Study Guide

Objective

After completion of the course the student is able to
- apply the principles and tools of the customer experience management and digital marketing in practical development work
- plan, implement and evaluate the project in co-creation with the multicultural team and working life

The aim of the course is also to develop student's project and business communication skills.

Content

- Implementing and applying the principles, concepts and tools of the customer experience management
- Implementung and applying the principles, concepts and tools of digital marketing
- Multicultural project work, project communication and business communication

Location and time

The precise schedule is discussed and confirmed with the students at the study unit kick-off. The schedule of teaching and coaching is found in Toodo.
All teaching and coaching are provided in the Zoom platform.

Materials

All study unit material is provided in Moodle to support the learning. The instructions for the study are in English. Teaching, coaching, and discussions are executed in Finnish. The project outputs are implemented in Finnish

Teaching methods

This is a learning project that is integrated into a digitalized tourism-related context. The key perspectives of the learning project are two:
1. Managing the project in collaboration with the student group and the commissioner.
2. Studying and developing a digitalized tourism-related context that is applied in practice and validated with the knowledge base, such as reading material and theories.

There are several phases to proceed in the project. The phases of the learning project are divided into weekly actions to read, define, observe, collect, analyze, and conclude the findings. Here, the group discusses and presents their project phase each week which is commented on and coached by the teachers.

The learning project is executed in a group (team) of 4-5 students in each group. The structure of the learning project values the group’s own decision in executing the project. However, the weekly program steers the project actions. Depending on the student’s individual motivation for the topic and the hours to use for the project each week are discussed in the group in the beginning. Here, the group defines their responsibilities (role, task) to each member for the project. The learning project group appoints a project manager who is the primary contact person for the teachers and for the commissioner. Each student collaborates with the project group actively and shows responsibility for their role.

Employer connections

The learning project is integrated into tourism-related working life.

Exam schedules

The evaluation is based on the learning project outputs and the phases in them. There is no exam in this study unit.

Completion alternatives

There is a possibility that the student implements the learning project in their work. In this case, the implemented project process follows the guidelines of the learning project instructions.

Content scheduling

The learning project is divided into several phases to support students' learning. Teaching and coaching support each phase.

Further information

The student needs to have digital marketing skills when entering this study unit project. In practice, this means that the student has participated in the Customer Experience Management in Tourism (CEMiT) 10 ECTS study or gained otherwise proper knowledge of 2023-24 digital marketing competence.

Evaluation scale

H-5

Assessment methods and criteria

The learning project assessment is followed by the study unit's evaluation criteria.

Assessment criteria, fail (0)

Fail (0)
The student does not complete the assignments according to instructions or does not attend the learning situations at all. He/she does not pass the assignments given in the course.

Assessment criteria, satisfactory (1-2)

Poor (1)
The student is able to apply the principles, concepts, and tools of customer experience management only partly or not at all. The student has poor know-how in applying digital marketing principles, concepts, and tools. He/she seldom participates in the study process and shows very little or no analytical, reflective, and critical approach in his/her activities. The student has a poor command of the principles and practices of project work, project communication, and business communication. The assignments are not entirely performed according to the instructions.

Satisfactory (2)
The student is able to apply the principles, concepts, and tools of customer experience management only partly or not at all. The student has satisfactory know-how in applying digital marketing principles, concepts, and tools. He/she seldom participates in the study process and shows very little or no analytical, reflective, and critical approach in his/her activities. The student has a satisfactory command of the principles and practices of project work, project communication, and business communication. The assignments are not entirely performed according to the instructions.

Assessment criteria, good (3-4)

Good (3)
The student is able to apply the principles, concepts, and tools of customer experience management rather well. The student has rather good know-how in applying the principles, concepts, and tools of digital marketing. He/she participates in the study process and shows some analytical, reflective, and critical approaches in his/her activities. The student has a good command of the principles and practices of project work, project communication, and business communication. The assignments are mostly performed according to the instructions.

Very good (4)
The student is able to apply the principles, concepts, and tools of customer experience management quite well. The student has good know-how in applying digital marketing principles, concepts, and tools. He/she participates in the study process and shows some analytical, reflective, and critical approaches in his/her activities. The student has a good command of the principles and practices of project work, project communication, and business communication. All assignments are mostly performed according to the instructions.

Assessment criteria, excellent (5)

Excellent (5)
The student is able to apply the principles, concepts, and tools of customer experience management well. The student has good know-how in applying digital marketing principles, concepts, and tools. He/she actively participates in the study process and shows an analytical, reflective, and critical approach to his/her activities. The student has a good command of the principles and practices of project work, project communication, and business communication. The assignments are mostly performed according to the instructions.