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International Marketing Communications

International Marketing Communications

Code: FES1RB003
Extent: 4 ECTS (108 h)
Timing: semester 2
Language: english
Level: basic studies
Type: compulsory

Principles of Marketing and Sales SOC1RB001
Personal Communication Skills SOC1RB003
e-Commerce in Hospitality and Tourism SOC1RB005

Learning outcomes
The objective of this course is to provide the students with an overview of the marketing  communications specific to the hospitality industry. Emphasis is put on the personal communication and sales skills.

After completing the course the student: 
• Has an understanding of marketing communications and sales in particular, in the hospitality/tourism industry and can put skills to practical use
• Has good selling, argumentation and negotiation skills and is capable of closing a deal
• Is a good listener, has good written and oral communication skills
• Is able to function in communication and interactive situations which are typical in the industry
• Possesses good communication skills in meetings, negotiations, and in crisis situations

Course contents
• Campaign planning process
• Personal selling
• Trade fair participation
• Crisis management
• Negotiations and meetings
• Media relations

Cooperation with the business community and other organisations
Guest speakers form hospitality companies and and industry based assignment.

The international partner for the course will be announced at the beginning of the course.

Teaching and learning methods
It is possible to complete the course based on classroom learning or part time learning:

a) Classroom learning:
Lectures 48 h
Self-studies 59 h
The assessment of one’s own learning 1 h

b) Part Time Learning:
Lectures 21 h
Self-studies 107 h
The assessment of one’s own learning 1 h

Lectures include also workshops and group work. Self-studies include reading books and articles related to the course topics and participating in group work.

Recognition of Prior Learning, RPL  (in Finnish AHOT)
The required skills and competences can be demonstrated by a skills examination.

Teacher/s with the main responsibility for the course
Timo Moilanen
Wallace Reynolds

Course materials
McCABE, S. 2008. Marketing communications in Tourism & Hospitality, Elsevier Oxford.
Middleton, V., Fyall, A., Morgan, M. and Ranchhod, A. 2009. Marketing in travel and tourism. 4th edition. Elsevier Oxford.  Chapters: 11 - 14.
Jobber, D. and Lancaster, G. 2009. Selling and Sales Management, 8th edition, Prentice Hall. Harlow.
Parts 1 -  3 (chapters 1 - 12).
Lecture material

Project work (teams) 30 %
Personal assignments 70 %

• Marketing campaign planning process  
• Personal selling skills
• Sales process
• Media relations skills
• Crisis management process

The assessment of one’s own learning does not influence the grade. The assignment is the same for all courses/modules and the answers will also be used for course/module development. The assignment is completed online in WinhaOpaali.

Assessment criteria

Grade 1
• The student is able to name the elements of a basic campaign planning process
• The student is able to define a good sales person
• The student is able to name the elements of a typical sales process
• The student is able to name to the basic skills needed in media relations

Grade 3
• The student is able to critically evaluate an existing campaign plan
• The student is able to apply the basic model of campaign planning process in practice and produce a realizable campaign plan
• The student is able to plan sales activities using the model of sales process
• The student is able to prepare and give a sales presentation
• The student is able to use basic media skills in a mock studio exercise
• The student is able to plan a crisis management strategy

Grade 5
• The student is able to creatively apply the basic model of campaign planning process in practice and produce a complete and realizable campaign plan 
• The student masters the sales process fully and is able to influence a person´s buying decision in the sales situation
• The  student is able, in a creative and  critically analytical way, to apply key principles of media relations and crisis management to  an assigned case study.