Food Marketing

Module summary

Module code: FOOD1017
Level: 7
Credits: 15
School: Engineering and Science
Department: Natural Resources Institute
Module Coordinator(s): Hilary Claire Coote

Specification

Pre and co requisites

None.

Aims

This course 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.

Learning outcomes

On completing this course successfully, you will be able to:

1 Appraise issues and factors affecting the marketing of food in developed, transition and developing countries and assess ways to overcome these;
2 Critically evaluate the roles, functions, activities and perspectives of different stakeholders involved in food value chains;
3 Apply the process of marketing strategy in market analysis, design, development, implementation and control of the marketing of food products;
4 Differentiate and analyse the ways in which food marketing is evolving to meet consumer needs and demands;
5 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.

Indicative content

The first part introduces the concept of marketing, its scope and how it is defined by different market actors. It also 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. The final part of the course involves investigation of in-depth case studies of examples of food marketing. These cases will be used to illustrate a variety of crosscutting issues.

We explore the 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. We cover key elements of market economics and marketing theories and consider 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.

Teaching and learning activity

The course draws on literature from marketing academics, practitioners, and the course 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.

Learning Time (1 credit = 10 hours)

Contact Hours lectures 30
seminars 0
practical sessions 0
tutorials 10
other 0
Private Study 80
Assignments: course work and other forms of assessment coursework 30
laboratory work 0
examinations 3
other 0

Assessment

Presentation - 30% weighting, 50% pass mark.
10 minute presentation on a critical review of the marketing of a selected product. Learning outcomes 1, 2, 3 & 4.

Essay - 70% weighting, 50% pass mark.
A targeted marketing plan for a particular food product. 2,000 - 2,500 words. Learning outcomes 3, 4 & 5.

Students are required to pass all components in order to pass the course.

Formatve Assessment (0% weghting)
Essay - Essay about a visit made to a supermarket to investigate and consider issues of interest from a food marketing perspective. 1,000 words.