Høst 2017

AAT-1002 Experience, Marketing and Sales - 20 stp

The course is administrated by

Institutt for reiseliv og nordlige studier

Type of course

The course is a part of Year Programme and Bachelor's degree in Arctic Adventure Tourism and could not be taken as a single course.

Course contents

General value basis

The course will relate marketing, sales and experience themes to the value basis of respect and consideration for nature and culture.

Marketing

Traditional marketing functions: the P's
Market segmentation
Consumer behavior; AIDA (Attention-Interest-Desire-Action)
Tourism consumption

Experiences

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

Sales channels
B2C, B2B, agents, workshops, etc.
Internet
Value-based pricing

Objective of the course

Knowledge

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.

Skills/abilities

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.

Competence

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.

Language of instruction

English

Teaching methods

Lectures: - Weekly lectures, seminars, student presentations - Individual/ group - Practical training, e.g. roleplay - Industry visits, guest lectures, etc.

Practical training: Test labs in cooperation with businesses.

Assessment

Coursework:

- 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.

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.