COURSE UNIT TITLE

: GUEST RELATIONS MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
TUR 3031 GUEST RELATIONS MANAGEMENT COMPULSORY 3 0 0 5

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 course aims to provide students with knowledge on fundamental concepts and principles related to customer relationship management, tools used in customer relations management and enable students think creatively in the customer relations field.

Learning Outcomes of the Course Unit

1   Comparing strategic, operational and analytical guest relations strategies
2   Explaining the use of social media for guest relations management
3   Interpreting sub-stages of guest relations management plan
4   Explaining the use of main tools of PR, publicity and advertisement for guest relations management

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: The rules about lecture and assessment. Conceptual framework: the meaning of guest, guest relations, relationship management, public relations
2 Guest relations management Origins Definitions Christine A. Vogt (2011). Customer Relationship Management in Tourism: Management Needs and Research Applications. Journal of Travel Research 50(4) 356/364
3 Guest relations management Functions Processes Strategic framewoek
4 Understanding the guest in tourism
5 Public relations and public opinion
6 Media relations
7 Mid-term exam
8 Mid-term exam
9 Managing Service Encounters
10 Providing Customer Service through the Servicescape Elements of the servicescape The strategic role of the servicescape in delivering service Developing servicescapes Servicescapes and consumer behaviour Waiting line strategies COVID-19 and the servicescape
11 Gathering and sharing data about customers Selection of guest relationships management strategy in tourism The Importance of Market Research
12 Tools used in evaluation of customer data
13 Case study discussions
14 Case study discussions

Recomended or Required Reading

Duane E. Sharp, Customer Relationship Management Systems Handbook, Auerbach Publications,2003.
Kristin Anderson and Carol Kerr, Customer Relationship Management, McGraw-Hill, 2008.

Planned Learning Activities and Teaching Methods

Lecture and assignments, in class discussions

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

None

Assessment Criteria

Evaluation criteria for the course are active participation to the lectures, the level of attention paid to preparation of the assignments and the performance at the exams. Midterm exam and midterm assignment will make together the midterm grade. Midterm grade and final exam grade make together the end of the term grade.

Language of Instruction

English

Course Policies and Rules

Students are required to attend 70% of the lecture classes. Besides, students are required to participate in the class discussions, to prepare their assignments on time and to contribute to the active learning in the classroom.

Contact Details for the Lecturer(s)

ilkay.tas@deu.edu.tr

Office Hours

Tuesday, Wednesday, Thursday 11.30-15.30

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Case study 2 3 6
Student Presentations 10 1 10
Preparations before/after weekly lectures 10 1 10
Preparation for final exam 2 10 20
Preparation for midterm exam 1 15 15
Preparing assignments 3 5 15
Final 1 1 1
Midterm 1 1 1
TOTAL WORKLOAD (hours) 114

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.355
LO.45

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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