Learning outcome

After having accomplished the course, the student should have the following knowledge, skills and general competency:

Knowledge:

• have knowledge about how tourist businesses and destinations promote their products
• have knowledge about product development and pricing in tourism
• have knowledge about what distribution- and marketing channels which are being used
• have knowledge about different sorts of tourist behaviour and segmentation in tourism

Skills:

• be able to analyze the tourist market potential in an area
• be able to elaborate swot analyzes, market research and market plans

General competency:

• understand distinct elements of service marketing
• be able to adjust necessary marketing measures to changing trends in tourism.

Course Description

Mainly the following topics will be taught in class:

• The working conditions of tourism businesses
• Actions and behaviour
• Segmentation
• Market research
• Market planning
• Products and product planning in tourism
• Price and price behaviour
• Market communication in tourism
• Distribution in tourism
• Relation marketing
• E-marketing
• Important trends

Teaching and Learning Methods

3 hours a week in the autumn semester. The teaching will vary between traditional lectures, seminars, training tasks, student presentations and written reports/hand ins.

Assessment Methods

The assessment of the course consists of the following elements: An oral presentation (passed/not passed) and a written term paper (40 % of the mark).The presentation and the term paper can be done individually or in group. The course is terminated with an individual written final examination, 4 hours (60 %). Graded marks (A-F) both on the term paper and the final written examination. To have an approved evaluation in the course, students must have passing marks on all parts of the assessment

Minor adjustments may occur during the academic year, subject to the decision of the Dean