2021 information for papers will be published in early September.
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)||$863.25|
|International Tuition Fees (NZD)||$4,276.80|
- MART 101, 112, 205, MARX 205, FOSC 307, MANV 101
- Schedule C
- 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 or 14th Ed). McGraw-Hill Education, New York.
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:
- 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