In this lesson; It aims to obtain the necessary information about marketing strategies, digital marketing methods and consumer behavior in the food and beverage industry in a world where rapid changes in consumer profiles and needs are observed with globalization and technological developments. Within the scope of the course, the main concepts and techniques required to identify and evaluate profitable business opportunities in terms of strategic planning will be discussed in order to introduce the system that enables the matching of products and services with current and developing consumer needs. In addition, within the scope of service marketing, marketing and sales strategies in the food and beverage sector, marketing plan preparation, digital marketing methods and applications in the sector, brand creation processes and consumer behavior will be examined.
Course Content
This course contains; Subject, Scope, Development of Marketing and Modern Marketing Management,Marketing Environment, Strategic Planning and the Role of Marketing,Marketing Information System, Target Market Selection in Market Segments,Marketing Functions and Marketing Mix,Consumer Markets and Consumer Behavior,Personal Selling and Sales Management,Advertising, Sales Development and Promotion ,Organization, Application and Control in Marketing Management,International Marketing,Brand Concept, Definition and Importance,Brand Personality and Brand Identity ,Brand Equity, Brand Loyalty and Brand Awareness,Brand Associations, Perceived Quality,Digital Branding .
Course Learning Outcomes
Teaching Methods
Assessment Methods
Have basic knowledge about marketing and sales processes.
9
C
Understands consumer behavior, how and why consumers make purchasing decisions, and their mindset before, during and after purchasing.
9
C
Principles and theories related to marketing issues such as product development, pricing and positioning are discussed.
9
C
Understands the strategies that will enable them to be more successful in the market.
9
C
Teaching Methods:
9: Lecture Method
Assessment Methods:
C: Multiple-Choice Exam
Course Outline
Order
Subjects
Preliminary Work
1
Subject, Scope, Development of Marketing and Modern Marketing Management
2
Marketing Environment, Strategic Planning and the Role of Marketing
Prepare for the relevant section from the suggested resources.
3
Marketing Information System, Target Market Selection in Market Segments
4
Marketing Functions and Marketing Mix
Doing Research on Websites
5
Consumer Markets and Consumer Behavior
6
Personal Selling and Sales Management
7
Advertising, Sales Development and Promotion
8
Organization, Application and Control in Marketing Management
9
International Marketing
Prepare for the relevant section from the suggested resources.
10
Brand Concept, Definition and Importance
Prepare for the relevant section from the suggested resources.
11
Brand Personality and Brand Identity
Prepare for the relevant section from the suggested resources.
12
Brand Equity, Brand Loyalty and Brand Awareness
Prepare for the relevant section from the suggested resources.
13
Brand Associations, Perceived Quality
Preparation for the relevant section from relevant resources
14
Digital Branding
Prepare for the relevant section from the suggested resources.
Resources
Lecturer's lecture notes
M. İsmet (2017), Marketing Principles, Turkmen Bookstore, Istanbul.
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Recognizes educational resources and application equipments in the field of gastronomy.
2
Defines the working areas and responsibilities of the personnel in the business to which it is responsible, taking into account the occupational safety rules.
X
3
Understands the effects of the methods used by understanding the physical and chemical phenomena behind cooking over food.
4
Develops creative menus using new technologies and production methods
5
Develops personalized menus by using the basic theoretical knowledge required in the food and beverage industry.
6
Promotes the national culinary culture in a global context by feeling a sense of responsibility towards it.
7
Designs menus within the framework of professional ethics and health principles.
8
Considers cooking as a chemical reaction.
9
Provides solutions to problems encountered in professional life.
X
10
Makes ethical decisions both in the professional field and in a socio-cultural sense, and clearly states the consequences of the decisions made.
X
11
Demonstrates responsible behavior in line with sustainability principles by following the legal legislation in the food sector.
X
12
Manages the economic activities of a gastronomy-related business, such as marketing and cost analysis.
X
13
Recognizes international innovations in field and adapts the necessary innovations to his/her own business.
X
14
Embraces the importance of lifelong learning and evaluates professional developments by also utilizing scientific literature.
X
Assessment Methods
Contribution Level
Absolute Evaluation
Rate of Midterm Exam to Success
50
Rate of Final Exam to Success
50
Total
100
ECTS / Workload Table
Activities
Number of
Duration(Hour)
Total Workload(Hour)
Course Hours
14
3
42
Guided Problem Solving
0
0
0
Resolution of Homework Problems and Submission as a Report
14
1
14
Term Project
0
0
0
Presentation of Project / Seminar
1
10
10
Quiz
7
2
14
Midterm Exam
1
10
10
General Exam
1
28
28
Performance Task, Maintenance Plan
2
10
20
Total Workload(Hour)
138
Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(138/30)
5
ECTS of the course: 30 hours of work is counted as 1 ECTS credit.
