Posts in the TAMK category

Text and Photos: Tiina Brandt, Jennifer Johnson, Pia Hautamäki, Carolina Pajula

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A delegation from Y-Kampus TAMK visited Tel Aviv, Israel, with two goals:

  1. To understand the Israeli innovation and entrepreneurship ecosystem, the variables that make it successful, and how we can cultivate similar variables at TAMK
  2. To identify resources and networks that will be valuable for entrepreneurship training, student internship opportunities, and possible university collaborations, specifically for our upcoming new program.

This visit is a part of Y-Kampus’ ongoing research when preparing the new program, which is a new, 30-credits training program that will begin at Fall 2018. As a part of this program, participants will also be highly encouraged to complete an international internship. Because of Tel Aviv’s innovation and entrepreneurship renown, we have decided Tel Aviv to be one of the possible location.

Before our trip we were wondering what makes Israel so successful at entrepreneurship and innovations. After our explorative trip with many meetings of different delegations, the common explanations were that because of Israel’s lack of natural resources and because of Israel’s ongoing conflicts with many of its neighbors, the country has had an urgent need to be innovative and entrepreneurial throughout its history.

Israel’s innovative and entrepreneurial high-tech orientation is recognized globally and it is called as the “Start-Up Nation”. Three more reasons were given, for Israel’s success:

  1. Military service, which fosters strong teams, creativity, strong problem-solving skills and ability to dare to achieve the impossible
  2. Immigration; 9 out of 10 Jewish Israelis today are immigrants, and the diversity of background, experience, skills, and mindset has proven critical for innovation
  3. Government policies, which are very encouraging and supportive for investments in entrepreneurship and innovation.

The city of Tel Aviv has transformed into the financial center and entrepreneurial, technological hub of Israel. The city is very busy, and is just as lively at night as it is during the day. We will continue to apply our learning to Y-Kampus research, development, and programming. We look forward to continued collaboration with our new colleagues in Israel, and to the benefit these relationships on Y-Kampus and TAMK.

If you are interested to work towards future with us, please contact us for more information!

Y-Kampus TAMK Crew

www.y-kampus.fi/en

 

TAMK Library and International Services have organized Finnish Movie Nights for a couple of years now. The idea is to gather to watch some Finnish movie to TAMK Library about twice a semester. In November, we watched Unknown Soldier directed by Edvin Laine. The movie was made in 1955 and it´s traditionally showed in television every Independence Day on 6th December. The movie is based on the book Unknown Soldier by Väinö Linna.

Here are some comments from students who came to watch the movie.

I think that this movie has entirely shown how tough life for soldiers during their fight in previous time. And this would give some inspirations to Finnish people about patriotism. Due to the sacrifice of those soldiers, it could educate people to cherish how hard for a country to protect its own land”, Ching Loy said

Ching Loy

Unknown Soldier is one of the jewels of Finnish film culture. The movie depicts well how barbaric the war is but, at the same time, brings a little humor through the lines. I saw the movie the second time ever and it didn´t get boring even though it takes about 3 hours. I strongly recommend the movie to those who haven´t seen it yet”, Terho Ranta said.

 

The movie is one of my favorites and it´s probably one of the most important works of Finnish history. Though the movie is very long, the events change very fast. It may be a bit confusing at first sight and some of the scenes are filmed very confusingly, too. I think this is due to the fact that in 1955 when Unknown Soldier was released it had been thought that its viewers had also read the book. Some of the characters are well written and actors play their parts really well. Though the characters aren´t presented more often during the film it clearly shows their different natures. Despite the confusion the film is a wonderful piece of work. The more often you have seen the movie, the greater it gets”, Maija Runila said.

Terho Ranta and Maija Runila

 

Text and photos: Marika Kyllönen

 

 

Text and Photos: Heini Pääkkönen

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The motto ‘there are no limits!’ has been a driving force in Karina’s life, helping her become one of the few female general directors of Instituto Federal de São Paulo’s Câmpus Salto in Brazil. The inspiration for her career as a leader came in part from Finland.

