23222-B-V Tourism and Hospitality Market Management, 5 sp

Fördjupade studier

Tourism and hospitality Marketing Management is about development of new services and to stage for customer experiences. This reading package interlinks three different research areas, Customer experience, Service management and Destination development. Out of a marketing management perspective, Tourism and Hospitality Management is about making visitors feel welcome, to care about the employees and to be convinced that the tourists leave the destination happy and better-off.

Insight into tourist and experience value is to be sought in a society of transformation, when work and leisure time blend, and the classic
“Touristhood” fades away. Based on the service characteristics, principles of service management are discussed, and the unique features of destinations are used for understanding new tourism service development.

The context of this course is marketing. However, the learnings from this course can be applied to other contexts also. Hence, all students, regardless of their disciplinary background, are welcome to take this course.
As a self-learning course, it tests your ability to think about and reflect on your learning, to set your own deadlines and goals, and to have the motivation to learn by self-studying.

It is important that you have some previous knowledge of marketing and that you read carefully the assigned literature and the assignment instructions in Moodle.


You are prepared to independently plan and implement tourism and hospitality marketing management strategies, and analyse consequences thereof.

Efter avlagd kurs kan du: 
  • make a current situation analysis of both a market and a business
  • plan and implement tourism and hospitality marketing management strategies
  • present strategy documents

Completed Bachelor Degree.

Studerandes totala arbetsmängd: 

134 hours divided into
Scheduled contact hours: 0 h
Non-scheduled work: 134 h


A self-study course.

The course includes 1) a digital exam performed physically at Hanken (Helsinki or Vaasa), and 2) online assignments in Moodle.

Litteratur och undervisningsmaterial: 

Articles about 200 pages

Examination och bedömning: 

A written digital exam of the course literature (60 %) and completed assignments (40 %).

A list of exam questions are made available in Moodle. The exam consist of a random sample of these questions plus an additional question that is not on the prepared list. The exams are assessed about once a month (not two weeks after each exam). Dates of assessment are announced in Moodle.

Evaluation of two written assignments.

Please note that written assignments are checked for plagiarism.

Rekommenderad tidpunkt: 

This course can be taken at any time during your Master’s studies.

Motsvarande kurser: 

Major subject students in Marketing can include a maximum of two of the self-study courses (23222-A, 23222-B-V, 23222-C or 23222-D) in their major subject studies.

Fristående studier (Öppna universitetet, JOO och samarbeten): 

Quota for the Open University: 3
Quota for JOO-students: 3