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MART463 Food Marketing

Factors affecting food marketing in New Zealand and internationally, and their influence on the development of the food industry including product development and marketing research for effective food marketing.

New Zealand is still critically dependent upon adding value to food products. This paper looks at the business of value added by food marketing. It examines the peculiarities and pitfalls of this ancient and ruthless marketplace. The critical importance of market power structures, category management, the point of sale environment and point of sale communication is thoroughly addressed.

The paper gives students the chance to work with a real client in producing a design that will increase the performance of their product at the point of sale. Tasks include design, communication plan development, full-sale commercial field trials and set-piece commercial presentations.

Paper title Food Marketing
Paper code MART463
Subject Marketing
EFTS 0.1667
Points 20 points
Teaching period Semester 1 (On campus)
Domestic Tuition Fees (NZD) $1,163.90
International Tuition Fees Tuition Fees for international students are elsewhere on this website.

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Normally available only to postgraduate and/or DipGrad students.

Teaching staff
Dr Rob Hamlin
Paper Structure
This paper covers the following themes:
  • Food Products: Why are they different?
  • The Retail Food Purchase Decision Process
  • The Retail Point of Sale Environment
  • Integrating Point of Sale and Remote Communications
  • Food Branding and Trends in Food Consumption and Marketing
  • Food Service and Restaurants
  • Primary Producers - Co-operatives and Companies
  • Exporting Food
  • Food, Politics and Power
Teaching Arrangements

One 2-hour lecture per week
Venue: Otago Business School (confirm room with department)

Textbooks are not required for this paper.
Course outline
View the course outline for MART 463
Graduate Attributes Emphasised
Global perspective, Lifelong learning, Communication, Critical thinking, Cultural understanding, Ethics, Environmental literacy, Information literacy, Teamwork.
View more information about Otago's graduate attributes.
Learning Outcomes

Upon successful completion of the paper, students will be able to:

  • Discuss the features that make food unique as a world consumer market
  • Explain the food consumer purchase decision and describe how it may be influenced
  • Examine the macro environment of food marketing
  • Develop and present a structured point of sale communication and design process for food products

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Semester 1

Teaching method
This paper is taught On Campus
Learning management system


Stream Days Times Weeks
L1 Thursday 10:00-11:50 9-14, 16-22