Download course code tmkt 314

Faculty of Tourism
TMKT314
Marketing for Tourism and Recreation Industry II
OUTLINE SPRING 2016-2017
COURSE CODE
COURSE LEVEL
TMKT 314
6th Semester/ 3rd Year
COURSE TITLE
COURSE TYPE
LECTURER
CREDIT VALUE
ECTS VALUE
PREREQUISITES
COREQUISITES
DURATION OF COURSE
WEB LINK
Marketing for Tourism and Recreation Industry II
Area Core
Prof. Dr. Osman M. Karatepe
3
6
TMKT 313 Marketing for Tourism and Recreation Industry I
14 weeks
http://www.emu.edu.tr/omk
AIMS & OBJECTIVES
This course intends to lay the groundwork for an understanding of marketing principles and to reveal how these
principles are applied in marketing generally and in the tourism and recreation industry in particular.
TMKT 314 is a sixth semester marketing course in the School of Tourism and Hospitality Management. This
course is intended for the four-year program students who have passed from TMKT 313 course. The main aim
of this course is to provide students with an understanding of how various concepts, facts, techniques, and
models are applied to establish and manage profitable customer relationships and create brand equity in a
socially responsible way in the tourism and recreation industry. This course also provides students with
information about how to summarize and present articles and/or short case studies associated with the tourism
and recreation industry.
GENERAL LEARNING OUTCOMES (COMPETENCES)
On successful completion of this course, students will have developed knowledge and understanding of:
1. identifying various service characteristics,
2. describing the strategic planning process,
3. describing the concept of marketing information system,
4. identifying the different product levels that are applicable to the tourism and recreation industry and the
relevant product life-cycle strategies,
5. listing the internal marketing process,
6. outlining the linkages between service quality, value, customer satisfaction, and loyalty,
7. describing factors to be considered when setting prices and the different pricing strategies,
8. listing capacity and demand strategies,
9. describing the nature of distribution channels and the functions that channels perform ,
10. identifying the promotional mix that consists of advertising, personal selling, sales promotion, and
publicity, and
11. Describing the organization and management of tourism marketing.
On successful completion of this course, students will have developed skills in:
12. summarizing and presenting articles and/or case studies,
13. giving suggestions for managerial implications for business practice in their case studies,
14. presenting and defending their own ideas by participating in class discussions,
15. Making library and on-line database search for articles, and using technology.
On successful completion of this course, all students will have developed competencies in:
16. having social responsibility and ethical understanding in the implementation of marketing decisions
17. Demonstrating the use of learning resources, and learning autonomously.
1
Faculty of Tourism
TMKT314
Marketing for Tourism and Recreation Industry II
GRADING CRITERIA
The following grading criteria are used university wide:
Grade
Marks
Value
A
85-100
4.0
A80-84
3.7
B+
75-79
3.3
B
70-74
3.0
B66-69
2.7
C+
63-65
2.3
C
60-62
2.0
C57-59
1.7
D+
54-56
1.3
D
50-53
1.0
D45-49
0.7
F
0-44
0.0
NG
0.0
RELATIONSHIP TO OTHER COURSES
As one of the critical business functions, marketing influences our daily lives and is related to such courses as
Introduction to Management, Marketing Management, Research Methods, and Marketing for Tourism and
Recreation Industry I.
LEARNING / TEACHING METHOD
Class lectures will be delivered to teach the pertinent topics using power point slides and video cases. In
addition, there will be a number of articles and short case studies that are posited to support students’ learning
efforts.
ASSIGNMENTS
Each student is responsible for summarizing and presenting his article. The articles authored or co-authored by
Professor Karatepe in various journals such as the International Journal of Hospitality Management, the
International Journal of Contemporary Hospitality Management, the Journal of Hospitality and Tourism
Research, Cornell Hospitality Quarterly, the Journal of Travel and Tourism Marketing, Tourism Management,
The Service Industries Journal, the Journal of Hospitality Marketing and Management, Services Marketing
Quarterly, Tourism and Hospitality Research, Managing Service Quality, the International Journal of Service
Industry Management, E + M Ekonomie a Management, Tourism Analysis, Tourism Review, the International
Journal of Tourism Research, the Journal of Human Resources in Hospitality and Tourism, Tourism: An
International Interdisciplinary Journal, the Journal of Hospitality and Tourism Management, Anatolia, and the
International Journal of Hospitality and Tourism Administration should be downloaded, summarized, and
presented. The content of the summary for each article should include the following titles: (1) the purpose of the
article; (2) the conceptual/research model and hypotheses; (3) sample of the study; (4) discussion of findings;
and (5) implications for managers.
Each student is also responsible for summarizing and presenting his short case study. These short case studies
are available in each chapter in the textbook. The content of the summary for each case study should include
the following titles: (1) information about the company (e.g., historical background, corporate vision and mission),
(2) strategies used by the company, and (3) the company’s service culture.
METHOD OF ASSESSMENT
Students have to undertake the following forms of assessment (%):
Participation
Summary of the Short Case Study
Presentation of the Short Case Study
Summary of the Article
Presentation of the Article
Reflections
Final Exam
Total
2
: 5
: 5
: 10
: 10
: 10
: 25
: 35
: 100
Faculty of Tourism
TMKT314
Marketing for Tourism and Recreation Industry II
ATTENDANCE
Attendance is compulsory and absenteeism more than 20% of classes will be graded as “F”. Students with poor
interest, poor attendance and lack of data are graded NG.
