Accessibility Skip to Global Navigation Skip to Local Navigation Skip to Content Skip to Search Skip to Site Map Menu

FOSC112 Introduction to Food Marketing

An introduction to the marketing environment, customer types, buyer behaviour, market segmentation and product, pricing, distribution and promotion issues in the context of domestic and international food markets.

Taking a firm centric perspective, this paper considers how marketing management creates value for an organisation through the integration of market and customer information.

Paper title Introduction to Food Marketing
Paper code FOSC112
Subject Food Science
EFTS 0.1500
Points 18 points
Teaching period Second Semester
Domestic Tuition Fees (NZD) $813.45
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

^ Top of page

Restriction
MART 112, MART 205, MARX 205, FOSC 307, MANV 101, MART 101
Schedule C
Science
Contact
david.bishop@otago.ac.nz
Teaching staff
Dr David Bishop; Dr Rob Hamlin
Teaching Arrangements
Every week students must attend two 50-minute lectures and participate in one 50-minute tutorial when scheduled.
Textbooks
There is no prescribed text for this paper.
Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Lifelong learning, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes
On completion of this paper students should have a working knowledge of the following:
  1. What marketing is, and what its position with a commercial organisation and its relationship with other functions are
  2. What products are, what brands are and - in particular - what categories are, as these are the primary strategic units of food marketing
  3. The nature and mechanics of food consumer learning and choice
  4. The three critical processes of segmentation, targeting and positioning, and how these relate to one another
  5. The various types of brands, their nature and how they are used in a competitive market
  6. The role of sales and the process of selling, plus the critical importance to food marketing of sales
  7. The nature of power in food markets: how it is acquired, how it is retained and how it is used
  8. The nature and purpose of innovation in food markets
  9. The nature of food consumer needs, and their critical importance in defining a viable market offering
  10. The importance of research 'scoping' - the process of identifying which questions need to be asked when investigating the viability of a market offering
  11. The basic methods by which these questions can be asked as part of a market research programme
Course outline
View the course outline for FOSC 112

^ Top of page

Timetable

Second Semester

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard

Lecture

Stream Days Times Weeks
Attend
L1 Monday 13:00-13:50 28-34, 36-41
Tuesday 17:00-17:50 29
Wednesday 17:00-17:50 29
Thursday 16:00-16:50 28-34, 36-41

Tutorial

Stream Days Times Weeks
Attend one stream from
T1 Wednesday 12:00-12:50 29-34, 36-41
T2 Wednesday 15:00-15:50 29-34, 36-41
T3 Thursday 09:00-09:50 29-34, 36-41
T4 Thursday 12:00-12:50 29-34, 36-41

An introduction to the marketing environment, customer types, buyer behaviour, market segmentation and product, pricing, distribution and promotion issues in the context of domestic and international food markets.

Taking a firm centric perspective, this paper considers how marketing management creates value for an organisation through the integration of market and customer information.

Paper title Introduction to Food Marketing
Paper code FOSC112
Subject Food Science
EFTS 0.1500
Points 18 points
Teaching period Second Semester
Domestic Tuition Fees (NZD) $829.65
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

^ Top of page

Restriction
MART 112, MART 205, MARX 205, FOSC 307, MANV 101, MART 101
Schedule C
Science
Contact
david.bishop@otago.ac.nz
Teaching staff
Dr David Bishop; Dr Rob Hamlin
Teaching Arrangements
Every week students must attend two 50-minute lectures and participate in one 50-minute tutorial when scheduled.
Textbooks
Required:
Kerin, R.A., & Hartley, S.W. (2017). Marketing (13th Ed). McGraw-Hill Education, New York.

Recommended:
Emerson, L. (Ed.). (2013). Writing guidelines for business students (5th ed.). South Melbourne, Australia: Cengage Learning
Course outline
View the course outline for FOSC 112
Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Lifelong learning, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information literacy, Research, Self-motivation, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes
On completion of this paper students should have a working knowledge of the following:
  1. What marketing is, and what its position with a commercial organisation and its relationship with other functions are
  2. What products are, what brands are and - in particular - what categories are, as these are the primary strategic units of food marketing
  3. The nature and mechanics of food consumer learning and choice
  4. The three critical processes of segmentation, targeting and positioning, and how these relate to one another
  5. The various types of brands, their nature and how they are used in a competitive market
  6. The role of sales and the process of selling, plus the critical importance to food marketing of sales
  7. The nature of power in food markets: how it is acquired, how it is retained and how it is used
  8. The nature and purpose of innovation in food markets
  9. The nature of food consumer needs, and their critical importance in defining a viable market offering
  10. The importance of research 'scoping' - the process of identifying which questions need to be asked when investigating the viability of a market offering
  11. The basic methods by which these questions can be asked as part of a market research programme

^ Top of page

Timetable

Second Semester

Location
Dunedin
Teaching method
This paper is taught On Campus
Learning management system
Blackboard

Lecture

Stream Days Times Weeks
Attend
L1 Monday 13:00-13:50 28-34, 36-41
Thursday 16:00-16:50 28-34, 36-41

Tutorial

Stream Days Times Weeks
Attend one stream from
T1 Wednesday 12:00-12:50 29-34, 36-41
T2 Wednesday 15:00-15:50 29-34, 36-41
T3 Thursday 09:00-09:50 29-34, 36-41
T4 Thursday 12:00-12:50 29-34, 36-41