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Opintojakson toteutussuunnitelma

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RyhmäR81M17S/Restonomikoulutus (Rovaniemi)
OpintojaksoR81ML33 Customer Experience Management in Tourism, 15.00 op, 400 h
AMMATTIOPINNOT
ToteutusPerustoteutus/18001
ToimipisteMTI (Viirinkankaantie 1) Rovaniemi
ToteutusajankohtaKevät1/2018-2019, Kevät2/2018-2019
VastuuopettajaHanni-Vaara Päivi
Muut opettajatKähkönen Outi, Paloniemi Petra
Toteutuksen tilaPäättynyt

Kuvauksen tila Valmis
  
Opetuskieli englanti
Alkamis- ja päättymispvm25.02.2019 - 20.05.2019
Osallistujia min.  
Osallistujia max.  
Ilmoittautumisaika01.09.2018 - 10.02.2019
Toteutustapa
Virtuaaliosuus 5 op
T&k-integraatio 10 op
Tentin uusintapäivät
Koulutuksen aikataulu (www-linkki)
Kuvauksen kieli suomi 
Osaamistavoitteet ja teemat

The student familiarized him-/herself with the concept of customer experience management. He/she is familiar with the service-dominant logic marketing approach based on co-creation of customer value. He/she knows the main principles of integrated marketing communication. The student recognizes the significance of profitable and effective marketing and sales in the international tourism business within glocal networks. He/she applies the latest market trends and contemporary consumer behavior patterns in marketing and selling tourism services. The student recognizes the significance of digital operating environment. In addition, he/she familiarizes him-/herself with the internet-based marketing, sales and distribution. He/she applies some ICT-solutions in practice.

Lukukausiteema: Operatiivinen matkailuliiketoiminta

 
Arviointikriteerit

Excellent (5)

The student is able to analyze the concepts of customer experience management. He/she is able to plan and adapt contemporary tourism marketing and selling operations excellently for different target groups. He/she is able to create and design content marketing creatively. The student is able to analyze and redesign the concepts of networking. He/she is able to analyze and develop digital operations in digital environment. In addition, he/she is able to create and innovate marketing and sales in various channels by using different ICT tools creatively.

Very good (4)

The student is able to describe the concepts of customer experience management. He/she is able to plan and adapt contemporary tourism marketing and selling operations very well for different target groups. He/she is able to create and design content marketing. The student is able to analyze and describe the concepts of networking. He/she is able to analyze and describe the digital operating environment. In addition, he/she is able to utilize multidimensional marketing and sales channels by using different ICT tools.

Good (3)

The student is able to describe the concepts of customer experience management. He/she is able to plan and adapt contemporary tourism marketing and selling operations for different target groups. He/she is able to create content marketing. The student is able to describe the concepts of networking. He/she is able to analyze the digital operating environment. In addition, he/she is able to utilize marketing and sales channels by using ICT tools.

Satisfactory (2)

The student is able to describe some concepts of customer experience management. He/she is able to plan and use contemporary tourism marketing and selling operations for different target groups. He/she is able to create some basics of content marketing. The student is able to describe the basic concepts of networking. He/she is able to recognize the basics of digital operating environment. In addition, he/she is able to utilize marketing and sales channels by using some ICT tools.

Poor (1)

The student is able to recognize some concepts of customer experience management. He/she is able to use contemporary tourism marketing and selling operations for different target groups. He/she is able to create some basics of content marketing. The student is able to describe some concepts of networking. He/she is able to recognize some basics of digital operating environment. In addition, he/she is able to utilize marketing and sales channels by using some ICT tools.

Fail (0)

The student is not able to recognize the basic concepts of customer experience management. He/she is not able to recognize nor use contemporary tourism marketing and selling operations for different target groups. He/she is not able to create content marketing. The student is not able to describe the basic concepts of networking. He/she is not able to recognize the possibilities of digital operating environment. In addition, he/she is not able to utilize marketing and sales channels nor use ICT tools.

 
Pedagogiset järjestelyt
  • Lectures + flipped learning sessions
  • Workshops (Bring Your Own Device BYOD)
  • Coaching
  • Project visit
  • Visiting lecturers + commissioners
  • Individual Moodle Exam

The materials will be in English.Reading strategies for academic texts.

Materiaali
  • Chaffey, D. & Smith, P.R. 2017. Digital Marketing Excellent. London & New York: Taylor & Francis. (available on Moodle)
  • Other materials on Moodle.

EXAM READING:

1. Chaffey, D. & Smith, P.R. 2017. Digital Marketing Excellent. London & New York: Taylor & Francis.

  • Chapter 1: Introduction to Digital Marketing: pages 1-49

  • Chapter 4: Digital Customers: pages 159-222

  • Chapter 8: Customer Lifecycle Communications and CRM: pages 441-459

  • Chapter 9: Managing Digital Marketing: pages 502-519

2. 1 reaction paper

3. Lecture slides (until the exam date)

THEMES:

  • the service-dominant logic marketing approach
  • latest market trends and contemporary consumer patterns among different target groups
  • marketing and selling operations in tourism related SMEs
  • marketing and sales channels and related actors in international markets
  • managing contemporary marketing communication
  • managing customer relationships inB-to-B perspective
  • roles of networks and various actors of eCommerce in tourism
  • eCommerce processes; marketing, distribution and sales
Sisältö

General weekly schedule (there might be slight changes!)

Mondays: theory, together with group R81D17S
Wednesdays and Thursdays: independent study
Tuesdays: workshops, themed coaching
Fridays: coaching in general, commissioner present when asked
Check the exact times on TimeEdit!

Weekly themes:
Before Week 9: pre-reading on Chaffey & Smith. Chapter 1.
W9. Introduction and Big Picture of eCommerce, blogging workshop.
W10. Independent study
W11.Service Dominant Logic. Commission introduction!
W12. Service Dominant Logic.
W13. ecommerce.Learning Café, social media workshop,exam.
W14.ecommerce.
W15. Trends and Customer Behaviour. Lecture on Sharing Economy.Visit to Sompio on 9.-10.4.
W16. Trends and Customer Behaviour. Google form workshop.
W17. Customer Relationship Management. CRM workshop, MailChimp workshop.
W18. Customer Relationship Management
W19. Coaching + dress rehearsals
W20. Presentations

Arviointi
AssignmentGradingNotice!individual/group
Reaction paper and learning cafe + peer feedbackpass / failIf not done by deadline, course grade is lowered by 1individual
Exam0-5 (30%)individual
5 workshopspeer feedback, self-evaluationSkills are showcased in the project portfolio.in pairs

Project
* blog posts connecting theory with project (part of portfolio)

* social media workshop (Ranua)

* project presentation + portfolio

* self and peer evaluation

0-5 (70%)Peer evaluation and coaching sessions affect the final grade, so the grades among group members may vary.
 Palaa