Rural Tourism Development and Possibilities (3cr)

Evaluation scale

1-5

Objective

The student can explain the meaning of brand management when determining and attaining a market position. The student will be competent in analysing, planning, building, developing, and managing brands. The student will also be competent in recognizing and applying methods for constructing and developing brands in innovative and creative ways.

Content

- Defining a brand
- Personality of brands
- Trademarks
- Core promise and values
- Meaning of brands to consumers and companies
- Constructing a brand and the obstacles of brand creation
- Managing the lifespan of a brand
- Measuring the performance of a brand

Materials

Blinnikka (toim.) (2012). Maaseutumatkailu ? kestävyyslaji? Näkökulmia kestävään matkailuun maaseudulla.
Jyllilä, S. & Kortesluoma, A. (2015). Maaseutumatkailun nykytila Etelä-Pohjanmaalla v. 2014.
Kortesluoma, 2013: Etelä-Pohjanmaan matkailustrategia vuosille 2013?2017
TEM matkailun toimialaraportit: Matkailu, Matkailun ohjelmapalvelut. Maaseutumatkailu (uusimmat)
Veijola, S. (toim.) (2013) Matkailututkimuksen lukukirja. Porvoo: Bookwell.
Vesterinen, 2007: Maaseutumatkailun puoli vuosisataa ? artikkeleita kehittämisen eri näkökulmista.
Other literature, reports and research papers (announced at the beginning of the course)

Teaching methods

- lectures
- reading and analysing research reports and articles
- independent work online

Employer connections

none

Student workload

54 hours of student work, of which 8 hours of contact teaching (includes lectures and guided work) and 46 hours of independent work (includes completing learning assignments and online discussions)

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in planning and building brands. Students will also be competent in recognizing methods for constructing and developing brands.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analysing, planning and building brands. Students will also be competent in recognizing and applying methods for constructing and developing brands.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analysing, planning, building, developing, and managing brands. Students will also be competent in recognizing and applying methods for constructing and developing brands in innovative and creative ways.

Further information

jenny.janhunen@seamk.fi