ECTS - Marketing Management in the system of Tourism Accommodation

Marketing Management in the system of Tourism Accommodation (TKİŞ108) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Marketing Management in the system of Tourism Accommodation TKİŞ108 2. Semester 1 0 0 3 6
Pre-requisite Course(s)
Course Language English
Course Type Compulsory Departmental Courses
Course Level Associate (Short Cycle)
Mode of Delivery Distance
Learning and Teaching Strategies Lecture, Demonstration, Discussion, Question and Answer.
Course Coordinator
Course Lecturer(s)
Course Assistants
Course Objectives Teaching the students the importance of marketing for accommodation businesses, the properities of accommodation businesses that affect the marketing activities and how the target market selection is to be done.
Course Learning Outcomes The students who succeeded in this course;
  • Recognizing the importance of marketing activities in accommodation businesses
  • Developing suitable marketing strategies according to the characteristics of goods and services in accommodation businesses
  • Understanding characteristics of elements in Marketing environment and the importance of monitoring them, understanding the points necessary to be careful while making the selection of target marketing.
  • Understanding the effects of mass and individual marketing in Accommodation businesses on the customer’s satisfaction
  • Understanding the features and content of Marketing Information System (MIS)
  • Understanding the importance and the content of the modern marketing methods in Customer satisfaction
  • Recognizing the importance and the content of the marketing planning in accommodation businesses
Course Content First explaining the concepts of marketing and service marketing, discussing the definitions within the concept of tourism marketing, the tourism marketing system, its functions, its properties, mixed tourism marketing elements, modern marketing methods with marketing researches, marketing plans, strategic plans, marketing strategies.

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 Introduction to marketing; definition, purpose, characteristics, historical development Chapter 1
2 Service marketing; service classification, characteristics Chapter 2
3 Tourism marketing concept; definition and purpose, characteristics, environment Chapter 3
4 Demographic factors, economic factors, technological factors, political factors, ecological factors, the necessity of tourism marketing Chapter 4
5 Market structure in tourism; individual tourist markets (purchase behavior, the personal and psychological factors of touristic purchase behavior) Chapter 5
6 Midterm Exam Midterm Exam
7 The social, cultural, situational factors of purchase behavior, purchasing decision process, tourist types, the tourist groups markets, tourism market and the segmentation; benefits, conditions and methods. Chapter 6
8 The strategies of target market selection, the marketing mix elements; product, distribution Chapter 7
9 Pricing, promotion, physical evidence, the participants, process management Chapter 8
10 Guerrilla marketing, green marketing, neuro marketing Chapter 9
11 Strategic planning Chapter 10
12 Environmental analysis, analyzing the product and the competition, analyzing markets Chapter 11
13 Concept of marketing research, reason of making marketing research, dividing the marketing research, marketing research results and analysis, monitoring marketing research, comparison qualitative and quantitative, the place and the ımportance of marketing ınformation system in marketing researches Chapter 12
14 Marketing Strategies in Accommodations Businesses; Growth Strategies Chapter 13
15 Competitive Strategies Chapter 14
16 Final Exam Final Exam


Course Book 1. Akmel, Jale, Turizm İşletmelerinde Pazarlama Yönetimi, M.Ü. M.Y.O. Yayını İstanbul,1994.
2. Altunışık, Remzi, Ö Şuayıp, Ö. Torlak : Modern Pazarlama, Üçüncü Baskı, Değişim Aktüel Kitabevi, İstanbul, 2004,
Other Sources 3. Çoroğlu, Coşkun, Yeni Ekonomide Yönetim ve Pazarlama, Alfa Yayınları:1059, Dizi No:34, 1. Baskı, İstanbul, 2002
4. Doğan H., Zafer, Turizmin Sosyo-Kültürel Temelleri, 2. Baskı. Detay Yayıncılık, Ankara, 2004.

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation 1 5
Laboratory - -
Application - -
Field Work - -
Special Course Internship - -
Quizzes/Studio Critics 1 10
Homework Assignments - -
Presentation - -
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury 1 20
Final Exam/Final Jury 1 65
Toplam 4 100
Percentage of Semester Work 35
Percentage of Final Work 65
Total 100

Course Category

Core Courses X
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 The skills of understanding, explaining, and using the fundamental concepts of tourism and accommodation management X
2 Analyzing and designing management techniques and practices in tourism and accommodations X
3 Understanding the planning, organizing, executing, coordinating and control functions of tourism and accommodation management, along with explanation and implementation of them. X
4 Understanding the strategic, tactical and operational dimensions of the tourism and accommodation management. X
5 Ability to use the modern techniques and technological devices of tourism industry. X
6 Improving the ability to effectively implement the knowledge and skills in alternative tourism areas. X
7 Concentrating practice along with theoretical frame of tourism management. X
8 Developing the skills of communication. X
9 Understanding the trends in the tourism industry. X
10 Having the quality consciousness in the tourism industry. X
11 Adopting work ethic and social responsibility in the tourism industry X

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours)
Special Course Internship
Field Work
Study Hours Out of Class 15 8 120
Presentation/Seminar Prepration
Homework Assignments
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury
Prepration of Final Exams/Final Jury
Total Workload 120