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|
|Teaching period||Second Semester|
|Domestic Tuition Fees (NZD)||$846.30|
|International Tuition Fees (NZD)||$4,073.10|
- MART 112, MART 205, MARX 205, FOSC 307, MANV 101, MART 101
- Schedule C
- 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:
- 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
- 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.
Kerin, R.A., & Hartley, S.W. (2017). Marketing (13th Ed). McGraw-Hill Education, New York.
Emerson, L. (Ed.). (2013). Writing guidelines for business students (5th ed.). South Melbourne, Australia: Cengage Learning