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 | 0.15 |
| Points | 18 points |
| Teaching period | Semester 2 (On campus) |
| Domestic Tuition Fees (NZD) | $912.00 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- FOSC 307, MART 101, MART 112, MART 205, MANV 101, MARX 205
- Schedule C
- Science
- Contact
- rob.hamlin@otago.ac.nz
- More information link
View more information on the Department of Marketing's website
- Teaching staff
- 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. (2022). Marketing (15th or 16th 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
- 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:
- What marketing is, and what its position with a commercial organisation and its relationship with other functions are
- What products are, what brands are and - in particular - what categories are, as these are the primary strategic units of food marketing
- The nature and mechanics of food consumer learning and choice
- The three critical processes of segmentation, targeting and positioning, and how these relate to one another
- The various types of brands, their nature and how they are used in a competitive market
- The role of sales and the process of selling, plus the critical importance to food marketing of sales
- The nature of power in food markets: how it is acquired, how it is retained and how it is used
- The nature and purpose of innovation in food markets
- The nature of food consumer needs, and their critical importance in defining a viable market offering
- The importance of research 'scoping' - the process of identifying which questions need to be asked when investigating the viability of a market offering
- The basic methods by which these questions can be asked as part of a market research programme
