Information Package / Course Catalogue
Modern Marketing Approaches in Health Tourism
Course Code: STU531
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 health 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 health business

Name of Lecturer(s)
Learning Outcomes
1.To be able to have enough knowledge about modern marketing approaches in health business
2.To be able to develop strategies to overcome marketing problems faced by health business
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 health business
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 2 - Theoretical
Introduction to modern marketing approaches, types of applications, determining outcomes, 7P and 7C will be discussed.
Week 3 - Theoretical
Postmodern consumption and consumer behavior will be handled with regards to health establishments.
Week 4 - Theoretical
Experience marketing and health establishments
Week 5 - Theoretical
Guerrilla marketing and health businesses
Week 6 - Theoretical
Relationship marketing, customer relationship management and health businesses
Week 7 - Theoretical
Value marketing and destinations/tourism businesses
Week 8 - Theoretical
Customer relationship management and health establihments
Week 9 - Theoretical
Database marketing and health establishments
Week 10 - Theoretical
Event marketing and health establihments
Week 11 - Theoretical
Sustainable marketing and health businesses
Week 12 - Theoretical
Direct marketing and health establishments
Week 13 - Theoretical
Case study analyses
Week 14 - Theoretical
General review will be done and deficiencies will be made up for.
Assessment Methods and Criteria
Type of AssessmentCountPercent
Practice14%15
Assignment1%15
Term Assignment3%20
Midterm Examination1%20
Final Examination1%30
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
PÇ-6
PÇ-7
PÇ-8
PÇ-9
PÇ-10
PÇ-11
OÇ-1
3
3
3
3
3
3
3
3
3
3
3
OÇ-2
2
1
2
2
2
2
2
2
2
2
2
OÇ-3
2
2
2
2
2
2
2
2
2
2
2
OÇ-4
2
2
2
2
2
2
2
2
2
2
2
OÇ-5
2
2
2
2
2
2
2
2
2
2
2
Adnan Menderes University - Information Package / Course Catalogue
2026