Information Package / Course Catalogue
Strategic Marketing in Hospitality Industry
Course Code: YHM344
Course Type: Area Elective
Couse Group: First Cycle (Bachelor's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 3
Objectives of the Course

The aim of the course is to comprehend the long term marketing aproach wich is required by the dramatic increase in competition in the industry, and to understand the differences from traditional marketing aproach.

Course Content

Comparison of traditional marketing and strategic marketing, strategic marketing planning, importance and scope of strategic marketing for accommodation sector

Name of Lecturer(s)
Learning Outcomes
1.Understanding the elements that distinguish strategic marketing from traditional marketing approach.
2.Understanding the strategic marketing planning process.
3.Understanding the market-oriented marketing approach in terms of accommodation sector
4.To learn the advantages of analysis-oriented marketing over action-oriented marketing.
5.Understanding the dynamic environmental elements of the accommodation market.
Recommended or Required Reading
1.Strategic Marketing: An Introduction (Tony Proctor)
Weekly Detailed Course Contents
Week 1 - Theoretical
The process of transition from daily marketing management to long term marketing management in hospitality businesses.
Week 2 - Theoretical
The process of transition from evaluation of existing opportunities to creation of new opportunities.
Week 3 - Theoretical
Analysis of market variables in strategic marketing - I
Week 4 - Theoretical
Analysis of market variables in strategic marketing - II
Week 5 - Theoretical
The process of transition from service-oriented marketing approach to market-oriented marketing approach in hospitality businesses.
Week 6 - Theoretical
Dynamic environmental elements in the accommodation market.
Week 7 - Theoretical
The process of transition from reactive marketing strategies to proactive marketing.
Week 8 - Theoretical
The process of transition from the evaluation of marketing within the boundaries of the marketing department in accommodation establishments to the understanding of cross-organizational management aproach.
Week 9 - Intermediate Exam
Mid term exam
Week 10 - Theoretical
Strategic marketing planning process in accommodation enterprises I - Situation analysis.
Week 11 - Theoretical
Strategic marketing planning process in accommodation establishments II - Determination of marketing objectives
Week 12 - Theoretical
Strategic marketing planning process in accommodation establishments III - Marketing strategy development
Week 13 - Theoretical
Strategic marketing planning process in hospitality business IV - Design of marketing programs
Week 14 - Theoretical
Strategic marketing planning process in accommodation establishments V - Implementation of marketing program
Week 15 - Theoretical
Strategic marketing planning process in accommodation establishments VI- Evaluation of results and feedback
Week 16 - Final Exam
Final exam
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%70
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140228
Assignment210020
Quiz110111
Final Examination115116
TOTAL WORKLOAD (hours)75
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
PÇ-12
PÇ-13
PÇ-14
PÇ-15
PÇ-16
OÇ-1
5
5
5
5
5
5
5
5
5
5
5
OÇ-2
5
5
5
5
5
5
5
5
5
5
5
OÇ-3
5
5
5
5
5
5
5
5
5
5
5
OÇ-4
5
5
5
5
5
5
5
5
5
5
5
OÇ-5
5
5
5
5
5
5
5
5
5
5
5
Adnan Menderes University - Information Package / Course Catalogue
2026