Tourism and Hotel Management (English) | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code: | YMD411 | ||||||||
Course Name: | Marka İletişimi | ||||||||
Course Semester: |
Fall |
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Course Credits: |
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Language of instruction: | TR | ||||||||
Course Requisites: | |||||||||
Does the Course Require Work Experience?: | No | ||||||||
Type of course: | University Elective | ||||||||
Course Level: |
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Mode of Delivery: | Face to face | ||||||||
Course Coordinator : | Dr.Öğr.Üyesi AYŞE NAZLIHAN BEŞİKTAŞ | ||||||||
Course Lecturer(s): |
Dr.Öğr.Üyesi FATMA YONCA TUNÇ |
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Course Assistants: |
Course Objectives: | To comprehend the nature of the brand concept and the important role of the strategic management of this concept in the survival of the businesses around competitive marketing, To gain familiarity with the theory and applications at every stage of the process of brand application and the ability to apply / measure information about the process in which this concept is created, measured and managed. |
Course Content: | Brand components, brand types, brand creation, name, symbol and slogan, brand identity and positioning, person brand concept, storytelling, brand campaigns. |
The students who have succeeded in this course;
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Week | Subject | Related Preparation |
1) | Brand and brand management. | |
2) | Consumer-based brand presence | |
3) | Brand positioning and values. | |
4) | Selection of brand elements for the establishment of brand assets. | |
5) | Designing marketing programs for the establishment of brand assets. | |
6) | Integrated marketing communication for establishing brand presence. | |
7) | Benefiting from the secondary brand information for establishing brand presence. | |
8) | Midterm Exam. | |
9) | Measurement and interpretation of brand performance. | |
10) | Design and implementation of marking strategies. | |
11) | Naming of new products entering the market and brand expansion. | |
12) | Time management of the brand. | |
13) | Management within the geographical boundaries and market segments of the brand. | |
14) | An overview of the course. |
Course Notes / Textbooks: | - Kahraman, Murat. Sosyal Medya 101 2.0, İstanbul; Mediacat Yayıncılık, 2013 - Stratten, Scott. Sosyal Medyada Yapılan Müthiş İşler / Vasat İşler, İstanbul; Mediacat Yayıncılık, 2012 |
References: | - Kahraman, Murat. Sosyal Medya 101 2.0, İstanbul; Mediacat Yayıncılık, 2013 - Stratten, Scott. Sosyal Medyada Yapılan Müthiş İşler / Vasat İşler, İstanbul; Mediacat Yayıncılık, 2012 |
Learning Outcomes | 1 |
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Program Outcomes | ||||||||
1) Learning the facts, concepts and principles related to tourism and hotel management | ||||||||
2) Having a theoretical and practical knowledge at the basic level related to the field | ||||||||
3) To be able to make analytical evaluations for tourism and travel sector | ||||||||
4) Learning the basic laws and regulations and professional standarts that apply regarding the tourism sector in Turkey and physical environment associated with hotel management space, tools, and use acquainted with the technology, applying the ethical values, protecting the natural environment | ||||||||
5) To be able to work efficiently in the tourism sector | ||||||||
6) Learning the characteristics of the major tourist destinations to apply this knowledge in the tourism sector for Turkey and worldwide | ||||||||
7) Organizing, coordinating and developing departments in accommodation organizations | ||||||||
8) To be able to define and develop sales techniques and income management practices applied in accommodation and food and beverage companies | ||||||||
9) Demonstrating the ability to apply professional working techniques in food and beverage establishments |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | Learning the facts, concepts and principles related to tourism and hotel management | |
2) | Having a theoretical and practical knowledge at the basic level related to the field | |
3) | To be able to make analytical evaluations for tourism and travel sector | |
4) | Learning the basic laws and regulations and professional standarts that apply regarding the tourism sector in Turkey and physical environment associated with hotel management space, tools, and use acquainted with the technology, applying the ethical values, protecting the natural environment | |
5) | To be able to work efficiently in the tourism sector | |
6) | Learning the characteristics of the major tourist destinations to apply this knowledge in the tourism sector for Turkey and worldwide | |
7) | Organizing, coordinating and developing departments in accommodation organizations | |
8) | To be able to define and develop sales techniques and income management practices applied in accommodation and food and beverage companies | |
9) | Demonstrating the ability to apply professional working techniques in food and beverage establishments |
Field Study | |
Expression | |
Brainstorming/ Six tihnking hats | |
Lesson | |
Group study and homework | |
Reading | |
Homework | |
Project preparation | |
Q&A / Discussion | |
Case Study |
Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing) | |
Homework | |
Application | |
Group project | |
Presentation | |
Reporting | |
Case study presentation |
Semester Requirements | Number of Activities | Level of Contribution |
Midterms | 1 | % 40 |
Final | 1 | % 60 |
total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 40 | |
PERCENTAGE OF FINAL WORK | % 60 | |
total | % 100 |
Activities | Number of Activities | Workload |
Course Hours | 15 | 45 |
Study Hours Out of Class | 16 | 96 |
Final | 1 | 3 |
Total Workload | 144 |