| Course Name | Marketing Food and Beverages |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| CLM 455 | Fall/Spring | 3 | 0 | 3 | 5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | First Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This course aims to analyze all aspects of a developing and running a successful food and beverages marketing management such as developing Food and Beverages marketing mix, analyze of consumer buying behavior, designing and managing menus, pricing strategies, creating competitive marketing strategies and advertising strategies. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | In this course, marketing management and concept exclusive to food and beverages marketing will be explained in all aspects. The necessary techniques and skills in the process of developing food and beverage marketing strategies will be reinforced by case studies and in class discussions. |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | X | |
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to Course Content & Assessment Introduction to Food and Beverages Marketing | National Restaurant Association, “Hospitality and Restaurant Marketing”, chap.1, Introduction to Hospitality and Restaurant Marketing, 2nd edn, (Pearson, 2013) ISBN 978-0132181662 |
| 2 | Understanding the Market Environment | National Restaurant Association, “Hospitality and Restaurant Marketing”, chap.3, Understanding the Market Environment, 2nd edn, (Pearson, 2013) ISBN 978-0132181662 |
| 3 | Understanding Customer Behavior | National Restaurant Association, “Hospitality and Restaurant Marketing”, chap.3, Understanding Customer Behavior, 2nd edn, (Pearson, 2013) ISBN 978-0132181662 |
| 4 | Market Segmentation, Targeting and Positioning | Robert D. Reid, David C. Bojanic, “Hospitality Marketing Management”, chap.4, Market Segmentation and Positioning, 5th edn, (Wiley 2010) ISBN 978-0-470-088-58-6 |
| 5 | Developing a Marketing Plan | Robert D. Reid, David C. Bojanic, “Hospitality Marketing Management”, chap.5, Developing a Marketing Plan, 5th edn, (Wiley 2010) ISBN 978-0-470-088-58-6 |
| 6 | Appetite for Innovation | Robert D. Reid, David C. Bojanic, “Hospitality Marketing Management”, chap.7, Developing New Products and Services, chap.8, Managing Products and Services, 5th edn, (Wiley 2010) ISBN 978-0-470-088-58-6 |
| 7 | Kitchen Managers Analyze and Plan Their Menus | David K. Hayes, Allisha A. Miller, Jack D. Ninemeier, “The Professional Kitchen Manager”, chap.4, Kitchen Managers Plan Their Menus, 1st edn, (Pearson, 2012) ISBN-13: 9780131391741 |
| 8 | Mid Term | |
| 9 | Menu Pricing Strategies | National Restaurant Association, “Hospitality and Restaurant Marketing”, chap.6, Setting Menu Prices, 2nd edn, (Pearson, 2013) ISBN 978-0132181662 |
| 10 | Marketing Communication and Competitive Strategies | Scott McCabe,” Marketing Communications in Tourism and Hospitality”, chap.5, Marketing Communications and Organisational Strategy, 1st edn,(Elsevier Butterworth-Heinemann,2009) ISBN 978-0-7506-8277-0 |
| 11 | Putting the Experiences into Experiences Marketing | Craig Hirst, Richard Tresidder, “Marketing in Tourism, Hospitality, Events and Food”, chap.5, Putting the Experiences into Experiences Marketing, 2nd edn. (Goodfellow Publishers Ltd, 2012), ISBN: 978-1-910158-32-6 |
| 12 | Promotion and Advertising Sales Promotions, Publicity and Public Relations | National Restaurant Association, “Hospitality and Restaurant Marketing”, chap.8, Advertising and Sales, chap.9, Sales Promotions, Publicity and Public Relations 5th edn, (Wiley 2010) ISBN 978-0-470-088-58-6 |
| 13 | Social Media Marketing The Digitization of Word of Month | Roberta Minazzi, “Social Media Marketing in Tourism and Hospitality”, chap.2, The Digitization of Word-of-Mouth, (Springer,2015), ISBN 978-3-319-05181-9 |
| 14 | Project Presentations | |
| 15 | Review of the semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | National Restaurant Association, “Hospitality and Restaurant Marketing”, 2nd edn, Pearson, ISBN 978-0132181662 |
| Suggested Readings/Materials | Robert D. Reid, David C. Bojanic, “Hospitality Marketing Management”, 5th edn, Wiley, ISBN 978-0-470-088-58-6
|
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | 4 | 20 |
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | ||
| Project | 1 | 25 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 25 |
| Final Exam | 1 | 30 |
| Total |
| Weighting of Semester Activities on the Final Grade | 6 | 70 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 30 |
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 16 | 2 | 32 |
| Field Work | |||
| Quizzes / Studio Critiques | 4 | 3 | |
| Portfolio | |||
| Homework / Assignments | |||
| Presentation / Jury | |||
| Project | 1 | 16 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 16 | |
| Final Exams | 1 | 21 | |
| Total | 145 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | Successfully applies theoretical and practical knowledge and skills in Gastronomy and Culinary Arts | X | ||||
| 2 | Carries best practices in terms of work and food security, safety and hygiene in food production | |||||
| 3 | Appreciates, evaluates and makes decisions regarding to visual, textual and nutritional data with respect to food production and presentation | X | ||||
| 4 | Recognizes and evaluates the impact of gastronomy on culture and society | X | ||||
| 5 | Assumes responsibility for solving complex problems that may occur in the field of Gastronomy and Culinary Arts, both individually and as a team member | X | ||||
| 6 | Evaluates the knowledge and skills acquired in the field of Gastronomy and Culinary Arts with a critical approach and effectively communicate their ideas and suggestions for solutions in written and oral form. | X | ||||
| 7 | Possesses necessary knowledge and skills in relevant fields such as gastronomy, design, law and management and effectively apply them to the practice of Culinary Arts | X | ||||
| 8 | Uses the technological tools related to Gastronomy and Culinary Arts effectively | |||||
| 9 | Updates and improve the knowledge, skills and competencies related to Gastronomy and Culinary Arts with lifelong learning awareness and sustainability with an ethical approach | X | ||||
| 10 | Collects data in the areas of Gastronomy and Culinary Arts and communicate with colleagues in a foreign language. (European Language Portfolio Global Scale”, Level B1) | X | ||||
| 11 | Speaks a second foreign at a medium level of fluency efficiently | |||||
| 12 | Relates the knowledge gained through the history of humanity to the field of expertise | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
