Tourism Marketing

Course Leader: Dr Naci Polat

Home Institution: Pamukkale University, Denizli, Turkey

Course Description:
This course will inform students with an understanding of the marketing process related to travel and tourism. General concepts of marketing for travel and tourism have unique characteristics that create a variety of problems and opportunities specific to and important for tourism marketing professionals. Sustainability is especially underlined as it is used today as an effective method in terms of marketing tool of tourism. As one of the world top tourism destination, the Turkish tourism sector’s marketing strategies will be analysed and evaluated by different case studies.

Course Objectives:
This course aims to create an understanding of tourism marketing and to implement the usage of its elements with a sustainability approach.

Course Methodology:
Lectures, discussions, case studies and web exercises will be used

Proposed course schedule:
Day: 1
What does Marketing mean in Travel and Tourism Services?
Objectives: Defining travel and tourism with its related sectors. In addition, introducing and discussing special characteristics of the service sector.
Day: 2
Travel and Tourism Marketing
Objectives: Approaches related to its special characteristics.
Day: 3
Consumer Behaviour: Motivations and etc. - ASSIGNMENT 1
Objectives: Implications of marketing on the behaviour of customers (Discussion)
Day: 4
Market Segmentation
Objectives: Understanding of market segmentation for travel and tourism.
Day: 5
Product and Marketing Mix for Tourism Industry - ASSIGNMENT 2
Objectives: Discussing of touristic product and its marketing mix
Day: 6
Marketing Research - Quiz
Objectives: Tools of marketing research for market planning
Day: 8
Strategic Tourism Marketing
Objectives: Long term planning of company is introduced by the help strategic market planning
Day: 9
Marketing of Destinations and Hotels with a focus on Sustainability
Objectives: The meaning, applications and approaches in the marketing of tourism destinations and hotels
Day: 10
Marketing of Transportation Means and Visitor Attractions with focus on Sustainability (Final Exam)
Objectives: The meaning and applications in the practice of marketing in Transportation (Especially in the aviation sector) and Visitor Attractions.

Evaluation system and final grade approximation:
Short-essay assignments: 30%
Final examination: 30%
Quiz: 15%
In-class participation: 10%
Case studies: 15% (every 2 days)

Course Policies
Attendance: Students are expected to attend classes regularly. The absence rate should not be more than 25% as regulated by the university. Those students with above 25% absence will not be accepted to take the exams.
Participation: Students are expected to participate in the discussions.
Case Studies: There will be case studies related to each topic covered in the course and the students are supposed to do them in the classroom in groups. Participation to the discussions during the case study sessions has an important contribution in grading. Please keep in mind that when a case study is missed, there is no make-up for it.
Short Essay Assignments: There will be three short essay assignments throughout the course which will be completed individually by each student. One of those assignments will be a bonus.

Holloway, J. C.; Plant R. V. Marketing for Tourism (4nd ed.). Prentice Hall/Financial Times. (2004)
Kotler, P.; Bowen, J. and Makens, J. Marketing for Hospitality and Tourism (5th ed.). Prentice Hall New Jersey. (2011)