| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | 196000108100 | FOOD AND BEVERAGE MARKETING | Elective | 4 | 8 | 3 |
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| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| The aim of this course is to understand the marketing processes in the food and beverage sector and to gain the knowledge and skills to develop marketing strategies in accordance with sectoral needs. Students will develop sectoral awareness by gaining theoretical and practical knowledge on marketing management of food and beverage businesses, consumer behaviour, brand building, digital marketing, pricing strategies and customer relationship management. |
| Name of Lecturer(s) |
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| Learning Outcomes |
| 1 | Makes the general definition of marketing | | 2 | Have knowledge about marketing mix elements | | 3 | Explains the product subject | | 4 | Explains the price issue | | 5 | Explains the location (place) | | 6 | Explains the subject of promotion |
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| Mode of Delivery |
| Daytime Class |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| The course includes the acquisition of the necessary analysis, planning and communication competencies to enable students to produce innovative and customer-oriented solutions in the sector. |
| Weekly Detailed Course Contents |
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| 1 | Overview of food and beverage sector: The importance of the sector, its characteristics and its relationship with marketing. | | | | 2 | Marketing concepts: Basic marketing principles and their application to food and beverage industry. | | | | 3 | Consumer behaviour: Customer preferences and purchase decision process in food and beverage industry. | | | | 4 | Product development in food and beverage businesses: Menu design and innovation processes. | | | | 5 | Pricing strategies: Cost analysis, pricing methods and strategic pricing. | | | | 6 | Distribution channels and logistics: Methods used to deliver products to customers and supply chain management. | | | | 7 | Communication and promotion strategies: Use of advertising, public relations and social media. | | | | 8 | Brand building and management: Creating brand equity and loyalty in the food and beverage industry. | | | | 9 | Digital marketing: Digital tools and online marketing strategies in the food and beverage industry. | | | | 10 | Customer relationship management: Customer satisfaction and complaint management strategies. | | | | 11 | Sustainability and ethics: Environmental and social responsibility in the food and beverage industry. | | | | 12 | Innovative marketing practices: Current trends and technological developments. | | | | 13 | General evaluation and case analysis studies: Analysing case studies and proposing solutions. | | | | 14 | General Evaluation | | |
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| Recommended or Required Reading |
| Food and Beverage Marketing, Prof. Dr. Şevki ULEMA, Detay Publishing. |
| Planned Learning Activities and Teaching Methods |
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| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
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| Workload Calculation |
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| Midterm Examination | 1 | 20 | 20 |
| Final Examination | 1 | 30 | 30 |
| Attending Lectures | 14 | 3 | 42 |
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| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 1 | | | | | | | | | | | | | | LO2 | | 3 | | | | | | | | | | | | | LO3 | | | 4 | | | | | | | | | | | | LO4 | | | | 4 | | | | | | | | | | | LO5 | | | | | 4 | | | | | | | | | | LO6 | | | | | | 3 | | | | | | | |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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Iğdır University, Iğdır / TURKEY • Tel (pbx): +90 476
226 13 14 • e-mail: info@igdir.edu.tr
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