Information Package
baskent.edu.tr

Program of Tourism and Hotel Management

TOİ108

TOURISM MARKETING

Course Code
TOİ108
Semester
Second Term (Spring)
Theory+Practice
2 + 0
ECTS
2
Course TypeCompulsory Course
Course LevelAssociate Degree
Year of Study1
SemesterSecond Term (Spring)
ECTS2
Name of Lecturer(s) -
Learning Outcomes

At the end of this course, the students;

  1. Analyzes the basic concepts of tourism marketing, the unique characteristics of service marketing (intangibility, inseparability, perishability), and the marketing environment.
  2. Develops market segmentation, targeting, and positioning (STP) strategies by evaluating the psychological, sociological, and cultural factors affecting tourist consumer behavior.
  3. Plans innovative and competitive marketing tactics using traditional and extended marketing mix (7P) elements in tourism enterprises.
  4. Integrates digital marketing, social media management, and Customer Relationship Management (CRM) practices into accommodation enterprises in line with current technological trends in the sector.
  5. Designs marketing activities within the framework of sustainability principles (UN SDGs) and ethical rules; avoids misleading practices such as greenwashing that damage consumer trust.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionThis course examines the applications of service marketing strategies within the tourism and hospitality industry through a scientific framework. Market segmentation, consumer behavior analysis, brand positioning, and the digital marketing mix are evaluated using objective criteria. Through the course learning outcomes, students obtain the ability to explain market phenomena in tourism by correlating them with psychology and sociology disciplines and to develop strategic approaches by monitoring technological trends in global marketing.
Course Contents
WEEK TOPICS
1st Week Introduction to Tourism and Hospitality Marketing
2nd Week Characteristics of Services Marketing and the Marketing Environment
3rd Week Consumer Behavior and the Purchase Decision Process in Tourism
4th Week Marketing Research and Tourism Information Systems
5th Week Market Segmentation, Targeting, and Positioning (STP)
6th Week Tourism Marketing Mix (7Ps): Product and Pricing Strategies
7th Week Tourism Marketing Mix (7Ps): Distribution Channels and Promotion
8th Week Midterm Exam
9th Week Extended Mix: People, Physical Evidence, and Process Management
10th Week Digital Marketing and Social Media Strategies in Tourism
11th Week Customer Relationship Management (CRM), Loyalty Programs, and Consumer Trust
12th Week Destination Marketing and Branding
13th Week Sustainable Marketing, Ethics, and the Problem of Greenwashing
14th Week Marketing in Times of Crisis and Future Trends
Recommended or Required Reading1. Kozak, N. (2022). Turizm pazarlaması (15. Baskı). Detay Yayıncılık.
2. Yıldız, S., & Çetin, G. (2023). Konaklama işletmelerinde yeşil aklama (greenwashing) uygulamalarının tüketici güveni ve satın alma niyetine etkisi. Turizm Akademik Dergisi, 10(1), 112-128.
3. Kılınç, İ., & Öztürk, Y. (2021). Dijital turizm pazarlaması: Kavramlar, uygulamalar ve stratejiler. Nobel Akademik Yayıncılık.
4. Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2021). Marketing for hospitality and tourism (8th ed.). Pearson.
5. McCabe, S. (Ed.). (2022). Handbook of tourism marketing (2nd ed.). Routledge.
6. Font, X., & McCabe, S. (2017). Sustainability and marketing in tourism: Its time to be brilliant. Journal of Sustainable Tourism, 25(7), 869-883.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Questions/Answers
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 40
Assignment 1 10
Total(%) 50
Contribution of In-term Studies to Overall Grade(%) 50
Contribution of Final Examination to Overall Grade(%) 50
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1 1
Preparation for Quiz
Individual or group work 14 1 14
Preparation for Final exam 1 8 8
Course hours 14 2 28
Preparation for Midterm exam 1 8 8
Laboratory (including preparation)
Final exam 1 1 1
Homework
Total Work Load60
Total Work Load / 30 (h)2
ECTS Credit of the Course2
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4 LO5
K1 X X
K2 X
K3 X
K4
K5 X
K6 X
K7 X X
K8 X
K9 X
K10 X
K11 X X
K12 X X X