MARKETING FOR HOSPITALITY AND TOURISM-II

Course Description

This course aims to deeply analyze the basic problems in the field of service and tourism marketing and to develop effective product distribution skills in this sector. A comprehensive review of the marketing structure, historical development and strategic framework of modern businesses will be conducted. This course will provide students with the opportunity to effectively grasp the marketing elements with practical applications as well as theoretical knowledge, and will aim to develop strategies appropriate to market conditions. It is aimed to deeply understand the marketing elements through simulations where students can develop an applied marketing campaign in the Tourism and Accommodation sector. In this context, concrete steps will be taken in (a) market analysis, competition status and product evaluation, (b) financial budget planning, (c) development of short-term and long-term strategies, effective advertising, sales and public relations management.

MARKETING FOR HOSPITALITY AND TOURISM-II

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

1. 01 Identifying the hospitality and tourism marketing process
2. 02 Developing hospitality and tourism Marketing opportunities and strategies
3. 03 Describing the hospitality and tourism marketing mix
4. 04 Evaluating hospitality and tourism marketing activities
5. 05 Researching and modelling new frameworks of trending topics in tourism and hospitality industry

Course Syllabus

Reference Books & Course Materials

1. 01 Philip T. Kotler, John T. Bowen , James Makens (2014). Marketing for Hospitality and Tourism (6th Edition). Pearson. ISBN-10: 0132784025.
2. 02 Roland T. Rust and Ming-Hui Huang (2016). Service marketing research: emerging directions. Handbook of service marketing research. 9780857938848
3. 03 E-book- Technologies Shaping Today’s Guest Experience, localmeasure.com

Learning Outcomes

1. L01 Identifying the hospitality and tourism marketing process SOLO 2
2. L02 Developing hospitality and tourism Marketing opportunities and strategies SOLO 5
3. L03 Describing the hospitality and tourism marketing mix SOLO 3
4. L04 Evaluating hospitality and tourism marketing activities SOLO 5
5. L05 Researching and modelling new frameworks of trending topics in tourism and hospitality industry SOLO 5

Program Outcomes

1. P01 1. Students will be able to adopt theoretical and practical knowledge in a challenging work environment.
2. P02 2. Students will be able to guide teamwork in intercultural and various international working environments.
3. P03 3. Students will be able to obtain the communicative, conceptual and analytical skills necessary for conflict environments.
4. P04 4. Students will be able to recognize the importance of basic competence to create a competitive advantage and achieve a success on a global scale.
5. P05 5. Students will be able to integrate ethical and social responsible practices that are environmentally friendly and applicable both in business and personal life.
6. P06 6. Students will be able to raise awareness about continuous improvement to increase business performance in professional life.
7. P07 7. Students will be able to adopt and apply critical and strategic thinking together with research capabilities for organizational decisions.
8. P08 8. Students will be able to use and manage the information technologies required for the contemporary business world.
9. P09 9. Students will be able to have a knowledge of, at least, one foreign language at basic level in addition to English.
10. P10 10. Students will be able to acquire effective teamwork skills.

Po-Lo Matrix