Information Package / Course Catalogue
Modern Marketing Approaches in Tourism Industry
Course Code: TUR535
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

It is purposed to contribute to provide managerial decision making skills through synthesizing modern marketing approaches/theories and marketing cases applied by destination/tourism business in the light of evaluating postmodern consumers’ needs, wants and expectations

Course Content

It will be evaluated modern marketing approaches (e.g. value marketing, relationship marketing, database marketing, guerrilla marketing, event marketing) in terms of new marketing definition and changes of marketing mix within the framework of tourism industry

Name of Lecturer(s)
Assoc. Prof. Ahu YAZICI AYYILDIZ
Learning Outcomes
1.To be able to have enough knowledge about modern marketing approaches in destination/tourism business
2.to be able to develop strategies to overcome marketing problems faced by tourism business/destinations
3.To be able to understand postmodern consumer (tourist/visitor) behavior and its relationship to modern marketing approaches
4.To be able to analyze outcomes of modern marketing applications for destination
5.To be able to analyze outcomes of modern marketing applications for tourism business
Recommended or Required Reading
1.Varinli, İ. Ve K. Çatı (Ed.) (2008). Güncel Pazarlama Yaklaşımlarından Seçmeler. Detay Yayıncılık.
2.Tyler, Stephen J. (1987). The Unspeakable: Discourse, Dialogue, and Rhetoric in the Postmodern World (Rhetoric of Human Sciences). Madison, Wisconsin: Univ of Wisconsin Pr. ISBN 978-0-299-11274-5.
3.Fırat, A. F. ve N. Dholakia (2006). Theoretical and Philosophical Implications of Postmodern Debates: Some Challenges to Modern Marketing, Marketing Theory, 6(2): 123-162.
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
Introduction to modern marketing approaches, types of applications, determining outcomes, 7P and 7C will be discussed.
Week 2 - Preparation Work
Pre reading about the concept of modern marketing will be beneficial.
Week 3 - Theoretical
Postmodern consumption and consumer behavior will be handled with regards to tourism establishments.
Week 3 - Preparation Work
Research will be done about postmodernism.
Week 4 - Theoretical
Experience marketing and destinations/tourism establishments
Week 4 - Preparation Work
Pre reading will be done about the concept of experience marketing
Week 5 - Theoretical
Guerrilla marketing and destinations/tourism businesses
Week 5 - Preparation Work
Pre reading will be done about the concept of guerrilla marketing
Week 6 - Theoretical
Relationship marketing, customer relationship management and destinations/tourism businesses
Week 6 - Preparation Work
Pre reading will be done about the concept of relationship marketing
Week 7 - Theoretical
Value marketing and destinations/tourism businesses
Week 7 - Preparation Work
Pre reading will be done about the concept of value marketing
Week 8 - Theoretical
Customer relationship management and destinations / tourism establihments
Week 8 - Preparation Work
Pre reading will be done about the concept of customer relationship management
Week 9 - Theoretical
Database marketing and destinations/tourism establishments
Week 9 - Preparation Work
Pre reading will be done about the concept of data marketing.
Week 10 - Theoretical
Event marketing and destinations/tourism establihments
Week 10 - Preparation Work
Pre reading will be done about the concept of event marketing.
Week 11 - Theoretical
Sustainable marketing and destinations/tourism businesses
Week 11 - Preparation Work
Pre reading will be done about the sustainable marketing.
Week 12 - Theoretical
Direct marketing and destinations/tourism establishments
Week 12 - Preparation Work
Pre reading will be done about the concept of direct marketing.
Week 13 - Theoretical
Case study analyses
Week 13 - Preparation Work
Case studies which have been given will be analyzed.
Week 14 - Theoretical
General review will be done and deficiencies will be made up for.
Week 14 - Preparation Work
Academic staff will state which topics should be reviewed before the lesson.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%20
Final Examination1%30
Practice14%15
Assignment1%15
Term Assignment3%20
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory141356
Assignment2204
Term Project96054
Midterm Examination1516
Final Examination1516
TOTAL WORKLOAD (hours)126
Contribution of Learning Outcomes to Programme Outcomes
PÇ-1
PÇ-2
PÇ-3
PÇ-4
PÇ-5
OÇ-1
4
3
4
3
4
OÇ-2
4
3
4
3
4
OÇ-3
4
4
4
4
4
OÇ-4
4
3
4
3
4
OÇ-5
5
4
3
4
4
Adnan Menderes University - Information Package / Course Catalogue
2026