| GASTRONOMY AND CULINARY ARTS (TURKISH, NONTHESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| GMS5008 | Branding in Gastronomy | Fall | 3 | 0 | 3 | 8 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | Turkish |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | E-Learning |
| Course Coordinator : | KEREM İLASLAN |
| Course Objectives: | Purpose of this course: To examine the importance and function of communication in the branding and branding process with theoretical background and real-life examples. To understand the strategies and methods of branding in the Food Industry. |
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The students who have succeeded in this course; 1. Will be able to plan various brand communication strategies based on the brand's 'reason for existence' and 'uniqueness'. 2. Will be able to analyze a brand with various strategy parameters and branding creativity. 3. Will be able to explain the differentiating insights, consumer-based values and other factors that make up the brand. 4. Will be able to analyze and interpret the market position of rival brands in the same product category. 5. Will be able to manage the decision-making stages in the planning and execution of brand communication. |
| 1. Will be able to plan various brand communication strategies based on the brand's 'reason for existence' and 'uniqueness'. 2. Will be able to analyze a brand with various strategy parameters and branding creativity. 3. Will be able to explain the differentiating insights, consumer-based values and other factors that make up the brand. 4. Will be able to analyze and interpret the market position of rival brands in the same product category. 5. Will be able to manage the decision-making stages in the planning and execution of brand communication. |
| Week | Subject | Related Preparation |
| 1) | Orientation | |
| 2) | content marketing | |
| 3) | Brand narrative and discussion | |
| 4) | The importance of branding in a global competitive environment | |
| 5) | Marketing in the food industry | |
| 6) | Storytelling in brand communication | |
| 7) | Assignment evaluation | |
| 8) | Brands in the food industry | |
| 9) | Brand positioning food positioning | |
| 10) | The importance of gastronomy/food in city branding | |
| 11) | Hybrid marketing and brands | |
| 12) | Digital marketing/bloggering in the food industry | |
| 13) | Brand addiction and The effect of loyalty on consumer purchasing behavior | |
| 14) | Final Project presentations |
| Course Notes / Textbooks: | |
| References: |
| Semester Requirements | Number of Activities | Level of Contribution |
| Homework Assignments | 1 | % 10 |
| Project | 1 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Study Hours Out of Class | 14 | 6 | 84 |
| Project | 1 | 60 | 60 |
| Homework Assignments | 5 | 3 | 15 |
| Midterms | 1 | 2 | 2 |
| Final | 1 | 2 | 2 |
| Total Workload | 205 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |