Food System Marketing 2600-MFS-FSM-home
Main topics
The essence of marketing
Immutable laws of marketing
Environment analysis,
Analysis of the company's potential
Marketing research
Segmenting targeting and positioning
Marketing mix
Product policy
Brand strategy
Pricing strategy
Marketing channels
Promotion – toolkit and strategy
Building customer relations and loyalty
Course coordinators
Type of course
Mode
Learning outcomes
After completing the course students:
K_W01_1 know and understand the methodology of market research
K_W01_2 know and understand the concept of marketing orientation and other key concepts of the area of marketing
K_W02 know and understand the forms and structures of marketing activities in enterprises and the consequences of this structure for the system of marketing tools and activities
K_W04 know and understand basic marketing laws and their impact on decision-making processes in food system organizations
K_W05 know basic marketing tools and understand the principles and consequences of their use on the food market
K_U01 can and are able to use knowledge in the field of marketing, management and social psychology and other related disciplines to identify, diagnose and solve marketing problems
K_U02 can and are able to formulate relevant research problems concerning conditions, phenomena and trends in the environment of the organization and interpret the influence of these conditions on the decision-making problems of the organization
K_U06 can and are able to plan own work to acquire and supplement knowledge in the field of marketing
K_U07 can and are able to self-educate and expand knowledge in the field of marketing in the food sector
K_K01 are ready to evaluate and critically discuss marketing activities
K_K02 are ready to able to comply with ethical standards, especially in the context of persuasion techniques, obtaining information and fair competition
K_K03 are ready to think and act in a creative way
K_K04 are ready to develop the profession of a marketer and maintain its ethos
Bibliography
Philip Kotler (2003). Marketing management, Upper Sadle River, NJ : Prentice Hall, cop.
Gordon W. Fuller (2011), New Food Product Development –From Concept to Marketplace, CRC Press
Alessio Cavicchi, Cristina Santini (2017), Case Studies in the Traditional Food Sector, Woodhead Publishing
Al Ries, Jack Trout (2002), The 22 immutable laws of marketing
Michael Solomon, Rebekah Russell-Bennett, Josephine Previte (2012), Consumer Behaviour
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: