Strategic Marketing for the Food Industry

 

 

This module conforms fully to the relevant UG regulatory framework.

 

 

MODULE OVERVIEW – PLEASE READ CAREFULLY BEFORE YOU BEGIN YOUR STUDY.

 

Module Title Strategic Marketing for the Food Industry

Module Leader

Level 6

Credit Value 10

Term 6

Module Delivery

Mode Face to Face

Student hours of

study Total 100 hrs

Hours breakdown Class Contact 44 hrs. Directed and Independent Study 56 hours

Module Learning

and Teaching

Scheduled Learning and Teaching Activities 25%

Guided Independent Study 75%

Placement Learning 0%

Module Learning

Outcomes

 

On successful completion of the module, students will be able to:

 

1. Identify a range of key strategic marketing terms applied

within the context of the culinary industry and the consequent

impact for marketing products and services;

2. Evaluate the key elements of strategy and the relationship

with the marketing environment and responsible decision

making process;

3. Apply the different concepts and strategies within market

segmentation, targeting and positioning including the

application of the marketing mix.

 

Module Content

 

▪ Marketing for the culinary industry;

▪ The marketing mix;

▪ Service characteristics culinary marketing;

▪ Market segmentation, targeting and positioning;

▪ Designing and managing products;

▪ Promoting products;

▪ Brand awareness;

▪ Digital Marketing;

 

 

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▪ The nature of strategy and strategic management;

▪ relationship between market orientation, analysis of the external

environment and creating value-delivering strategies;

▪ Environmental forces and impacts;

▪ Initial takeover strategies (simulation introduction and trial);

▪ Preparing and managing the strategic plan;

▪ Initial reporting and long term strategic planning.

 

 

Module

Assessment

 

Component 1: COURSEWORK

Summary of Assessment Method: 1500-word Essay – Critically

examine the environment and consider how culinary entrepreneurs

can adopt and adapt their strategies to meet new market challenges

and opportunities within the culinary industry

Weighting: 100 %

Assesses Learning Outcomes: 1, 2 and 3

 

 

 

 

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MODULE DESCRIPTION

This module provides an introduction to Strategic Marketing for the Food Industry and students

will identify a range of marketing terms and begin to understand the impact that these will have

on the marketing of products and services. Marketing requires co-ordination and planning to

ensure market success together with the setting of marketing objectives, goals and targets.

Students will go on to evaluate the key elements of concept and strategy and begin to apply

those in relation to the positioning and application of the component elements of the marketing

mix. Through the effective use of marketing tools, techniques and market research they will

be able to identify the needs and wants of the customer to deliver benefits that will enhance

or add to a responsible customer experience in an ever-changing environment. The food

industry environmental forces faced by marketers offer both opportunities and threats and can

have a significant impact on strategic and tactical decisions made. Students will study the

environment and consider how entrepreneurs can adopt and adapt their strategies to meet

new market challenges and opportunities.

LEARNING OUTCOMES

On successful completion of this unit students will be able to:

1. Identify a range of key strategic marketing terms applied within the context of the

culinary industry and the consequent impact for marketing products and services;

2. Evaluate the key elements of strategy and the relationship with the marketing

environment and responsible decision making process;

3. Apply the different concepts and strategies within market segmentation, targeting and

positioning including the application of the marketing mix.

INDICATIVE CONTENT

This module may cover the theoretical and practical aspects of some of the following:

▪ Marketing for the culinary industry;

▪ The marketing mix;

▪ Service characteristics culinary marketing;

▪ Market segmentation, targeting and positioning;

▪ Designing and managing products;

▪ Promoting products;

▪ Brand awareness;

▪ Digital Marketing;

▪ The nature of strategy and strategic management;

▪ relationship between market orientation, analysis of the external environment and creating

value-delivering strategies;

▪ Environmental forces and impacts;

▪ Initial takeover strategies (simulation introduction and trial);

▪ Preparing and managing the strategic plan;

▪ Initial reporting and long term strategic planning.

 

 

 

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STUDY PATTERN – WEEKLY SCHEDULE

Topic area Activities Directed study

1 Introduction

What is marketing? Definition and key elements

Food and Beverage Industry

▪ Characteritics of service culture ▪ Evolution of F&B marketing

 

Find two F&B businesses that inspire you. Describe their marketing components.

 

 

You should contact your tutor immediately if there is anything that you do not understand or need any clarification on regarding this module

2

PESTEL

▪ Macro environmental elements to be considered

There is only one boss: the consumer

▪ Customer research ▪ Customer understanding ▪ Customer value and satisfaction ▪ Customer loyalty and retention ▪ Customer behaviour / decision making process ▪ Moments of truth approach

 

Carry out the PESTEL of your case study.

