PRINCIPLES OF MARKETING IN FOOD AND BEVERAGE BUSINESSES

Course Description

Bu dersimizin amacı modern pazarlama kavramını ve misyonunu, stratejileri hakkında bilgi birikimi sağlayıp kavratmak. Modern pazarlama yönetimi içinde yer alan pazarlama karması unsurlarının stratejileri, nasıl uygulanacağı, rekabet stratejileri ile müşteri ilişkileri yönetimine ait temel bilgiler ve bu bilgilerin uygulamaya nasıl aktarılacağı ile ilgili ders ve piyasa araştırmalarıdır. Dersin içeriği; modern pazarlama anlayışı, pazarlama yönetimi, stratejik pazarlama ve pazarlama planlaması, pazarlama kararlarını etkileyen çevresel faktörler, pazarlama bilgi sistemi ve pazarlama araştırması, tüketici pazarının özellikleri, örgütsel pazarların özellikleri, uluslar arası pazarların özellikleri, Pazar bölümlendirme ve hedef pazar seçimi, mal kararları, fiyat kararları, dağıtım kararları, tutundurma kararları, hizmet pazarlaması ve pazarlamada örgütleme ve denetimdir.

PRINCIPLES OF MARKETING IN FOOD AND BEVERAGE BUSINESSES

Evaluation Tools (Active Term)

Course outcomes

1. 01 Defining marketing and the marketing process
2. 02 Evaluating the marketplace and customer value (Analyse the marketing environment, managing marketing information and customer markets and buyer behaviour)
3. 03 Designing a customer value-driven strategy and mix ( customer -driven marketing strategy , building customer value, delivering customer value
4. 04 Describing the factors to be considered when setting prices and the different pricing strategies
5. 05 Identifying the promotional mix that consists of advertising, personal selling, sales promotion, and publicity

Course Syllabus

Reference Books & Course Materials

1. 01 Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2021). Marketing for hospitality and tourism. Pearson.
2. 02 Hudson, S., & Hudson, L. (2024). Marketing for tourism, hospitality & events: A global & digital approach (2nd ed.). SAGE Publications Ltd

Learning Outcomes

1. L01 Students will be able to describe the basic principles, theories, concepts and dynamics of marketing . SOLO 3
2. L02 Students will be able to discuss marketing principles and tools over case studies and practical business decision-making process. SOLO 5
3. L03 Students will be able to evaluate the role of the customer in marketing planning, target marketing, and positioning strategy. SOLO 5
4. L04 Students will be able to examine the environment in which organizations market their products, including the competitive, socio/cultural, natural, political/legal, economic, and technological environments. SOLO 3
5. L05 Students will be able to describe the elements of the marketing mix, how these elements are integrated in the marketing strategy, and how these elements affect an organization's ability to compete in the marketplace. SOLO 3
6. L06 Students will be able to define the global marketing environment and the impact on marketing strategy. SOLO 2

Program Outcomes

1. P01 1. Students will be able to recognize the Turkish and global cuisine and techniques associated to these cuisines.
2. P02 2. Students will be able to contribute to the exploration and conservation of Turkish cuisine.
3. P03 3. Students will be able to globally promote the recognition of the rich Turkish cuisine.
4. P04 4. Students will be able to internalize health and safety protocols as the focus of their studies.
5. P05 5. Students will be able to compete at national and international scales.
6. P06 6. Students will be able to pursue the quality and high standards from raw material to the fork.
7. P07 7. Students will be able to organize and manage catering events.
8. P08 8. Students will be able to develop skills to make a team, take on responsibility as well as comply with organizational hierarchy.
9. P09 9. Students will be able to adopt and apply the essential principles of national and international cuisines.
10. P10 10. Students will be able to apply food and beverage cost control methods.
11. P11 10. Öğrenciler, yiyecek-içecek maliyet kontrol yöntemlerini uygulayabilecektir.
12. P12 12. Students will be able to plan and maintain the professional processes.
13. P13 13. Students will be able to acquire and develop entrepreneurial ability.
14. P14 14. Students will be able to develop skills to recognize and practice social and ethical responsibilities.
15. P15 15. Students will be able to have knowledge of a foreign language at basic level.

Po-Lo Matrix