Karina Ap. F. Dias de Souza is a pioneer in the field of female leadership in Brazil, having undertaken a long journey to become a general director at Instituto Federal de São Paulo’s Câmpus Salto in Brazil. The position of women in Brazilian society is changing gradually from that of a house wife to one of career woman. Female leaders are gaining more value than before thanks to their good organisational skills and their ability to listen. One big step for the women of Brazil was the election of the first female President of Brazil, Dilma Rousseff, and even the boundaries between roles at home are becoming more blurred, with men participating more in housework.

‘In our house, for example, my husband cooks and does all the ironing. I don’t feel the pressure of learning to do these things just because I’m a woman. I do other things that I’m better at,’ Karina smiles.

Karina started her educational career at Campus São Paulo in 2010 as a chemistry teacher. She progressed quickly to management roles, first as a manager’s assistant, coordinating courses, and eventually to the position of educational director, the right hand of the general director. It was during this time that she first discovered an interest in management and leadership as a career choice. However, when she returned from maternity leave after her first child was born, Karina returned to regular teaching. The general director had changed whilst she was on leave and new directors had been chosen.

Her old interest in a career in management was sparked again during Karina’s first visit to Finland in 2015, while she was participating the Teachers for the Future programme.

‘I was amazed by the strong culture of trust in Finland. You trust that the students will study, teachers will teach, and managers will do their jobs without being constantly supervised and controlled. The culture is completely different from ours. In Brazil, the trust is non-existent. In Finland people trust that I will do my best and this is something I wanted to bring home with me. I think this is also one of the core reasons why the Finnish education system is so successful,’ Karina explains.

What better way could there be to pass her vision on to others than as general director of Campus São Paulo. Karina decided to go for it and apply in the next election. A major challenge was the fact that there had never been a female rector at Instituto Federal de São Paulo, and of 35 general directors only three were women. It seemed that the odds were against her. Sometimes it can be hard to be a woman applying for a such a high position in a conservative country where people are used to having male directors. People’s opinions can be quite harsh in relation to women who try to reach these positions. One of the biggest prejudices women leaders face stems from the fact that if they have children, they will be on maternity leave at least for six months: something a man would never have to do.

‘I would not have applied for the position of general director were it not for the trip to Finland. I bounced the idea of putting myself forward as an applicant back and forth with my colleagues in Finland and they encouraged me to apply. So, I did and here I am,’ Karina smiles.

But the journey was not easy and Karina faced critical opinions along the way.

‘For example, I’ve been told that I got elected only because I was the better of two bad choices and the other applicant was dark-skinned,’ sighs Karina.

The hardest thing for Karina about her career has been shuffling between family and work, balancing between being a mother, a wife and building a career at the same time. And what happens to your own personal dreams on top of everything else? This is a problem that many women have to face, especially those in high positions.

‘I don’t know if it’s me or if it’s the society, but I feel that I should always be perfect. A constant sense of guilt follows me where ever I go. At work, I miss my family and I know I should be there more, whilst at home the pressure of people’s expectations and my workload is sitting on my shoulders.’

Karina’s mother was a single mother and raised her alone, and Karina met her father for the first time when she was 11 years old. Her attitude and courage she learned from her mother.

‘When I was young, my mother also used to work a lot. She was a nursing teacher and a single mom, always working or doing house work and I was by myself quite often. But when she was with me, she would pay full attention to me and I never felt left out or thought of her as a bad mother. On the contrary, my mother is my greatest idol and I learned my attitude towards life from her. She would always tell me that there are no limits and not to let anyone tell me what I can or cannot do.

I think this gets passed down through the generations. My grandmother was widowed very young and raised her children alone too. I met my father the first time when I was 11 years old, so I have never had a male figure in my life. That’s ok, since I’ve been surrounded with such brave women! I think us women should have mercy on ourselves. After all, we can only do the best we can.’

