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Marketing and Personal Selling

Marketing and Personal Selling

Code: MAR1RZ002
Scope: 5 ECTS (125 h)
Timing: Semester 2
Language: English
Level: Professional studies
Type: Compulsory

Learning objectives
On successful completion of this course, the student:
• understands the role of marketing and personal selling in hospitality/tourism organisation
• understands the key concepts in a customer-oriented marketing; customer value creation, segmentation, positioning, marketing mix; customer relationship marketing
• understands what are the personal skills a successful sales person possesses and knows how to develop those skills
• has a basic understanding of how culture affects communication in a sales situation
• knows how to create and give an effective sales presentation
• is able to handle personal selling situations which are typical in the hospitality/tourism industry

The course addresses the following topics:
1. Customer service experience creation in marketing
2. Consumer and organisational buying
3. expanded marketing mix
4. dimensions of the marketing environment
5. Sales process,sales presentation and negotiation

Starting level and linkage with other courses
No starting level requirements

• Team assignments
• Personal sales assignment
• Personal essay

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 knows the key concepts of marketing and sales, but needs to develop the general view and the big picture for hospitality and tourism industry
Student understands how marketing affects customer satisfaction
Student knows the components of good customer service
Student understands that cultural factors have influence on how individuals behave in interpersonal communication situations

Grade 3
Student knows the key concepts well and can explain how the theories and models function and the tools are used.
Student a general view of marketing and sales
Student can complete given tasks and assignments independently.
Student applis knowledge in hands-on marketing and sales situations.
Student is able to critique your own practice and identify ways to improve.
The student is able to perform in a typical sales negotiation situation in the field of hospitality/tourism

Grade 5
Student has a strong command of the key and related concepts in marketing and sales
Student can critically evaluate theories, models and tools.
Student can demonstrate explicit knowledge of marketing and sales, and how it relates to other disciplines.
Student apply knowledge in demanding business related situations.
Student can prioritize and critically select tools and methods for solving complex problems in marketing and sales situations.
Student can perform independently and is able and actively willing to help others develop and pass on your skills.

Working life connections
Cases and visiting lecturers. Student teams work on sales related assignments presented by local and/or global companies.

International student body, cases. Learning activities include a global/international perspective.

Learning methods
Lectures, practical exercises, group work, independent studying
One´s own assessments is a compulsory part of the course.

Teacher responsible
Tommi Immonen, Haaga