TOURISM MARKETING

TRZ311

Course Code: TRZ311
Semester: Fifth Term (Fall)
Theory+Practice: 3 + 0
ECTS: 4

Course Type

Compulsory Course

Course Level

Bachelor's Degree

Year of Study

Semester

Fifth Term (Fall)

ECTS

Name of Lecturer(s)

Associate Professor Gülten Yurtseven

Learning Outcomes

At the end of this course, the students;

Know the definition, characteristics, scope, and development of tourism marketing, the differences in service marketing, and the marketing mix.
Know the tourism markets and the characteristics of the micro and macro marketing environment.
Know strategic planning and marketing planning in tourism businesses.
Know the marketing information system and the methods and processes of market research.
Know tourist consumer buying behavior and the factors influencing it, as well as the importance and methods of market segmentation, target market selection, and positioning in tourism businesses.
Understand the elements of the marketing mix in tourism enterprises: product, price, distribution, marketing communication (promotion), physical environment, process management, and the characteristics and differences related to people.

Mode of Delivery

Face to face

Prerequisites

Recommended Optional Programme Components

None

Course Description

This course aims to provide thorough understanding of the specific marketing challenges facing tourism businesses from both theoretical and practical perspective. Tourism marketing environment, the process of segmentation, competitive positioning in the marketplace and the management of the marketing mix will be analyzed.

Course Contents

WEEK	TOPICS
1^st Week	Definition, scope and development of marketing
2^nd Week	Service marketing, tourism marketing development, characteristics and differences
3^rd Week	Marketing in tourism sector
4^th Week	Tourism micro and macro marketing environment
5^th Week	Strategic planning and marketing planning in tourism enterprises
6^th Week	Marketing information system and marketing research
7^th Week	Tourist consumer purchasing behavior
8^th Week	Midterm exam
9^th Week	Tourism markets and market segmentation, target market selection and positioning
10^th Week	Marketing mix elements in tourism enterprises: product
11^th Week	Marketing mix elements in tourism enterprises: price
12^th Week	Marketing mix elements in tourism enterprises: distribution
13^th Week	Marketing mix elements in tourism enterprises: marketing communication (promotion)
14^th Week	Marketing mix elements in tourism enterprises: physical environment, process management, human

Recommended or Required Reading

Uygur, S. M. (2017). Örnek olaylarla turizm pazarlaması. Detay Yayıncılık.

Planned Learning Activities and Teaching Methods

Lecture
Discussion
Questions/Answers

Assessment Methods and Criteria

	Quantity	Percentage (%)
Mid-term	1	30
Quiz	2	10
Total(%)		40
Contribution of In-term Studies to Overall Grade(%)		40
Contribution of Final Examination to Overall Grade(%)		60
Total(%)		100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Midterm exam	1	1	1
Preparation for Quiz	2	1	2
Individual or group work	14	3	42
Preparation for Final exam	1	15	15
Course hours	14	3	42
Preparation for Midterm exam	1	15	15
Laboratory (including preparation)
Final exam	1	1	1
Homework
Quiz	2	1	2
Total Work Load			120
Total Work Load / 30 (h)			4
ECTS Credit of the Course			4

Language of Instruction

Turkish

Work Placement(s)

Programme Qualifications / Learning Outcomes

	LO1	LO2	LO3	LO4	LO5	LO6
K1	X	X	X	X	X	X
K2					X	X
K3			X
K4		X	X	X	X	X
K5		X				X
K6			X		X
K7	X	X
K8					X	X
K9				X