The trips to Finland were well-organised combinations of work and family; both times Karina brought her family with her. On the first trip for Teachers for the Future -training in autumn 2015, Karina’s mother and son travelled with her. This year when she was studying on the Finnish Teacher Training -programme (FiTT), her photographer husband and son accompanied her to enjoy a few chilly weeks of Finnish summer.

The trips were not all about work; Karina’s mother fell in love with Finnish flea markets and is now running her own in Brazil. The eco way of thinking is rapidly gaining popularity in Brazil and the idea of flea markets was considered an excellent one. Karina’s husband admires Finland’s nature and shot gigabytes of pictures during their stay.

‘What will I miss the most about Finland, hmm … probably the forests and incredible doughnuts at Pyynikki Observation Tower,’ Karina laughs.

Another thing that Karina was impressed by in Finland was the beautiful learning premises at TAMK, and how different learning spaces and colours support learning. This contrasts with the situation at home where the school building is old and had fallen into bad shape. She decided to do what she could to fix it. Due to the low budget available, she contacted all the teachers and the parents of the students and asked them if they would be willing to undertake voluntary work to support the school, painting classrooms and fixing broken equipment.

‘It was not our responsibility to take care of the building and not everyone that I contacted was pleased about the idea. Yet everyone who participated loved it and was keen for more projects like this. In addition to a better learning environment, working together increased team spirit and showed us that change is possible if you just get stuck in.’

Karina also wanted to set an example for others and not just boss people around, telling them what to do.

‘I was painting walls like everyone else. These kinds of little things are how I am trying to bring the Finnish culture of trust into our practices here in Brazil in my role as a director,’ says Karina proudly.

Text: Pirkko Varis, Senior Lecturer in Marketing, Tampere University of Applied Sciences, Finland 

Photos: Cristina Lopez Duarte, Vice Dean International Relations, Faculty of Commerce, Tourism, and Social Sciences, Universidad de Oviedo, Gijón, Asturias, Spain  &  Pirkko Varis

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Pirkko Varis and students from ten countries in Gijón, Asturias

In November 2017 Senior Lecturer in Marketing, Pirkko Varis, from TAMK School of Business and Services had the possibility to visit Universidad de Oviedo, Faculty of Commerce, Tourism, and Social Sciences, located in Gijón, Asturias, Spain. In addition to lectures in international marketing for over 30 students, Pirkko had for students an assignment from a Finnish company to work with.

Five student teams created for design products of the company multiform international marketing communications campaigns, including digital, mobile and social media. Cristina Lopez Duarte, Vice Dean International Relations, had planned the programme very well, and the teams had enough time to work with the assignment. On the last day all teams gave their presentations and suggestions to be delivered to the company. This is a very good example of a fruitful company and university cooperation, and learning through company projects.

 

San Lorenzo beach in Gijón

 

San Lorenzo beach with a view to Church of San Pedro

It was also possible to visit Gijón with some touristic attractions, and taste delicious Asturian food. Asturias has a wide variety of destinations to offer for tourists, and in marketing of Asturias as a tourist destination these are promoted.

 

Swimming in the outdoor pools of a regatta club

 

The sailboat harbour of Gijón

 

Thank you Cristina for your great hospitality!

Assignment to market the satellite programme – introduction by Manager Rauno Gordon

In fall 2017 we spent one week in Tallinn, Estonia. The coordinator of the Nordplus Nordic and Baltic Business Innovation Network and the intensive course “Customized product/service innovation & marketing through traditional, digital and social media”, Senior Lecturer in Marketing Pirkko Varis from Tampere University of Applied Sciences (TAMK), Finland together with Professor Martin Pärn and Assistant to Dean Anneliis Tomingas from Tallinn University of Technology, School of Engineering organized the programme for us.

