Strategic Marketing for the Food Industry

Swiss Higher Diploma in Culinary Studies

(Leading to BA (Hons) Culinary Arts)

Year 2

6HO734

Term 6 (FA2022)

Module Leader: Dr Eleonora Cattaneo

Email: [email protected]

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.