Overview
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.
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
About this paper
| Paper title | Food Marketing |
|---|---|
| Subject | Marketing |
| EFTS | 0.1667 |
| Points | 20 points |
| Teaching period | Semester 1 (On campus) |
| Domestic Tuition Fees ( NZD ) | $1,665.83 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Restriction
- MART 463
- Contact
- More information link
View more information about MART 563
- Teaching staff
- Teaching Arrangements
One 2-hour lecture per week
Venue: Otago Business School (confirm room with department)- Textbooks
MART563 does not have a set text. Readings will be provided as necessary. Independent study of topics and additional research within and beyond the academic literature is required. Other materials will be supplied as required.
- Course outline
- 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
- Understand the features that make food unique as a world consumer market.
- Understand the nature of low involvement consumer learning and decision processes when applied to food products.
- Understand how communications within the point-of-sale environment and elsewhere can be managed to influence these processes.
- Develop a structured point of sale communication and design process for a specific food product
- Understand how food retailing is organised and the importance of category management