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Ders Tanımı

Ders Kodu Yarıyıl T+U Saat Kredi AKTS
BRANDING IN TOURISM INDUSTRY TRZ 620 0 3 + 0 3 6
Ön Koşul Dersleri

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Önerilen Seçmeli Dersler
Dersin Dili Türkçe
Dersin Seviyesi Doktora
Dersin Türü SECMELI
Dersin Koordinatörü Doç.Dr. ŞEVKİ ULAMA
Dersi Verenler
Dersin Yardımcıları

Res. Assist. Elif KAYMAZ

Dersin Kategorisi Alanına Uygun Öğretim
Dersin Amacı

To obtain competitive advantage for tourism businesses, works on branding is highly important. Therefore participating the course is highly recommended and substantial for students.

Dersin İçeriği

The term of branding and its importance; The terms related branding; Brand loyalty and brand management; The elements of brand; Destination brands; Principles of destination branding; Branding strategies; Marka oluşturma araçları – Public relationas, Advertising, Internet, Fairs and festivals; Brand image and Institutional image; Destination image; Positioning.

Dersin Öğrenme Çıktıları Öğretim Yöntemleri Ölçme Yöntemleri
1 - Knows terms related brand and the importance of brand, can explain the terms in the exam 1 - 2 - 3 - A - C -
2 - Can understand and express in writing brand loyalty and brand management along with brand components 1 - 2 - 3 - A - C -
3 - Knows destination brand and brand principles and prepares a related assingment 1 - 2 - 3 - A - C - F -
4 - Can sort brand strategies and brand forming tools, makes a presentation 1 - 2 - 3 - 10 - A - C -
5 - Can understand brand image, corporate image and destination image subjects and prepares an assingment 1 - 2 - 3 - 12 - A - C -
Öğretim Yöntemleri: 1:Lecture 2:Question-Answer 3:Discussion 10:Brain Storming 12:Case Study
Ölçme Yöntemleri: A:Testing C:Homework F:Performance Task

Ders Akışı

Hafta Konular ÖnHazırlık
1 Term of brand and its importance Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
2 Terms related brand Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
3 Brand loyality and brand management Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
4 Brand components Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
5 Destination brand Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
6 Destination brand principles Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
7 Brand strategies Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
8 Brand forming tools - public relations Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
9 MID-TERM EXAM Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
10 Brand forming tools - advertisement and internet Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
11 Brand forming tools - conventions and festivals Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
12 Brand image and corporate image Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
13 Destination image Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.
14 Positioning Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.

Kaynaklar

Ders Notu

Cai, L. A.; Gartner, W. C. and Munar, A. M. (2009), Tourism Branding: Communities in Action, Emerald, Bingley.

Ders Kaynakları

Çayıroğlu, A. (2010), Markalaşma ve Reklam, Etap Yayınevi, İstanbul.
Ashworth, G. and Kavaratzis, M. (2010), Towards Eff ective Place Brand Management–Branding European Cities and Regions, Edward Elgar Publishing, Cheltenham.
Lindstrom, M. (2006), Duyular ve Marka-5 Duyuyla Güçlü Markalar Yaratmak, (Çev. Ümit Şensoy), Optimist, İstanbul.
Morgan, N.; Pritchard, A. and Pride, R. (2004), Destination Branding: Creating the Unique Destination Proposition, 2nd Edition, Elsevier, London.


Döküman Paylaşımı


Dersin Program Çıktılarına Katkısı

No Program Öğrenme Çıktıları KatkıDüzeyi
1 2 3 4 5
1 Develops, deepens and reaches original results at the level of expertise with original thought and research, up-to-date and advanced knowledge in the field of tourism management X
2 Develop a new idea, method, design and / or application that brings innovation to the field of tourism management or apply a known idea, method, design and / or application to the field of tourism management in a different field. X
3 Contributes to expanding the boundaries of knowledge in the field of tourism by publishing at least one scientific article in national and / or international refereed journals X
4 Has advanced knowledge about general and field-specific research methods X
5 Plans, conducts, evaluates and reports a research on a specific topic in his / her field by using scientific research methods. X
6 Develop original ideas in order to contribute to the solution of social, scientific, cultural and ethical problems encountered in the field of tourism management X
7 Develop the behaviors and competencies necessary for lifelong learning X
8 Develop competitive strategies related to tourism management X
9 Have detailed information about macro and micro scale tourism plans and policies X
10 To be able to communicate verbally and in writing by using a foreign language at least at C1 level X

Değerlendirme Sistemi

YARIYIL İÇİ ÇALIŞMALARI SIRA KATKI YÜZDESİ
AraSinav 1 60
Odev 1 15
PerformansGoreviSeminer 1 10
Odev 2 15
Toplam 100
Yıliçinin Başarıya Oranı 50
Finalin Başarıya Oranı 50
Toplam 100

AKTS - İş Yükü

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