COURSE UNIT TITLE

: HOSPITALITY AND TOURISM MARKETING STRATEGY AND POLICY

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
TMT 3006 HOSPITALITY AND TOURISM MARKETING STRATEGY AND POLICY COMPULSORY 3 0 0 3

Offered By

Tourism Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR BURCU SELIN YILMAZ

Offered to

Tourism Management

Course Objective

This course introduces the resources and variables available in developing a successful marketing strategy in the tourism industry; market research, advertising and promotion, sales techniques, and public relations; the tourism industry distribution network, and the integrated marketing efforts of the various components of the hospitality and tourism industry. It aims to provide an in depth analysis of marketing strategies, policies and theories with a holistic appreciation of the scope and importance of the marketing functions.

Learning Outcomes of the Course Unit

1   Understand the core concepts of marketing strategy including the marketing plan, corporate culture, the value chain, generic growth strategies, SWOT analysis, Porter s generic strategies, and the mission statement; market research and environmental scanning including the macro environment, the market research process, market demand, and market forecasting.
2   Identify marketing strategies for competitive advantage.
3   Understand and analyze the different components of market segments in local, global, international, and intercultural environments.
4   Differentiate services marketing from product marketing, and comprehend differences in marketing strategy formulation and implentation processes in services and product marketing.
5   Explain the role of customer expectations in customer satisfaction and retention.
6   Conduct a multi-perspective analysis of services marketing.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Review of Marketing Elements Marketing in Today's World
2 Strategic Marketing Planning
3 Collecting and Analyzing Marketing Information
4 Developing Competitive Advantage and Strategic Focus
5 Generic Strategies and Competitive Dynamics
6 Customers, Segmentation and Target Marketing
7 Marketing Program Branding and Positioning in Tourism
8 Ethics and Social Responsibility in Marketing Strategy Sustainable Tourism Strategies
9 Marketing Strategy Implementation and Control
10 Customer Relationships Strategies and Customer Satisfaction
11 Evolution of Products, Markets and New Technologies in Tourism
12 Students presentations

Recomended or Required Reading

1. Ferrell, O.C. & M. Hartline (2012). Marketing Strategy, 6th Edition. Mason, USA: South-Western.
2. Schnaars, S. (1997). Marketing Strategy / Customers and Competition. New York: The Free Press.
3. Kotler, P., J.T. Bowen & J. Makens (2013). Marketing for Hospitality and Tourism, 6th Edition, New Jersey: Prentice Hall.
4. Edgell, D.L. & J. Swanson (2013). Tourism Policy and Planning: Yesterday, Today, and Tomorrow. Routledge.
5. Kotler, P. & G. Armstrong (2014), Principles of Marketing, 15th Edition. New Jersey: Prentice Hall, Inc., New Jersey, 15th Edition.

Planned Learning Activities and Teaching Methods

Lecturer's presentations, assignments, case studies, class discussions, presentations.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MT Midterm
2 TP TermProject
3 ASS Assignment
4 PRS Presentation
5 FCG FINAL COURSE GRADE MT * 0.30 + TP * 0.25 +ASS * 0.20 + PRS * 0.25


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. Mid-term and final exams will cover the topics discussed during the lectures. Students will be assessed on their knowledge of concepts and theories through two exams containing essay-type questions.
2. Assignments will be individual study and details will be given at the beginning of the term.
3. Term papers will be group study and details will be given at the beginning of the term.

Language of Instruction

English

Course Policies and Rules

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Tardiness and early departure from lecture will be referred as absenteeism.
4. Using cell-phone for messages or any electronic devices during the course are strictly prohibited.
5. Participation to the course and discussions during the classes are required.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Tutorials 0 0 0
Preparations before/after weekly lectures 12 1 12
Preparation for midterm exam 1 7 7
Preparation for final exam 1 8 8
Preparation for quiz etc. 0 0 0
Preparing assignments 3 1 3
Project Preparation 1 7 7
Preparing presentations 1 2 2
Final 1 1,5 2
Midterm 1 1,5 2
Quiz etc. 0 0 0
TOTAL WORKLOAD (hours) 79

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15PO.16PO.17PO.18PO.19
LO.1555
LO.255445
LO.3545
LO.4555
LO.55555
LO.655

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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