ACE1034 : Principles of Food Marketing

  • Module Leader(s): Miss Beth Clark
  • Owning School: Agriculture, Food & Rural Development
Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

Aims

This module seeks to introduce students to the basic principles of marketing and to apply these principles to the Global Food Industry. This module introduces students to the basic principles of marketing, how these principles can be applied to the global food industry and how through these principles we can better understand the relationship between people and food and as such develop successful food related products and services.

Outline Of Syllabus

1. What is marketing & how do we market food?
2. Food & Society
3. Researching the Food Consumer
4. The Marketing Mix (Product; Price; Promotion; Place)
5. The Food Marketing Environment
6. Marketing Strategy and Planning
7. International Food Marketing
8. Services Marketing & Food
9. New Food Product Development
10. Social Marketing & Food

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion110:0010:00Writing of individual assignment
Guided Independent StudyAssessment preparation and completion110:0010:00Writing of group case study (2000 words)
Guided Independent StudyAssessment preparation and completion120:0020:00Revision for Semester 2 examination and undertaking of the examination.
Scheduled Learning And Teaching ActivitiesLecture202:0040:00Scheduled teaching and learning in the form of lectures and discussion.
Guided Independent StudyDirected research and reading120:0020:00Individual study time, to read-over the text book. Tutor guidance available on request.
Scheduled Learning And Teaching ActivitiesPractical28:0016:00Industry visits (2 x 1 day trips) as can be arranged.
Guided Independent StudyDirected research and reading113:0013:00Guided reading and preparation of case study
Guided Independent StudyDirected research and reading122:0022:00Background research and reading on module topics.
Guided Independent StudyReflective learning activity110:0010:00Student's reflection on individual work & team work for the group assignment.
Guided Independent StudyStudent-led group activity115:0015:00Student-led group study.
Guided Independent StudyIndependent study124:0024:00Lecture note compilation and further reading.
Total200:00
Teaching Rationale And Relationship

Students will be introduced to the key material via formal lectures (LO 1-5). Application of key concepts will be discussed in lectures and through industry visits if possible (SO 6). This will facilitate the development of problem solving, interpersonal, team, oral communication and subject knowledge skills (SO 1-4). Peer review for the group assignment will allow individuals to reflect on their own contribution to the project and overall group interaction.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Exams
Description Length Semester When Set Percentage Comment
Written Examination1202A50To be administered via online multiple choice exam system through blackboard.
Other Assessment
Description Semester When Set Percentage Comment
Essay1M30Individual assignment on a food/marketing issue - maximum 1500 words.
Case study2M20Group case study assignment and individual and peer reflection - maximum 2000 words.
Assessment Rationale And Relationship

This module is assessed through a mixture of: a multiple choice exam, a group case study and an individual assessment. Through the multiple choice exam, student knowledge and understanding of the basic principles of marketing (LO 1; SO 3;4;5) will be assessed. The group case study assignment will require students in small group to apply the basic principles of marketing to a selected food company (L0: 3; 4, SO:1;2;3;4;5;6). The individual assignment will require students to examine a food issue chosen from a preselected list (labelling; obesity; aging populations; food waste; portion size; labelling; production systems; novel technologies; fortification; marketing mix strategies; food marketing research etc.) in detail and consider how it impacts on the ways in which food can and is marketed.

Reading Lists

Timetable

Disclaimer: The University will use all reasonable endeavours to deliver modules in accordance with the descriptions set out in this catalogue. Every effort has been made to ensure the accuracy of the information, however, the University reserves the right to introduce changes to the information given including the addition, withdrawal or restructuring of modules if it considers such action to be necessary.