Opinto-opas

Tavoitteet

Managing Operational Business Processes
Designing and Marketing Tourism Services (project)
The student is familiar with the service-dominant logic marketing approach based on co-creation of customer value. He/she knows the significance of profitable and effective marketing and sales in the international tourism business as well as the spectrum and impacts of different sales and marketing channels. The student knows the significance of eCommerce and the roles of various actors in the multidimensional and international field of tourism from the SME perspective. The student applies the latest market trends and contemporary consumer behaviour patterns in selling tourism services. He/she knows the main principles and tools of integrated marketing communication and customer relationship management (CRM) and utilises related technology in practice.  The student familiarises him-/herself with the internet-based marketing, sales and distribution within glocal networks. He/she is able to utilise social media as a marketing and distribution channel of an organization. In addition, he/she learns to use some online applications and reservation systems in distribution and sales operations in practice. 

Sisältö

Tieto puuttuu

Oppimateriaalit

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

Opetusmenetelmät

•Lectures on Campus (no online teaching available) + flipped learning sessions
•Workshops (Bring Your Own Device BYOD)
•Coaching
•Project visit
•Visiting lecturers + commissioners
•Individual exam in class / retake in EXAM
The materials will be in English.
Theory of MeCiT, 5 ECTS:
* Reaction paper and mindmap/infographic
* Individual exam
Workshops of MeCiT, 5 ECTS:
* Fundamentals of Digital Marketing certificate
* Blogging
* Social media
* Survey
* Email marketing
* CRM
Project of MeCiT; 5 ECTS:

Sisällön jaksotus

Principles of Marketing and eCommerce in Tourism 5 ECTS
Workshops of Marketing and eCommerce in Tourism5 ECTS
Project of Marketing and eCommerce in Tourism 5 ECTS

Arviointiasteikko

H-5

Arviointikriteerit, tyydyttävä (1)

Please note that there might be more specific assessment criteria for learning assignments which will be given at the beginning of the study unit.

Fail (0)
The student does not complete the assignments according to the instructions or does not attend the learning situations at all. He/she does not pass the assignments, tests and/or the exam as required.

Poor (1)
The student has little knowledge of contemporary tourism marketing and selling operations for different target groups. He/she is able to make simple choices for marketing and sales channels by somehow taking into consideration the changing operating environments. The student has little understanding of the significance of eCommerce within the multidimensional and international tourism industry. He/she has little knowledge of contemporary approaches to and the main principles of eCommerce in tourism. He/she knows some principles of marketing communication. He/she knows somehow how to utilise some ICT tools e.g. CRM, social media and some online applications and reservation systems in marketing or in distribution and/or in sales-related practical operations. The student has some understanding how to take into consideration the principles of responsible tourism business. The student participates in the contact lessons only occasionally and does not really show analytical, reflective and critical approach in his/her activities. The assignments during the study unit are not always performed according to the instructions.

Satisfactory (2)
The student has knowledge of contemporary tourism marketing and selling operations for different target groups. He/she is able to make choices for marketing and sales channels by somehow taking into consideration the changing operating environments. The student has understanding of the significance of eCommerce within the multidimensional and international tourism industry. He/she has some knowledge of contemporary approaches to and the main principles of eCommerce in tourism. He/she knows some principles of marketing communication. He/she knows somehow how to utilise some ICT tools e.g. CRM, social media and some online applications and reservation systems in marketing or in distribution and/or in sales-related practical operations. The student has some understanding how to take into consideration the principles of responsible tourism business. The student participates in the contact lessons only occasionally and does not really show analytical, reflective and critical approach in his/her activities. The assignments during the study unit are not always performed according to the instructions.

Arviointikriteerit, hyvä (3)

Good (3)
The student has good knowledge of contemporary tourism marketing and selling operations for different target groups. He/she is able to make suitable choices for marketing and sales channels by taking into consideration the changing operating environments. The student has good understanding of the significance of eCommerce within the multidimensional and international tourism industry. He/she has good knowledge of contemporary approaches to and the main principles of eCommerce in tourism. He/she knows the main principles of marketing communication. He/she knows well how to utilise various ICT tools e.g. CRM, social media and some online applications and reservation systems in marketing or in distribution and/or in sales-related practical operations. The student understands well how to take into consideration the principles of responsible tourism business. The student participates in the contact lessons actively and shows analytical, reflective and critical approach in all his/her activities. All the assignments during the study unit are performed according to the instructions.

Very good (4)
The student has good knowledge of contemporary tourism marketing and selling operations for different target groups. The/she is able to make suitable choices for marketing and sales channels by taking into consideration the changing operating environments. The student has good understanding of the significance of eCommerce within the multidimensional and international tourism industry. He/she has good knowledge of contemporary approaches to and the main principles of eCommerce in tourism. He/she knows the main principles of marketing communication. He/she knows well how to utilise various ICT tools e.g. CRM, social media and some online applications and reservation systems in marketing or in distribution and/or in sales-related practical operations. The student understands well how to take into consideration the principles of responsible tourism business. The student participates in the contact lessons actively and shows analytical, reflective and critical approach in all his/her activities. All the assignments during the study unit are performed according to the instructions.

Arviointikriteerit, kiitettävä (5)

Excellent (5)

The student has profound knowledge of contemporary tourism marketing and selling operations for different target groups. He/she is able to make the most suitable choices for marketing and sales channels by taking into consideration the changing operating environments. The student has a holistic understanding of the significance of eCommerce within the multidimensional and international tourism industry. He/she has profound knowledge of contemporary approaches to and the main principles of eCommerce in tourism. He/she knows the main principles of marketing communication. He/she knows very well how to utilise various ICT tools e.g. CRM, social media and some online applications and reservation systems in marketing or distribution and/or sales-related practical operations. The student understands widely how to take into consideration the principles of responsible tourism business. The student participates in the contact lessons actively and shows analytical, reflective and critical approach in all his/her activities. All the assignments during the study unit are performed according to the instructions.

Arviointimenetelmät ja arvioinnin perusteet

Principles of Marketing and eCommerce in Tourism 5 ECTS graded 0-5 (50% of final grade)
Workshops of Marketing and eCommerce in Tourism 5 ECTS graded approved/failed
Project of Marketing and eCommerce in Tourism 5 ECTS graded 0-5 (50% of final grade)