Marketing in tourism and hospitality businessLaajuus (5 cr)

Objective

You know how to define the key concepts and areas of marketing.
You know the main competitive means of marketing and you know how to assess and apply them from the perspective of service companies in different situations and organisations.
You know the theoretical models that guide marketing planning, and how to use them in marketing planning.

Content

What are the key concepts and competitive tools in marketing?
What are the most important marketing channels used in the industry and how are they utilised?
What are the key models used in marketing planning and how can you use them in marketing planning?

Accomplishment methods

Students can
a. use professional vocabulary and concepts in an expert way in different situations.
b. assess information sources critically.
c. work as team members in working life expert duties and identify and describe the problems of the professional field.
d. assess operations in customer, user and target group situations.
e. choose appropriate models, methods, software and techniques according to the purpose and justify these choices.
f. promote teams’ goal-oriented operation.
g. apply critically the ethical principles of the professional field in different situations.