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

Aims

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.

Learning outcomes

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.

Indicative content

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.