COURSE UNIT TITLE

: MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MRK 2901 MARKETING COMPULSORY 3 0 0 5

Offered By

BUSINESS ADMINISTRATION

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 aims to provide an understanding of marketing and its application to the hospitality and tourism industry. Students will identify best practices in marketing, analyze the market, assess consumer behavior, assess offerings, price, distribution, and promotion strategies.

Learning Outcomes of the Course Unit

1   Explain what marketing is; understand the unique nature of marketing with the manufacturing of service as the product of hospitality and tourism; and why marketing should be viewed as a philosophy not just a business function.
2   Distinguish the major group markets that comprise the hospitality and tourism industry and assess the positive attributes of each market .
3   Differentiate the various strategies used to segment markets; select specific markets based on the appraisal of the appropriate targeting strategies; and, apply the best positioning strategy that would provide a competitive advantage.
4   Distinguish the major characteristics affecting consumer behavior, and apply some of the specific cultural, social, personal, and psychological factors that influence consumers in promotional initiatives.
5   Differentiate between the hospitality and tourism marketing mix and the traditional marketing mix.
6   Identify the unique role that the channel of distribution has in the hospitality and tourism industry.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction: Marketing: Creating and Capturing Customer Value
2 Services and Services Marketing
3 Service Characteristics of Hospitality and Tourism Marketing
4 Analyzing the Marketing Environment
5 Consumer Markets and Consumer Buying Behavior in Hospitality and Tourism
6 Business Markets and Business Buyer Behavior
7 Market Segmentation, Targeting, and Positioning
8 Designing and Managing Products (Developing the Hospitality and Tourism Marketing Mix 1)
9 Internal Marketing (Developing the Hospitality and Tourism Marketing Mix 2)
10 Pricing Products: Pricing Considerations, Approaches, and Strategy (Developing the Hospitality and Tourism Marketing Mix 3)
11 Distribution Channels (Developing the Hospitality and Tourism Marketing Mix 4)
12 Promoting Products: Communication and Promotion Policy and Advertising, Public Relations and Sales Promotion (Developing the Hospitality and Tourism Marketing Mix 5) Quiz 2
13 Professional Sales Direct and Online Marketing: Building Customer Relationships (Developing the Hospitality and Tourism Marketing Mix 6)
14 Marketing Ethics, CSR, Sustainable Marketing

Recomended or Required Reading

1. Kotler, Philip & Armstrong, Gary, Principles of Marketing, Prentice Hall, Inc., New Jersey,
2. Kotler, P., J.T. Bowen & J. Makens (2013). Marketing for Hospitality and Tourism, 6th Edition, New Jersey: Prentice Hall.

Planned Learning Activities and Teaching Methods

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

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 AS1 1.Assignment
2 AS2 2.Assignment
3 AS3 3.Assignment
4 AS4 4.Assignment
5 FCG FINAL COURSE GRADE AS1 * 0.30 + AS2 * 0.20 + AS3 * 0.40 + AS4 * 0.10


Further Notes About Assessment Methods

1. Students are supposed to prepare a couple of assignments.
2. Students will be assessed on their knowledge of concepts and theories through assignments containing various type questions, real life examples, and / or case studies.
3.. Assignments will be individual study and details will be given at the beginning of the term.
4. There will be no make-up for the assignments; students should notice the due dates while turning in their assignments.

Assessment Criteria

Assignment 01 / 02 / 03 / 04: Students are supposed to answer the questions related to the content of the lecture. In the assignment theoretical aspects and practical implications can be asked. Students need to explain the terms and concepts given in the question in accordance with the theory. The arguments, comments and/or suggestions should be based on concepts and topics discussed in the lectures and in reference sources. Maximum points for each question will vary depending on the type, difficulty level, and number of questions. Each question asked contains detailed explanations. It is important to read questions and explanations carefully in order to get higher grades. A more detailed explanation and guideline will be provided along with the assignment.
Question (Any question related to the content of the lecture)
The terms/concepts/experiences/examples asked in the question are not explained or a completely wrong answer is given. - Poor (0%)
The terms/concepts/experiences/examples asked in the question are explained poorly or a partly satisfactory answer is given. - Insufficient (20%)
The terms/concepts/experiences/examples asked in the question are explained partly. - Fair (40%)
The terms/concepts/experiences/examples asked in the question are explained partly without all expected details are given. - Good (60%)
The terms/concepts/experiences/examples asked in the question are explained satisfactorily with expected details are given. - Very Good (80%)
The terms/concepts/experiences/examples asked in the question are explained completely with all expected details are given. - Excellent (100%)

Language of Instruction

English

Course Policies and Rules

1. It is obligatory to attend at least 70 percent of the classes.
2. Violation of Plagiarism of any kind will result in disciplinary steps being taken.
3. All electronic devices should be kept closed during lectures.
4. Punctuality is important.

Contact Details for the Lecturer(s)

E-mail: selin.yilmaz@deu.edu.tr

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 14 2 28
Preparation for midterm exam 0 0 0
Preparation for final exam 0 0 0
Preparation for quiz etc. 0 0 0
Preparing assignments 4 16 64
Midterm 0 0 0
Final 0 0 0
Quiz etc. 0 0 0
TOTAL WORKLOAD (hours) 134

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.155
LO.245
LO.345
LO.45
LO.5545
LO.64554

CONTACT INFORMATION
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Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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