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Cyprus International University
TR

MARKETING STRATEGIES FOR TOURISM ENTERPRISES

Course
TUIS502 - MARKETING STRATEGIES FOR TOURISM ENTERPRISES
Department
Tourism and Hotel Management - English - Master
Course Type
Course
Status
Required
Language
English
Credit
3
ECTS
10
T+P+L
3 + 0 + 0
Course Coordinator(s)
-
Prerequisite
-
Keywords

Course Description

This course helps managers determine, select and implement strategies that will make their organizations more competitive on the market. The aim of this course is to present the concepts, methods and procedures that will enhance strategic (marketing management) decision-making to decision makers. Advanced marketing strategies will be transferred within this course. With this course, it is aimed to transfer the mentioned elements to the students through simulations for real marketing campaign developments for business in tourism and hospitality sector. This course also indoctrinates students the steps to be taken to achieve profit with effective advertising, sales and public relations management by developing market analytics, competition and product, (b) financial budget planning, and (c) short-term and comprehensive strategies will be examined.

MARKETING STRATEGIES FOR TOURISM ENTERPRISES

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

  1. 01 Explain the key impacts on strategy making and developing a marketing strategy.
  2. 02 Applying techniques regarding to the internal and external forces driving a company.
  3. 03 Demonstrate the role of stakeholders in strategic development.
  4. 04 Develop the theme to contribute to development of sustainable strategies.
  5. 05 Implement marketing communications and understanding the role of branding in a company’s strategy.
  6. 06 Describe the interplay between technology and people when implementing marketing strategies.
  7. 07 Explain organizational culture and its impact for success
  8. 08 Discuss globalization and its impact on lives of consumers and organisations.

Course Syllabus

Week Topic
Week 1 Introduction and Course Overview
Week 2 Bölüm 1 - Pazar Dinamiklerindeki Değişim, Stratejik Düşünme ve Pazarlama Düşüncesinin Gelişimi
Week 3 Bölüm 2 - Jenerik Pazarlama Stratejileri ve Rekabet Avantajlarının Sürdürülebilirliği
Week 4 Bölüm 3 - Stratejik Pazarlama Planlaması
Week 5 Bölüm 4 - İşletme Analizi
Week 6 Bölüm 5 - Etkili iletişim
Week 7 Bölüm 6 - Sektör ve Rekabet Analizi
Week 8 Bölüm 6 - Sektör ve Rekabet Analizi
Week 9 Bölüm 7 - Müşteri Analizi
Week 10 Bölüm 8 - Pazar Fırsatları Ölçümü ve Pazar Çekiciliği Analizi
Week 11 Bölüm 9- Rekabet Konumlandırma Stratejileri
Week 12 Presentations
Week 13 Presentations
Week 14 Presentations
Week 15 Presentations

Reference Books & Course Materials

  1. 01 Ömer Torlak-Remzi Altunışık Beta Yayınları. 3. Baskı. İstanbul 2018 ISBN:978-605-242-101-7
  2. 02 Konu ile ilgili makaleler

Learning Outcomes

  1. L01 Describe the importance and reasons to implement marketing strategy into overall business strategy
  2. L02 Observe market opportunities, scan and perform market forecasting
  3. L03 Differentiate marketing strategies for new, growth and declining markets
  4. L04 Explain market segmentation, differentiation, positioning and targeting processes

Program Outcomes

No program outcomes have been defined.

Po-Lo Matrix

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