 

Coordinator Pirkko Varis with all participants of the intensive course

Altogether 33 students and 9 staff members from Denmark, Finland, Lithuania, Norway and    Estonia joined the intensive course. From TAMK, Finland students Anna Jaakkola, Jenna Mäkelä, Kajsa Lundell, Minttu Kylmälahti, Janni Huura, Riina Hahtokari, Vili Haara and Aleksi Orenius took part in the Nordic & Baltic week. 

 

Teambuilding activities

On weekend we had some teambuilding activities and we could get acquainted with each other and spend some time together. In our working teams of students with different disciplinary and international backgrounds we visited some places in relation to famous legends in Tallinn, tried to re-an-act the legends as we understood them and took some photos/videos to be used in presentations of the stories to take place on Monday. On Sunday we also had presentations of all the countries, cities, universities and study programmes taking part in the intensive course.

 

Teambuilding outdoors

 

Visit to TTÜ Business and Innovation Centre Mektory

On Monday we were given the assignment from the representatives of the satellite programme,  Rauno Gordon, Manager of the satellite programme and Katrin Arvola, who is in charge of marketing of the satellite programme.  Student teams were given tasks to develop marketing activities for the whole period of the satellite programme, to choose marketing channels and media and create marketing campaigns for the selected target audiences.

 

Visit to TTÜ Mektory

On Monday we also had the presentations of Sunday’s team building game, campus tour and visit to TTÜ Business and Innovation Centre Mektory.

 

Design Spark with Professor Martin Pärn – initial team ideas

On Tuesday morning we had a design spark workshop by designer and professor Martin Pärn.  On Tuesday and Wednesday we worked in our teams with the assignment.  We created marketing and marketing communications plans including online marketing, mobile and social media. We finalized our work and also delivered our reports by the deadline.

 

Presentation of team 1

 

Presentation of team 6 – Kosmosbuss

On Thursday our presentations took place. Various marketing and marketing communications plans were presented, and a winner was chosen between the teams. All teams did great work and the results of the teams can be used at various stages of the satellite programme. The winning team 6 – Kosmosbuss members were Zeynep Yarkin, Anita Larsen, Jenna Mäkelä, Kristian Østgård, Tautvydas Iešmanta and Ghalib Ashraf. On Thursday evening we had a closing ceremony and dinner. We congratulated the winners and thanked the organisers and all participants and spent the evening together. On Friday we left Tallinn with a lot of nice experiences.

 

Winning team – Tautvydas, Kristian, Zeynep, Anita, Jenna and Ghalib – happy with the award

 

Thursday evening dinner

 

In the following some students share their experiences and thoughts of the intensive course and time in Tallinn.

Students from UiT The Arctic University of Norway, School of Business and Economics, Tromsø and Narvik, Norway

Zeynep Yarkin  

I am very happy that I had the chance to attend the intensive course in Tallinn. I met and worked with many amazing people from different countries. I gained friends, which I am very happy to have met. We had a lot of fun and also worked hard and learned many things from each other. I saw how creative people can be, even in groups with whom they just met. Being a member of the winning team was also an honour for me.  First I would like to thank you Pirkko and Anneliis and everyone who took part in such a good organization and all of my friends for turning this week into a week to remember for a lifetime.

Kristian Østgård

We talked in Tallinn about our countries’ prejudices towards the other countries, and after a week with students from Lithuania, Estonia, Finland and Denmark, I can assure all Norwegians that they are beautiful, intelligent and fun to be around. We learned a lot about them, ourselves and marketing / innovation.

Roy-Anders Jørgensen

I have so much good experiences from this course, which I want to take with me in my life.

Different people, different cultures, but under the same roof we are the same, with the same goal to learn something new in marketing. And I feel blessed, I have got new friends from 5 different countries. Thank you so much Nordic & Baltic Business Innovation week 2017!

