GAZI UNIVERSITY INFORMATION PACKAGE - 2019 ACADEMIC YEAR

COURSE DESCRIPTION

BRAND MANAGEMENT IN TOURISM/1840046

Course Title:	BRAND MANAGEMENT IN TOURISM
Credits	3	ECTS	7.5
Semester	1	Compulsory/Elective	Elective

COURSE INFO

-- LANGUAGE OF INSTRUCTION

Turkish

-- NAME OF LECTURER(S)

Assoc. Prof. Ali YAYLI

-- WEB SITE(S) OF LECTURER(S)

http://www.websitem.gazi.edu.tr/site/yayli

-- EMAIL(S) OF LECTURER(S)

yayli@gazi.edu.tr

-- LEARNING OUTCOMES OF THE COURSE UNIT

Students are open to new experiences and adapt innovations in the field.
Define the relationship between marketing management and consumer behavior.
Explain the conecpts of brand awareness, brand value, brand identity, and brand equity.
Create a process of destination branding.
Manage the branding duration of a tourism entity and develop related policies.
Identify the city brand creation process and strategies.

-- MODE OF DELIVERY

The mode of delivery of this course is Face to face

-- PREREQUISITES AND CO-REQUISITES

There is no prerequisite or co-requisite for this course.

-- RECOMMENDED OPTIONAL PROGRAMME COMPONENTS

There is no recommended optional programme component for this course.

--COURSE CONTENT
1. Week	Introduction to Brands
2. Week	History of Brands
3. Week	Legal Arrangement of Brands
4. Week	Types of Brands
5. Week	Brand Management
6. Week	The Image and Analysis of Brand
7. Week	Customer Relations
8. Week	Midterm Exam
9. Week	Performance Assessment
10. Week	Organisational Identity and Brand
11. Week	Destination Branding
12. Week	Symbolic Power of Brand
13. Week	Branding on Tourism Industry
14. Week	Being an International Brand
15. Week	Country Branding
16. Week	Final Exam

-- RECOMMENDED OR REQUIRED READING

Kevin Lane, Keller, 2002, Strategic Brand Management, Printice Hall. David Aaker, 1998, Building Strong Brand, Free Press. Ries Al, Laura. (1998) Marka Yaratmanın 22 Kuralı. (Çev. Atakan Özdemir) Ankara: MediaCat Yay.

-- PLANNED LEARNING ACTIVITIES AND TEACHING METHODS

Lecture, Question & Answer, Discussion, Presentation

-- WORK PLACEMENT(S)

None

-- ASSESSMENT METHODS AND CRITERIA

	Quantity	Percentage
Mid-terms	1	30
Assignment	1	30
Exercises	0	0
Projects	1	40
Practice	0	0
Quiz	0	0
Contribution of In-term Studies to Overall Grade		40
Contribution of Final Examination to Overall Grade		60

-- WORKLOAD

Efficiency	Total Week Count	Weekly Duration (in hour)	Total Workload in Semester
Theoretical Study Hours of Course Per Week	14	3	42
Practising Hours of Course Per Week			0
Reading	10	3	30
Searching in Internet and Library	7	5	35
Designing and Applying Materials			0
Preparing Reports	8	4	32
Preparing Presentation	3	3	9
Presentation	2	5	10
Mid-Term and Studying for Mid-Term	3	5	15
Final and Studying for Final	3	5	15
Other			0
TOTAL WORKLOAD:			188
TOTAL WORKLOAD / 25:			7.52
ECTS:			7.5

-- COURSE'S CONTRIBUTION TO PROGRAM

NO	PROGRAM LEARNING OUTCOMES	1	2	3	4	5
1	Have a detailed understanding of consumer behavior, marketing strategies and practices in tourism.	X
2	Understand both professional and scientific ethical values. Responsibility for the field is fulfilled in practice in the framework of ethical principles and legal regulations.			X
3	Have an understanding of modern management theories and management psychology. It effectively performs planning, organizing, coordinating, directing and controlling functions related to the field.		X
4	Plan, conduct, analyze and report a study using scientific research methods. He has advanced knowledge about general and area specific research methods.			X
5	Understand the sustainable tourism development strategies.		X
6	Demonstrate effective communication and presentation skills both verbally and in writing. Individuals communicate effectively and conduct group work.			X
7	Have analytical thinking skills within the context of tourism. Analyze and synthesize scientific theories, theories, methods, models in the field and close disciplines and evaluate them with a critical approach.			X
8	Have an understanding of new product development and innovation management in tourism. It combines information from different fields to research and innovate, develops new knowledge and processes, and solves problems.	X
9	Have an understanding of customer relationship management in tourism businesses.	X
10	Understand the strategic management and quality management issues in tourism. Manage or transform service processes and businesses that require complex, unpredictable, and new strategic approaches to their area.			X
11	Understand the consumer rights in tourism industry.	X
12	Have a detailed understanding of institutionalism and reconstruction issues in tourism businesses.			X
13	Have an understanding of the social, cultural and religious contexts of tourism. They recognize, distinguish, and communicate with different cultures.	X
14	Have an understanding of entrepreneurship and new organizational cultures in tourism.	X
15	Have a detailed understanding of national and international management systems taht could be used by tourism businesses.	X
16	Have a detailed understanding of branding in tourism.					X
17	Understand the key concepts and issues in international hotel management.	X
18	Understand the financial analysis, investment and resource management issues in tourism businesses.
19	A foreign language communicates at least in writing and verbally at the European Language Portfolio B2 General Level.
20	Develop a variety of menus on the basis of menu planning principles for food and beverage businesses.

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GAZI UNIVERSITY INFORMATION PACKAGE - 2019 ACADEMIC YEAR