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MKT42590

Academic Year 2024/2025

Customer Focused Food (MKT42590)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
10
Module Coordinator:
Mr Kevin Dardis
Trimester:
Autumn
Mode of Delivery:
Blended
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

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 by 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 availability of the product. 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 to the food industry.

About this Module

Learning Outcomes:

• To acquire an understanding of central marketing concepts.
• To understand the strategic role of marketing.
• To develop an understanding of the elements of the marketing mix and how these elements interact to achieve success in the market place.
• To identify and to address some key decisions facing marketing managers.
• To practice the discipline of analysing marketing problems or opportunities, identifying and evaluating alternative solutions and implementing marketing plans.

Indicative Module Content:

The session topics are indicative and subject to changes
Session 1: Introduction to marketing
Session 2: Marketing research and analytics
Session 3: Market segmentation, targeting and positioning
Session 4: Understanding consumer behaviour
Session 5: Social media marketing
Session 6: Create values for customers
Session 7: Marketing and sustainable businesses
Session 8: Manage marketing channels
Session 9: Advertising and branding
Session 10: International business strategy and product localization
Session 11: Entrepreneurship and start-up to the market leader
Session 12: Project presentation

Student Effort Hours:
Student Effort Type Hours
Lectures

36
Small Group

1
Autonomous Student Learning

164
Total

201

Approaches to Teaching and Learning:
Case assignment questions
In-class case discussions
Marketing analytics exercises
Group projects

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy  
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered

Not yet recorded.

Carry forward of passed components
No
 

Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Feedback individually to students, on an activity or draft prior to summative assessment
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Peer review activities

How will my Feedback be Delivered?

Not yet recorded.

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