 

Presentation of team 5 – Kajsa, Minttu, Kristina R., Roy-Anders, Kaarel and Mikkel Thune

 

Simon Bruhn from the University of Southern Denmark, Faculty of Engineering, Product Development and Innovation, Odense, Denmark

It was a good experience to work in mixed teams of different nationalities and study programmes. It was also interesting to work on a real case, and nice that our findings were embraced. The best thing was to spend the free time with the other students.

Team 4 – Marcela, Simon, Anna, Ieva and Sander – presenting the results of the work

 

Students from Vytautas Magnus University, Faculty of Economics and Management, Kaunas, Lithuania

Tautvydas Iešmanta

I want to thank you for the great opportunity to visit Tallinn, learn some culture, meet new people and of course, the challenge that had been prepared for us. Although it was not an easy one, we and our team did put a lot of effort and passion in solving the task given, had a lot of discussion and ideas to consider. The experience we got is invaluable and I really enjoyed working together. Not to mention we made friends and good memories for years to keep. Team KOSMOSBUSS and the time we had together was something really special. Thank you again and hopefully I can make it to future projects 🙂

Kristina Rudytė

I really wanna say thank you. It was such an amazing week. With full of experiences, practice, meeting people, enjoying stay in Tallinn, and all the atmosphere about the project. I can say that was one of the best weeks during my studies. And it is all due to you, who are doing this really good project. If I could repeat this week, I would! So, thank you a lot for this amazing experience!

Kristina Jusytė

One week in Tallinn was full of new experiences. I was glad to work with people of different outlook into the life and work. These courses show that despite that we are living in different countries and have in them one society and system in life, we are all tolerant and patient for different people. That’s why I think that all groups suggested good plans and interesting ideas for the satellite project.

Viktorina Kaunietytė

I really enjoyed these days with this project, it was great opportunity to practice my English. I was really impressed with Tallinn and the university. Hope to visit Tallinn soon! Thank you!

Ieva Stankevičiūtė             

Thank you for an amazing week! The hotel, spa and food were perfect and the assignment challenging, but very interesting. I would definitely do it all again!

 

Audience having fun in doing quiz about Lithuania

 

Text

Pirkko Varis, Tampere University of Applied Sciences, Finland 

Students from Norway, Denmark and Lithuania

Photos

Anneliis Tomingas, Tallinn University of Technology, School of Engineering

 

The following institutions are members of the Nordplus Nordic and Baltic Business Innovation Network:

Tampere University of Applied Sciences (TAMK), Business, Finland

The University of Southern Denmark, Faculty of Engineering, Odense, Denmark

Tallinn University of Technology, Schools of Engineering & Business and Governance, Estonia

UiT The Arctic University of Norway, School of Business and Economics, Tromsø, Norway

Vytautas Magnus University, Faculty of Economics and Management, Kaunas, Lithuania

Text and photos: Peter Perttula, Project Assistant

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While I was studying in the second year of Proakatemia, the headmaster of the business school Universidad Catolica Boliviano visited us. I showed Tampere, TAMK and Proakatemia to Gonzalo Chavez and a few years later he invited me to visit his school in La Paz, Bolivia. Gonzalo was impressed with our team-learning model and the Y-kampus that we have in TAMK so the purpose of my visit was to introduce the team-learning model and coaching to 27 teachers from his university.

The second day of the internal workshop

I held a three-day internal workshop for teachers (and a few students) from the business school. In this workshop, we went through differences between teaching and coaching and looked into different kinds of tools for coaching.

It was fascinating to see how open minded Bolivian teachers were to a different way of teaching. As a personal note, it was interesting to work in a culture where working days are split into two sections because of a “siesta” break between 12 am and 4 pm. People use this “siesta” time to go home for a nap or sports and to have lunch with their families.

After the three-day internal workshop, I held a three-day business development course for teachers and students from other universities. In the workshop participants worked on real business cases for three days. It was interesting to see them working in teams and learning about our team-learning model through a practical assignment.

