EASTERN MEDITERRANEANUNIVERSITY SCHOOL OFTOURISMAND HOSPITALITYMANAGEMENT

COURSE CODE / TMKT313 / COURSE LEVEL / 3rdyearand5thsemester
COURSE TITLE / Marketing For Tourism andLeisureIndustry- I
COURSE TYPE / Faculty Core
LECTURER(S) / Asst.Prof.Dr. RüçhanKAYAMAN
CREDITVALUE / 3 / ECTS VALUE / 6
PREREQUISITES / None
COREQUISITES
DURATION OF COURSE / 14Weeks
AIMOF THE COURSE:
Thiscoursewill enable youtogatherinformationaboutprinciples ofmarketing asamajorbusiness functionwith anoverviewofthemarketing system, marketingconcept, marketing research, market segmentation, market analysis,and marketingprogram.
GENERAL LEARNINGOUTCOMES
Thiscourseintroduces thestudent tomarketingtheory andconcepts.Applicationoftheconceptsand theory occurviaaseries ofteamprojects. Theprojectprovideavehicletoassess thestudent’sability to analyzesecondarycompany/productdataindescribingthecurrentmarket positionofaproductandnew opportunities.Thesebaseskillsprovideafoundation forlatercourseworkandarebase knowledgeand skills requiredbypotential employers.
Onsuccessfulcompletionofthiscourse,allstudents willhavedevelopedKNOWLEDGEAND UNDERSTANDINGof:
1. Describemarketingand,marketingprocessandunderstandthekeyconceptsofcustomerdriven marketingstrategy.
2. Explain company-widestrategicplanningand identifyfuture strategies.
3. Recognize environmentalforcesandmarketing system.
4. Classify consumerbehaviorand identify thebuyerdecisionprocess.
5. Definemarketing mixelementsand applyrelatedstrategies.
On successfulcompletion of thiscourse,all studentswillhave developed theirSKILLSin:
6. Demonstrate languageandoral presentationskills throughmarketingproject.
7. Developanalyticalskillsand creativitybysolvingcasestudies andin classassignments.
On successfulcompletion of thiscourse,all studentswillhave developedCOMPETENCIES in:
8. Collaborative studypractice and independent learning,
9. Demonstratetheuseoflearning resourcesmainlyelectronicdevices and library.
GRADINGCRITERIA
Grade / Marks / Value
A / 85-100 / 4.0
A- / 80-84 / 3.7
B+ / 75-79 / 3.3
B / 70-74 / 3.0
B- / 66-69 / 2.7
C+ / 63-65 / 2.3
C / 60-62 / 2.0
C- / 57-59 / 1.7
D+ / 54-56 / 1.3
D / 50-53 / 1.0
D- / 45-49 / 0.7
F / 0-44 / 0.0
NG / 0.0
RELATIONSHIP WITH OTHER COURSES
Marketing is oneof themajorbusinessfunctiondealswith customer. Also other management courses canbehelpfulforunderstandingand practicingthiscourse.
LEARNING/ TEACHING METHOD
Theteachingstructure and methods will beused in thiscourse include lectures,discussions, case studies, radio and video sessions,webexercisesandfield trips.
ASSIGNMENTS:
In-class assignments,case Studiesandvideosessions: There will becasestudies relatedto each topiccoveredinthecourse andthestudentsaresupposed todothemin theclassroomingroups.
Please keepinmindthat whenin-class assignmentsare missed, thereisno make-upfor it.
MarketingProject:Theobjectiveofthisprojectistoprovideyouwithexperienceinapplyingthe conceptsandmethodsofmarketingtoareal-worldmarketingopportunity.Theprojectwillrequirethe
useofoutsidenewspapers, magazines, Internetandotherresources.
Exams:Therewillbeaclosed-bookexercises,and finalexaminwhichmaterial fromlectures,assigned readings/handouts,andthetextbookwillbecovered.Theexamswilltestyourunderstandingofthe coursematerial and yourabilityto apply theconceptslearned.
METHOD OFASSESSMENT:
Thequalityofyourworkwill beassessedagainstspecificexpectations,which willbeclearto youbefore yousubmityourwork forassessment bytheinstructor.Studentshave toundertakethefollowingformsof assessment:
Exercise I : 10%
Field trip andreport : 10%
MarketingProject : 20%
In-classassignments,CaseStudies andvideos 10%
Reflections : 20%
Final Examination : 30%
ATTENDANCE
Regular attendanceofallenrolledclasses isexpected. Ifyoumissaclass, itisyourresponsibilityto “makeup” all work,includingitemsdiscussedin class.Participationwill bemeasuredintermsof quality not thequantityofyourcontributiontotheclass.
Do notbelatetotheclass. Ifyouneedto leave earlyforwhateverreason, youshould exercise politeness and notifyyourlecturerat thecommencement of thesession.Attendanceiscompulsoryand
absenteeism ofmorethan 20%ofclasseswill begradedas“F”. Students with poor interest, poor
attendanceand lackofdataaregraded NG.
TEXTBOOK/S
Principles ofMarketing,14/E,Philip Kotler, Gary Armstrong,Publisher:Prentice Hall,Copyright: 2012
LEARNINGRESOURCES
There aremanytextsthatcanprovideyouwith information relevant tothiscourse. Youshouldgather informationfromdifferent resourcesand share it withclassmates.Youshould do researchat thelibrary, talkwith othersinthefield,and visitotherfacultymemberswithin thisdepartment toenhance your knowledge inthisarea.
SEMESTER OFFERRED
2016-2017 Spring Semester

