Tourism Marketing and Management programme takes novel approach to business studies

A business degree that specialises in tourism business is now available for the first time in Finland. Running at the University of Eastern Finland Business School, the international Master’s Degree Programme in Tourism Marketing and Management has got off to a good start, as 20 new students started at the Joensuu Campus this September.

Their studies began with an orientation week focusing on the programme’s four main themes: technology, well-being, nature and sustainability. Visits to the Puukarin Pysäkki guest house and the Murtovaara Forest Farm Museum, both located in a small town in eastern Finland, were particularly enlightening experiences. These destinations summarise well the potential and challenges of tourism in places like the eastern part of Finland.

The programme brings together academic studies and real-life links with working life in many different ways.

“It has been nice to notice how interested companies have been in our programme and students right from the start. Already in early September, our students did a Sales Race event in collaboration with the North Karelia Cooperative,” Programme Director Juho Pesonen says.

Co-operation with tourism businesses
Sales Race teaching practical selling skills

The Master’s degree programme has a unique advisory board consisting of representatives of business and industry, and the task of this advisory board is to make sure that the content of the programme and its courses are in line with working life requirements. Students also learn practical marketing skills by participating in the programme’s marketing.

Collaboration is the key to successful tourism marketing

The significance of collaboration is highlighted in the programme in many ways.

“We focus on collaboration rather than competition, and collaborative learning and problem-solving is encouraged in many different ways. We do plenty of group work on our courses and make use of collaborative learning methods that are independent of time and place,” Pesonen says.

The programme’s novel approach also applies to teaching, as the number of traditional lectures has reduced thanks to the introduction of flipped classroom. Students are largely responsible for their own learning process, and this process is supported by different kinds of assignments given during contact sessions as well as by in-depth discussion of the most difficult content.

The programme’s smooth start has also been aided by Professor James Murphy from Australia, who was recently appointed as a docent of the University of Eastern Finland. He brings an international angle to the first course, and visiting scholars and teachers from all over the world will be contributing to the programme.

The goal of the programme is to train experts who are valued by employers and the scientific community alike. The programme places emphasis not only on content learning, but also on important working life skills such as critical thinking, taking initiative, can-do attitude, independent and lifelong learning, and team work.

“A good example of this is a campaign our students designed and implemented at the university on World Tourism Day on 27 September to raise awareness of sustainable tourism.”


Tourism Master's Degree in Business
Study Tourism Marketing and Management at UEF.

Admissions to the international Master’s degree programmes of the University of Eastern Finland will be open between 1 November 2017 and 31 January 2018.


For further information, please contact:

Programme Director Juho Pesonen, tel. +358 40 184 2698, juho.pesonen(at)


For more information on the Master’s Degree Programme in Tourism Marketing and Management, please see