 

La Paz from a Teleferico (a ski lift that locals use as public transportation).

My plan was to provide some theoretical information and tools such as the Business Model Canvas and then let the teams split work between their team-members. I explained that as a coach I am not there to provide answers but to ask questions that might help figuring out the answers. After the initial shock and with the help of a very tight schedule the participants realized that in order to have a solution for their business case they must work efficiently as a team.

Bolivia was a very pleasant experience overall. It is a developing country with a bright future ahead based on the passion that I saw in the teachers I had the opportunity to work with.

TAMK Summer School 2017 Wrap-up

TAMK Summer School 2017 concluded on 18.08.2017.

On 07.08.2017 we were thrilled to kick off TAMK Summer School 2017, welcoming students from Germany, Portugal, the Palestinian Territory, Poland, Hungary, Singapore, the Republic of Korea, Canada and the United States to Tampere and TAMK.

Nineteen students spent two weeks participating in an intensive Basics of Finnish course, studying language and culture with lecturer Sini Knuutila, as well as taking part in a social programme of free-time activities. The programme included trips to Flowpark and the Särkänniemi amusement park and a kickbiking tour that ended at the Kaupinoja sauna. The Finnish food tasting event was of particular interest, giving our students a glimpse into some traditional Finnish delicacies – such as karelian pastries, mushroom pie, blueberry pie and smoked reindeer – and sparking interesting discussion on various national cuisines.

A few days into the course, students were already putting their Finnish skills to use in everyday activities in and around Tampere. Summer School students who will be staying at TAMK as exchange and degree students over the coming autumn semester highlighted the advantage of having come to Finland early to learn the basics of the language and get their bearings in the city. The course inspired interest in further Finnish language studies and additional demand for Finnish courses for exchange students. Students were eminently satisfied with the Summer School, the majority indicating that the course had been a valuable addition to their studies as well as enjoying the participatory nature of the education given during the course.

The TAMK Summer School team wishes our Summer School students a successful Autumn semester in their exchange and degree studies!

Text: Johannes Paavola

Pictures: Saara Lehtonen, Johannes Paavola, Márton Merész, Essi Sirén

TAMK Summer School Reflections

Joining the TAMK summer school is definitely one of the best decisions I’ve made. Before arriving, I did not know what to expect at all. Coming from the other side of the world, I did not know much about Finland except for the wonderful nature landscape. Friends asked me why I would go to Finland and made comments like “It is so cold and dark there, people are very reserved and it is impossible to make local friends!” After 2 weeks in Tampere, I have only met incredibly wonderful, helpful and sincere Finns. They are definitely the most genuine people I have ever met.

The summer school combining Finnish lessons and free time activities definitely helped in bringing orientation to the city, learning a lot about the culture, food and people here. This is especially helpful before the term starts, so that one can have a smooth start when the term begins. I’m particularly intrigued by the Sauna culture, because it seems to be not just a place to sweat, but a meet up point for friends. It is really a way of life! I was amazed how people were talking so much in the Sauna as if they would do at the marketplace. I also enjoyed very much the Finnish food tasting, to have the most Finnish food all in one plate!

Thank you very much for organizing. I had an amazing time 🙂

Text and photo: Isabell Koh

My First Days in Finland

I am Sarah Bali, a Palestinian Media student that got accepted in the exchange program at TAMK for one semester.  As I got here, I started exploring the city of Tampere and was astonished by the breathtaking beauty of it.

It is true that I faced many obstacles such as getting lost in the woods and having drunk people talk to me in the streets for the first time, always getting on the wrong bus and getting cold a lot, however the Finnish class and getting to know all of these amazing people from all over the world made things easier for me. I’m now a person that knows a lot of places in Tampere and I have a lot of new friends. I hope the rest of my journey here is going to be as nice as this start!

