Nevşehir Hacı Bektaş Veli University Course Catalogue
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| Year/Semester of Study | 1 / Spring Semester | ||||
| Level of Course | 2nd Cycle Degree Programme | ||||
| Type of Course | Optional | ||||
| Department | TOURISM GUIDING (PHD) | ||||
| Pre-requisities and Co-requisites | None | ||||
| Mode of Delivery | Face to Face | ||||
| Teaching Period | 14 Weeks | ||||
| Name of Lecturer | AYBÜKE ÖZSOY (aybuke.ozsoy@nevsehir.edu.tr) | ||||
| Name of Lecturer(s) | |||||
| Language of Instruction | Turkish | ||||
| Work Placement(s) | None | ||||
| Objectives of the Course | |||||
| Aim of this course is to provide the basic marketing communications knowledge that is required for developing communication strategies in order to position a client or a corporation and to let the students obtain the necessary academic framework and application experience. | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | Explains marketing communication studies in terms of theory and applications. |
PO-1 Critically evaluate the expert knowledge and skills acquired in tourism guiding. PO-2 Develops creative and practical solutions for current issues and problems in the field of tourism guidance. PO-3 Demonstrates leadership in solving industry-related problems |
Examination Presentation |
| LO-2 | Explain the elements (advertising, public relations, sales promotion, direct marketing, personal selling) in the marketing communication mix. |
PO-1 Critically evaluate the expert knowledge and skills acquired in tourism guiding. PO-2 Develops creative and practical solutions for current issues and problems in the field of tourism guidance. PO-3 Demonstrates leadership in solving industry-related problems |
Examination Presentation |
| LO-3 | Explains how marketing communication creates synergy when used with an integrated perspective. |
PO-1 Critically evaluate the expert knowledge and skills acquired in tourism guiding. PO-2 Develops creative and practical solutions for current issues and problems in the field of tourism guidance. PO-3 Demonstrates leadership in solving industry-related problems |
Examination |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
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| Course Contents | ||
| Marketing communications will be explained with its theoretical and practical aspects. The course will involve marketing communications, its role in the marketing process, integrated marketing communications, marketing communications plans, the elements of marketing communications mix: advertisements, PR, personal selling, direct marketing. | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Introduction | Lecture, Project Presentation, Question and Answer, Discussion |
| 2 | What is a brand ? Positining & Messaging | Lecture, Project Presentation, Question and Answer, Discussion |
| 3 | Brand Communication- Engagement | Lecture, Project Presentation, Question and Answer, Discussion |
| 4 | What is marketing, communication? What is marcom and integrated marketing communicatons? | Lecture, Project Presentation, Question and Answer, Discussion |
| 5 | Integrated marketing communications plan | Lecture, Project Presentation, Question and Answer, Discussion |
| 6 | Advertising | Lecture, Project Presentation, Question and Answer, Discussion |
| 7 | Types of Media (Traditional Media, Digital Media) | Lecture, Project Presentation, Question and Answer, Discussion |
| 8 | mid-term exam | |
| 9 | Types of Media (Traditional Media, Digital Media) | Lecture, Project Presentation, Question and Answer, Discussion |
| 10 | Public Relations | Lecture, Project Presentation, Question and Answer, Discussion |
| 11 | Personal selling + Sales promotion | Lecture, Project Presentation, Question and Answer, Discussion |
| 12 | Direct marketing | Lecture, Project Presentation, Question and Answer, Discussion |
| 13 | Marketing mix as the elements of communication | Lecture, Project Presentation, Question and Answer, Discussion |
| 14 | Exhibitions and Commercial activities | Lecture, Project Presentation, Question and Answer, Discussion |
| 15 | Review of the Semester | Lecture, Project Presentation, Question and Answer, Discussion |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| 1 | David Aaker Building Strong Brands, Jack Trout, Positioning | |
| Required Course instruments and materials | ||
| Book, article, projection, internet resource, lecture notes | ||
| Assessment Methods | |||
| Type of Assessment | Week | Hours | Weight(%) |
| mid-term exam | 8 | 2 | 40 |
| Other assessment methods | |||
| 1.Oral Examination | |||
| 2.Quiz | |||
| 3.Laboratory exam | |||
| 4.Presentation | 8 | 2 | 30 |
| 5.Report | |||
| 6.Workshop | |||
| 7.Performance Project | |||
| 8.Term Paper | |||
| 9.Project | |||
| final exam | 16 | 2 | 60 |
| Student Work Load | |||
| Type of Work | Weekly Hours | Number of Weeks | Work Load |
| Weekly Course Hours (Theoretical+Practice) | 3 | 14 | 42 |
| Outside Class | |||
| a) Reading | 0 | ||
| b) Search in internet/Library | 5 | 14 | 70 |
| c) Performance Project | 0 | ||
| d) Prepare a workshop/Presentation/Report | 6 | 5 | 30 |
| e) Term paper/Project | 0 | ||
| Oral Examination | 0 | ||
| Quiz | 0 | ||
| Laboratory exam | 0 | ||
| Own study for mid-term exam | 5 | 5 | 25 |
| mid-term exam | 2 | 1 | 2 |
| Own study for final exam | 2 | 5 | 10 |
| final exam | 1 | 1 | 1 |
| 0 | |||
| 0 | |||
| Total work load; | 180 | ||