Branding in Tourism, 5 cr

Attention! Online registration is closed.
Date
    01.11.2019 - 20.12.2019
Last enrolment date
    06.10.2019
Location
    Rajakatu 35, Jyväskylä
Prerequisites
    The students knows how to manage the tourism companies and destinations.
Goal
    The student understands the meaning of the brand in making the intangible tourism service tangible. He/she understands the meaning of the branding in developing tourism services, -companies and –destinations.

The student knows the brand strategy theories, models and concepts and understands their relevance in practice.

She/he understands the meaning of customer intelligence in developing brand strategies. He/she understands the meaning of the managed customer experiences in brand building.
Contents
    • the concepts of brand and brand equity
• brand values and knowledge
• brand elements
• integrated marketing communication in relation to brand building
• Customer experience in relation to brand building
Accomplishment
    Lectures
independent work
group work
Literature
    •Keller, K.L. 2008. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Prentice Hall.
•Kotler, P. Bowen, J. Makens, James C. 2010. Marketing for hospitality and tourism
Price
    75 €
Further Information
    avoinamk@jamk.fi

See the Timetable