1. FIRST CYCLE - BACHELOR'S DEGREE
  2. TOURISM FACULTY
  3. TOURISM DEPARTMENT
  4. 607 TOURISM MANAGEMENT
Course Information Course Learning Outcomes Course's Contribution To Program ECTS Workload Course Details
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COURSE INFORMATION
Course CodeCourse TitleL+P HourSemesterECTS
TURI 419BRAND MANAGEMENT IN TOURISM ENTERPRISES3 + 07th Semester5

COURSE DESCRIPTION
Course Level Bachelor's Degree
Course Type Elective
Course Objective The aim of this course is to teach brand management strategies of tourism enterprises by drawing attention to the importance of branding in a continuously developing and changing competitive environment.
Course Content In this course; brand structuring and management, brand value, brand status, brand equity, brand identity, brand image, brand loyalty, brand awareness and brand associations will be discussed.
Prerequisites No the prerequisite of lesson.
Corequisite No the corequisite of lesson.
Mode of Delivery Face to Face

COURSE LEARNING OUTCOMES
1To learn the subjects and concepts of brand management.
2To recognize the importance of brand value and management in tourism enterprises.
3To understand the strategies of tourism enterprises to create a strong brand value.
4To recognize the importance of creating an effective brand image for tourism enterprises.
5To recognize the importance of brand personality and identity for tourism enterprises.

COURSE'S CONTRIBUTION TO PROGRAM
PO 01PO 02PO 03PO 04PO 05PO 06PO 07PO 08PO 09PO 10PO 11PO 12PO 13PO 14
LO 001              
LO 002              
LO 003              
LO 004              
LO 005              
Sub Total              
Contribution00000000000000

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
ActivitiesQuantityDuration (Hour)Total Work Load (Hour)
Mid-terms1130130
Total Work Load

ECTS Credit of the Course





130

5
COURSE DETAILS
 Select Year   


 Course TermNoInstructors
Details 2023-2024 Fall1SERAP ALKAYA
Details 2022-2023 Fall1SERAP ALKAYA
Details 2021-2022 Fall1SERAP ALKAYA


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Course Details
Course Code Course Title L+P Hour Course Code Language Of Instruction Course Semester
TURI 419 BRAND MANAGEMENT IN TOURISM ENTERPRISES 3 + 0 1 Turkish 2023-2024 Fall
Course Coordinator  E-Mail  Phone Number  Course Location Attendance
Asts. Prof. Dr. SERAP ALKAYA salkaya@pau.edu.tr TUR A0306 %70
Goals The aim of this course is to teach brand management strategies of tourism enterprises by drawing attention to the importance of branding in a continuously developing and changing competitive environment.
Content In this course; brand structuring and management, brand value, brand status, brand equity, brand identity, brand image, brand loyalty, brand awareness and brand associations will be discussed.
Topics
WeeksTopics
1 What is a Brand? Benefits, Functions, Product-Brand Relationship
2 Brand Types, Brand Dimensions and Brand Ownership
3 Visual Components of the Brand: Name, Logo, Emblem, Slogan
4 Brand Components: Brand Identity and Brand Personality
5 Brand Components: Brand Image and Brand Value
6 Brand Equity
7 Midterm
8 Brand Loyalty and Brand Awareness, Brand Association and Perceived Quality
9 Brand Strategies: Positioning, Perception Maps
10 Assignment Presentations
11 Assignment Presentations
12 Assignment Presentations
13 Assignment Presentations
14 Final exam
Materials
Materials are not specified.
Resources
Course Assessment
Assesment MethodsPercentage (%)Assesment Methods Title
Final Exam60Final Exam
Midterm Exam40Midterm Exam
L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes