Strategic Marketing for the Food Industry
Swiss Higher Diploma in Culinary Studies
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
