Scope: 6, 9 or 12 ECTS
Timing: 4-7 semester
Curriculum: All Porvoo Curricula
Level: Professional studies
Starting level and linkage with other courses
The student has successfully completed the Basic Studies.
Learning objectives and assessment
Upon completion of the course, the student is able to
- understand current trends and factors that affect and define future consumer behaviour (part 1, part 5)
- identify potential target markets and analyse the characteristics of the chosen target group (part 1)
- analyse a destination from a tourism potential point of view (part 2)
- use professional tools for analysis of the operational environment (part 2)
- understand the characteristics and pros/cons of different marketing channels (part 3, part 6)
- understand and describe the different stages of tourism product development process (part 3)
- produce a product description and a marketing plan in accordance with current consumer protection legislation (part 3)
- understand and describe the different stages of designing experiences and the elements of an effective story (part 4)
- understand the importance of engagement and storytelling in creating experiences (part 4)
- plan and create a digital story that has shareable content and the potential to go viral (part 6)
- use professional tools for creating engaging content and staging digital experiences (part 5, part 6)
The student can identify and describe a few concepts and tools relating to creating travel experiences. The student can find at least a few sources, poorly collect, analyse and use relevant data and material to create a travel experience and marketing plan. With great difficulty and under strict supervision, the student can poorly apply problem identification, analysis and solving to the project. Use of sources is very limited overall and reports produced are poorly structured.
The student can define and use concepts and tools related to creating and marketing travel experiences. The student is able to apply that knowledge to different situations. The student can search, collect, partly analyse and use relevant data and material to create a travel experience and marketing plan. The student can apply problem identification, analysis and solving to the project. In the reports, sources are for the most part acknowledged and several sources are used. Structure of the reports is rather logical and the reader can follow the line of thought.
The student is able to identify, define and use the core concepts and tools for creating, enhancing and marketing digital experiences. The student is able to use and combine theory, trends and tools related to travel experiences and marketing in order to create and present solutions to different situations. The student is able to assess the credibility of sources and is able to use a great variety of sources. The student can collect, analyse and use relevant data and material to create a travel experience and marketing plan at a highly professional level. The student can fully apply problem identification, analysis and solving to the project. In reports, all source material is correctly acknowledged and the author uses the versatile sources in a skilful manner with discourse between sources. Structure, figures and tables facilitate understanding very well. Ideas flow clearly and coherently. The report is easy to read and arguments made are logical and supported by the sources.
Recognising and validating prior learning (RPL)
If students have acquired the required competence in previous work tasks, recreational activities or on another course, they can show the competence with a demonstration and progress faster through their studies. More information and instructions for recognising and validating prior learning (RPL) are available at MyNet.
Working life connections
The course supports the students in their own research/development project which is related to the business community.
International learning materials and assignment contents.
The course can be completed as 6 or 12 credits.
Recommended combinations for
6 credits: part 1 + part 2 + part 3 OR part 4 + part 5 + part 6
12 credits: all parts 1-6
Consumer behavior and trends in travel and tourism
Operational environment (incl. PESTEL analysis)
Product development process and product description of the travel package
Marketing plan for the travel package
Experience Economy and elements of experiences
Engagement, storyfication, personalisation and authenticity
Digital trends and tools for creating experiences
Digital experience development process
Product description of the digital experience
Marketing plan for the digital experience
This is a virtual course with no contact hours. Independent study in network environment. Feedback provided for parts 1-6. The assessment of one’s own learning 1 h.
Part 1 (2 credits): Analysis of trends and consumer behaviour as well as target market (100%)
Part 2 (2 credits): Destination analysis, analysis of the operational environment and competition (100%)
Part 3 (2 credits): Product development process and product description as well as the marketing plan for a travel package (100%)
Part 4 (2 credits): Theoretical framework and analysis of the Experience Economy, elements of experiences, the concepts of engagement, storification, personalisation and authenticity (100%)
Part 5 (2 credits): Overview and analysis of the digital trends and tools as well as the competition in creating engaging experiences (100%)
Part 6 (2 credits): The digital experience development process, product description and marketing plan for a digital experience (100%)
Annika Konttinen, Porvoo
Anu Seppänen, Porvoo
Alexander, B. 2011. New digital storytelling. Creating narratives with new media.
Boniface, B & Cooper C. 2012. Worldwide destinations: the geography of travel & tourism.
Csikszentmihalyi, M. 1990. Flow: The psychology of optimal experience.
Gioglio, J. & Walter, E. 2014. Power of visual storytelling. How to use visuals, videos and social media to market your brand.
Grönroos, C. 2007. Service management and marketing.
Jensen, R. 1999. Dream society.
Heath, C. & Heath, D. 2008. Made to Stick: Why Some Ideas Survive and Others Die.
Page, S.J. 2009. Tourism management: managing for change.
Pine, J. & Gilmore, J. 2011. The experience economy.
Pine, J. & Korn, K. 2011. Infinite possibility – creating customer value on the digital frontier.
Smith, P.R. & Chaffey, D. 2013. eMarketing Excellence – the Heart of eBusiness.
Swarbrooke, J. & Horner, S. 2007. Consumer behaviour in tourism.
Trade journals and magazines, studies by international organisations (e.g. Amadeus, European Travel Commission, OECD, UNWTO, WTTC, WEF) and other electronic sources.