All aspects of food and beverage marketing and sales operations are covered, focusing on functions of marketing, marketing mix, developing a marketing plan, market segmentation and positioning, and social media marketing.
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods | ||||
| Explain how marketing activities in the hospitality industry address the needs of many different types of buyers. |
6
|
1 | A,B,C | ||||
| Describe channels of distribution within the hospitality industry. | 6,11 | 1, 2, 3 | A,B,C | ||||
| Describe public relations. | 10,11 | 1, 3 | A,B,C | ||||
| Summarize the role of electronic marketing. | 11 | 1, 2, 3 | A,B,C | ||||
| List the elements of a marketing plan. | 10,11 | 1,2 | A,B,C | ||||
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 |
Introduction to Hospitality Marketing
Introduction to Marketing The marketing process The Marketing Mix The Marketing Environment The Marketing Management Cycle Marketing Within the Organization |
Hospitality Marketing Management: Chapter 1: 1 -20 |
| 2 |
The Marketing Environment and Sustainability
The Marketing Environment Sustainable Development Managing for Sustainability
|
The Marketing Environment
Sustainable Development Managing for Sustainability |
| 3 |
Understanding the Behavior of Hospitality Consumers
Factors that Influence Consumer Behavior Consumer Decision-Making Model Consumer Problem-Solving Processes Consumer Problem-Solving Techniques Organizational Buyer Behavior (CEM)
|
Hospitality Marketing Management:Chapter 3: 39 - 61 |
| 4 |
Understanding the Behavior of Hospitality Consumers
Case Study: Customer Engagement: A Framework for Assessing Customer – Brand Relationships: The Case of The Restaurant Industry - Jana Bowden (2009), Journal of Hospitality Marketing & Management |
Hospitality Marketing Management:Chapter 4: 63 - 83 |
| 5 |
7P - Glocalization, Glocal Brands & International Marketing
Case Stduy: McDonald's: `think global, act local''
|
McDonald's: `think global, act local'' - the marketing mix by Claudio Vignali, British Food Journal, Vol. 103 No. 2, 2001, pp. 97-111 |
| 6 | Midterm | |
| 7 |
Developing a Marketing Plan
The Corporate Connection, Analysis and Forecasting, Setting Marketing Goals and Objectives |
Hospitality Marketing Management: Chapter 5: 84 - 107 |
| 8 |
Developing a Marketing Plan
Marketing Strategy: Targeting, Tactics and Actions, Resource Requirements, Communicating the Plan |
Hospitality Marketing Management: Chapter 5: 84 - 107 |
| 9 |
Managing Products and Services
Product Life Cycle Developing Strategies using the Product Life Cycle Resource Allocation Models and Applications Managing in the Service Environment Techniques to Assess Customer Satisfaction |
Hospitality Marketing Management:Chapter 9: 183 - 208 |
| 10 |
Distribution and Supply Chain Management
Distribution Strategy Franchising |
Hospitality Marketing Management:Chapter 10: 210 - 227 |
| 11 |
Marketing Communication
Role of Marketing Communication Marketing Communication Process Marketing Communication Channels Integrated Marketing Communications (IMC) in Tourism, Sales Promotions and Public Relations |
Hospitality Marketing Management: Chapter 12&13&14: 250 - 317
|
| 12 |
Digital Marketing
Electronic Commerce and Social Media Social CRM |
1) Hospitality Marketing Management:Chapter 11&13: 228 - 249, 290 2) Marketing 4.0: Moving from Traditional to Digital Chapter 11: 151 - 165 |
| 13 |
Personal Selling
Roles of Personal Selling, - Objectives of Personal Selling, The Sales Process, Sales Management, WOW Factor At Your Restaurant |
1) Hospitality Marketing Management: Chapter 15: 318 - 341
2) Marketing 4.0: Moving from Traditional to Digital Chapter 11: 167 - 169 |
| 14 | Poster Project | |
Recommended Sources
| RECOMMENDED SOURCES | |
|
Textbook
|
David C. Bojanic, Robert D. Reid, (2018). Hospitality Marketing Management, 6th Edition
Philip Kotler, Hermawan Kartajaya, Iwan Setiawan, (2016). Marketing 4.0: Moving from Traditional to Digital Kotler, Philip and Armstrong Gary, (2017). Principles of Marketing, Pearson.
|
| Additional Resources |
Instructor Notes, Case Study Articles
Erdem C. and Tavşan N. (2018), Customer Experience Management. Tasaro Books, USA. |
Material Sharing
| MATERIAL SHARING | |
| Documents | Case Study and Lecture Notes |
| Assignments |
POSTER PROJECT: XXX F&B Business need a well prepared a marketing campaign in order to increase their sales. So, the management team of XXX F&B Business apply to XXX different agencies and as a marketing responsible of these agencies, you should create a marketing campaign with considering marketing planning and communication steps. There will be XXX marketing campaign (XXX groups) in order to present to the jury. Each group wil represent 1 company and they have to create a literature based campaign. Finally, each student will prepare a handout document (will be evaluated via Turnitin) individually for their class instructor and create a poster about their topics to present the jury. This work need a well prepared plan, because while presenting the works, you should convince the jury to choose your campaign.
