Information Package / Course Catalogue
Tourism Marketing
Course Code: TUR505
Course Type: Area Elective
Couse Group: Second Cycle (Master's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 3
Prt.: 0
Credit: 3
Lab: 0
ECTS: 5
Objectives of the Course

The course aims at contributing to provide essential knowledge and skills in order to develop strategies and tactics for marketing problems of tourism business/destinations in the light of marketing theories through analyzing marketing practices used by destinations/tourism business

Course Content

Within the scope of the lesson, firstly the content and characteristics of tourism marketing will be explained. Tourism marketing planning, marketing research and its applications in tourism, communication in tourism marketing, components of marketing mix will be handled during the term and theoritical information will be reinforced with giving examples of sectoral application.

Name of Lecturer(s)
Lec. Mehtap YÜCEL GÜNGÖR
Learning Outcomes
1.He/ she could be able to develop essential marketing mix by taking into account changing consumer (tourist/visitor) behaviors.
2.He/ she could develop marketing strategies and tactics by considering qualitative differences of the tourism business/destinations.
3.He/ she could be able to prepare an effective marketing research plan.
4.He/ she could integrate marketing principles into tourism industry.
5.He/ she could offer solutions to marketing issues with a scientific point of view.
Recommended or Required Reading
1.Kotler,P. J. Bowen, J. Makens (2009). Marketing for Hospitality & Tourism International Edition, 5th Edition, ISBN13: 9780132453134
2.Fyall, A. ve B. Garrod (2005). Tourism Marketing: A Collaborative Approach. Channel View Publications, ISBN 187315089X, 9781873150894
3.Holloway, J. C. (2004). Marketing for Tourism. 4th editon, Prentice Hall., ISBN 9780273682295.
4.Briggs, S. (2001). Successful Tourism Marketing. 2nd edition, Kogan Page Business Boks, ISBN-100749434694
5.Kozak, M. ve L. Andreu (2006). Progress in Tourism Marketing, Elsevier Publishing, ISBN 10: 0-08-045040-7
6.Articles, theses and research reports
Weekly Detailed Course Contents
Week 1 - Theoretical
Introduction, basic terms, concepts, resources and references recommendations, distribution of assignments/seminars/projects will be done.
Week 1 - Preparation Work
On account of the first week, there is no expectancy of students’ doing any preparations.
Week 2 - Theoretical
Marketing planning and strategy development in tourism marketing
Week 2 - Preparation Work
Pre reading will be done about marketing planning by making use of the sources in the bibliography.
Week 3 - Theoretical
The subject of marketing research will be explained separately within the scope of the phases of research design
Week 3 - Preparation Work
Pre reading will be done about marketing research.
Week 4 - Theoretical
Tourist market, communication in tourism marketing will be handled.
Week 4 - Preparation Work
Pre readings will have to be done about the concepts of market and market in tourism industry.
Week 5 - Theoretical
Consumer behavior in tourism industry will be conveyed by giving examples with reference to theories of basic consumer behaviours
Week 5 - Preparation Work
It will be beneficial to scan articles about tourist behaviour.
Week 6 - Theoretical
Tourism product and tourism product policies will be discussed within the frame of product component of marketing mix.
Week 6 - Preparation Work
Pre reading will be done about the concept of product and touristic product.
Week 7 - Theoretical
Objectives and purposes of pricing will be conveyed within scope of ,pricing policies and strategies, consideration of touristic product pricing by giving examples.
Week 7 - Preparation Work
Model applications about the subject of pricing will be obtained from tourism establishments.
Week 8 - Theoretical
The concept of distribution in tourism marketing will be handled within the scope of distribution in service industry.
Week 8 - Preparation Work
Model applications about the concept os distribution will searched in tourism establishments
Week 9 - Theoretical
A general review of the topics covered will be made and sample applications will be examined.
Week 10 - Theoretical
Subject of promotion in tourism marketing, will be discussed with examples within the scopes of advertisement, public relations, personal selling,sales development
Week 10 - Preparation Work
Examples fo promotion that tourism establisments apply will be searched.
Week 11 - Theoretical
Importance of people in tourism marketing will be evaluated within the scope of service marketing.
Week 11 - Preparation Work
Pre reading will be done about the subject of people being a part of 7P.
Week 12 - Theoretical
Physical evidence in tourism marketing will be evaluated within the context of service marketing.
Week 12 - Preparation Work
Pre reading will be done about physical evidence being a part of 7P.
Week 13 - Theoretical
Importance of processes in tourism marketing will be evaluated within the context of service marketing.
Week 13 - Preparation Work
Pre reading will be done about processes being a part of 7P.
Week 14 - Theoretical
Case study
Week 14 - Preparation Work
Case study given will be analyzed.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%20
Final Examination1%30
Practice6%10
Quiz3%5
Assignment14%10
Term Assignment4%25
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory151360
Assignment151015
Term Project48032
Midterm Examination1819
Final Examination1819
TOTAL WORKLOAD (hours)125
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
OÇ-1
5
5
4
4
5
4
4
4
4
3
4
4
5
5
OÇ-2
5
5
4
4
5
4
4
4
4
3
4
4
5
5
OÇ-3
5
5
4
4
5
4
4
4
4
3
4
4
5
5
OÇ-4
5
5
5
4
5
4
4
4
4
3
4
3
5
5
OÇ-5
5
5
4
4
5
4
4
4
4
3
4
3
5
5
Adnan Menderes University - Information Package / Course Catalogue
2026