Branding in Tourism, 5 cr

Huom! Online-ilmoittautuminen on päättynyt.

Aika		01.11.2019 - 20.12.2019
Ilmoittautumiset		06.10.2019 mennessä
Paikka		Rajakatu 35, Jyväskylä
Edeltävä osaaminen		The students knows how to manage the tourism companies and destinations.
Tavoite		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.
Sisältö		• 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
Toteutus		Lectures independent work group work
Kirjallisuus		•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
Hinta		75 €
Lisätietoja		avoinamk@jamk.fi

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