Iakob Gogebashvili Telavi State University

Faculty of Social Sciences, Business and Law

Bachelor Level

Syllabus

1. Title of the Tourism Marketing

Course of Study
2. Code of the SBLS1TMT
course of study
3. Lecturer Maia Meladze PhD in Business Administration

4. ECTS 5 credits – 125 hours (5X25)

Independent work 93h
Lecture 13h
Seminar 13h
Presentation of homework 2h
Midterm 2h
Final exam 2

5. Status of the Mandatory course of study of specialty

Course of Study
6. The aim of the The course aims to explore the basic issues of tourism marketing and to
course of study compare modern theoretical-methodological knowledge accumulated in
this field. Identify the factors, competitiveness and demand for tourism
business in different markets. The following issues are discussed in the
course Service Characteristics of Hospitality and Tourism Marketing; The
Role of Marketing in Strategic Planning; The Marketing Environment;
Marketing Information Systems and Marketing Research; Consumer
Markets and Consumer Buying Behavior; Organizational Buyer Behavior
of Group Market; Market Segmentation, Targeting, and Positioning:
Designing and Managing Products; Pricing Products: Pricing
Considerations, Approaches, and Strategy; Distribution Channels;
Promoting Products: Communication and Promotion Policy and
Advertising; Public Relations and Sales Promotion; Professional Sales;
Direct and Online Marketing: Building Customer Relationships;
Destination Marketing.
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7. Admission Basics of Tourism. Basics of Marketing
Prerequisites
8. Learning Knowledge and Understanding
Outcomes Has a wide knowledge concerning: the peculiarities of Tourism
(Specific and Marketing, the concept of marketing in tourism enterprise, the processing
General of the marketing complex in tourism industry, the formation of the
Competencies) tourist enterprise marketing strategy, the marketing research of the
tourist product, the evaluation of the tourist market situation and
the selection of the target market.
Understands the role and importance of marketing in tourism.

Skill of applying knowledge in practice -

Is able to do marketing research of the marketing environment of the
tourist enterprise, the tourist market; Analyzing and properly evaluating
marketing opportunities; selecting target customers; revealing the
competitive advantages of the tourist product and choosing the right
position in the market;

Skill of making conclusions -

Getting and processing of primary marketing information;
Is able to justify and maintain the competitive advantages of the tourism
product;
Determining the problems revealed in the field of marketing and
planning alternative ways.

Communication skill – is able to formulate the issue for tourism

marketing specialists and non-specialists, both in written and oral forms;
Suitable use of the components of the marketing communications
complex.

9. Content of the See the Appendix

Study Course
10. Teaching and The following teaching methods and activities will be used during the
Learning study course:
Methods and Discussion. The discussion process dramatically increases the quality and
Forms involvement of students. This method develops the student's ability to
argue and justify his/her opinion.

Action-oriented teaching - requires the active involvement of the

professor and the student in the teaching process, where the practical
interpretation of theoretical material acquires special importance.

11. Student Assessment Forms:

Knowledge  Midterm Assessment
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Assessment  Final Examination
System
(forms, Assessment Components:
components,  Written exam
methods and  Oral exam
criteria)
Assessment Methods:
 Doing theoretical task
 Presentation
 Discussion
Assessment Criteria:
 Midterm Assessment – max. 60 points;
 Final Assessment (Exam) – max. 40 points;

The Midterm assessments should be distributed with the following form:

1) Midterm exam - 20 points:

The midterm exam consists of 3 theoretical questions, the question will

be evaluated with 5 points and 5 test tasks: the correct answer is
evaluated with 1 point, the wrong answer is evaluated with 0 points.

Evaluation criteria of the theoretical question:

5 points: the answer is complete; The student's answer refers to a specific

question. Reasoning is logical; Professional terminology is used when
discussing the question; His/her content knowledge is visible and the
question is not studied by heart;
4 points: the answer is accurate, but incomplete. Inaccuracies are allowed
when using the conceptual and terminological things; The student knows
the material provided by the program, but the basic educational literature
is mastered with errors;
3 points: the answer is accurate, but incomplete. Inaccuracies are allowed
when using the conceptual and terminological things;
2 points: the student's answer is very general and superficial; The student
knows only separate fragments of the study material;
1 point: the student's answer is very general and superficial;
0 points: knowledge of the question is not visible even at the general
level; Paperwork is not submitted.

2) Student will be evaluated by an oral survey at the seminar with a

maximum of 30 points (each evaluation with a maximum of 3 points 10
times during the semester)

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3 points: The seminar material is fully presented; The issue is presented
accurately and comprehensively; Terminology is used. The student
thoroughly knows the material provided by the program.
2 points: The answer is shortened; It is terminologically flawed; The
student has a satisfactory knowledge of the seminar material provided by
the program though errors are noted.
1 point : The student knows the seminar material provided by the
program, significant errors are noted.
0 point: There is no answer or it is not relevant to the question.

3) Component, oral presentation - will be evaluated with a maximum of

10 points only once

1) Presentation skills - maximum 4 points.

