COURSE UNIT TITLE

Offered By

Tourism Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASSOCIATE PROFESSOR ÖZGE ADAN GÖK

Offered to

Tourism Management

Course Objective

The course aims to examine the branding processes of touristic organizations and destinations. In the course, topics such as brand identity, brand components, brand awareness, brand loyalty will be explained in detail and brand development strategies, brand life cycle and brand positioning in tourism organizations and destinations will be examined in a theoretical framework. In addition, case studies and academic articles related to the branding processes of various tourism organizations and touristic destinations will be conducted.

Learning Outcomes of the Course Unit

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Recomended or Required Reading

Textbook(s): Keller, K. L. (2008). Strategic Brand Management, Pearson Education Ltd., New Jersey
Morgan, N. and Pritchard, A. (2007). Destination Branding: Creating Unique Destination Proposition, Elsevier, Oxford
Weilbacher, W. M. (1995). Brand Marketing, Building Winning Brand Strategies That Deliver Value and Customer Satisfaction, NTC Business Books, USA
Academic Papers about related topics
Aaker, D. A. (1991). Managing Brand Equity Capitalizing on the Value of a Brand Name, The Free Press, Toronto, Canada

Planned Learning Activities and Teaching Methods

Lectures

Assessment Methods

Further Notes About Assessment Methods

None

Assessment Criteria

RUBRIC
Department: Tourism and Hotel Management
Learning Objective/Competency: LO.1.1. Our students will develop an analytical thinking in assessing the tourism system and its subsectors.LO. 1.2. Our students will evaluate tourism concepts and practices with the support of scientific theories.
Course: Turizmde Marka Yönetimi
Sections: 3
Instructor: Özge Adan Gök
Assessment Method: Midterm, Final, Term Project and Presentation of the Term Project
1. Student ID:

Traits / Performance Dimensions Does Not Meet Expectations Meets Expectations Exceeds Expectations
Content
1 Student presents theoretical knowledge about branding of tourism sector and destinations

2 Students give real life examples about tourism system


Use of Source
3 Students use academic and non-academic resources such as touristic destination web sites or tourist businesses
Writing
4 Students' assignments include summary, introduction, discussion/main body, conclusion and references

5 Students write their assignments by reasoning and in a logical flow.

Delivery
6 Students submitted their term term projects on time.

7 Students present their presentations on the date assigned to them.
Total Score of Student .out of 7*3=21



Scoring Principles for single student
Maximum Score achievable for 1 student = 7 * 3 = 21
Minimum Score achievable for 1 student = 7* 1 = 7
Student does not meet expectation if: Score of student < 21* %70 = 15
Student meets expectation if: 15 Score of student 19
Student exceeds expectation if: Score of student > 7 * %90 = 19

Language of Instruction

Turkish

Course Policies and Rules

It is compulsory to attend 70% of classes.

Contact Details for the Lecturer(s)

ozge.adan@deu.edu.tr

Office Hours

Tuesdays, 15:00 16:00

Work Placement(s)

None

Workload Calculation

Contribution of Learning Outcomes to Programme Outcomes