AAT-1002 Experience, Marketing and Sales - 20 ECTS
General value basis
- The course will relate marketing, sales and experience themes to the value basis of respect and consideration for nature and culture.
- Traditional marketing functions: the P's
- Market segmentation
- Consumer behavior; AIDA (Attention-Interest-Desire-Action)
- Tourism consumption
- Production and consumption
- Types and levels of experiences
- The psychological basis for experiences
- Experience settings: indoors and outdoors
- Environmental psychology
- Experience production and design: elements and processes
- Experience and service: storytelling, hospitality and guiding
- Experience production and guest knowledge: markets and marketing
- The experience economy ideology
- Experience products and producers: visits/presentations and an analysis of production connected to content themes
- Sales channels
- B2C, B2B, agents, workshops, etc.
- Value-based pricing
The candidate will gain knowledge of:
- basic concepts, models and theories relating to marketing and sales, particularly relationship marketing; and
- basic concepts, models and theories of experience production.
The candidate will:
- be able to analyze experience products and suggest changes/improvements to existing products;
- be able to develop a presentation, a brochure or an Internet presentation of an experience product; and
- be able to communicate with relevant stakeholders.
The candidate will:
- contribute in processes concerning the development of profitable experience products, marketing and sales, etc.
- contribute with a critical and reflective view of development with regard to sustainability of nature and culture, and the economic viability of destinations.
- One individual written assignment/report
- One group assignment, including a presentation/report
- 70% attendance in all student activities and lectures is required in order to take the exam. Accordingly, the mandatory assignments must be approved before the student can take the exam.
- Individual written home exam. Duration: 14 days.
The written exam, presentations and assignments must be completed in English.
Grading: scale A to E for passed exam, F for failed.
A re-sit exam will be arranged for this course in case of F.
Date for examinationWritten individual home-exam hand out date 09.02.2018 hand in date 23.02.2018
The date for the exam can be changed. The final date will be announced in the StudentWeb early in May and early in November.