Customer Experience Management in Tourism (15cr)

Evaluation scale

H-5

Content scheduling

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 the 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 the digital operating environment. In addition, he/she familiarizes him-/herself with 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

Objective

Tieto puuttuu

Content

General weekly schedule:Mondays: theory, together with group R81M17STuesdays and Thursdays: independent studyWednesdays: 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 LogicW12. Service Dominant Logic.W13. ecommerce.Learning Café, social media workshop,exam.W14.ecommerce.W15. Trends and Customer Behaviour. Visit to Sompio 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

Location and time

Rovaniemi, spring 2021

Materials

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)

Teaching methods

•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

Employer connections

Cooperation with local tourism-related companies and organizations.

Exam schedules

On Moodle

International connections

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.

Student workload

5 ECTS = 135 h studying for a student

Assessment criteria, satisfactory (1)

Tieto puuttuu

Assessment criteria, good (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.

Assessment criteria, excellent (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.

Qualifications

NULL