COURSE UNIT TITLE

: MARKETING COMMUNICATION

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
ELECTIVE

Offered By

Tourism Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ILKAY TAŞ GÜRSOY

Offered to

Tourism Management

Course Objective

The objective of this course is to explain marketing communications as a strategy to develop successful relations with customers and other stakeholders as well as factors affecting analysis, design and implementation of marketing communication strategies by taking the point of view of communication based integrated marketing communications elements.

Learning Outcomes of the Course Unit

1   To be able to distinguish types of communication, barriers to communication and interpret the components of the communication process model.
2   To be able to define and explain the roles, areas and functioning of marketing communications
3   To be able to evaluate marketing mix elements within the developments in marketing communications.
4   To be able to evaluate marketing communication strategies in relation to current developments
5   To be able to analyze marketing communication from different perspectives

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to the Course: Course Catalog, University Library, University opportunities for Learning: DESEM and other free learning platforms such as BBC , Introduction to Marketing Communication: Discussion what is marketing, what is communication
2 The role and importance of communication in social and business life. Communication Types: Intra personal- Interpersonal-Organizational/Institutional-Mass Communication
3 Communication Process Model Barriers to Communication
4 Marketing Communications: Revision of key marketing concepts; marketing mix elements, role of marketing communications
5 How does marketing communications work, AIDA model, Word-of-mouth communications
6 The areas of marketing communications: advertising, digital marcom, direct marcom, Public relations, Events
7 Sales promotion, personal selling,Branding, print, Sponsorships (Case: About Hilton)
8 Marketing Communications Planning
9 Consumer Roles in Marketing Communications
10 Marketing Communications and Organisational Strategy
11 Advertising Strategies for Tourism and Hospitality Media and Tourism Imagination; Examining the marketing messages
12 Images of Beauty and Family in tourism marketing communications Events and Exhibitions
13 Future Issues in Marketing Communications 1
14 Future Issues in Marketing Communications 2 Revision
15 Final Exam
16 Final Exam

Recomended or Required Reading

Blakeman, R. (2023). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
Nesterenko, V., Miskiewicz, R., & Abazov, R. (2023). Marketing communications in the era of digital transformation. Virtual Economics, 6(1), 57-70.
Rosário, A. T., & Dias, J. C. (2023). Marketing strategies on social media platforms. International Journal of E-Business Research (IJEBR), 19(1), 1-25.
Chandra, A. F., & Nadjib, M. (2023). Digital Marketing in the hospital: A scoping review. Journal of World Science, 2(1), 46-51.
McCabe, S. (2010). Marketing communications in tourism and hospitality. Routledge.

Planned Learning Activities and Teaching Methods

Lectures, group assignments and case studies

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 DNC Dönemiçi Çalışma
2 VZ Arasınav
3 YVN Yaıryıliçi Notu DNC * 0.20 + VZ * 0.80
4 FN Yarıyılsonu Notu
5 BNS BNS YVN * 0.40 + FN * 0.60
6 BUT Bütünleme Notu
7 BBN Bütünleme Sonu Başarı Notu YVN * 0.40 + BUT * 0.60


Further Notes About Assessment Methods

The exams covers all subjects in the course content. Students are also responsible for the discussion, practice and case studies

Assessment Criteria

Exams and other works related to the course, are evaluated regarding the level of understanding, as well as interpreting the links between the basic concepts and issues of the lecture

Language of Instruction

English

Course Policies and Rules

1. It is obligatory to attend at least 70% of the classes
2. Plagiarism of any type will result in disciplinary action.
3. It is essential that students make use of the reading list
4. Students are expected to be involved in class discussions

Contact Details for the Lecturer(s)

ilkay.tas@deu.edu.tr

Office Hours

Wednesday / 10:00-12:00

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 1 10 10
Preparation for final exam 1 20 20
Preparing presentations 1 5 5
Group homework preperation 1 10 10
Midterm 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 117

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12
LO.155
LO.255
LO.35
LO.45
LO.55

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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