FDSC40570 Food Marketing (O/L)

Academic Year 2023/2024

This module is for students taking the Graduate Diploma or MSc in Food, Nutrition and Health

Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.

Today’s marketing is all about creating customer value and building profitable long-term and mutually beneficial relationships in socially responsible ways between an organization and the public it serves. The essence of successful marketing is to combine a detailed understanding of market needs and dynamics with appropriate product/services offerings and effective communication strategy.

This course will focus on the major decisions that marketing executives and top management face in their efforts to harmonize the objectives and resources of the organization with the needs and opportunities in the market place, with a particular emphasis on the food industry and the challenges faced by the food marketing executive.

Show/hide contentOpenClose All

Curricular information is subject to change

Learning Outcomes:

On successful completion of the module students are expected to have a better understanding of the nature and role of marketing, the marketing process, the marketplace and customer needs, the marketing-mix decisions, etc, and being able to apply the marketing concepts to evaluate the effectiveness of marketing strategies utilized by food companies in the market places.

Indicative Module Content:

- Marketing concept and process
- Marketing strategies
- Consumers and market place
- Market segmentation, targeting and positioning
- Product and branding
- Pricing mix decisions
- Promotional mix decisions
- Place (Distribution)
- Cultural influence in marketing

Student Effort Hours: 
Student Effort Type Hours


Specified Learning Activities


Autonomous Student Learning




Approaches to Teaching and Learning:
- Lecture notes
- Case studies
- Videos
- Discussion board
- Course project 
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: Projects and marketing reports Unspecified n/a Graded Yes


Carry forward of passed components
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
• Online automated feedback

How will my Feedback be Delivered?

1. Grading strategies and criteria will be communicated to the students before the assessments. 2. Feedback individually to students on an activity to draft prior to summative assessment available based on needs. 3. Feedback to students either verbally or in written post-assessment.

Suggested textbook:
Principles of Marketing, Global Edition, 17/E, Philip T. Kotler and Gary Armstrong ©2018 • Pearson • Paper, 736 pp
ISBN-10: 1292220171 • ISBN-13: 9781292220178

Other reading materials will be posted during the semester.
Name Role
Dr Fiona Lalor Tutor
Jing Jing Wang Tutor
Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.

There are no rows to display