TÜRKÇE
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Information
| Unit | TOURISM AND HOTEL MANAGEMENT ACADEMY |
| ACCOMMODATION SERVICES PR. | |
| Code | KON243 |
| Name | Marketing Principles |
| Term | 2023-2024 Academic Year |
| Semester | 3. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 3 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Öğr. Gör.Dr. OYA YILDIRIM |
| Course Instructor |
Öğr. Gör.Dr. OYA YILDIRIM
(Güz)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of this course is to explain analytical terms and recent techniques through understanding strategy role of marketing with managers who can define and analyze problems in marketing.
Course Content
Development of marketing, marketing environment, strategic marketing planning, market types, market segmentation, marketing mix elements.
Course Precondition
None
Resources
Mucuk, İ. (2016). Marketing principles. Türkmen Bookstore, İstanbul.
Notes
Philip Kotler, Gary Armstrong (2018). Marketing Principles, Beta Publishing.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Explain the basic concepts of marketing. |
| LO02 | Understands customer value and the importance of customer satisfaction. |
| LO03 | Explain the four basic marketing mixes. |
| LO04 | Understands strategic marketing planning and its difference from marketing plan and marketing program. |
| LO05 | Explains the effect of economic needs on customer purchasing decision and customer decision making process. |
| LO06 | Understands organizational buying behavior. |
| LO07 | Understands the new product development process and the impact of the product lifecycle on the strategic plan. |
| LO08 | Apply the necessary techniques for marketing applications. |
| LO09 | Defines consumer markets and industrial markets. |
| LO10 | Comprehends new marketing trends. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic concepts of business administration and the strategic, tactical, and operational dimensions of business management. | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Explains the basic legal, social and moral rules and related legislation covering the business area. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Comprehends the planning, organization, execution, coordination and control functions of accommodation establishments management. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Can use numerical and statistical information to research, think, analyze, establish cause-effect relationships, make decisions and establish strategies. | |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Updates skills by following the innovations and changes in field. | 4 |
| PLO06 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can carry out projects and works related to the field within the framework of quality processes, and develops the skills to work independently and in harmony with a team. | |
| PLO07 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | In unforeseen complex situations that may be encountered in relation to hotel management, travel management and other types of touristic businesses, it takes responsibility and finds solutions by examining good examples in other countries and foreign sources. | 3 |
| PLO08 | Yetkinlikler - Öğrenme Yetkinliği | As well as being specialized in a certain field of a tourism business, it develops the skills to support other parts of the business and adapt to sudden situations. | 4 |
| PLO09 | Yetkinlikler - Öğrenme Yetkinliği | Can obtain information from sources of different characteristics and in foreign languages, and observes social, scientific and ethical values. | |
| PLO10 | Yetkinlikler - Öğrenme Yetkinliği | In addition to her/his professional development, constantly improves herself/himself by identifying learning needs in scientific, social, cultural and artistic fields in line with her/his interests and abilities. | |
| PLO11 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can communicate correctly and effectively both in written and oral form in Turkish and foreign languages, and can convey information and ideas about the field in a way that others can understand. | 5 |
| PLO12 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Performs health, safety, quality and risk assessments; works by taking measures for laws, professional conditions, ethics, fundamental personal rights and freedoms, privacy of private life, social responsibility and environmental protection. | |
| PLO13 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Follows national and international external environmental and sectoral conditions at a level that can cope with cyclical fluctuations due to flexible demand conditions in the field of tourism management, uses tools to analyze a tourism business with its internal and external environment, evaluates the findings and decides. | 5 |
| PLO14 | Yetkinlikler - Alana Özgü Yetkinlik | Recognizes information systems used in hotel businesses, uses basic information technologies and software related to the field. | |
| PLO15 | Yetkinlikler - Alana Özgü Yetkinlik | Evaluates domestic and foreign concepts, ideas and data in the field of tourism management with scientific methods. | |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Understands the socio-economic structure of tourism and its importance for the country and the world within the scope of this structure, and directs the design of the investment phase of a new business to be established in other areas of the tourism and service sector. | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Marketings Value to Consumers, Firms, and Society. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Tartışma, Soru-Cevap |
| 2 | Marketing Strategy Planning. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 3 | Evalualting Opportunities in the Changing Marketing Environment. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 4 | Marketing Ethics. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Gösteri |
| 5 | Demographic Dimensions of Global Consumer Markets. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 6 | Consumer Buyer Behavior. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 7 | Business and Organizational Customers and Their Buying Behavior. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 8 | Mid-Term Exam | Prepare for Exam. | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Segmentation, Targeting, and Positioning. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 10 | Developing New Products. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 11 | Advertising, Public Relations, and Sales Promotions. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 12 | Development of Channel Systems. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 13 | Distribution Customer Service and Logistics. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 14 | Price Policies | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 15 | Reatilers, Wholesalers, and Their Strategy Planning. | Reading Relating Textbook. | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 16 | Term Exams | Prepare for Exam. | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Prepare for Exam. | Ölçme Yöntemleri: Yazılı Sınav |
Assessment (Exam) Methods and Criteria
Current term shares have not yet been determined. Shares of the previous term are shown.
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 40 |
| General Assessment | ||
| Midterm / Year Total | 100 | 40 |
| 1. Final Exam | - | 60 |
| Grand Total | - | 100 |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 1 | 8 | 8 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 8 | 8 |
| Final Exam | 1 | 8 | 8 |
| Total Workload (Hour) | 80 | ||
| Total Workload / 25 (h) | 3,20 | ||
| ECTS | 3 ECTS | ||