Marketing Across Time in Istanbul

Independence

Trip price

Trip duration

All undergraduate Marketing students are eligible to participate on this opportunity. There is a maximum of 30 places available, with a minimum of 15 participants required for this opportunity to take place. Students are recommended to check the eligibility criteria before applying.

Trip description

This DMU Global trip to Istanbul offers marketing students an opportunity to explore how one of the world’s most historic cities combines ancient heritage with modern innovation to position itself as a leading global destination. Students will examine how iconic sites such as the Hagia Sophia and Dolmabahce Palace are marketed to new generations through digital campaigns, social media, and curated visitor experiences. The trip will highlight how the power of authentic storytelling can captivate the world, blending cultural identity with contemporary communication techniques to attract diverse audiences.

Through a mix of site visits, walking tours, and discussions, students will examine Istanbul’s destination branding, tourism campaigns, and the use of digital tools such as the Istanbul Tourist Pass. They will also explore how cultural trends, sustainability, and global forces influence the city’s marketing approach.

Core activities of this trip include visits to key cultural and commercial sites that illustrate Istanbul’s unique balance of heritage and modernity. Students will begin in Sultanahmet, exploring the Old City on foot, including key tourist sites Hagia Sophia, Blue Mosque, and Hippodrome to understand how historical icons anchor global branding. Outside Topkapi Palace, the Istanbul Archaeological Museums, and the Grand Bazaar, students will examine how ancient spaces are reimagined for modern audiences through immersive and experiential marketing. Visits to SALT Museum, Galataport, and Istiklal Avenue will highlight how the city revitalises historic areas through digital campaigns and cultural renewal. A day trip to the Prince’s Islands (Heybeliada) will explore sustainable tourism, nostalgia, and authentic experience design, while a visit to Dolmabahce Palace will showcase niche marketing through cultural storytelling. Throughout the trip, students will participate in reflective discussions and group roundtables analysing how Istanbul’s tourism strategy bridges heritage and innovation to engage global audiences.

Learning objectives

Participating in a DMU Global opportunity can help you develop knowledge, skills and competencies that enhance your studies. The objectives of this trip to Istanbul are:

Skill development

This opportunity has been designed to help develop the following DMU Graduate Attributes:

Communication skills

Critical thinking

Confidence

Collaboration

Cultural activities

Beyond the core itinerary, students will have the chance to explore some of Istanbul’s most iconic and emerging attractions, deepening their understanding of how the city blends culture, commerce, and creativity. Visits to Galata Tower and Topkapi Palace will reveal how historic landmarks are reimagined for modern tourism through storytelling and digital engagement. At Istanbul Modern Museum, students can experience a leading example of adaptive reuse, where heritage meets contemporary art, design, and branding.

Exploring the elegant Çamlıca Mosque, one of Istanbul’s newest and largest, offers insight into how architecture continues to shape the city’s identity. In their spare time, students can enjoy the Spice Bazaar, Karaköy’s café culture, and the Bosphorus waterfront, observing how lifestyle and local experiences contribute to Istanbul’s brand narrative. These experiences will enrich students’ understanding of how destinations communicate authenticity, diversity, and innovation to global audiences.