4 points: The topic is presented perfectly; The issue is presented
accurately and comprehensively; Terminology is used. Various sources
are used; has the skill of contacting the audience.
3 points: The topic is not presented comprehensively; The issue is not
exactly stated; Terminology is partially used, scientific and Internet
sources are used less. Has the skill of contacting the audience.
2 points: The answer is shortened; It is terminologically flawed; Errors are
noted; Has less contact with the audience.
1 point: The answer is shortened; It is terminologically flawed; Errors are
noted; Can't contact the audience.
0 point: the answer is not relevant to the question or is not given at all.
2) Answering the questions - maximum 4 points.
4 points: all questions are fully, accurately and comprehensively
answered; Terminology is used;
3 points: the answer is not accurate; Terminology is partially used;
2 points: the answer is shortened; It is terminologically flawed;
1 point: the answer is terminologically flawed; Errors are noted;
0 point: the answer is not relevant to the question or is not given at all.

3) Use of visual aids - maximum 2 points.

4) Final exam:
The final exam is evaluated with a maximum of 40 points, 20 test tasks
are written at the exam: a correct answer is evaluated with 1 point, an
incorrect answer is evaluated with 0 points.
4 theoretical questions, evaluated with 5 points.

Theoretical issues will be assessed as follows:

5 points: the answer is complete; The student's answer refers to a specific
issue. Reasoning is logical; Professional terminology is used when
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discussing the issue; His/her content knowledge is visible and the
question is not studied by heart;
4 points: the answer is accurate, but incomplete. Inaccuracies are allowed
when using the conceptual and terminological things; The student knows
the material provided by the program, but the basic educational literature
is mastered with errors;
3 points: the answer is accurate, but incomplete. Inaccuracies are allowed
when using the conceptual and terminological things;
2 points: the student's answer is very general and superficial; The student
knows only separate fragments of the learning material;
1 point: the student's answer is very general and superficial;
0 point: knowledge of the question is not visible even at the general level;
Paperwork is not submitted;

The final grade is obtained based on the summation of midterm grades

and final exam grades.

Midterm, final and additional exams are conducted in written form

through the exam center.

The minimum competency limit for the midterm assessment is 31 points,

i.e. the condition for admission to the exam is to score at least 31 points
out of the midterm assessments, i.e. 60 points.
The minimum competency limit for the final exam is at least 20 points,
i.e. the exam is considered to be passed if the student gets at least 20
points.

The evaluation system allows:

a) Five types of positive assessment:
1) (A) Excellent – 91% of maximal point and more;
2) (B) Very good – 81-90% of maximal point;
3) (C) Good – 71-80% of maximal point;
4) (D) Satisfactory – 61-70% of maximal point;
5) (E) Sufficient – 51-60% of maximal point.

Two kinds of negative grading:

1) (FX) Couldn’t pass – 41-50% of maximal grading, which means that
the student needs more work for passing and is given a chance to work
individually and to pass the additional exam once.
2) (F) Failed – 40% of maximal grading and less, which means that, the
student’s work isn’t enough and he/she should study the subject from the
beginning.
If the student gets an FX grade in the final exam, an additional exam
will be scheduled no later than 5 days after the announcement of the
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 final exam results.
In case of getting 0-50 points in the final evaluation of the educational
component, taking into account the evaluation received in the additional
exam, the student is assigned an F-0 score.
12. Compulsory 1. Philip Kotler John T. Bowen James C. Makens, Marketing for
Study Materials hospitality and tourism, 2014.
2. Marketing in Travel and Tourism - Victor T. C. Middleton, Alan Fyall,
Mike Morgan, Michael Morgan, Ashok Ranchhod - Business &
Economics - 2009 (www. books.com/tourism)
13. Additional Study 1. Hospitality Marketing ManagementRobert D. Reid, David C. Bojanic -
Materials Business & Economics - 2009(www. books.com/tourism
2. www.unwto.org
3. www.gnta.ge
Detailed Calendar Plan
Time and Place of Day : Start: End: Lecture Room
Study

Appendix
Content of the Course of Study

#
Week Data Title and Content of the Topic

I Introduction: Marketing for Hospitality

and Tourism
Discusion Marketing in tourism business
[1] chapter 1

II Service Characteristics of Hospitality and Tourism Marketing

Seminar: Introduction: Marketing for Hospitality

and Tourism
Case study
[1] chapter 2
III The Role of Marketing in Strategic Planning
Seminar: Service Characteristics of Hospitality and Tourism
Marketing
[1] chapter 3

IV The Marketing Environment

Case study
[1] chapter 4

V Marketing Information Systems and Marketing Research

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 Seminar: The Marketing Environment

[1] chapter 5
VI Consumer Markets and Consumer Buying Behavior
Seminar: Marketing Information Systems and Marketing
Research

[1] chapter 6
VII Organizational Buyer Behavior of Group Market
Seminar: Consumer Markets and Consumer Buying Behavior
[1] chapter 7

VIII Midterm
IX Market Segmentation, Targeting, and Positioning
Seminar: Consumer Markets and Consumer Buying Behavior
[1] chapter 8
X Designing and Managing Products
Seminar: Consumer Markets and Consumer Buying Behavior

[1] chapter 9
XI Pricing Products: Pricing Considerations, Approaches, and
Strategy; Distribution Channels
Seminar: Designing and Managing Products
[1] chapter 11-12

XII Promoting Products: Communication and Promotion Policy

and Advertising; Public Relations and Sales Promotion

Seminar: Pricing Products: Pricing Considerations,

Approaches, and Strategy; Distribution Channels
[1] chapter 13-14
XIII Professional Sales; Direct and Online Marketing: Building
Customer Relationships

Seminar: Promoting Products: Communication and

Promotion Policy and Advertising; Public Relations and Sales
Promotion
[1] chapter 15-16
XIV Destination Marketing

XV Presentation of homework
XVI-XVII Final Exam
XVIII-XIX Additional Exam