Marketing and Personal SellingLaajuus (5 cr)

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

Contents

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

Lähtötaso ja sidonnaisuudet muihin opintojaksoihin

No starting level requirements

Implementation methods, demonstration and Work&Study

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

Assessment criteria - 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

Assessment criteria - 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

Assessment criteria - 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.

Learning materials

Materials distributed during classes.