Marketing of Tourism Services (5op)

Arviointimenetelmät ja arvioinnin perusteet

All course instructions, materials, deadlines, and group allocations will be available in Reppu.
Students must follow KAMK and Arene guidelines for the ethical use of AI tools.
Attendance of at least 60% is required to pass; 80% attendance is required to achieve grade 3 or above.
Punctuality is expected. Late arrivals may not be admitted once a session has started.
Student performance is evaluated through the successful completion of all required course components. The final grade reflects the student’s ability to apply marketing theory, carry out analytical tasks, participate actively, and complete the project and exam.

Arviointiasteikko

0 - 5

Sisällön jaksotus

A detailed course progression plan will be shared with the students at the beginning of the course. Course sessions are announced in KAMK timetables and Tuudo.

Tavoitteet

The student recognizes the factors influencing marketing in the tourism industry and is familiar with general marketing strategies. Student is able to utilize marketing communication tools and channels, understanding use of IMC. Additionally, student understand importance of digital marketing communication channels in tourism marketing and is able to identify marketing measurement methods.

Toteutustavat

Contact teaching

Suoritustavat

Lecture
Workshops
Assignments

Sisältö

Factors affecting tourism marketing
Differentiation through marketing
Campaigns and always-on marketing
Planning and execution of marketing campaigns
Joint tourism marketing
Digital marketing channels
Influencer marketing
Integrated marketing communication
Measuring and analytics

Aika ja paikka

Teaching takes place during the scheduled weekly sessions published in KAMK timetables, Tuudo and Reppu. Lectures and workshops are held on campus in assigned classrooms. Additional project meetings may be organised either on campus or online, depending on group needs and the availability of external partners. All deadlines, room numbers, and session times are communicated in Tuudo and Reppu.

Oppimateriaalit

Lecture slides, case examples, and other materials provided in Reppu.
Core textbooks:

Kotler, Bowen, Makens & Baloglu (2017 or newer version): Marketing for Hospitality and Tourism.
Palmer, A. (2021): Principles of Services Marketing.


Additional articles and short readings on destination marketing, consumer behaviour, personas, and AI in tourism marketing will be provided during the course.

Opetusmenetelmät

The course consists of lectures, workshops, case discussions, independent assignments, and group project work. Teaching combines theoretical input with practical application through a real-life marketing project. Students work both individually and in groups, completing analytical tasks, persona development exercises, market research tasks, and a final presentation. The course ends with an online exam.

Harjoittelu- ja työelämäyhteistyö

The course includes a practical, real-life marketing project connected to current tourism operators, entrepreneurs, or marketing cases. Students gain hands‑on experience applying marketing theory, developing personas, analysing destinations, and using AI tools for tourism marketing. The collaboration aims to strengthen students’ understanding of authentic marketing needs and industry expectations.

Tenttien ajankohdat ja uusintamahdollisuudet

The course includes an online exam conducted via Reppu. The exam date will be announced at the start of the course.
Retake opportunities follow KAMK’s regular examination schedule:

First retake approximately 3–4 weeks after the main exam
Second retake approximately 3–4 weeks after the first retake
Students must register for retake exams by the deadlines published in Peppi.

Kansainvälisyys

The course integrates international perspectives through destination case studies, global tourism marketing examples, and market research tasks focusing on international visitor markets. Students may select international destinations for their group project. International students’ viewpoints contribute to understanding global consumer behaviour, branding, and AI-driven marketing trends.

Toteutuksen valinnaiset suoritustavat

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Opiskelijan ajankäyttö ja kuormitus

Total workload: 135 hours
Workload distribution:

Contact teaching (lectures, workshops): approx. 30 hours
Independent study (readings, assignments): approx. 54 hours
Group project work: approx. 27 hours
Exam preparation and exam: approx. 24 hours

A weekly schedule including lecture themes, project milestones, assignment deadlines, and exam details will be published in Reppu.

Arviointikriteerit, tyydyttävä (1)

The student can use key professional terminology appropriately.
The student names and describes fundamental knowledge in their field.
The student acts purposefully based on acquired information and instructions.
The student is a member of a team and takes other team members into consideration.

Arviointikriteerit, hyvä (3)

The student consistently uses professional terminology.
The student can identify, describe, and justify fundamental knowledge in their field.
The student selects appropriate approaches based on acquired information and instructions.
The student can evaluate and reflect on their competence and professional practices and apply relevant techniques and models.
The student acts independently and responsibly in diverse tasks.
The student works customer-oriented and goal-driven.
The student collaborates as a team member to achieve common goals.
The student justifies actions based on professional ethical principles.

Arviointikriteerit, kiitettävä (5)

The student uses professional terminology proficiently and comprehensively, combining concepts into coherent wholes.
The student can analyze, compare, synthesize, and select information and present alternative approaches.
The student can critically analyze, reflect upon, and evaluate their competence and professional practices using acquired knowledge.
The student critically assesses and utilizes professional techniques and models relevant to their field.
The student acts customer-oriented, and goal-driven.
The student collaborates as a team member, enhancing and developing group activities.
The student applies professional ethical principles in their actions.