Sustainable Food Management

Marketing Principles and Strategies

Integrated course, 2.00 ECTS

 

Course content

In the first part we will cover fundamentals of marketing according to Kottler and draw the connection to food marketing. After students learn the fundamentals of market research, consumer behavior, segmentation and the 4 Ps, the second part of the course will cover different external and internal analytical instruments. Different strategic approaches and supervised assignments will complete the course.

Learning outcomes

Based on fundamentals of marketing, students learn to develop a solid marketing concept. They not only reflect on the special features of food marketing but also learn about branding. This module will be rounded off by developing different professional communication pathways with special focus on crossmedia and social media marketing.

Recommended or required reading and other learning resources / tools

Kotler/Keller, Marketing Management 14, Pearson Education, Harlow 2012

Mode of delivery

Integrated course

Prerequisites and co-requisites

Modules on economy in 4th Semester

Assessment methods and criteria

Module exam