Time: You can start your studies within a week after enrolment. The estimated completion time for this course is two months. Please note! The course opens and you can start your studies 19 January 2026!
Enrollment for the spring courses is open till 14 June 2026, and you can start your studies within a week after enrollment. This course is also available in fall – enrollment opens in June and the first start is in August 2026.
Please note that lecturers will not provide guidance or assess courses between 1 June and 16 August 2026.
Place: Online studies
Scope: 5 ECTS credits
Target group: Anyone interested in the subject
This course is completed independently online on Learn digital learning environment.
Please notice that only students with a Finnish social security number (i.e. a personal identity code) can start their studies on Xamk Pulse’s courses. You can read more here.
Credited in degree at Xamk: All bachelor level degrees
Area of competence mentioned in Curriculum: Optional studies
Enrolment by 13 December 2026, when there are approximately 2 months left to complete the course.
Fee: Free of charge
You can enroll for Open UAS studies for a maximum of 50 credits per semester. Enrolments that exceed 50 credits will be removed in the order of enrolments.
Xamk’s degree students who are present or absent cannot enroll for Xamk Pulse’s courses. Enrolments by Xamk’s degree students will be removed without separate notification.
Learning outcomes:
- You are able to find, study and critically evaluate multidisciplinary information about the market segmentation in hospitality.
- You can use key market segmentation methods.
- You are able to describe the benefits and limitations of different market segmentation strategies and methods.
- You are able to utilize information about the market segmentation in hospitality and in decision-making situations.
Contents:
- What are the foundational principles of market segmentation?
- Which steps are involved in developing a segmentation strategy – from identifying segments to evaluating their potential?
- How do you use demographic, geographic, psychographic, and behavioral factors to divide the hospitality market into meaningful segments?
- What communication channels could you use to reach the right segment of customers?
- Which KPI’s will help you test and refine effectiveness of potentially profitable customer segments?
Methods:
The course is totally online on Learn platform. The course can be individually completed, and it does not entail group work or scheduled lessons. The assessed assignments are completed individually. The assignments must be submitted by the given deadlines. The course is completed by way of quizes and tests that are assessed according to specified criteria. There is a final test at the end of the course.
By the required date, the student must submit all assignments and meet all other conditions set for an approved course completion. A failed course completion or any of assignments can be resit after the course ends. A passing final grade cannot be improved.
A five-credit course corresponds to approximately 135 hours of student workload. The number of hours is theoretical and varies depending on the student’s effort.
Study material:
The student is recommended to study the following literature:
- Philip Kotler, et. al., 2017 Marketing for Hospitality and Tourism.
- Meyer C., André Schwager A., 2021 Understanding Customer Experience.
- Dolnicar, et.al., 2018 Market Segmentation Analysis: Understanding It, Doing It, and Making It Useful (eBook).
- Baines, Paul, et. al., 2021 Fundamentals of marketing.
Study materials are also provided by the teacher via Learn.
Assessment:
Accepted/Failed
We will inform you about the implementation of the course by email. If you do not receive the message, please also check your spam!
Additional information on enrolment
Xamk Pulse, openstudies@xamk.fi.
Cancellation
If you do not start your studies, please inform us so that we can remove you from the course. This way, there will be no record of the course you did not complete. Cancellations should be sent to avoinamk@xamk.fi.
Transcript of records
The teacher has one month to give a grade after the student has completed all learning tasks. We will send you an electronically signed transcript of records within about a week after you have received the grade in the Peppi system. The transcript serves as a document if, for example, you are applying for credit for your studies at another university. Studies can also be credited at Xamk if you come to us as a degree student. See more on our website Information on Open UAS, Xamk Pulse studies.
This course is based on the curricula of Xamk’s degree programmes and the Finnish credits are fully compatible with the ECTS.
Please note that there can be changes in the course details in terms of the timetable and teachers, for example.
South-Eastern Finland University of Applied Sciences is audited by the Finnish Education Evaluation Centre (FINEEC).