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Language of Instruction
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Turkish
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Level of Course Unit
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Bachelor's Degree
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Department / Program
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Tourism Management
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Type of Program
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Formal Education
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Type of Course Unit
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Elective
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Course Delivery Method
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Face To Face
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Objectives of the Course
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The aim of this course is to develop students ` skills in analyzing the dynamic structure of the tourism sector from a marketing perspective, interpreting changing tourist expectations, and making strategic marketing decisions in a competitive tourism environment. The course aims to enable students to develop value-oriented, innovative, and sustainable marketing approaches for tourism businesses and destinations, and to integrate theoretical knowledge with critical thinking and problem-solving competencies.
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Course Content
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This course is structured around fundamental concepts and approaches to tourism marketing. It covers the characteristics and importance of tourism marketing, the structure of tourism products, analysis of tourism markets, tourist consumer behavior, market segmentation, target market selection, and positioning strategies. Furthermore, the elements of the marketing mix (product, price, distribution, and promotion) are examined within the context of the tourism sector, and topics such as destination marketing, brand management, service quality, and customer satisfaction are addressed. In later sections, digital marketing applications, social media, e-tourism, sustainable tourism marketing, and current industry examples are evaluated through case studies.
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Course Methods and Techniques
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Book and article analysis, oral presentation, written exam
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Prerequisites and co-requisities
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None
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Course Coordinator
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Asist Prof.Dr. Bünyamin ÖZLÜ bunyamin.ozlu@hku.edu.tr
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Name of Lecturers
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Asist Prof.Dr. Bünyamin ÖZLÜ bunyamin.ozlu@hku.edu.tr
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Assistants
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Research Assist. Şeyda KAYA seyda.kaya@hku.edu.tr
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Work Placement(s)
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No
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Recommended or Required Reading
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Resources
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Kozak, M and Sop, S.A (2023), Tourism Marketing, Revised 9th Edition, Detay Publishing
Koban, E and Eker İşçioğlu, T (2019), Tourism Marketing with a Competitive Approach, Ekin Publishing
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Course Notes
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The core materials for the course consist of weekly lecture presentations prepared by the instructor, academic articles, marketing reports, relevant book chapters, and case studies. Each week, students will be informed in advance about the required readings for the topic at hand. Furthermore, current marketing reports and practical examples—published by the World Tourism Organization (UN Tourism), industry research organizations, and tourism enterprises—will serve as key references for the course. All course materials will be presented to students by the instructor within the classroom setting.
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Documents
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Kozak, Nazmi (2019), Turizm Pazarlaması, 8. Baskı, Detay Yayıncılık Kozak, Nazmi ve Sop, Serhat Adem (2023), Turizm Pazarlaması, 9. Baskı, Detay Yayıncılık
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