COURSE UNIT TITLE

: TOURISM MARKETING

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
TUR 2013 TOURISM MARKETING COMPULSORY 3 0 0 6

Offered By

Tourism Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR ILKAY TAŞ GÜRSOY

Offered to

Tourism Management

Course Objective

This course aims to provide an understanding of the essentials of marketing and the ways it is used in the hospitality and tourism industry.

Learning Outcomes of the Course Unit

1   Explains basic marketing concepts
2   Discusses the historical development of marketing and current issues in marketing
3   Differentiate the environmental factors affecting the marketing system
4   Explains marketing research system and customer behavior
5   Differentiates marketing mix elements and discusses its uses

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 Conceptual framework Content, measurement and evaluation methods etc. Learning the expectations of the students from the course. Introduction to the university web page (DESEM, Library etc.). Definition of marketing, hospitality and travel industry Introduction to the faculty web page Introduction to the Course Information Package from DEU homepage
2 Conceptual framework: The Marketing Perspective the market for travel and tourism- domestic, international/ need, want, demand/ Brain storming: What is the value/importance of marketing to society
3 A brief historical overview of modern marketing and current issues 1.The production orientation era 2.The sales orientation era 3.The marketing orientation era
4 Services Marketing Goods vs Services Solution to the problem of perishability
5 PARTICULAR CHARACTERISTICS OF TRAVEL AND TOURISM SERVICES 1.Seasonality and other major variations in the pattern of demand. 2. The high fixed costs of operations, allied to fixed capacity at any point in time. 3. The interdependence of tourism products.
6 Tourism Marketing Environment 1 Internal and external forces which could impact the organisations performance/ 1. The external environment (i.e. the macroenvironment) 2. The internal environment (i.e. the microenvironment) 3- Connected knowledge economy Networked economy Tourism depends on collaboration
7 Tourism Marketing Environment 2 2. The internal environment (i.e. the microenvironment) 3- Connected knowledge economy Networked economy Tourism depends on collaboration
8 Marketing Information System 1. Assessing information needs: a good MIS system balances information that we would like to have against that which is really needed and feasible to obtain. 2. Developing information: four main sources/types. 1. Internal Records Information 2. Marketing Intelligence 3. Marketing Research 4. Information Analysis 3. Distributing information to decision makers
9 Tourist Market and Consumer Buying Behavior Model of buying behaviour/ Personal Characteristics Affecting Consumer Behavior/ Buyer decision process
10 7P's of tourism marketing-Product- Price New product pricing strategies Existing product pricing strategies
11 7P's of tourism marketing-PLACE Distribution Channels
12 Promotion Advertisiting, publicity, public relations, sponsorhip
13 People and Process Developing a service culture- PEOPLE The service delivery process
14 Physical evidences
15 Final Exam
16 Final Exam

Recomended or Required Reading

Main Reference:

Philip Kotler, John T. Bowen, Seyhmus Baloglu (2022). Marketing for Hospitality and Tourism. Pearson Education.


Richard George (2021). Marketing Tourism and Hospitality: Concepts and Cases. Palgrave.

UNWTO website


Additional reading

Edited by Azizul Hassan, Anukrati Sharma Juan Ignacio and Pulido-Fernández (2020). Sustainable Destination Branding and Marketing.CABInternational. Oxfordshire. UK.



Planned Learning Activities and Teaching Methods

Lectures, questions and answers, brainstorming

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 VZ Vize
2 FN Final
3 BNS BNS VZ*0.40+FN * 0.60
4 BUT Bütünleme Notu
5 BBN Bütünleme Sonu Başarı Notu VZ*0.40+BUT * 0.60


Further Notes About Assessment Methods

None

Assessment Criteria

Exam papers will evaluate the level of understanding the topics of the lecture and the ability of understanding the relevant professional terminology.

Language of Instruction

English

Course Policies and Rules

1- No mobile phone use during the class.
2- It is forbidden to take photos, videos during the class without the permission of
the lecturer.
3- Students are expected to attend class regularly. It is obligatory to attend 70% of
classes during the semester. Joining the class later or leaving the class earlier than the official course hours are considered as absenteeism.
4- Students are encouraged to contribute to class discussions.
5- Attending to the classes with prior reading and preperation is required.

Contact Details for the Lecturer(s)

ilkay.tas@deu.edu.tr

Office Hours

Monday, Tuesday, Wednesday, Thurdsay, Friday 11:30 - 13:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Preparations before/after weekly lectures 13 2 26
Preparation for midterm exam 1 30 30
Preparation for final exam 1 40 40
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 140

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12
LO.15
LO.25
LO.355
LO.455
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

Copyright 2015 DEÜ. BİD

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