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Strategic Marketing

Strategic Marketing

Code: SMB2RB002
Extent: 3 ECTS (81 h)
Timing: Semester 4.-5.
Language: English
Level: professional studies
Type: compulsory

Prerequisites
Principles of Marketing and Sales SOC1RB001
Personal Communication Skills SOC1RB003
e-Commerce in Hospitality and Tourism SOC1RB005
International Marketing Communications FES1RB003
Customer Relationship Marketing FES3RB011A / FES3RB012A / FES3RB013A

Learning outcomes
After completing the course the student: 
• Has an understanding of the role of marketing and sales within the corporate strategy and knows the elements included in the marketing strategy
• Understands the role of marketing when creating and sustaining a competitive advantage in the field of hospitality /tourism
• Is familiar with the basic concepts and models of marketing and sales management and knows what kind of tasks a marketing manager/director  working in a hospitality/tourism company has to manage
• Is able to develop new and critically evaluate existing marketing strategies

Course contents
• Marketing and sales management
• Marketing strategy
• Strategic alliances and partnerships
• Competitive advantage and differentiation, strategic branding
• Marketing communications strategy
• Socially responsible marketing

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

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

a) Classroom learning:
Lectures 24 h
Self-studies 56 h
The assessment of one’s own learning 1 h

b) Part Time Learning:
Lectures 9 h
Self-studies 71 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
Pasi Tuominen
Timo Moilanen

Course materials
Lecture material
Shoemaker, S., Lewis, R. and Yesawich, P. 2007. Marketing Leadership in Hospitality and Tourism. Strategies and Tactics for Competitive advantage, 4th ed. Pearson. Upper Saddle River
Middleton, V., Fyall, A., Morgan, M. and Ranchhod, A. 2009. Marketing in travel and tourism. 4th edition. Elsevier Oxford.
CSR Europe´s Sustainable Marketing Guide, 4 Ps for 3 Ps. CSR Europe, 2008
Additional reading
To be announced at the beginning of the course.

Assessment
Project work 60 %
Assignment 30 %
Self assessment report 10%

Assesment objectives 
• Planning and management of marketing and sales  
• Understanding the special characteristics of the marketing and sales management in hospitality and tourism business
• Competitive advantage and marketing strategy
• Marketing orientation

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
• Is able to name the basic concepts and models of marketing and sales management
• Recognises the special characteristics of the marketing and sales management in hospitality and tourism business
• Is able to list elements influencing the competitive advantage of a hospitality/tourism business
• Is able to define the concept of marketing strategy
• Is able to define the concepts of marketing spirit and marketing orientation

Grade 3
• Is able to apply the basic concepts and models of marketing and sales management in the context of hospitality/tourism management
• Is able to critically analyse an existing marketing strategy
• Is able to create a marketing strategy for a hospitality/tourism company
• Is able to analyse the level of marketing orientation of a company and is able to provide proposals for improvement

Grade 5
• Is able to creatively apply the various concepts and models of marketing and sales management in the context of hospitality/tourism management
• Is able to create a marketing strategy that produces sustainable competitive advantages for a hospitality/tourism company
• Is able to compose a plan to implement the marketing strategy successfully
• Show profound interest in hospitality/tourism marketing and sales