Tourism and Hotel Management (English)
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

General course introduction information

Course Code:

BBA341

Course Name:

Marketing Management

Course Semester:

Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	7

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Compulsory

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Dr.Öğr.Üyesi CEYDA OVACI

Course Lecturer(s):

Dr.Öğr.Üyesi UĞUR TARIK ÖZKUT
Dr.Öğr.Üyesi CEYDA OVACI

Course Assistants:

Course Objective and Content

Course Objectives:

The aim of this course is to teach the basic concepts of customer relationship management to the students. Upon completion of the course, the students will have knowledge about the definition of customer relationship management, its purpose, its place in marketing strategy, customer data integration, sales force automation and applications, ethics in customer relationship management, privacy and new applications.

Course Content:

Developing marketing strategies and plans; connecting with customers: creating long-term loyalty relationships, building strong brands: identifying market segments and targets, creating brand equity; product and service strategies; pricing strategies; managing marketing channels; elements of integrated marketing communications, digital communications; advertising, sales promotions, events and experiences, and public relations; direct marketing; word of mouth; and personal selling.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) • Define marketing and understand the importance of marketing in the social and business world
2 - Skills
Cognitive - Practical
1) • Learn the development process of modern marketing
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
1) • To learn the four basic functions of marketing, product, price, promotion and distribution strategies, in the context of marketing plan
2) • Understanding marketing research techniques for consumer and competition analysis
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	Explanation on Course Syllabus
2)	Marketing Concept and Content	Discussion videos will be sent to students via O'learn
3)	Marketing Environment /Marketing Strategies and Planing	Discussion videosu will be sent to students via O'learn
4)	Customer Relationship Management/ Fundamental terms	Discussion videos will be sent to students via O'learn
5)	Consumer Behabior/ Fundamental terms	Discussion videos will be sent to students via O'learn
6)	Market Segmentation Strategies and Target Market Selection	Discussion videos will be sent to students via O'learn
7)	Positioning Strategies	Discussion videos will be sent to students via O'learn.
8)	Mİdterm Exam
9)	Growth and Competition Strategies	Discussion videos will be sent to student via O'learn
10)	Marketing Mix: Product Strategies	Discussion videos will be sent to student via O'learn
11)	Marketing Mix: Pricing Strategies	Discussion videos will be sent to student via O'learn.
12)	Marketing Mix: Distrubition strategies	Discussion videos will be sent to student via O'learn
13)	Marketing Mix: Promotion strategies	Discussion videos will be sent to student via O'learn
14)	General Evalution

Sources

Course Notes / Textbooks:	Philip Kotler, Kevin Keller (2014) Marketing Management 15Th edition
References:	Yok

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4
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

Course - Learning Outcome Relationship

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

Learning Activity and Teaching Methods

Field Study
Expression
Brainstorming/ Six tihnking hats
Lesson
Reading
Homework
Problem Solving
Q&A / Discussion
Case Study

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Oral Examination
Homework
Individual Project
Case study presentation

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Attendance	1	% 10
Homework Assignments	1	% 20
Midterms	1	% 30
Final	1	% 40
total		% 100
PERCENTAGE OF SEMESTER WORK		% 60
PERCENTAGE OF FINAL WORK		% 40
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	15	45
Study Hours Out of Class	13	98
Homework Assignments	15	30
Midterms	1	7
Final	1	14
Total Workload		194