Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:
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| Knowledge
(Described as Theoritical and/or Factual Knowledge.)
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1) Evaluates the marketing environment in the food and beverage industry.
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2) Evaluates the food and beverage sector within the framework of service marketing.
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3) Evaluates the consumer and industrial markets in the food and beverage industry.
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4) Carries out market segmentation studies in the food and beverage industry.
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5) Gains comprehensive knowledge about market research in the food and beverage industry.
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6) Gains knowledge of the effects of product and brand concepts on marketing in the food and beverage industry.
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7) Learns the activities of determining the price policy of the enterprise in the food and beverage sector.
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8) Gains knowledge in the implementation of promotion mix activities in the food and beverage industry.
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9) Gains knowledge of the distribution function of the marketing mix in the food and beverage industry.
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| Skills
(Describe as Cognitive and/or Practical Skills.)
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| Competences
(Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)
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| Week |
Subject |
Materials Sharing * |
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Related Preparation |
Further Study |
| 1) |
Marketing concept, Basic concepts |
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| 2) |
Micro and macro environmental factors of marketing |
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| 3) |
Consumer markets |
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| 4) |
Industrial markets |
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| 5) |
Market segmentation, market targeting, market positioning |
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| 6) |
Marketing research process, Marketing research methods, Qualitative and Quantitative research, marketing information system |
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| 7) |
Product, product classifications, new product development process |
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| 8) |
Midterm Exam |
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| 9) |
Product life curve, Brand concept, Brand value |
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| 10) |
Service marketing, Service dimensions, Service quality |
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| 11) |
Price, Pricing strategies, Price differentiation |
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| 12) |
Distribution, Distribution strategies, Wholesaling and Retailing |
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| 13) |
Communication process, Determination of promotion budget, Promotion mix |
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| 14) |
Personal selling, Public relations, Direct marketing, Advertising, Sales development |
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| 15) |
International marketing, Standardization and adaptation, Culture concept |
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| 16) |
Final Exam |
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| Course Notes / Textbooks: |
Bingöl, Ramazan, Restoran İşletmeciliği: Restoranlar ve Lokantalar Nasıl Yönetilir?, Timaş Yayınları, İstanbul, 2009
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| References: |
Mucuk, İsmet, Pazarlama İlkeleri, Türkmen Kitabevi, 2006, İstanbul
İslamoğlu, Hamdi, Aydın, Kenan, Hizmet Pazarlaması, Beta Yayınları, 2016, İstanbul
Bowie, David, Buttle, Francis, Hospitality Marketing, Elsevier, Oxford, 2004
Kotler, Philip, Bowen, John T., Makens, James C., Baloglu, Seyhmus, Marketing for Hospitality and Tourism, Pearson, 2017
Kotler, P., Principles of marketing, Harlow : Pearson Prentice Hall, 2008
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(KPLOs and SPLOs are the abbreviations for Key & Sub- Programme Learning Outcomes, respectively. )
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Programme Learning Outcomes |
Contribution Level (from 1 to 5) |
1) |
Understands the concepts and basic principles in the field of Gastronomy and Culinary Arts |
5 |
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1.1 Learn and apply the principles of food science and nutrition |
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1.2 Know and apply the methods of procuring, storing, preparing, cooking and serving food and beverages in theory and practice |
5 |
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1.3 Learns the techniques and current developments in the field of gastronomy. Gains the ability to do research on this subject |
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1.4 Learns and implements national and international food safety, hygiene, sanitation rules, and legislation and standards in these areas |
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1.5 Learns food-human and food-society relations, understands the effect of food on social order |
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1.6 Learns the basic concepts in business, marketing and economics. Develops the ability to use these concepts in the field |
5 |
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1.7 Have information about menu management, menu planning, food and beverage cost, pricing and apply it in the field |
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1.8 Knows and applies the legal regulations, occupational safety and employee health principles in the field |
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2) |
Knows the theory and practices of food and beverage business, gains entrepreneurial skills |
3 |
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2.1 Can take responsibility in profession and apply ethical values |
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2.2 Learns to work with the group, improves their oral and written interaction and presentation skills |
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2.3 Gains knowledge of the concepts and rules in the field of hospitality and hospitality industries. Understands the place of the gastronomy area in the hospitality industry and can fulfill its needs |
3 |
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2.4 Provides gain from technological developments in the field. Applies technology and technological developments in the field |
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3) |
Gains the ability to develop projects that will contribute to the field of food and beverage management, gastronomy and culinary arts |
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3.1 Learns to work with the group, improves their oral and written interaction and presentation skills |
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4) |
Applies the theoretical knowledge in business life during a semester. |
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4.1 To be able to organize and implement projects and activities for the social environment in which they live with a sense of social responsibility. |
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4.2 Informs the related persons and institutions in professional matters orally and in writing. |
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4.3 To be able to manage activities for the development of employees working under their responsibility. |
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4.4 Explain problems using professional data. |
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4.5 Take responsibility as individual and team member to solve complex and unpredictable problems encountered in applications. |
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5) |
S/he acquires the competencies that develop by the expectations of business world and the society defined as the institutional outcomes of our university on the advanced level in relation with his/her field. |
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5.1 Acquires the analyzing solving the problems and managing the conflicts. |
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5.2 Participates as a team member and takes responsibility in the environments that require the solving of the conflicts and acts as a leader when necessary. |
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5.3 Has awareness for ethical and social responsivity. |
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5.4 By supporting the learnt courses with quantitative and qualitative data; and by using verbal and visual communication means, s/he transfers them to the groups within and outside his/her group in a systematical and effective way. |
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5.5 Evaluates the norms and standards present in the works in which s/he takes responsibility in a critical point of view. |
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5.6 Develops strategical, innovative and entrepreneurial ideas. |
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5.7 Acquires competence of managing the change. |
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5.8 Shows development personally and socially with and awareness for lifelong learning. |
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5.9 Follows advanced technologies and developments about digital transformation. |
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5.10 Has cultural awareness and s/he transfers this to the groups within and outside his/her field. |
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5.11 Has awareness about citizenship competency. |
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5.12 Acquires communication in a Foreign Language (English) competence defined on the level of at least B1 in European Language Portfolio. (In programs whose medium of instruction is English, on the level of B2/B2+). |
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| WORKLOAD OF TEACHING & LEARNING ACTIVITIES |
| Teaching & Learning Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Course |
15 |
2 |
30 |
| Laboratory |
0 |
0 |
0 |
| Application |
0 |
0 |
0 |
| Special Course Internship (Work Placement) |
0 |
0 |
0 |
| Field Work |
0 |
0 |
0 |
| Study Hours Out of Class |
0 |
0 |
0 |
| Presentations / Seminar |
0 |
0 |
0 |
| Project |
0 |
0 |
0 |
| Homework Assignments |
1 |
5 |
5 |
| Total Workload of Teaching & Learning Activities |
- |
- |
35 |
| WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES |
| Assesment & Evaluation Activities |
# of Activities per semester |
Duration (hour) |
Total Workload |
| Quizzes |
2 |
2 |
4 |
| Midterms |
1 |
10 |
10 |
| Semester Final Exam |
1 |
30 |
30 |
| Total Workload of Assesment & Evaluation Activities |
- |
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44 |
| TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities) |
79 |
| ECTS CREDITS OF THE COURSE (Total Workload/25.5 h) |
3 |
ECTS Information Package / Course Catalogue