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Course Code: 
CULA 302
Course Period: 
Spring
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
6
Course Language: 
İngilizce
Course Objectives: 
This course will give students theoretical knowledge about marketing strategies used in the service industry and how to manage marketing operations by understanding customer profile and communication. Case studies and in class discussions will be used to apply theory into practice. Upon successfully delivering this course, students will be able to identify customer segments, perform market research and apply appropriate marketing and sales strategies to different F&B services.
Course Content: 

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

 

 

Course Flow

COURSE CONTENT
Week Topics Study Materials Date
1 Introduction to F&B marketing.

The functions of marketing.

 Case Study: McDonald's: “think global, act local” the marketing mix by Claudio Vignali

Chapter 1, Pages: 1-41  
2 Service Quality and Customer Satisfaction

Case Study: Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: moderating role of perceived price by Kisang Ryu, Heesup Han

Case Study: Customer Engagement: A Framework for Assessing Customer-Brand Relationships: The Case of the Restaurant

Chapter 2,

Pages: 41-75

 
3 Market Research

Student Presentation

Chapter 3,

Pages: 75-115

 
4 Competitive Strategies

Student Presentation

Chapter 4

Pages: 115-145

 
5 Market Segmentation and Positioning Student Presentation

Review for Midterm

Chapter 5

Pages: 145-179

 
6 Midterm I

Review of Course Material (Week 1-5)

Instructor Notes  
7 Developing a Marketing Plan

Student Presentation

Chapter 6

Pages: 179-203

 
8 Developing New Products and Services

Student Presentation

Chapter 7

Pages: 203-259

 
9 Marketing Channels

Student Presentation

Chapter 9

Pages: 317-339

 
10 Sales Promotions, Merchandising, and Public Relations Chapter 10

Pages: 339-371

 
11 Sales Promotions, Merchandising, and Public Relations Continued Chapter 10

Pages: 339-371

 
12 Social Media Marketing

Student Presentation

Chapter 11

Pages: 371-401

 
13 Starbucks Case Study

Student Presentation

Chapter 12

Pages: 401-421

 
14 Student Presentation

Review of course material

Instructor Notes  

 

Recommended Sources

RECOMMENDED SOURCES
Textbook Robert D. Reid, David C. Bojanic, 2006, Hospitality Marketing Management, 4th Ed, John Wiley & Sons, Inc.

David Bowie and Francis Buttle, 2004, Hospitality Materials: An introduction, Elsevier Butterworth-Heinemann.

Scott McCabe, 2009, Marketing Communications in Tourism and Hospitality, Elsevier Butterworth-Heinemann.

Additional Resources Instructor Notes

 

Material Sharing

MATERIAL SHARING
Assignments

 

 

 

 

Case Study Presentation

Students will be given course related assignments such as researching a customer oriented market campaign or a successful F&B marketing campaign. Assignments will be discussed in class.

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.

 

Assessment

IN-TERM STUDIES NUMBER PERCENTAGE
Mid-terms 1 30
Assignment 1 5
Project 1 25
Total   60
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE   40
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE   60
Total   100