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COURSE SYLLABUS

CUA 256 Food Service Marketing

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8. COURSE OUTLINE
  Tentative Schedule
  I. Introduction to marketing in the foodservice industry
    (A) The functions of marketing
      1. Economic
      2. Political
      3. Social
      4. Technological
    (B) Definition of marketing
    (C) Marketing versus selling
    (D) The marketing concept
    (E) Marketing as a competitive force
    (F) The role of management in marketing
    (G) Marketing planning
    (H) Marketing execution
    (I) Marketing evaluation
    (J) Managing personnel for improved marketing
    (K) The hospitality marketing mix
    (L) The traditional marketing mix
    (M) The marketing mix for foodservice operations
      1. Consumer perceptions, attitudes, and behavior
      2. Industry attitudes and trends
      3. Local competition
      4. Trends
      5. Governmental policy and legislation
  II. An overview of services marketing
    (A) The nature of services
      1. Intangibility
      2. Simultaneous production and consumption
      3. Consumer involvement in service production
      4. Absence of inventories
      5. Lack of service consistency
      6. Distribution channels
      7. Classification of services
    (B) Consumer behavior with regard to services
      1. Search and experience qualities
      2. Relationship marketing
    (C) Managing in the service environment
      1. Conflicts between operations and marketing
      2. Managing supply and demand
      3. Improving guest service and guest satisfaction
  III. An overview of marketing in the hospitality industry
    (A) The management function of marketing
      1. Operations
      2. Finance
      3. Administration
      4. Human resource management
      5. Research and development
      6. Marketing
    (B) The product life cycle
      1. Pros and cons of the product life cycle
      2. Developing strategies for the product life cycle.
      3. McDonald's through the life cycle
      4. The concept of the wheel of retailing
    (C) Trends affecting the hospitality industry.
      1. Specific trends affecting hospitality marketing
    (D) Size, scope, and major corporations in the hospitality industry
      1. Foodservice corporations
      2. Lodging corporations
  IV. Marketing planning, marketing information, and marketing research
    (A) Planning for effective marketing
      1. Types of plans
      2. Definition of planning terms
      3. Advantages to planning
      4. Disadvantages to planning
    (B) A systems model for developing a marketing plan
      1. The strategic marketing planning model
      2. Why some plans fail
  V. Marketing information systems
    (A) Introduction to information systems
      1. The critical need for information
      2. Definition of a marketing information system
      3. Components of a marketing information system
    (B) Use of a marketing information system
      1. Timely uses for a marketing information system
      2. Requirements for a successful marketing information system
    (C) Internally generated marketing information
      1. Sources of information
    (D) Externally generated marketing information
      1. Sources of information
      2. Primary data
      3. Secondary date
  VI. Market research methodology
    (A) Marketing research methodology's six steps
      1. The experimental method
      2. The observational method
      3. The survey method
      4. Sampling methodology
      5. Survey instrument design
    (B) Specific marketing research applications
      1. The marketing audit
      2. Feasibility studies
      3. Product development
  VII. Market segmentation and positioning
    (A) Basic segmentation
      1. Nature of segmentation
      2. Segmentation variables
      3. Criteria for effective segmentation
    (B) Measuring demand
      1. Evaluating market segments
      2. Forecasting methods
    (C) Two consumer markets with excellent growth potential
      1. Working women and women business travelers
      2. Individuals over 55
    (D) Positioning the product-service mix
      1. Positioning defined
      2. Constructing the space of the product-service mix
      3. Developing the positioning statement
  VIII. Understanding the behavior of hospitality consumers
    (A) A contemporary consumer decision-making model
      1. Extrinsic influences on consumer behavior
      2. Intrinsic influences on consumer behavior
      3. Understanding consumer decision making
    (B) Models on consumer behavior
      1. Seeking innovators and early adopters
      2. The uses of models
      3. Marshallian economic model
      4. Veblenian sociopsychological model
      5. The howard-sheth model of buyer behavior
      6. The nicosia model
    (C) Consumer satisfaction in the hospitality industry
      1. Techniques to assess consumer satisfaction
      2. The most common reasons for consumer dissatisfaction
      3. Foodservice dissatisfiers
      4. Lodging dissatisfiers
  IX. Advertising management
    (A) Functions and criticisms of advertising
    (B) Definitions of advertising terms
      1. Advertising and promotion
      2. National and local advertising
      3. Cooperative advertising
      4. Advertising and promotion throughout the life cycle.
    (C) Relations with an advertising agency
      1. Advantages and disadvantages of working with an agency
      2. The role of an agency and the types of agencies
      3. Selecting an advertising agency
      4.