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    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.

    About this paper

    Paper title Introduction to Food Marketing
    Subject Food Science
    EFTS 0.15
    Points 18 points
    Teaching period Semester 2 (On campus)
    Domestic Tuition Fees ( NZD ) $937.50
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    FOSC 307, MART 101, MART 112, MART 205, MANV 101, MARX 205
    Schedule C
    Teaching staff

    Dr Rob Hamlin

    Teaching Arrangements
    Every week students must attend two 50-minute lectures and participate in one 50-minute tutorial when scheduled.

    There is no required textbook for FOSC112.

    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


    Semester 2

    Teaching method
    This paper is taught On Campus
    Learning management system


    Stream Days Times Weeks
    A1 Monday 13:00-13:50 29-35, 37-42
    Thursday 16:00-16:50 29-35, 37-42


    Stream Days Times Weeks
    Attend one stream from
    A1 Wednesday 12:00-12:50 30-35, 37-42
    A2 Wednesday 13:00-13:50 30-35, 37-42
    A3 Thursday 09:00-09:50 30-35, 37-42
    A4 Thursday 12:00-12:50 30-35, 37-42
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