Marketing of Tourism Services (5cr)

Objective

Students will know the special features of services marketing and marketing communication methods as well as understanding the significance and impact of marketing communication. They will know and be able to apply the different areas of marketing communication planning. Students will be aware of the special features and competitive devices of tourism services marketing, being able to assess them in terms of use and implementation. Students will understand the importance of customer psychology in profitable sales work. They will be able to analyse sales negotiations and reflect upon their own behaviour in such negotiations. Students will be proficient in the progression of the sales process. They will be able to plan, implement, develop and assess tourism marketing noting the special features of the field.

Content

Special feature of services marketing
Integrated marketing communication
E-marketing
Special features of tourism services marketing
Image and brand thinking in tourism
Tourism distribution channels
Special features of international marketing
Sales psychology
Communication and interaction in sales negotiations
Sales negotiation phases
Marketing as part of business leadership

Assessment criteria, excellent (5)

The students are able to plan marketing communication taking the brand into account and with an awareness of the brand's significance in competition. They are able to analyse and plan tourism distribution channels, e.g. electronic channels.

Assessment criteria, good (3)

The students are able to plan tourism sales work at an individual level.

Assessment criteria, satisfactory (1)

The students are able to list service features and the special features of serviced marketing. They recognise the significance of image in business and can explain the role of marketing communication in image management. The students are able to define the significance of quality as a service competition factor.