Marketing of Tourism Services (4cr)

Evaluation scale

0 - 5

Content scheduling

The course requires approximately 108 hours of student work. Lectures account for ca. 30 hours, the project task for ca. 40 hours and the remaining 38 hours are allocated to individual work. These amounts are indicative.

Objective

The primary focus of this Marketing course is on the subjects of Destination Marketing and the utilisation of Artificial Intelligence (AI) in the context of tourism marketing.
By completing the course, you will acquire a theoretical understanding of destination marketing, enabling you to identify different types of tourism destinations and their respective life cycle stages. You will be able to define the roles of Destination Management Organisations (DMOs) within a destination and distinguish between destination image and destination branding, as well as explain how both can be influenced through appropriate marketing tools. You will also gain insight into the distinctive characteristics of destination marketing. In addition, you will learn how AI is transforming tourism marketing, supported by practical examples.

Accomplishment methods

You have contact teaching according to the timetable.

Content

Destination marketing: theory and practice
Consumer markets and consumer behaviour
Personas in marketing
AI in tourism marketing

Location and time

The course is delivered as contact teaching during the autumn semester according to the timetable.

Materials

Material will be provided during classes and in Reppu.

Teaching methods

The course consists of compulsory lectures for all students, accompanied by independent individual learning assignments and group work with presentations. These assignments help you practice and demonstrate mastering and understanding of the key course content.
During the course, you will work on a real-life project task. The project guides you in applying the knowledge you have learned.
The course ends with an exam and is evaluated numerically based on all partial achievements.

Employer connections

The course teacher tries to connect the project task to current in-house real-life projects.

Exam schedules

The exam will be held in week 48 or 49; retake dates will be announced.

International connections

-

Completion alternatives

-

Student workload

The course requires approximately 108 hours of student work. Lectures account for ca. 30 hours, the project task for ca. 40 hours and the remaining 38 hours are allocated to individual work. These amounts are indicative.

Assessment criteria, satisfactory (1)

The student demonstrates a basic understanding of destination marketing theory and can identify different types of tourism destinations and their life cycle stages. They can list the roles of DMOs, distinguish between destination image and branding at a general level, and name some marketing tools used to influence them. The student shows a limited understanding of consumer behaviour and personas, with only partial ability to apply these concepts to tourism marketing. They can describe at least one example of AI use in tourism marketing but provide little depth or analysis.

Assessment criteria, good (3)

The student demonstrates a clear and accurate understanding of destination marketing theory, destination types, and life cycle stages, and can explain the roles of DMOs with relevant examples. They can differentiate in detail between destination image and branding, and suggest appropriate marketing tools for influencing both. The student shows a sound understanding of consumer markets, consumer behaviour, and personas, and can apply these concepts in tourism marketing scenarios. They can explain several ways AI is applied in tourism marketing, using practical examples and showing some analytical skills.

Assessment criteria, excellent (5)

The student demonstrates an in-depth and comprehensive understanding of destination marketing theory, with the ability to analyse complex tourism destinations and their life cycle stages. They can critically evaluate the roles of DMOs, propose tailored strategies for managing destination image and branding, and justify the choice of marketing tools. The student integrates advanced understanding of consumer behaviour and personas into well-structured, practical marketing plans. They can analyse and critically assess the transformative impact of AI on tourism marketing, providing innovative, evidence-based examples and demonstrating the ability to connect theory to cutting-edge practice.

Further information

You must carefully follow the instructions provided for using AI for each task, in accordance with Arene’s AI recommendations. Misuse of AI, whether intentional or not, will result in failing the assignment or course and having to retake it, according to KAMK’s guidelines. A misconduct report will be completed for each incident.