As part of our International Master’s Degree Programme in Tourism Marketing and Management at University of Eastern Finland, I teach one 6 ECTS course on Destination Marketing. This is a brand new course for our university and I have built it from scratch. The course is mainly studied in groups online with extensive material available…
There is an ongoing discussion in the Finnish tourism industry about our digital tourism capabilities. We are looking up to Iceland and how they are promoting and selling their tourism services and products on the Internet. It seems that we think that technology and online travel packages will be the key to grow tourism numbers…
I have been thinking lately a lot about what makes marketing successful and what kind of marketers I should train. Academic research points us towards customer or market orientation, organisation culture, marketing effectiveness, relationship marketing and marketing capabilities, just to name a few. As an academic, I find the current explanations for marketing success too quantitative,…
Marketing is both art and science requiring particular. The best modern marketers know how to combine these two. There are some marketing skills that make it possible for a marketer to be both a scientist and an artist. If you could pick three skills that every marketer should have, what would they be? What kind…