Study Guide

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.

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)

Evaluation scale

H-5

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.

Assessment methods and criteria

Principles of Customer Experience Management in Tourism (5 ECTS) graded 0-5
Workshops of Customer Experience Management in Tourism (5 ECTS) graded approved-failed

Further information

The study unit is integrated with study unit Collaborative Customer Experience and Digital Marketing 5 ects.

The course is organised by the Lapland University of Applied Sciences, but can also be selected by tourism studies students at the University of Lapland as cross-institutional studies. Student credit transfers and legal matters are determined in accordance with the regulations of the Lapland University of Applied Sciences. Registration instructions for cross-study can be found in the additional information on the implementation of each academic year.