Master of Arts in Gastronomy with thesis
Master	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

General course introduction information

Course Code:

GST525

Course Name:

Food and Marketing

Course Semester:

Spring
Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	5

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Department Elective

Course Level:

Master

TR-NQF-HE:7. Master`s Degree

QF-EHEA:Second Cycle

EQF-LLL:7. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator :

Ar.Gör. MÜGE KAYA

Course Lecturer(s):

Course Assistants:

Course Objective and Content

Course Objectives:

To understand the basic concepts and applications in the fields of marketing, branding and sales and to understand the importance of marketing in the establishment and maintenance of successful businesses

Course Content:

In this course; Introduction to marketing - Historical development of marketing - Marketing environment, 4P and 4C Marketing mix - Product / Customer - Price / Cost - Distribution / Convenience - Promotion / Communication, Market Analysis - Market research - Competitor analysis, - Branding - Positioning - Mission and Vision, Concept (Theme), Service marketing - Marketing practices in food and beverage sector, Service marketing - Marketing practices in food and beverage sector, Midterm Exam, Consumer behavior - Consumer behavior in the food and beverage sector, Consumer behavior - Consumer behavior in the food and beverage sector, Preparation of Marketing Plan, Customer relationship management - CRM concept - CRM applications in food and beverage businesses, Digital Marketing Social media marketing, Digital Marketing Social media marketing, Sales in food and beverage businesses - The importance of sales in marketing - The stages of the sales process - Sales methods; sales methods.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) Brand building methodology
2) Basic Marketing knowledge
3) Target customer identification
4) Market research methods
5) Sales techniques
6) Preparation of a marketing plan
2 - Skills
Cognitive - Practical
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	Introduction to marketing - Historical development of marketing - Marketing environment
2)	4P and 4C Marketing mix - Product / Customer - Price / Cost - Distribution / Convenience - Promotion / Communication
3)	Market Analysis - Market research - Competitor analysis
4)	Branding - Positioning - Mission and Vision
5)	Concept (Theme)
6)	Service marketing - Marketing practices in food and beverage sector
7)	Service marketing - Marketing practices in food and beverage sector
8)	Midterm Exam
9)	Consumer behavior - Consumer behavior in the food and beverage industry
10)	Consumer behavior - Consumer behavior in the food and beverage industry
11)	Preparation of Marketing Plan
12)	Customer relationship management - CRM concept - CRM applications in food and beverage businesses
13)	Digital Marketing Social Media Marketing
14)	Sales in food and beverage businesses - The importance of sales in marketing - Stages of the sales process - Sales methods
15)	final exam

Sources

Course Notes / Textbooks:

References:

Banu SAMANCI “Markanızı nasıl pişirirsiniz?”, CEO Plus, Doğan Kitap, 2016
Mucuk, İsmet “Pazarlama İlkeleri”, Türkmen Kitapevi, Karafikoğlu, Mehmet “Pazarlama İlkeleri”, Literatür Yayıncılık notları, Philip Kotler, “A’dan Z’ye Pazarlama” Josh Kaufman “The Personal MBA” Ed.
Julius Wiedemann, Taschen. “Reklamcılık artık Online”, Alan Charlesworth “Internet
Marketing”
Tracy L. Tuten & Michael R. Solomon,“Social Media Marketing”, Liana Li Evans, “Social Media Marketing”

Course-Program Learning Outcome Relationship

Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) Ability to develop and deepen knowledge at the level of knowledge in the same or a different field, based on undergraduate level eligibility. Being able to comprehend the interdisciplinary interaction that the field spans. Ability to use theoretical and practical knowledge acquired in the field. Ability to interpret the knowledge gained in the field by integrating information from different disciplines and create new knowledge. Ability to solve field-related problems using research methods. Ability to carry out independently by combining field-related parts. To be able to systematically convey current developments in the field and one's own studies, in writing, verbally and visually, to groups within the field and outside the field, by supporting them with good and high-quality data.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Ability to develop and deepen knowledge at the level of knowledge in the same or a different field, based on undergraduate level eligibility. Being able to comprehend the interdisciplinary interaction that the field spans. Ability to use theoretical and practical knowledge acquired in the field. Ability to interpret the knowledge gained in the field by integrating information from different disciplines and create new knowledge. Ability to solve field-related problems using research methods. Ability to carry out independently by combining field-related parts. To be able to systematically convey current developments in the field and one's own studies, in writing, verbally and visually, to groups within the field and outside the field, by supporting them with good and high-quality data.	4

Learning Activity and Teaching Methods

Field Study
Expression
Reading

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Bilgisayar Destekli Sunum

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	1	% 10
Midterms	1	% 40
Final	1	% 50
total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Workload
Course Hours	15	30
Midterms	1	2
Final	1	2
Total Workload		34