| 6. |
COURSE OBJECTIVES: |
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By the end of the course, students will |
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(A) |
to identify major marketing trends in the foodservice industry. |
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(B) |
to differentiate between marketing and selling. |
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(C) |
to describe the marketing concept as a consumer oriented philosophy that focuses all available organizational resources on the profitable fulfilling of the wants and needs of the customer. |
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(D) |
to discuss the role of management in marketing. |
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(E) |
to identify and describe the elements of the marketing mix. |
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(F) |
to recognize the nature of service marketing. |
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(G) |
to discuss the strategic implications of the product life cycle. |
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(H) |
to recognize effective marketing planning. |
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(I) |
to implement a systems model for developing marketing plans. |
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(J) |
to identify the elements of a marketing information system. |
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(K) |
to discuss the three commonly used marketing research methods. |
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(L) |
to discuss specific marketing research applications within the foodservice industry. |
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(M) |
to discuss the concept of segmentation and make applications of this method. |
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(N) |
to identify and describe methods for measuring demand. |
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(O) |
to develop a positioning statement. |
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(P) |
to illustrate and describe the contemporary consumer decision-making model. |
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(Q) |
to explain several models describing consumer behavior. |
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(R) |
to describe advertising terms commonly used in foodservice applications within the advertising industry. |
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(S) |
to describe the functions of an advertising agency. |
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(T) |
to critique advertising planning, strategy, and budgets. |
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(U) |
to identify and discuss the successful use of several common advertising media. |
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(V) |
to describe the roles of sales promotions and public relations. |
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(W) |
to develop a marketing plan based upon common marketing models. |
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(X) |
to forecast sales for group business for a foodservice operation. |
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(Y) |
to set up a system to maintain information on group clients. |
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(Z) |
to identify and describe the characteristics of the major group market segments. |
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(AA) |
to discuss the elements of the personal selling process. |
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(BB) |
to list and describe critical components of the menu planning and production process. |
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(CC) |
to name the elements of accuracy-in-menu. |
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(DD) |
to describe the role of menu evaluation. |
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(EE) |
to define pricing theory and discuss pricing strategies. |
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(FF) |
to list and discuss the marketing factors that affect price. |
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(GG) |
to identify and define pricing guidelines and policies. |