COURSE INFORMATION Course Title: STRATEGIC MARKETING

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 816	B	2	3	0	0	3	10

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Teoman Duman , Monday 13.00 - 17.00
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Classroom and Meeting Time:	Monday 18.00 - 21.00
Course Description:	Marketing is a Strategic Management function. Even though it has operational tasks the main credits go to strategic implications and approach. Strategic Marketing course describes holistic marketing function in the frame of Marketing Strategy. This advanced course provides insights for academicians and develops management skills for professionals.
Course Objectives:	The purpose of this course is to cover theories and research studies in strategic marketing. The course will focus on theories and research studies that are relevant to destination marketing.

COURSE OUTLINE

Week	Topics
1	1. Target Marketing and Its Application to Tourism; 2. The Role of Market Segmentation in Strategic Tourism Marketing
2	3. Social Interactions as Basis for Segmenting the Tourism Market; 4. Destination Branding Development Linking Supply Side and Demand Side Perspectives
3	5. Place Branding: The Issue of a Narrowed Tourism Perspective 6; Destination Imagery: Examining online Representative Dissonance in India
4	7. Destination Brand Equity Modelling and Measurement - A Summer Tourism Case from Sweden; 8. Local Stakeholder's Image of Tourism Destinations: Outlooks for Destination Branding
5	9. Implementing Relationship Marketing in Hospitality and Tourism Management; 10. Customer Value in Tourism Services: Meaning and Role for a Relationship Marketing Approach
6	11. Identifying the Major Determinants of Loyalty in Tourism; 12. Familiarity and Experience in Tourist Satisfaction and Loyalty Development
7	13. Introduction to Experiential Marketing; 14. Tourist Experience Development: Designed Attributes Perceived Experiences and Customer Value
8	15. The Service Dominant Logic Approach to Tourism Marketing Strategy; 16. Marketing the Rural Tourism Exoperience
9	17. Destination Cross River; 18. An Overview of the Main Innovations in E-marketing
10	19. Information and Communication Technologies in Tourism: A Comparison for Travel Agents, Hotels and Restaurants; 20. Exploring the Potential of Travel Reviews: Implications for Strategy Formulation and Implementation
11	21. Mobile Marketing in Tourism Services
12	Research Paper Reviews
13	Research Paper Reviews
14	Research Proposal Presentation

Prerequisite(s):	Marketing 1, Marketing 2, Consumer Behavior, Research Methods in Social Sciences, Statistics
Textbook:	Tsiotsou, R H. and Goldsmith R. E. (Eds) (2012). Strategic Marketing in Tourism Services. Bingley, UK: Emerald. Hooley, G., Piercy, N. F. and Nicoulaud, B. (2012). Marketing Strategy and Competitive Positioning. Essex, England: Prentice Hall.
Other References:
Laboratory Work:
Computer Usage:	SPSS, AMOS, Microsoft Office Programs
Others:	No

COURSE LEARNING OUTCOMES

1	Understanding theories relevant to strategic marketing
2	Comprehending strategic marketing theories in tourism
3	Evaluating research methodologies and findings regarding strategic marketing in tourism
4	Gaining skills to develop a strategic marketing proposal for a destination

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Doctorate (PhD) in Business Administration Program
1	The students are expected to gain the skills of understanding, analyzing, explaining and using the fundamental concepts of Business Administration.	5
2	Skills of understanding the requirements for designing a business unit or environment.	5
3	They gain knowledge about management and organization.	3
4	They gain knowledge about marketing and production.	5
5	They gain knowledge about accounting and finance.	2
6	They learn how to benefit from mathematical and statistical methods used in business management.	2
7	Learning the communication skills by acquiring the professional terminology of business administration.	3
8	Learning and adopting the ethical, social and legal (laws and regulations) responsibilities needed in the field of business administration and management.	3
9	Ability to effectively use technological devices (IT systems) and modern techniques in managing a business environment successfully.	4
10	Gain the theoretical knowledge of both classical and modern theories necessary to manage a business.	5
11	Acquiring an open minded-attitude through continuous learning and practice and participation.	5

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Homework	1	30
Presentation	1	20
Term Paper	1	50
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	6	96
Mid-terms			0
Assignments	16	6	96
Final examination			0
Other	1	10	10
Total Work Load:			250
Total Work Load/25(h):			10
ECTS Credit of the Course:			10