Information Package / Course Catalogue
Brand Management in Tourism Businesses
Course Code: TUR533
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

Analyse the actual marketing subjects like branding and brand management and exemplify these subjects in tourism businesses.

Course Content

In this course will be discussed the concepts like brand components, brand loyalty, brand image, brand positioning, brand equity and brand awareness.

Name of Lecturer(s)
Assoc. Prof. Gülnur KARAKAŞ TANDOĞAN
Learning Outcomes
1.Recognize the difference between brand and product.
2.Consider the examples about actuality of branding in marketing literature.
3.Learn several sub-concepts in branding.
4.Recognize the brand components like brand name and logo.
5.Learn the branding of tourism products.
Recommended or Required Reading
1.Aaker, David A.(1996), Building Strong Brands. Free Press, Newyork.
2.Aktuğlu, Işıl Karpat (2009), Marka Yönetimi. İletişim Yayınları, İstanbul.
3.Ar, Aybeniz Akdeniz (2007), Marka ve Marka Stratejileri.Nobel Yayın, İstanbul.
4.Gürgen, Haluk (1997), Örgütlerde İletişim Kalitesi. Der Yayınları, İstanbul.
Weekly Detailed Course Contents
Week 1 - Theoretical
Introduction with the students and inform about the lesson.
Week 2 - Theoretical
History, definition and importanceof brand.
Week 3 - Theoretical
Brand types.
Week 4 - Theoretical
Basic brand concepts-1(brand personality, brand identity and brand image)
Week 5 - Theoretical
Basic brand concepts-2(brand equity, brand awareness and brand loyalty)
Week 6 - Theoretical
Brand components (Brand name, logo and slogan)
Week 7 - Theoretical
Branding
Week 8 - Theoretical
Brand positioning
Week 9 - Theoretical
Brand management-1
Week 10 - Theoretical
Brand management-2
Week 11 - Theoretical
Service Branding
Week 12 - Theoretical
Examples of branding in tourism businesses-1
Week 13 - Theoretical
Examples of branding in tourism businesses-2
Week 14 - Theoretical
The general of the evaluation of the term.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory150345
Assignment145070
Midterm Examination1213
Final Examination1314
TOTAL WORKLOAD (hours)122
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
5
5
1
2
3
5
3
3
1
1
4
5
OÇ-2
5
5
5
5
3
5
4
5
3
3
3
1
4
5
OÇ-3
5
5
5
5
4
5
5
5
3
3
2
1
4
5
OÇ-4
5
5
5
5
4
4
5
5
3
3
1
1
4
5
OÇ-5
5
5
5
5
5
5
5
5
4
5
3
2
5
5
Adnan Menderes University - Information Package / Course Catalogue
2026