 

Analysis of a customer profile. Value

Proposition Canvas

Identify the key customers of the case

study and then for your project.

 

 

 

This is the best time to start writing the

coursework. Start thinking about the

business idea you would like to develop

in the project.

 

3 Market and money

▪ Market segmentation ▪ Targeting ▪ Positioning

 

 

Analysis the market of one business

The Positioning description

 

The class exercises target the detailed

market analysis and the search of the

potential unique selling point for the

project.

 

 

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4 Marketing mix: 7 P’s:

▪ Product ▪ Price ▪ Place ▪ Promotion ▪ People ▪ Process ▪ Physical facilities

Marketing mindset

▪ Commonsense ▪ Guts and passion ▪ Creativity

 

 

Marketing Mix analysis for different

enterprises in the culinary industry

 

Write the marketing mix of your case

study.

5 Competition

▪ Competitive analysis

Marketing strategies

▪ Best in class analysis ▪ Disruptive innovation ▪ Common sense

Preparation and guided studies

 

Competition analysis

Group Work – find your competitive

advantages (individual, group, college)

 

Further analysis of your case study.

 

 

6 Designing a product or service

▪ Definition of product ▪ Factors in designing a product ▪ Brand DNA

 

Best Brand DNA search competition

Further analysis of your case study.

 

 

 

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▪ Life cycle of products and services

 

6 Definition of WHO

▪ The importance of excellent customer understanding ▪ Market research ▪ Data collection

 

Group set up

 

You will be given a target market

You will have to understand your WHO

 

 

Further analysis of your case study.

 

7 Building brand awareness

▪ Digital marketing ▪ Social networks

Create Online strategy

Further analysis of your case study.

8 Influencers

Creater Influencers strategy Further analysis of your case study.

9

 

Guided study / rehearsal Website / FB page / Insta creation

10 Coursework presentation

 

 

 

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READING LIST

 

Essential Reading – Students are recommended to utilise the library resources and review a wide range of literature.

Kotler, P., Bowen, J. T., Makens, J., and Baloglu C. (2017). Marketing for Hospitality and

Tourism, Global Edition, 7th ed., Upper Saddle River, NJ: Prentice Hall. (Also available from

the University of Derby)

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: how

to create products and services customers want. John Wiley & Sons. (Also available from the

University of Derby)

Bland, D. J., & Osterwalder, A. (2019). Testing business ideas: A field guide for rapid

experimentation. John Wiley & Sons

Osterwalder, A., Pigneur, Y., Smith, A., & Etiemble, F. (2020). The Invincible Company: How

to Constantly Reinvent Your Organization with Inspiration From the World’s Best Business

Models. John Wiley & Sons.

Evans, N., (2015). Strategic Management for Tourism, Hospitality and Events. New York:

Routledge.

Hudson, S. (2008). Tourism and Hospitality Marketing: a Global Perspective. Sage.

Shoemaker, S., & Shaw, M., (2008) Marketing Essentials in Hospitality and Tourism:

Foundations and Practices, 1/E Upper Saddle River, NJ: Prentice Hall.

Díaz Pérez, F. M. (2010). Competitive Strategies and Policies for Tourism Destinations:

Quality, Innovation, and Promotion. Hauppauge, NY: Nova Science Publishers, Inc.

Enz, C. A., & Harrison, J. S. (2010). Hospitality strategic management. [electronic resource]:

concepts and cases. Hoboken, N.J. : Wiley.

 

GENERAL ASSESSMENT GUIDELINES

Component 1: COURSEWORK Summary of Assessment Method: 1500-word Essay (Individual Essay) Critically examine the environment and consider how culinary entrepreneurs can adopt and adapt their strategies to meet new market challenges and opportunities within the culinary industry. You can consider an existing business or plan the marketing strategy for your future F&B company. Weighting: 100 % Assesses Learning Outcomes: 1, 2 and 3

 

 

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Submission Deadline: Monday Week 10 for the final project (Intermediate deadlines will be

introduced for specific parts of the assessment during the term)

 

The Individual Essay should comprise the following key components:

a. Macroenvironment

b. Customer Description

c. Competition

• Practical implications for the culinary organisation (in the case of the existing business

models or those that could be developed in the future); choose 2 techniques among

the following:

a. Business Model of the business and Value Proposition

b. Marketing Mix (Product/Service, Price, Place, Promotion, People, Process,

Physical Facilities)

c. Marketing Strategy and its adaptation to the changes in the environmental

forces

• Conclusion (summary of the key outcomes)

• Reflection (individual reflection on the project development process; not included to

the word count)

• Reference list (using only reliable sources in Harvard reference style).

If references do not appear in the main text and they are missing either from the main body or

from the list you will receive half the points assuming that the rest is correct. Wikipedia and

other non-academic, non-professional sources will be marked down.

