Customer Experience Management in Tourism (10 cr)

Evaluation scale

H-5

Objective

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.

After completion of the course the student is able to
- recognise the basic concepts and theories of customer experience management
- describe the digital operating environment of marketing, distribution and sales in tourism
- analyze, plan and adapt contemporary tourism marketing and selling operations for different target groups
- utilize marketing, distribution and sales ICT tools in practice
- create content marketing, communicate and interact with customers online and offline
- recognise the latest technological trends of marketing, distribution and sales
- analyze and utilize tourism data, latest trends and consumer patterns for tourism business development
- apply the principles of responsible tourism business.

Execution methods

Lectures.
Flipped learning.
Hands-on exercises.
Independent work.

Accomplishment methods

Active participation in the course activities (workshop/learning cafe).
Exam.
Reaction paper based on the literature.

Content

- The service-dominant logic marketing approach
- Customer experience management as part of successful tourism business concept (customer path, customer experience and relationship management CRM)
- Significance and potential of the digital operating environment and ICT tools (search engine optimization, advertising, marketing, social media most common applications, technologies to analyze consumer behavior) in tourism business
- Digital marketing, sales and distribution processes as part of tourism business operations and brand (content marketing, storytelling)

Materials

Chaffey, D. & Smith, P.R. 2017. Digital Marketing Excellence. London & New York: Taylor & Francis. (available on Moodle)
Other materials on Moodle.

Teaching methods

•Lectures + flipped learning sessions
•Workshops (Bring Your Own Device BYOD)
•Individual Moodle Exam
The materials will be in English.
Theory of CEMiT, 5 ECTS:
* Reaction paper
* Individual exam
Workshops of CEMiT, 5 ECTS:
* Fundamentals of Digital Marketing Certificate
* Blogging
* Social media
* Survey
* Email marketing
* CRM
* Hotjar (for eHospitality project)

Assessment criteria, satisfactory (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.

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.