TEXTBOOK
Kotler, P., Bowen, J., and Makens, J. (2010), Marketing for tourism and hospitality. (6th ed.). Upper Saddle River,
New Jersey: Pearson Education.
EXTENDED READING LIST
A number of articles can be downloaded and read from a number of journals such as the Journal of Travel
Research, the International Journal of Hospitality Management, the International Journal of Contemporary
Hospitality Management, the Journal of Travel and Tourism Marketing, Tourism Management, and the Journal of
Hospitality Marketing and Management.
SEMESTER OFFERED
2016-2017 Spring
CONTENT & SCHEDULE
Lectures will be held on Monday (13:30-14:20) in TH 105 and Thursday (14:30-15:20) in TH 103. Office hours
are on Wednesday (10:30-12:20). The lecture topics within the semester are in the following schedule:
WEEK
1
2
3
4
5
6
7
8
9
10
11
12
13
TOPICS
-Introduction: Marketing for Hospitality and Tourism
- Service Characteristics of Hospitality and Tourism
Marketing
-Video Cases
-The Role of Marketing in Strategic Planning
-Video Cases
-Marketing Information Systems and Marketing
Research
-Video Cases
-Designing and Managing Products
-Presentations (Articles and/or Short Case Studies)
-Internal Marketing
-Presentations (Articles and/or Short Case Studies)
-Video Cases
-Pricing Products: Pricing Considerations,
Approaches, and Strategy
-Presentations (Articles and/or Short Case Studies)
Reflections
-Distribution Channels
-Presentations (Articles and/or Short Case Studies)
-Promoting products: Communication and Promotion
Policy and Advertising
-Presentations (Articles and/or Short Case Studies)
-Promoting products: Public Relations and Sales
Promotion
-Presentations (Articles and/or Short Case Studies)
-Destination Marketing
-Video Cases
-Presentations (Articles and/or Short Case Studies)
Revision
3
READING
Chapter 1
Chapter 2
Chapter 4
Chapter 5
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 17
-
Faculty of Tourism
TMKT314
Marketing for Tourism and Recreation Industry II
14
FINAL EXAM PERIOD
All chapters,
video cases,
articles, and short
case studies
PLAGIARISM
This is intentionally failing to give credit to sources used in writing regardless of whether they are published or
unpublished. Plagiarism (which also includes any kind of cheating in exams) is a disciplinary offence and will be
dealt with accordingly. Please visit http://www.emu.edu.tr for further information.
4
urse Code: TMKT 314
Number of ECTS credits: ECTS
(student work load: 150)
Week Course
Program LOS
LOS
1
1,17
1,2,12
2
1
1,2
3
2,17,19
1,2,
4
3
1,2
5
4, 12,
13,19
5,6, 12,
13,19
1,2,5, 9,10,11,
12
1,2,5,7,9,10,11,1
2
7
7,8,
12,13,19
1,2,7,9, 10,11,13
8
13, 18
7,11
9
9, 12, 19
1,10,11 ,13
10
10, 12,19
1,9,10,11,13
11
10, 12,19
1,9,10,11,13
12
1,11,13
1,2,7,9, 12,13
13
12-19
10,11,13
6
14
13, 18
7,11
Course Name: Marketing for Tourism and Recreation Industry II
Instructor Name: Georgiana Karadas
Student Work Load
Educational Activities
Lectures
Chp.1: Introduction: Marketing for Hospitality and Tourism
Chp.2: Service Characteristics of Hospitality and Tourism Marketing
Video Cases
Chp.4: The Role of Marketing in Strategic Planning
-Video Cases
Chp.5: Marketing Information Systems and Marketing Research
-Video Cases
Chp.9: Designing and Managing Products
-Presentations (Articles and/or Short Case Studies)
Chp.10: Internal Marketing
-Presentations (Articles and/or Short Case Studies)
-Video Cases
Chp.11: Pricing Products: Pricing Considerations, Approaches, and
Strategy
-Presentations (Articles and/or Short Case Studies)
Reflections
3
3
Independent
Work
2
2
3
2
3
2
3
2
3
2
3
2
Chp.12: Distribution Channels
-Presentations (Articles and/or Short Case Studies)
Chp.13: Promoting products: Communication and Promotion Policy
and Advertising
-Presentations (Articles and/or Short Case Studies)
Chp.14: Promoting products: Public Relations and Sales Promotion
-Presentations (Articles and/or Short Case Studies)
Chp.17: Destination Marketing
-Video Cases
Presentations (Articles and/or Short Case Studies)
Revision
3
2
3
2
3
2
3
2
3
2
36
Total: 180
4
Assessment Hours
Reflections – 30
hrs.
25
Pres. Case Study- 10
10
5
10
10
hrs.
Sum. Case Study10hrs.
Pres. Article-15hrs.
Article Sum.-15 hrs.
Final Exam
24
Date:
Weight of
Asses. (%)
Exam – 40 hrs.
Participation
120
35
5
100
TMKT 314
Marketing for
Tourism and
Recreation
Industry II
Program outcomes in
terms of Knowledge
1
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
F
F
F
F
F
F
F
F
F
F
F
2
Program outcomes in terms of Skills
3
P
P
4
5
6
F
F
F
F
F
F
F
F
F
F
F
F
7
Program outcomes in terms of Competencies
8
9
F
F
F
F
F
F
F
F
F
F
F
F
F
F
P
F
F
F
10
11
12
13
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
F
P
P
5