. He/she applies the latest market trends and contemporary consumer behavior patterns in marketing and selling tourism services. The student recognizes the significance of digital operating environment. In addition, he/she familiarizes him-/herself with the internet-based marketing, sales and distribution. He/she applies some ICT-solutions in practice.
Lukukausiteema: Operatiivinen matkailuliiketoiminta
THEMES:
•the service-dominant logic marketing approach
•latest market trends and contemporary consumer patterns among different target groups
•marketing and selling operations in tourism-related SMEs
•marketing and sales channels and related actors in international markets
•managing contemporary marketing communication
•managing customer relationships from B-to-B perspective
•roles of networks and various actors of eCommerce in tourism
•eCommerce processes; marketing, distribution, and sales

Tavoitteet

The student familiarized him-/herself with the concept of customer experience management. He/she is familiar with the service-dominant logic marketing approach based on co-creation of customer value. He/she knows the main principles of integrated marketing communication. The student recognizes the significance of profitable and effective marketing and sales in the international tourism business within glocal networks. He/she applies the latest market trends and contemporary consumer behavior patterns in marketing and selling tourism services. The student recognizes the significance of digital operating environment. In addition, he/she familiarizes him-/herself with the internet-based marketing, sales and distribution. He/she applies some ICT-solutions in practice.
Lukukausiteema: Operatiivinen matkailuliiketoiminta

Sisältö

General weekly schedule (there might be slight changes!)
Mondays: theory, together with group R81D17SWednesdays and Thursdays: independent studyTuesdays: workshops, themed coachingFridays: coaching in general, commissioner present when askedCheck the exact times on TimeEdit!
Weekly themes:Before Week 9: pre-reading on Chaffey & Smith. Chapter 1.W9. Introduction and Big Picture of eCommerce, blogging workshop.W10. Independent studyW11.Service Dominant Logic. Commission introduction!W12. Service Dominant Logic.W13. ecommerce.Learning Café, social media workshop,exam.W14.ecommerce.W15. Trends and Customer Behaviour. Lecture on Sharing Economy.Visit to Sompio on 9.-10.4.W16. Trends and Customer Behaviour. Google form workshop.W17. Customer Relationship Management. CRM workshop, MailChimp workshop.W18. Customer Relationship ManagementW19. Coaching + dress rehearsalsW20. Presentations

Aika ja paikka

Rovaniemi, spring 2021

Oppimateriaalit

Chaffey, D. & Smith, P.R. 2017. Digital Marketing Excellence. London & New York: Taylor & Francis. (available on Moodle)
Other materials on Moodle https://moodle.eoppimispalvelut.fi/course/view.php?id=8143 (enrolment key: mecitcemit)

Opetusmenetelmät

•Lectures + flipped learning sessions
•Workshops (Bring Your Own Device BYOD)
•Coaching
•Project visit
•Visiting lecturers + commissioners
•Individual Moodle Exam
The materials will be in English.
Theory of CEMiT, 5 ECTS:
* Reaction paper and Learning Café. Peer feedback.
* Individual exam
Workshops of CEMiT, 5 ECTS:
* Blogging
* Social media
* Survey
* Email marketing
* CRM
Project of CEMiT; 5 ECTS

Harjoittelu- ja työelämäyhteistyö

Cooperation with local tourism-related companies and organizations.

Tenttien ajankohdat ja uusintamahdollisuudet

On Moodle

Kansainvälisyys

Together with the Degree Programme in Tourism students and exchange students. International issues are a part of the learning goals of the study unit (international marketing etc.). Most of the teaching and the study materials will be in English.

Opiskelijan ajankäyttö ja kuormitus

5 ECTS = 135 h studying for a student

Arviointikriteerit, tyydyttävä (1)

Fail (0)
The student is not able to recognize the basic concepts of customer experience management. He/she is not able to recognize nor use contemporary tourism marketing and selling operations for different target groups. He/she is not able to create content marketing. The student is not able to describe the basic concepts of networking. He/she is not able to recognize the possibilities of digital operating environment. In addition, he/she is not able to utilize marketing and sales channels nor use ICT tools.
Poor (1)
The student is able to recognize some concepts of customer experience management. He/she is able to use contemporary tourism marketing and selling operations for different target groups. He/she is able to create some basics of content marketing. The student is able to describe some concepts of networking. He/she is able to recognize some basics of digital operating environment. In addition, he/she is able to utilize marketing and sales channels by using some ICT tools.
Satisfactory (2)
The student is able to describe some concepts of customer experience management. He/she is able to plan and use contemporary tourism marketing and selling operations for different target groups. He/she is able to create some basics of content marketing. The student is able to describe the basic concepts of networking. He/she is able to recognize the basics of digital operating environment. In addition, he/she is able to utilize marketing and sales channels by using some ICT tools.

Arviointikriteerit, hyvä (3)

Good (3)
The student is able to describe the concepts of customer experience management. He/she is able to plan and adapt contemporary tourism marketing and selling operations for different target groups. He/she is able to create content marketing. The student is able to describe the concepts of networking. He/she is able to analyze the digital operating environment. In addition, he/she is able to utilize marketing and sales channels by using ICT tools.
Very good (4)
The student is able to describe the concepts of customer experience management. He/she is able to plan and adapt contemporary tourism marketing and selling operations very well for different target groups. He/she is able to create and design content marketing. The student is able to analyze and describe the concepts of networking. He/she is able to analyze and describe the digital operating environment. In addition, he/she is able to utilize multidimensional marketing and sales channels by using different ICT tools.

Arviointikriteerit, kiitettävä (5)

Excellent (5)
The student is able to analyze the concepts of customer experience management. He/she is able to plan and adapt contemporary tourism marketing and selling operations excellently for different target groups. He/she is able to create and design content marketing creatively. The student is able to analyze and redesign the concepts of networking. He/she is able to analyze and develop digital operations in digital environment. In addition, he/she is able to create and innovate marketing and sales in various channels by using different ICT tools creatively.

Esitietovaatimukset

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