COURSE UNIT TITLE

Offered By

Tourism Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

ASSISTANT PROFESSOR ÖZGE ADAN GÖK

Offered to

Tourism Management

Course Objective

The course aims to examine the branding processes of touristic organizations and destinations. In the course, topics such as brand identity, brand components, brand awareness, brand loyalty will be explained in detail and brand development strategies, brand life cycle and brand positioning in tourism organizations and destinations will be examined in a theoretical framework. In addition, case studies and academic articles related to the branding processes of various tourism organizations and touristic destinations will be conducted.

Learning Outcomes of the Course Unit

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Recomended or Required Reading

Textbook(s): Keller, K. L. (2008). Strategic Brand Management, Pearson Education Ltd., New Jersey
Supplementary Book(s): Morgan, N. and Pritchard, A. (2007). Destination Branding: Creating Unique Destination Proposition, Elsevier, Oxford
Weilbacher, W. M. (1995). Brand Marketing, Building Winning Brand Strategies That Deliver Value and Customer Satisfaction, NTC Business Books, USA
Academic Papers about related topics
Aaker, D. A. (1991). Managing Brand Equity Capitalizing on the Value of a Brand Name, The Free Press, Toronto, Canada

Planned Learning Activities and Teaching Methods

The course is given in theory.

Assessment Methods

Further Notes About Assessment Methods

To be announced.

Assessment Criteria

To be announcued

Language of Instruction

Turkish

Course Policies and Rules

It is compulsory to attend 70% of classes.

Contact Details for the Lecturer(s)

Dr. Ozge Adan Gok ozge.adan@deu.edu.tr

Office Hours

To be announced

Work Placement(s)

None

Workload Calculation

Contribution of Learning Outcomes to Programme Outcomes