 

Structure of the essay. The Individual Essay should contain title page, introduction, main

text, conclusion, reflection, references, appendix (if necessary).

 

Each Individual Essay should be supported with the small presentation (10 min) during

Week 10 that covers the main outcomes of the project. Each presentation will be followed with

the Q&A session (10 min) and the questionnaire on the projects in the class.

 

ASSESSMENT CRITERIA FOR INDIVIDUAL ESSAY (100%)

 

 

 

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Business idea 20%

Critical analysis of the culinary industry environmental forces

Consumer Description

Competition

Critical thinking and good synthesis of the points researched

Creativity and Originality

30%

Business concept development

Business Model

Marketing Mix

20%

Reflection 20%

References (Harvard style)

Structure (introduction, main text, conclusion, reflection, references)

Clarity of information and expression

Spelling and Grammar

10%

If references do not appear in the main text and they are missing either from the main body or from the list you will receive half the points assuming that the rest is correct. Wikipedia and other non-academic, non-professional sources will be marked down.

 

 

 

 

 

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I ASSESSMENT CRITERIA– INDIVIDUAL REPORT – WEIGHTED 100%

 

Tick the box that meets the criteria achieved – record actual mark on the feedback sheet. You may offer comments to justify your grade.

 

Criteria 100-70% (1st)

69-60% (2:1) 59-50% (2:2)

49-40% (3rd)

39-35% (referral)

Below 35%

 

Research and originality

An outstanding piece of work that is produced to a very high standard. It is exceptionall y well researched and is commendab le in its originality.

A high-quality piece of work that is of a very good standard and is well researched. The work displays originality.

A good standard piece of work with some originality displayed. The work is quite well researched but there are some deficiencies.

A sound standard of work that is lacking in its research content. Very little originality displayed

Overall, the work is marginally unsatisfactor y and not well researched. No originality has been displayed in the work.

Below the pass standard. Poorly researched and the work lacks any originality.

Comments

Use of data that demonstra tes a grasp of theoretical and conceptual elements

All relevant data/inform ation/ skills accurately and extensively deployed. Excellent grasp of theoretical and conceptual elements.

Virtually all relevant data/informatio n/skills accurately and extensively deployed. Very good grasp of theoretical and conceptual elements.

Most of the relevant data/informati on/ skills accurately deployed. Good grasp of theoretical and conceptual elements.

Much of the relevant data/informati on/ skills accurately deployed. Adequate grasp of theoretical and conceptual elements.

Some major omissions or inaccuracies in the deployment of data/ information/ skills. Some grasp of theoretical and conceptual elements.

Major deficiencies or omissions in data/inform ation/ skills/ Major deficiencies or omissions in theoretical and conceptual elements

Comments

Critical analysis and evaluation

A high level of critical analysis and evaluation that displays inclusive original thinking.

A very good level of critical analysis and evaluation that displays original thought.

A fairly good level of critical analysis and evaluation with some evidence of original thinking.

A fair level of critical analysis and evaluation but with little evidence of original thinking

Inadequate critical analysis and evaluation with little evidence of original thought and ideas

Poor critical analysis and evaluation with virtually no evidence of originality or application

Comments

Structure of the argument and coherence of the work

 

High quality piece of work demonstrati ng exceptional clarity of ideas and presentation

A very good standard of presentation that is commendable in its clarity of ideas. Very good sense of coherence and

A good standard of presentation with ideas that is clear and generally coherent. There is some

A sound standard of presentation with ideas that are fairly clear and demonstrate some coherence.

Standard of presentation is not acceptable, and any ideas are unclear and incoherent.

Standard of presentation unacceptabl e and not up to graduate standard with any ideas

 

 

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. The work has excellent coherence and is logical in any arguments.

logic demonstrated in any arguments.

evidence of coherence and logic demonstrated .

There is some evidence of misunderstan ding.

confused and incoherent;

Comments

Communic ated in report format as requested identifying sources used and referenced

Communica ted with exceptional authority and tone. All sources are referenced according to Harvard convention. The higher the mark the less trivial the identificatio n of minor errors in the work.

Communicated with good authority and tone. Sources referenced according to Harvard convention. Very minor errors only.

Communicate d in a sound manner with the right tone. Limited sources identified but referenced according to Harvard convention. Errors identified.

Communicat ed in an acceptable manner with some weakness in style and tone. Very limited sources identified but referenced according to Harvard convention. A number of errors

Poorly communicat ed with weakness in style and tone. Poor range of sources included. References not in accordance with Harvard convention. Many errors identified

Communica tion is incorrect in all aspects. No reading or research undertaken from any sources. Full of errors and just wrong.