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Strategic Alliances at the Destination Level

Strategic Alliances at the Destination Level

Code: TOU3ZL002
Scope: 9 credits
Timing: 3rd academic year
Language: English
Level: Professional studies
Type: Compulsory

Learning objectives
Upon completion of the course, the student is able to
• practice profitable collaboration in marketing, sales and product development 
• implement the destination brand
• assure destination quality
• create sustainable innovations 
• co-create new business opportunities at the destination level

Contents
• Strategic mindset to ensure competitiveness of the destination
• Destination brand
• Destination marketing and sales networks
• The role of strategic alliances in developing successful operations at a destination
• Risk management
• Sustainable tourism and corporate responsibility
• Consistent destination quality
• Future forecast techniques 

Starting level and linkage with other courses
To be studied after the courses: Introduction of Travel and Tourism Business (Johdanto matkailuun liiketoimintana) OR Global and Local Perspectives of Travel and Tourism AND Travel and Tourism Business at a Destination AND Crafting Travel and Tourism Experience Products.

To be studied together with the course Tourism Destination Project 2.

Assessment
The course is evaluated on a scale excellent (5), very good (4), good (3), satisfactory (2), fair (1), fail (0). The assessment criteria is presented on a scale 1 - 3 - 5.

Grade 1
Student lists some examples for strategic networks at a destination level. Student names cooperation practices in marketing, sales and product development. Student lists factors impacting in destination quality and brand.

Grade 3
Student introduces methods for strategic cooperation at a destination. Student compares tourism destination brands. Student applies quality and innovation theories into practical level through case studies. Student introduces suitable ideas for new business opportunities at the destination level.

Grade 5
Student assesses destination strategic collaboration in regard to destination competitiveness. Student gives justified suggestions for development in marketing, sales and product & brand development Student analyses impact of strategic decisions and strategic work at a destination level. Student innovates new business opportunities at the destination level.

Working life connections
This course involves a project work commissioned by an external organization.

Internationality
Course content is viewed both globally and locally.

Learning methods
The learning goals of this course can be reached in the following way:

a. Lectures and related assignments as full-time studies.

Assessing one’s own learning is a compulsory part of the course.

Teachers responsible
Leena Grönroos, Haaga
Mia Tarhanen, Haaga