CLM 355 | Course Introduction and Application Information - Gastronomy and Culinary Arts Program

Course Name

Marketing Food and Beverages

Code	Semester	Theory (hour/week)	Application/Lab (hour/week)	Local Credits	ECTS
CLM 355	Fall/Spring	3	0	3	4

Prerequisites	None
Course Language	English
Course Type	Elective
Course Level	First Cycle
Mode of Delivery	-
Teaching Methods and Techniques of the Course	Lecture / Presentation
National Occupation Classification	-
Course Coordinator	-
Course Lecturer(s)	Dr.Öğretim Üyesi ECE İPEKOĞLU
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; explain marketing process in food and beverage marketing demonstrate skills on understanding, segmenting and targeting customers compare consumer markets and consumer buying behavior specify the steps required to menu planning and pricing demonstrate skills on using innovation tools to develop new food products identify opportunities in creating competitive strategies discuss the importance of managing marketing communication
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

Course Category	Core Courses
	Major Area Courses
	Supportive Courses	X
	Media and Management Skills Courses
	Transferable Skill Courses

Week	Subjects	Related Preparation
1	Introduction to Marketing and Its Importance	Philip Kotler, John T. Bowen, Seyhmus Baloglu, “Marketing for Hospitality and Tourism”
2	Basic Concepts and Historical Development of Marketing	Philip Kotler, John T. Bowen, Seyhmus Baloglu, “Marketing for Hospitality and Tourism”
3	Marketing Environment	Philip Kotler, John T. Bowen, Seyhmus Baloglu, “Marketing for Hospitality and Tourism”
4	Marketing Environment and Marketing Mix in the Food Industry	Philip Kotler & Gary Armstrong, “Principles of Marketing
5	Understanding the Consumer Market and Consumer Behavior	Philip Kotler & Gary Armstrong, “Principles of Marketing
6	Introduction to Service Marketing and Food and Beverage Marketing	Philip Kotler, John T. Bowen, Seyhmus Baloglu, “Marketing for Hospitality and Tourism”
7	Market Segmentation, Targeting, Positioning	Philip Kotler, John T. Bowen, Seyhmus Baloglu, “Marketing for Hospitality and Tourism”
8	Marketing Research	Philip Kotler, John T. Bowen, Seyhmus Baloglu, “Marketing for Hospitality and Tourism”
9	Midterm
10	Preparing a Marketing Plan	Philip Kotler, John T. Bowen, Seyhmus Baloglu, “Marketing for Hospitality and Tourism”
11	Current Marketing Strategies in the Food and Beverage Industry	Philip Kotler & Gary Armstrong, “Principles of Marketing
12	Digital and Social Media Marketing	Philip Kotler, John T. Bowen, Seyhmus Baloglu, “Marketing for Hospitality and Tourism”
13	Project Presentations
14	Project Presentations
15	Review of the Semester
16	Final Exam

Course Notes/Textbooks

Philip Kotler & Gary Armstrong, “Principles of Marketing”, Pearson, ISBN 9781292220178

Philip Kotler, John T. Bowen, Seyhmus Baloglu, “Marketing for Hospitality and Tourism”, Pearson, ISBN-13: 9780137499014

Suggested Readings/Materials

Şevki Ulema, “Yiyecek ve İçecek Pazarlaması”, Detay Yayıncılık, ISBN 978-605-254-458-7

Semester Activities	Number	Weigthing
Participation
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
Presentation / Jury	1	30
Project
Seminar / Workshop
Oral Exams
Midterm	1	30
Final Exam	1	40
Total

Weighting of Semester Activities on the Final Grade	2	60
Weighting of End-of-Semester Activities on the Final Grade	1	40
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	14	2	28
Field Work			0
Quizzes / Studio Critiques			0
Portfolio			0
Homework / Assignments			0
Presentation / Jury	1	13	13
Project			0
Seminar / Workshop			0
Oral Exam			0
Midterms	1	13	13
Final Exam	1	18	18
		Total	120

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	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	-	-	-	-	-
4	Recognizes and evaluates the impact of gastronomy on culture and society	-	-	-	-	-
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	-	-	-	-	-
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	-	-	-	-	-
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)	-	-	-	-	-
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	-	-	-	-	-