This modules explores issues in food marketing of concern in both developed and developing countries and introduces tools to analyse food markets and develop plans for marketing food products.

On successful completion of this module a student will be able to:
1. Critically evaluate the roles, functions, activities and perspectives of different stakeholders involved in food value chains.
2. Apply the process of marketing strategy in market analysis, design, development, implementation and control of the marketing of food products.
3. Differentiate and analyse the ways in which food marketing is evolving to meet consumer needs and demands.
4. Envision the steps involved in developing a targeted marketing plan and formulate a plan using the key tools and research methods to market a food product for a particular market.

The module introduces the concept of marketing, its scope and how it is defined by different market actors. It considers how the subject area has evolved and the range of players involved, in both developed and developing markets. In the second part, we look at tools and methods used for analysing markets. Links between the agriculture sector and the food industry, and problems and priorities along the value chain, particularly from a food safety and quality perspective are explored. The module covers key elements of market economics and marketing theories and considers the constraints and opportunities that affect domestic marketing and export of food products together with the impact of globalisation. The tools of market analysis, including value chain analysis; market mapping, SWOT analysis are presented along with consideration of food product acceptability testing. Using case studies, topical themes, including ‘greener’ and ethical food; GMOs; introduction of nutrient-rich foods; branding, IP strategies and geographical indication, are investigated.

The Module draws on literature from marketing academics, practitioners, and the Module leader’s developing country experience. Classes have a flexible format including presentations from the lecturer, discussions and exercises, case study analysis, videos and material presented by students. Material will be delivered in interactive lectures. Students will be expected to give a short presentation during the Module.

Report: 50% weighting, 50% pass mark.
Learning Outcomes: 1, 2, 3, 4.
Word Length: 2000 words.
Outline Details: A targeted marketing plan for a particular food product.

Presentation: 50% weighting, 50% pass mark.
Learning Outcomes: 1, 2, 3.
Duration: 15 minutes.
Outline Details: Presentation on a critical review of the marketing of a selected product.

Formative Assessment: 600-word report about a visit made to a supermarket to investigate and consider issues of interest from a food marketing perspective.