| 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 |
| GMS5009 | Strategic Marketing in The Food Industry | Fall | 3 | 0 | 3 | 8 |
| Language of instruction: | Turkish |
| Type of course: | Must Course |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | KEREM İLASLAN |
| Course Objectives: | Food marketing is a fascinating and dynamic field of study, with new food trends and issues requiring strategic marketing decisions to capitalize on opportunities and meet challenges in today's increasingly competitive and global environment. Customer behavior and marketing of the food industry are constantly changing due to various environmental and globalization reasons. This course provides students with the necessary tools and frameworks to make proactive marketing decisions. This course aims to provide students with a strong grasp of both the strategic elements of building long-term customer centricity and the operational techniques necessary for marketing managers to successfully implement strategic marketing orientation |
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The students who have succeeded in this course; 1.Develop integrated marketing strategies as well as evaluate and propose appropriate activities and organizational structures to effectively implement and control the chosen strategy 2. Applying Digital Marketing and possible crisis prevention techniques 3. Understanding customer behavior that changes according to new trends 4. Applying ethical rules in the food industry 5. Positioning of foods in social media marketing 6. Understanding the role of food/localization/agriculture in tourism marketing |
| 1.Develop integrated marketing strategies as well as evaluate and propose appropriate activities and organizational structures to effectively implement and control the chosen strategy 2. Applying Digital Marketing and possible crisis prevention techniques 3. Understanding customer behavior that changes according to new trends 4. Applying ethical rules in the food industry 5. Positioning of foods in social media marketing 6. Understanding the role of food/localization/agriculture in tourism marketing |
| Week | Subject | Related Preparation |
| 1) | General definition of marketing and its association with food | |
| 2) | The Changing Role of Food Marketing in the New Economy | |
| 3) | Digital Marketing | |
| 4) | Digital PR and Reputation Management | |
| 5) | Social media marketing communications effects | |
| 6) | The changing role of food marketing in the new economy | |
| 7) | Midterm Exam | |
| 8) | Changing customers in the food industry behavior - The role of Covid | |
| 9) | Affecting interaction in social commerce factors | |
| 10) | Integrated marketing communications – coffee companies | |
| 11) | Social lynchings, brand crises and reputation | |
| 12) | McDonalds and Nutella Crisis Management | |
| 13) | Region of tourism destinations marketing with food/agriculture | |
| 14) | Unethical customer behavior in food and beverage businesses |
| Course Notes / Textbooks: | |
| References: | Pazarlama 4.0, Iwan Setiawan ve Philip Kotler Food Marketing Custom Edition, Joseph J. Belna |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 14 | % 20 |
| Midterms | 1 | % 30 |
| Final | 1 | % 50 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| 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 |