MKT42590 Customer Focused Food

Academic Year 2023/2024

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.

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Curricular information is subject to change

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 Type Hours


Small Group




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
Assignment: Students are required to submit two assignments for case questions. Throughout the Trimester n/a Graded No


Attendance: Students need to attend the class and participate in case discussions. Throughout the Trimester n/a Graded No


Group Project: Students will work in groups to design a marketing plan for a chosen product. Throughout the Trimester n/a Graded No


Carry forward of passed components
Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
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.

Lecture Offering 1 Week(s) - 1, 2, 3, 5, 6, 7, 8, 9, 10, 11, 12 Fri 14:00 - 16:50
Lecture Offering 1 Week(s) - 7 Tues 10:30 - 13:20

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