COURSE UNIT TITLE

: HOSPITALITY AND TOURISM MARKETING STRATEGY AND POLICY

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 (English)

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR BURCU SELIN YILMAZ

Offered to

Tourism Management (English)

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 Introduction to Strategy, Strategic Planning, and Strategic Management
2 Marketing Strategy and Strategic Marketing Planning / Collecting and Analyzing Marketing Information
3 Customers, Market Segmentation, Target Marketing, and Positioning
4 Analysing the Marketing Environment, SWOT Analysis, TOWS Analysis
5 Marketing Mix Strategies 1 (Product and Price)
6 Marketing Mix Strategies 2 (Place and Promotion)
7 Services Marketing and Services Marketing Strategies
8 Characteristics of Tourism and Tourism Marketing Strategies
9 Developing Competitive Advantage and Strategic Focus (Generic Strategies and Competitive Dynamics)
10 Porter's Five Forces Analysis, Ansoff's Matrix (Growth Strategies)
11 Marketing Strategy Implementation and Control
12 Marketing Strategy Tools and Frameworks
13 Impact of New Technologies on Tourism Marketing Strategy
14 Student 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 AS1 1.Assignment
2 AS2 2.Assignment
3 TP TermProject
4 PRS Presentation
5 FCG FINAL COURSE GRADE AS1 * 0.20 + AS2 * 0.20 + TP * 0.40 + PRS * 0.20


Further Notes About Assessment Methods

1. Assignments will cover the topics discussed during the lectures. Students will be assessed on their knowledge of concepts and theories through two assignments 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.
4. A more detailed guideline for presentations will be provided at the beginning of he term.

Assessment Criteria

Assignment 01 / 02:
Question (Any question related to the content of the lecture)
The terms/concepts asked in the question are not explained or a completely wrong answer is given. - Poor (0%)
The terms/concepts asked in the question are explained poorly or a partly satisfactory answer is given. - Insufficient (20%)
The terms/concepts asked in the question are explained partly. - Fair (40%)
The terms/concepts asked in the question are explained partly without all expected details are given. - Good (60%)
The terms/concepts asked in the question are explained satisfactorily with expected details are given. - Very Good (80%)
The terms/concepts asked in the question are explained completely with all expected details are given. - Excellent (100%)
Term Project:
Any title of the term project:
The title is absent or falls short of expectations, and /or it is completely out of place within the given context. - Poor (0%)
The content is developed poorly or least satisfactorily - Insufficient (20%)
The content is somewhat absent and does not entirely fit the context. - Fair (40%)
The content is developed at a minimum acceptable standard and adequately fits the context. - Good (60%)
The content is developed at a mostly satisfactorily standard and fits into the context. - Very good (80%)
The content is developed fully satisfactorily and perfectly fits into the context. - Excellent (100%)
Presentation:
Any item of the presentation graded:
The item is absent or falls short of expectations, and /or it is completely out of place within the given context. - Poor (0%)
The item is developed poorly or least satisfactorily - Insufficient (20%)
The item is somewhat absent and does not entirely fit the context. - Fair (40%)
The item is developed at a minimum acceptable standard and adequately fits the context. - Good (60%)
The item is developed at a mostly satisfactorily standard and fits into the context. - Very good (80%)
The item is developed fully satisfactorily and perfectly fits into the context. - Excellent (100%)

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)

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
Tutorials 0 0 0
Preparations before/after weekly lectures 12 1 12
Group homework preperation 1 7 7
Preparing report 1 5 5
Preparing assignments 2 4 8
Project Preparation 1 10 10
Preparing presentations 1 2 2
Project Final Presentation 1 1 1
Project Final Presentation 0 0 0
Project Final Presentation 0 0 0
TOTAL WORKLOAD (hours) 87

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