 

 

Text and photos: Sarah Bali

The new digital channels and social media platforms offer for SMEs (small and mediumsized enterprises) in tourism and travel businesses a lot of opportunities to target and access markets at low cost, and to achieve business and sustainability goals.

It is important to create marketing strategies and select appropriate integrated online and traditional marketing and marketing communications activities, tools and channels, including websites, digital, mobile and social media channels, for various customers/customer groups, target markets and businesses, taking into consideration the size and type of the business.

Virrat in Finland

Virrat in Finland

Marketing environment, tourism as a service product and offerings, value proposition and brand, marketing plan, strategy and management, enlarged marketing mix

Marketing is a concept that relates to forward looking strategies to understand customer needs, influence customer perceptions, and identify how a company can capitalize on that. Initial steps for a novice entrepreneur to successfully do marketing include; establishing and increasing the customer base, increasing the product sales per customer and encouraging repeat business, and increasing the sales of more expensive, higher margin products per customer.

The micro-environment includes the actors, such as customers, competitors, suppliers and other stakeholders, whilst the macro-environment consists of political, economic, socio-cultural, technological and the legal environment (PESTEL). New technologies have made it easier for us to find out about the markets around the world, to travel, to buy and sell anywhere. In analysing the current situation it is important to conduct market situation, customer, competition situation and competitor analyses.  Customers are vital to our business, so know your customers well.

The company should identify the target markets and distinct segments, select the target markets and customers to approach, develop a market offering,  do positioning, and do targeted marketing for them.  This applies to consumer, business-to-business and other markets.

Nowadays, people use more and more TripAdvisor, Trivago, Instagram and other similar platforms, the Internet, Facebook and other social media as information sources when planning their trips and finding out information on the destinations etc. The amount of bookings done online via the website of the companies and via the online travel agents, such as Booking.com etc. has increased rapidly. However, the use of traditional booking methods and also the influence of family members, friends, travel agents etc. as information sources vary between various markets and cultures, and companies should take this into consideration when making decisions on marketing.

Tampere in Finland

Tampere in Finland

Tourism can be thought of as producing a total tourist experience that will include everything from the pre-planning, the purchase, the journey, the visit and stay, the return journey and overall reflection on the activity. Tourism, hospitality and leisure products/services are a service product having specific characteristics: intangibility, perishability, inseparability and variability. The value of a tourism product is based upon: perceived quality, service and image associated with the brand/product, the price asked and the relativity to prices for similar products, the convenience of purchase and the amount by which the purchase fits the needs and aspirations of the customer.

The intangible value proposition is made physical by an offering, which can be a combination of products, services, information, and experiences.  A brand is an offering from a known source but you can achieve this known source position fairly quickly if you have a valued proposition that you market with care and originality.

We have to start with a marketing plan. Marketing strategy is the overall guideline for the company to manage and allocate its resources the best possible way. Marketing strategy has a focus on actions, such    as promotion. It has been suggested that every successful marketing strategy should have the following attributes: customer at the centre of everything, networking, different forms of partnering, having a corporate culture and effective use of technology.

The marketing management process includes the coordination of four elements called the 4 P’s of marketing that are:

  1. Identification, selection and development of the product.
  2. Determination of its price.
  3. Selection of a distribution channel to reach the prospective customer.
  4. The development and implementation of a promotional strategy.

Enlarged marketing mix in tourism consists of products/services/destinations, price, place (location, logistics, distribution channels), marketing communications, people, processes, programs, and performance.   

Virrat in Finland

Virrat in Finland

 

Virrat in Finland

Virrat in Finland

 

Determine integrated marketing communications activities, tools and channels

Integrated marketing communications mix includes personal selling (also sales events and workshops to meet b-to-b customers, e.g. travel agents, tour operators and travel organisations), advertising, sales promotion (including exhibitions and trade fairs), publicity and public relations, events and experiences, direct and database marketing, online, mobile and social media marketing, word of mouth, marketing through networks etc.

