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NEAR EAST UNIVERSITY SCHOOL OF TOURISM AND HOTEL MANAGEMENT COURSE OUTLINE HOSPITALITY MARKETING – THM 328 SPRING SEMESTER 2014-2015 Lecturer

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NEAR EAST UNIVERSITY

SCHOOL OF TOURISM AND HOTEL MANAGEMENT COURSE OUTLINE

HOSPITALITY MARKETING – THM 328 SPRING SEMESTER 2014-2015 Lecturer: Özlem YAMAK

Contact Info: ozlem.yamak@neu.edu.tr OR ozlm.yamak@gmail.com Pre-requisites: THM 243 ‘Introduction to Hospitality Marketing’

Credit Hours: (3, 1) 3

Course Schedule: Every Monday and Wednesday at 15:30-17:20 Course Room: C 1

Course Description: This course focused on the application of marketing principles and techniques to the hospitality and travel industries. The student will examine how the marketing concepts of product, place, and price and promotion can be effectively utilized in the hospitality industry.

Required Text:

Kotler, Philip; Bowen, T. John; Makens, C. James. 2010. Marketing for Hospitality and Tourism. 5

th

ed. Pearson Prentice Hall.

Course Performance Requirements

Quiz + Participation + Attendance 15 %

Mid-Term Exam 30 %

HW + Project 15 %

Final Exam 40 %

Attendance is compulsory.

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The Weekly Breakdown of the Course Content

WEEK DATE TOPICS

1 16 Feb. 2015

18 Feb. 2015

Introduction

Marketing for Hospitality and Tourism

2 23 Feb. 2015

25 Feb. 2015

Service Characteristics of Hospitality and Tourism Marketing

3 02 Mar. 2015

04 Mar. 2015 The Role of Marketing in Strategic Planning

4 09 Mar. 2015

11 Mar. 2015

The Marketing

Environment

5 16 Mar. 2015

18 Mar. 2015

Marketing Information Systems and Marketing Research

6 23 Mar. 2015

25 Mar. 2015

Consumer Markets and

Consumer Buying

Behaviour

7 30 Mar. 2015

01 Apr. 2015 Market Segmentation,

Targeting Positioning

8 06 Apr. 2015

08 Apr. 2015

Organisational Buyer Behaviour of Group Market

9 13-17 Apr. 2015 MID-TERM WEEK

10 20 Apr. 2015

22 Apr. 2015

Designing and Marketing Products

11 27 Apr. 2015

29 Apr. 2015

Internal Marketing

12 04 May 2015

06 May 2015

Pricing Products: Pricing Considerations,

Approaches, and Strategy

13 11 May 2015

13 May 2015

Distribution Channels

14 18 May 2015

20 May 2015

Promotion Products:

Communication Promotion Policy and Advertising

15 25 May 2015

27 May 2015

Project Presentations

16 29 May 2015 End Of Classes

19 01-12 June 2015 FINAL EXAM WEEK

20 22-25 June 2015 Re-Sit Exams

21 26 June 2015 End of Term

The outline is tentative and topics may change or shift in terms of their timing.

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