TOURISM MARKETING PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
TUR303	TOURISM MARKETING	5	3	3	8

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assist.Prof. RAMAZAN İNAN
Instructor(s) of the Course Unit	Assist.Prof. FATMA ÖZÇELİK HEPER
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of this course is to provide students with a sound basis for understanding and applying marketing activities of touristic businesses
Contents of the Course Unit:	Marketing, Tourism marketing, Service marketing, Marketing strategies, Elements of marketing mix, The role of social media in tourism marketing.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Definition and scope of marketing and tourism marketing
Service marketing
Market environment elements in tourism marketing
Marketing planning in tourism
Marketing information system in tourism and marketing research
Market segmentation in tourism, target market selection and positioning
4p traditional mix elements in tourism marketing
3p extended mix elements in tourism marketing
Electronic marketing in tourism
Current approaches in tourism marketing

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Literature Search, Presentation	Introduction to Marketing	Expression , Question-Respond, Discussion
2	Literature Search, Presentation	Service Concept / Features of Services	Expression , Question-Respond, Discussion
3	Literature Search, Presentation	Introduction to Tourism Marketing / Characteristics of Tourism Marketing	Expression , Question-Respond, Discussion
4	Literature Search, Presentation	Tourism Marketing Environment	Expression , Question-Respond, Discussion
5	Literature Search, Presentation	Market Segmentation in Tourism Sector	Expression , Question-Respond, Discussion
6	Literature Search, Presentation	Tourism Marketing Research	Expression , Question-Respond, Discussion
7	Literature Search, Presentation	Marketing Strategies in Tourism Businesses	Expression , Question-Respond, Discussion
8	-	MID-TERM EXAM	-
9	Literature Search, Presentation	The Elements of the Marketing Mix	Expression , Question-Respond, Discussion
10	Literature Search, Presentation	Touristic Product	Expression , Question-Respond, Discussion
11	Literature Search, Presentation	Pricing in Tourism	Expression , Question-Respond, Discussion
12	Literature Search, Presentation	Chain of Distribution in Tourism	Expression , Question-Respond, Discussion
13	Literature Search, Presentation	Promotion in Tourism	Expression , Question-Respond, Discussion
14	Literature Search, Presentation	Elements of Tourism Marketing Mix: Human, Physical Evidence, Process	Expression , Question-Respond, Discussion
15	Literature Search, Presentation	Social Media and Tourism Marketing	Expression , Question-Respond, Discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Kozak, N. (2016). Turizm Pazarlamasi, Ankara: Detay Publications.
Brings, S. (2001). Successful Tourism Marketing, Kogan Page.
Hacıoğlu, N. (2016).Turizm Pazarlaması, Nobel Yayınları,Ankara.
Kılıç B. Öter, Z. (2015).Turizm Pazarlamasında Güncel Yaklaşımlar, Beta Yayınları, Istanbul.
Journal of Travel & Tourism Marketing: https://www.tandfonline.com/loi/wttm20

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Describe the basic characteristics of the tourism industry and the basic concepts related to the Tourism Guidance profession and relate those with the characteristics of tourism businesses			2
2	Discusses the structure, operation and importance of tourism industry in country development and relates with tourism business				3

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Explains and interprets culture, history, religion, art, geography way of thinking and way of life the various civilizations who lived in Turkey.		1

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Plans a tour program considering the travel purpose, the type and the characteristics of the touristic region in accordance with the theoretical knowledge gained in the field of Tourism Guidance and discusses the functioning.			2
2	Underlines the importance of professional development by following scientific and current developments in the fields of tourism, art and archeology, and acts defensive attitude and behavior towards the necessity of lifelong learning.			2

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Analyzes numerical and statistical data and results in accordance with ethical values for current practices in the field of tourism .			2
2	Knows and applies the legal regulations related to tourism field, tourist guidance professional law and professional organizations.		1

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	By taking leadership role in tour groups; administers the tour program and solves possible problems during the tour.		1

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses the skills of explaining and presenting Turkey's and other regions natural and cultural assets that have, ancient city, ruins and historical artefacts and architectural art, culture, cuisine, folklore, flora and fauna features of regions etc.			2

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Shows the communication skill and presentation skill effectively in written and verbal and expresse his / her professional knowledge accurately and effectively.			2
2	Shows reading, writing, comprehension, speaking and writing skills in English and in a second foreign language (Arabic, Russian, Chinese).)	0

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses knowledge and competences related to preparation, implementation and supervision of a tour.				3
2	By using the personality traits that have social skills required by the Tourism Guidance profession; arranges projects, organizations and activities with sustainable, societal and social content specific to the field.		1
3	Shows a sensitive attitude towards the negative effects of tourism on the physical and social environment, acts with the consciousness of preserving abstract and concrete cultural assets			2

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	4	56
Preliminary & Further Study	13	5	65
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	0	0	0
Project Work	0	0	0
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	3	3
Preparation for the Final Exam	7	6	42
Mid-Term Exam	1	3	3
Preparation for the Mid-Term Exam	5	7	35
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	41	0	204