Your handout document should comprise a cover page that includes the code & name of the course, name of the group members & instructor and submission date, Table of contents, Executive summary, all the details your topic, Appendix and references |
| Exams |
80% attendance to the classes is mandatory. Students will not be allowed to enter finals if they miss more than 9 class hours and will receive FA.
Attendance will be taken every hour, and students who are late more than 10 min to class without excuse will be excluded in the attendance sheet.
Students will be asked to read case studies prior to and in class. Case studies will be distributed in class. Not all material discussed or distributed in class will be available online. If a student misses class, it is his/her responsibility to get course material and come prepared to next class. Students are required to prepare for class by reading lecture notes, case studies and the book chapters. Students are expected come to class fully prepared to discuss in class questions and case studies. Active participation is mandatory. Midterm: 20% Poster Project: 40% Final: 40% Students leaving the exams at any point for any reason cannot return and resume answering questions. Last 2 students left during exams need to leave the exam together. Under no circumstances extra credit/points will be given to any student at the end of the course. Students not entering finals will automatically receive FF. |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Mid-terms | 1 | 20% |
| Team Project | 1 | 40% |
| Total | 60% | |
| CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE | 40% | |
| CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE | 60% | |
| Total | 100 | |
Course’s Contribution to Program
| COURSE'S CONTRIBUTION TO PROGRAM | ||||||
| No | Program Learning Outcomes | Contribution | ||||
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Students study food in the context of food history, geography, culture and nutritional sciences. | |||||
| 2 | Students approach food and cooking as an art process and they are competent in the topics of design and visual presentation of food. | |||||
| 3 | Students have comprehensive information about food related concepts, techniques, and new product information. They have the ability to conduct research and develop ideas on these issues. | |||||
| 4 | Students have knowledge about the basic principles of nutrition and food science, and they apply their knowledge in the field of gastronomy. | |||||
| 5 | Students know and apply the international standards of food hygiene and safety. | |||||
| 6 | Students know all the processes related to the production of food and beverage, from the production stage to the stage of presentation. They can understand food production systems and the new approaches in this field. They have an in-depth understanding of the subject and they can identify and solve problems that may arise at this stage. They can design the physical environment, and has an understanding of the materials and technologies related to the fild of gastronomy. They can take part in development of innovations in this context. | x | ||||
| 7 | Students gain knowledge about national and international cuisines. In this context, they know basic cooking techniques,they implement and develop them. | |||||
| 8 | They know the historical, geographical and cultural background of alcoholic and non-alcoholic beverages and they know the stages of production. They can use these information in menu planning, food production, etc. | |||||
| 9 | Students can develop a new food product, standardize it and execute the registration process in a scientific context. | |||||
| 10 | Students know the the national and international regulations, professional standards and professional ethics around food and they apply them. | x | ||||
| 11 | Students know the basic concepts, theories and principles about business, economics and marketing, and they apply them. Accordance with the principles of menu planning, they can make food and beverage cost analysis, controlling and pricing, and develops a variety of menus. They can effectively manage the operations of food related businesses by applying management theories, and staff recruitment and evaluation processes. | x | ||||
| 12 | They can engage in independent studies and team work. They can communicate effectively through verbal and in written communication, and they develop good presentation skills. | |||||
| 13 | Students understand the effects of food on human health and society, and in this context they follow the press and media organizations and contribute to them. | |||||
| 14 | Students understand and manage food-related events. | |||||
| 15 | They know world food trade, globalization, patterns of production and consumption. They know the importance of the food policies for the country's economy. | |||||
| 16 | Students know how to bake and prepare cakes and other pastries, breads, sponge and dough pastry bases, creamy sauces, fruit sauces, jellies, hot and cold desserts, ice creams and sorbets, sugar works, decorations, decoration and presentation. They are competent in making chocolate. | |||||
| 17 | Students have theoretical and practical knowledge about the production techniques of vegetables and fresh herbs used in kitchen practices and food production. | |||||
ECTS
| ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION | |||
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration (Including the exam week: 14x Total course hours) | 14 | 3 | 42 |
| Hours for off-the-classroom study (Pre-study, practice) | 14 | 6 | 84 |
| Mid-terms | 1 | 2 | 2 |
| Assignemnts | 1 | 40 | 40 |
| Final examination | 1 | 3 | 3 |
| Total Work Load | 171 | ||
| Total Work Load / 30 (hours) | 5,7 | ||
| ECTS Credit of the Course | 6 | ||