COURSESCHEDULE

Thelecturetopicswithin thesemesterareas inthefollowingschedule:

WEEK / TOPICS / READING
1 / Introduction
2 / Marketing:CreatingandCapturingCustomerValue / Chpt1
3 / Marketing:CompanyandMarketingStrategy / Chpt2
4 / Analyzingthe MarketingEnvironment / Chpt3
5 / ConsumerMarketsandConsumerBuyerBehavior
Exercise / Chpt5
6 / ConsumerMarketsandConsumerBuyerBehaviorcont.
Revision / Chpt5cont.
7 / Reflections
8 / Customerdrivenmarketingstrtegy / Chpt7
9 / Products,ServicesandBrands / Chpt8
10 / Productlifecyclestrategies / Chp9
11 / Pricing:UnderstandingandCapturingCustomerValue
12 / MarketingChannels:DeliveringCustomerValue
-Channeldesignandmanagementdecisions.-Retailing andWholesalingdecision
13 / Project+ Presentation
14 / FINAL EXAMPERIOD

Thisisatentativecourseofstudy;itmayrequireadjustment,accordingtoprogress,suppliesand

student’sability.

CourseCode:TMKT313
Numberof ECTScredits:6 ECTS (studentworkload:180) / CourseName:MarketingforTourismand
RecreationIndustryI / InstructorName:Asst.Prof.Dr.RüçhanKAYAMAN / Date:
StudentWorkLoad / Weightof
Asses.(%)
Week / Course
LOS / ProgramLOS / EducationalActivities / Lectures / Independent
Work / AssessmentHours
1 / 1,2 / 1,3,7 / Lecture1:Marketing:CreatingandCapturingCustomerValue
-Whatismarketing?-Understandingthemarketplaceand customerneeds.-Customerdrivenmarketingstrategy.–customer relationship. / 3 / 3
2 / 1,2 / 1,3,7 / Lecture2:Marketing:CreatingandCapturingCustomerValue
-Whatismarketing?-Understandingthemarketplaceand customerneeds.-Customerdrivenmarketingstrategy–customer relationship. / 3 / 2
3 / 1,3 / 1,7 / Lecture3:Marketing:CompanyandMarketingStrategy
-StrategicPlaning.–BusinessPortfolio.–Marketingmix / 3 / 2
4 / 4 / 1,7 / Lecture4:AnalyzingtheMarketingEnvironment
-Microenvironment–Macroenvironment / 3 / 2
5 / 1,3 / 1,3 / Lecture5:ManagingMarketingInformationtoGainCustomer
Insights
-MarketingResearch / 3 / 2 / Exercise–8 hrs. / 10
6 / Reflections / Reflections– 25hrs. / 20
7 / 5 / 1,7 / Lecture6:ConsumerMarketsandConsumerBuyerBehavior
-ModelofConsumerBehavior.-Characteristicsaffecting
Consumerbehavior.–Buyerdecisionprocess / 3 / 2
8 / 1,2 / 1,3 / Lecture7:BusinessBuyerMarketsandBusinessBuyerBehavior
-Businessmarket.–Businessbuyingprocess / 3 / 2
9 / 1,3 / 1,7 / Lecture8:Customerdrivenmarketingstrategy
-Customerdriven marketingstrategy. -MarketSegmentation.- Targetmarketing.-Differentiationandpositioning. / 3 / 2
10 / 7 / 1,3 / Lecture9:Products,ServicesandBrands
-Whatisproduct.-ProductandServicedecision.-Services
Marketing. / 3 / 2 / FieldTripand
Report-13hrs. / 10
11 / 7 / 3,7 / Lecture10:Productlifecycle strategies
-Productlifecyclestrategies. / 3 / 2
12 / 3 / 3,7 / Lecture11:Pricing:UnderstandingandCapturingCustomer
Value
-Majorpricingstrategies / 3 / 2
13 / 3 / 3,7 / Lecture12:MarketingChannels:DeliveringCustomerValue
-Channeldesignandmanagementdecisions.-Retailingand
Wholesalingdecision / 3 / 2 / Project-25hrs. / 20
14 / FinalExam / Exam– 35hrs. / 30
Assignments-8hrs. / 10
Total / 39 / 27 / 114 / 100
TMKT313MarketingFor
TourismandRecreation
Industry-I / Program outcomesin terms of
Knowledge / Program outcomes in terms of
Skills / Program outcomes
in terms ofCompetencies
CourseLearningOutcomes / 1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / 9 / 10 / 11 / 12 / 13
1 / F / P / P / P
2 / F / P / P / P
3 / F / P / P / P
4 / F / P / P / P
5 / F / P / P / P
6 / F / P / P / P
7 / F / P / P / P
8 / F / P / P / F
9 / F / F / P / F
10 / F / P / F
11 / F / F / F / F
12 / F / P / F / P / F