Detail Informations of the Course
Course Description
Course
Code
Semester
T+P (Hour)
Credit
ECTS
MARKETING in the SERVICE SECTOR
GMS4216619
Spring Semester
3+0
3
5
Course Program
Prerequisites Courses
Recommended Elective Courses
Language of Course
Turkish
Course Level
First Cycle (Bachelor's Degree)
Course Type
Required
Course Coordinator
Assist.Prof. Emine OLUM
Name of Lecturer(s)
Lect. Ozan Ekin SÖZAL
Assistant(s)
Aim
In this lesson; It aims to obtain the necessary information about marketing strategies, digital marketing methods and consumer behavior in the food and beverage industry in a world where rapid changes in consumer profiles and needs are observed with globalization and technological developments. Within the scope of the course, the main concepts and techniques required to identify and evaluate profitable business opportunities in terms of strategic planning will be discussed in order to introduce the system that enables the matching of products and services with current and developing consumer needs. In addition, within the scope of service marketing, marketing and sales strategies in the food and beverage sector, marketing plan preparation, digital marketing methods and applications in the sector, brand creation processes and consumer behavior will be examined.
Course Content
This course contains; Subject, Scope, Development of Marketing and Modern Marketing Management,Marketing Environment, Strategic Planning and the Role of Marketing,Marketing Information System, Target Market Selection in Market Segments,Marketing Functions and Marketing Mix,Consumer Markets and Consumer Behavior,Personal Selling and Sales Management,Advertising, Sales Development and Promotion ,Organization, Application and Control in Marketing Management,International Marketing,Brand Concept, Definition and Importance,Brand Personality and Brand Identity ,Brand Equity, Brand Loyalty and Brand Awareness,Brand Associations, Perceived Quality,Digital Branding .
Course Learning Outcomes
Teaching Methods
Assessment Methods
Have basic knowledge about marketing and sales processes.
9
C
Understands consumer behavior, how and why consumers make purchasing decisions, and their mindset before, during and after purchasing.
9
C
Principles and theories related to marketing issues such as product development, pricing and positioning are discussed.
9
C
Understands the strategies that will enable them to be more successful in the market.
9
C
Teaching Methods:
9: Lecture Method
Assessment Methods:
C: Multiple-Choice Exam
Course Outline
Order
Subjects
Preliminary Work
1
Subject, Scope, Development of Marketing and Modern Marketing Management
2
Marketing Environment, Strategic Planning and the Role of Marketing
Prepare for the relevant section from the suggested resources.
3
Marketing Information System, Target Market Selection in Market Segments
4
Marketing Functions and Marketing Mix
Doing Research on Websites
5
Consumer Markets and Consumer Behavior
6
Personal Selling and Sales Management
7
Advertising, Sales Development and Promotion
8
Organization, Application and Control in Marketing Management
9
International Marketing
Prepare for the relevant section from the suggested resources.
10
Brand Concept, Definition and Importance
Prepare for the relevant section from the suggested resources.
11
Brand Personality and Brand Identity
Prepare for the relevant section from the suggested resources.
12
Brand Equity, Brand Loyalty and Brand Awareness
Prepare for the relevant section from the suggested resources.
13
Brand Associations, Perceived Quality
Preparation for the relevant section from relevant resources
14
Digital Branding
Prepare for the relevant section from the suggested resources.
Resources
Lecturer's lecture notes
M. İsmet (2017), Marketing Principles, Turkmen Bookstore, Istanbul.
Course Contribution to Program Qualifications
Course Contribution to Program Qualifications
No
Program Qualification
Contribution Level
1
2
3
4
5
1
Recognizes educational resources and application equipments in the field of gastronomy.
2
Defines the working areas and responsibilities of the personnel in the business to which it is responsible, taking into account the occupational safety rules.
X
3
Understands the effects of the methods used by understanding the physical and chemical phenomena behind cooking over food.
4
Develops creative menus using new technologies and production methods
5
Develops personalized menus by using the basic theoretical knowledge required in the food and beverage industry.
6
Promotes the national culinary culture in a global context by feeling a sense of responsibility towards it.
7
Designs menus within the framework of professional ethics and health principles.
8
Considers cooking as a chemical reaction.
9
Provides solutions to problems encountered in professional life.
X
10
Makes ethical decisions both in the professional field and in a socio-cultural sense, and clearly states the consequences of the decisions made.
X
11
Demonstrates responsible behavior in line with sustainability principles by following the legal legislation in the food sector.
X
12
Manages the economic activities of a gastronomy-related business, such as marketing and cost analysis.
X
13
Recognizes international innovations in field and adapts the necessary innovations to his/her own business.
X
14
Embraces the importance of lifelong learning and evaluates professional developments by also utilizing scientific literature.