One of the key aspects of marketing strategies is building a brand identity.  Sales is the ‘push’ to buy the product once the customer is there, marketing is the ‘pull’ that gets the customer to you in the first place. The important thing for any business owner is to focus on both the ‘pull’ and the ‘push’ effectively, and this will ensure that your business is positioned to succeed.

Online, mobile and social media marketing

There is a multitude of low cost channels and platforms for online, mobile and social media marketing, such as websites, emails, search ads, display ads, company blogs, third-party chat rooms, forums and blogs, Facebook, Twitter, Google+, LinkedIn, Instagram, Pinterest, Flickr, YouTube etc.

Marketers distinguish paid and owned media from earned media.  For tourism, hospitality and leisure businesses the value of earned media is significant.

Generally the advice is to include moving pictures – videos – and include as many pictures and videos whether provided by you or your customers. 

You can find in the SMARTOUR Marketing and social media module some advice for building and using pages on Facebook but the advice would easily fit with other platforms. You can also find some information about blogs.

Setting up a simple website

In the SMARTOUR Marketing and social media module you find essentials that every small business website should have for it to effectively help you to do business. Remember also that you should make your website mobile-friendly.

For everyone developing a travel website and venturing into social media VisitBritain is very useful with an online marketing toolkit on its website https://www.visitbritain.com/gb/en

You find the Online marketing toolkit and other toolkits as follows: after entering the website, click Corporate, click Developing England’s tourism, and click under Business advice hub Engaging customers through social media etc.

For further information, visit also VisitFinland website http://www.visitfinland.com/

To find out more about marketing and social media and related case studies from UK, Finland and Italy, visit www.smartourproject.eu

 

References

Cheverton, P. 2004. Key Marketing Skills: strategies, tools and techniques for marketing success. 2nd edition. London, UK: Kogan Page Ltd.

Cooper, C., Fletcher, J., Fyall, A., Gilbert, D., Wanhill, S. 2008. Tourism. Principles and Practice. Fourth edition. Harlow, Essex: Pearson Education Limited.

Kotler, P. & Keller, K. L. 2016. Marketing Management. 15th edition. Harlow, Essex: Pearson Education Limited.

Paley, N. 2007. Marketing Strategy Desktop Guide. Second edition. London, UK: Thorogood Publishing Ltd.

Wood, M.B. 2014. The Marketing Plan Handbook. 5th Edition. Harlow, England: Pearson Education Limited.

 

Emmiina Lindfors and Ella Laakso assisting in registration

Emmiina Lindfors and Ella Laakso assisting in registration

 

SMARTOUR Event in Tampere 2 - participants waiting for training

SMARTOUR Event in Tampere – participants waiting for training

 

Event on “Social media in marketing” in Tampere, Finland

 

Hanna Takala training

Hanna Takala training

Free event on “Social media in marketing” was organised by TAMK in April 2017 in Tampere, Finland. In the event for tourism and travel businesses and accommodation providers, SMARTOUR project, course and online tool were presented and training in Finnish on online marketing and social media was organised. Over 50 participants were very satisfied with the event and training on online marketing and social media.  For more information about this and other events, visit http://www.smartourproject.eu  and  https://www.facebook.com/smartourproject/

Waiting for the certificates

Waiting for the certificates

 

Iris Mäkinen, Katriina Hyvölä, Teija Lindell & Tiina Aaltonen and the certificates with Pirkko Varis, Hanna Takala and Irja Pietilä

Iris Mäkinen, Katriina Hyvölä, Teija Lindell and Tiina Aaltonen and the certificates with Pirkko Varis, Hanna Takala and Irja Pietilä

 

Text: Pirkko Varis, Senior Lecturer in Marketing, Tampere University of Applied Sciences

Photos: Anneliis Tomingas & Mika Mäkiaho

 

 

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