MCB-12306 Consumer Behaviour & Marketing Management

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Studiepunten 6.00

OnderwijstypeContacturen
Individual Paper0
Lecture16
Tutorial18
Group work3
Independent study0
Course coordinator(s)dr. YK van Dam
dr. J Nawijn (BUas)
Lecturer(s)dr. YK van Dam
dr. P de Rooij (BUas)
dr. J Nawijn (BUas)
dr. N Sharda
Examiner(s)dr. YK van Dam

Language of instruction:

EN

Contents:

Note: This course is part of the BSc Tourism, a joint degree programme of Wageningen University and Breda University of Applied Sciences. This course is open to students from other programmes. The course is offered at Breda University of Applied Sciences. You can register for the course by contacting the course coordinator before the start of the course. The schedule for the academic year at Breda University of Applied Sciences differs from the schedule of Wageningen University.

In this course the tourism destination is viewed as a profit oriented complex organization of interacting enterprises. The interactions among the enterprises, the interactions between the complex and the environment and the interactions between the complex / the enterprises and the customers are described from the viewpoint of creating added value to the destination in order to create valuable experiences for the tourist.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- appraise tourism and leisure issues from a strategic market orientation;
- apply key concepts of marketing for tourism and leisure services;
- apply consumer decision making to tourism destinations and leisure organizations;
- explain principles of customer segments / typologies for tourism and leisure;
- apply the concept of creating added value in tourism destinations and leisure organizations;
- interpret the tension between cooperation and competition between various actors in tourism and leisure complexes;
- describe the marketing environment (micro, meso and macro) of tourism and leisure organisations.

Activities:

- lectures;
- tutorials.

Examination:

The course is assessed by written open questions exam and by a group paper and poster presentations based on a mandatory assignment.
Both the score for the written exam and the score for the group paper and posters must be at least 5.50 in order to pass the course.
Both the score for the written exam and the score for the group paper and posters contribute 50% to the final grade.

Literature:

To be determined.
Reader with selected research publications.

OpleidingFaseSpecialisatiePeriode
Verplicht voor: BTOTourism (joint degree)BSc5WD+6WD