MKT42060 Customer Driven Mkg Food Indus

Academic Year 2019/2020

Often those who study marketing for the first time, expect to discuss selling and advertising. Although marketing does consider these topics it is primarily concerned with the broader task of serving customers of the firm through providing them with the goods, services or ideas that best match their needs and wants. To achieve this, marketers must be aware of the context within which their decisions take place, they must develop products that customers want, set a price at which the customer will buy while realising a profit for the company, make the product available to customers in a convenient fashion and ensure that customers are aware of the products availability. This is a complex task, and involves the management of a multitude of internal and external forces. The outcome of this course will be to familiarise you with the vocabulary, tools and frameworks of marketing and to provide you with the ability to apply this knowledge in the setting of the global food industry.

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Curricular information is subject to change

Learning Outcomes:

1. To acquire an understanding of central marketing concepts as they apply in the food industry.
2. To understand the strategic role of marketing as a driver of success in Irish and global food firms
3. To develop an understanding of the elements of the marketing mix and how these elements interact to achieve success in the market place.
4. To identify, and know how to address, the key decisions facing marketing managers and marketing decision makers in domestic and global food companies.
5. To practice the discipline of analysing marketing problems or opportunities, identifying and evaluating alternative solutions and implementing marketing plans by studying case studies or Irish and and international food firms.

Student Effort Type Hours
Lectures

36

Small Group

24

Autonomous Student Learning

160

Online Learning

20

Total

240

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Continuous Assessment: Class participation Unspecified n/a Graded No

20

Group Project: Group Marketing project Unspecified n/a Graded No

40

Assignment: Individual marketing reports Unspecified n/a Graded No

40


Carry forward of passed components
Not yet recorded
 

Not yet recorded

Not yet recorded

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