Customer Insight and Marketing (5op)

Arviointiasteikko

H-5

Tavoitteet

The student knows the significance of customer insight in the tourism business. He/she is able to identify the changes in customer behavior and operating environments and evaluate the service excellence when he/she meets the customer. He/she knows the main principles of service marketing and sales. He/she is able to communicate and use subject related terminology in English.
Lukukausiteema: Vastuullinen matkailuliiketoiminta

Sisältö

The Implementation plan and content (themes) of the study
Week 3, Pre-reading and orientation of Customer Insight


Week 4, Customer Insight - principles and practices
Tuesday: Kick Off, introduction of the study unit and pre-reading assignment/discussion
Wednesday: Let's go to the woods. A day to experience customers emotions
Friday: Independent study of the week theme

Week 5: Concepts of Marketing and Sales
Monday: Intro lecture and discussion/assignment
Tuesday: Independent study
Wednesday: Visitor from a project Along the River to the Arctic, Original Lapland. Applied marketing case of a project.
Friday: Independent study of the week theme.

Week 7: Changes in Customer Behavior
Monday: Intro lecture, discussion/assignment.
Tuesday: Independent study of the week theme
Thursday: Happy Valentines! Interaction with service business.
Friday: Independent study of the week theme

Week 8: Service Excellence
Friday: Lecture/Visitor, applied service excellence task

Week 9: Service Excellence
Monday: Independent study
Tuesday: Case study presentations
Friday: Individual exam and feedback discussion

Aika ja paikka

The study unit is executed during the weeks 5-9 in spring semester 2020. Teaching takes mainly place at Jokiväylä Campus, Rovaniemi. Part of the learning environment is Rovaniemi surroundings.

Oppimateriaalit

The four themes of the study are: Customer Insight, Basics of Marketing Theories, Changes in consumer behavior and Service Excellence. The material is updated in the beginning of the study. There will mainly be articles, blogs, webinars with lecture material as a reading material. In addition, all material recommended by visitors and commissioner is taken into account.

Opetusmenetelmät

Lectures, visitors, visit, different kind of workshops,independent and group study, exam, case study (project) of an international event.

Harjoittelu- ja työelämäyhteistyö

The study unit is integrated to an international event.

Tenttien ajankohdat ja uusintamahdollisuudet

The individual exam takes place in week 9.
The planning, implementation and assessment of the case study (project) is executed during the weeks 6-8.
The presentation of the case study in groups takes place in week 8.

Kansainvälisyys

The study unit is integrated to an international event.

Opiskelijan ajankäyttö ja kuormitus

The Implementation plan and content (themes) of the study:
Week 3, Pre-reading and orientation of Customer Insight.
Week 5, Customer Insight - principles and practices: Kick Off, introduction of the study unit and pre-reading assignment/discussion. Let's go to the woods. A day to experience customers emotions. Independent study of the week theme
Week 6: Concepts of Marketing and Sales: Intro lecture and discussion/assignment. Visitor. Case study commission presentation. Independent study of the week theme.
Week 7: Changes in Customer Behavior: Intro lecture, discussion/assignment. Independent study of the week theme. Happy Valentines!
Week 8: Service Excellence: Lecture/Visitor, applied service excellence task. Independent study. Case study (project) preparations, rehearsals and presentation.
Week 9: Individual exam and feedback discussion. Feedback of the commission.

Arviointikriteerit, tyydyttävä (1)

Fail (0)
The student is not able to describe the principles of customer insight in tourism business. He/she is not able to recognize the changes in customer behavior nor the impacts on operating environment. The student is not able to recognize the main concepts nor principles of service marketing and sales. He/she is not able to recognize the Service Excellence concept in customer service. He/she Is not able to communicate or use subject related terminology in English.
Poor (1)
The student is able to recognize the principles of customer insight in tourism business. He/she is able to recognize only some changes in customer behavior and the impacts on operating environment. The student is able to recognize only some concepts and principles of service marketing and sales. In addition, he/she is able to recognize some parts of the Service Excellence concept in customer service. He/she is able to communicate in most common situations only and use basic subject related terminology in English.
Satisfactory (2)
The student is able to describe partly the principles of customer insight in tourism business. He/she is able to recognize the changes in customer behavior and the impacts on operating environment. The student is able to recognize the main concepts and principles of service marketing and sales. In addition, he/she is able to apply partly the Service Excellence concept in customer service. He/she is able to communicate in common situations and use basic subject related terminology in English.

Arviointikriteerit, hyvä (3)

Good (3)
The student is able to describe the principles of customer insight in tourism business. He/she is able to recognize and describe the changes in customer behavior and the impacts on the operating environment. The student is able to describe the main concepts and principles of service marketing and sales. In addition, he/she is able to apply the Service Excellence concept in customer service, as well as communicate and use subject related terminology in English.
Very good (4)
The student is able to describe versatilely the principles of customer insight in tourism business. He/she is able to recognize and analyze the changes in customer behavior and the impacts on the operating environment. The student is able to describe versatilely the main concepts and principles of service marketing and sales. In addition, he/she is able to describe and apply the Service Excellence concept in customer service and communicate and use subject related terminology in English fluently.

Arviointikriteerit, kiitettävä (5)

Excellent (5)
The student is able to describe and justify the principles of customer insight in tourism business. He/she is able to analyze and evaluate the changes in customer behavior and the impacts on operating environment. The student is able to describe and justify the main concepts and principles of service marketing and sales. In addition, he/she is able to describe and apply the Service Excellence concept in customer service and communicate and use subject related terminology in English fluently and correctly.

Esitietovaatimukset

NULL