Marketing Planning and Implementation in the Food Chain (5 cr)
Code: YE00BW57-3019
General information
Enrollment
22.04.2024 - 09.10.2024
Timing
21.10.2024 - 18.12.2024
Credits
5 op
Teaching languages
- English
Degree programmes
- From Field to Fork
- Bachelor of Engineering, Agri-food Engineering
- Bachelor of Engineering, Food Processing and Biotechnology
Teachers
- Ilkka Latomäki
- Nina Sillvan
Student groups
-
AFE23Bachelor of Engineering, Agri-Food Engineering , full time studies
-
BIELI23Bachelor of Engineering, Food Processing and Biotechnology, Full-time studies
-
IEPFF24FFrom Field to Fork
-
MBIELI24Bachelor of Engineering, Food Processing and Biotechnology, Part-time studies
Objective
The student knows principles of marketing planning, implementation and measurement. Student understands the special characteristics of marketing in the food chain and is able to position a product or a service in the chain. During the course, students improve their skills in the marketing planning either in primary products, processed food or restaurant services.
Content
- Consumer and business purchasing processes
- The role of the customer segmentation in marketing
- Marketing planning and implementation
- Factors affecting pricing in different parts of the food chain
- Marketing mix in B2B and B2C markets
- Measurement and development of marketing
- Advanced section (2 credits) in which the student chooses the marketing of either in primary products, processed food or restaurant services.
Materials
Bergström, S. & Leppänen, A. 2009 (tai uudempi). Yrityksen asiakasmarkkinointi. 13 uudistettu painos. Edita. Helsinki. Saatavissa myös e-kirjana.
Kotler, Philip. Marketing Management 2006.
Grönroos, Christian. Palveluiden johtaminen ja markkinointi
Teaching methods
- Lectures, online-learning , exercises, book examination.
- The course consists of lectures, studying alone or in the group by adapting practice learning material.
- The studies also consist of doing the exercises which requires the utilisation of the literature of the field and case study companies. Students look for and create information in self-directed groups.
Completion alternatives
Student has a possibility for employment integrated learning if he/she fulfills following prerequisites: Students works in a supervisory role and employer has a suitable project to offer for the course
Student can carry out course tasks at Enterprise Team. For further information contact the Head of Enterprise Team
Recognition of prior learning is possible with prior Higher Education Studies
Student workload
Total study hours 135h
Contact learning 22h
Independent and group work 113h
Evaluation scale
1-5
Assessment criteria, satisfactory (1)
The student masters the key principles of marketing and know how to apply them to some extent in the food chain of products and services marketing.
Satisfactory completion of the course requires that the student has written and reported all the given tasks successfully and satisfactorily completed a part examination which focuses on the general principles of the marketing
Assessment criteria, good (3)
The student masters the main principles of marketing and can adapt them to the sales and marketing of the products and services of advanced area he has chosen.
Assessment criteria, excellent (5)
The student masters the main principles of marketing and can adapt them to the sales and marketing of the products and services of advanced area he has chosen. The student is also able to build marketing product- and service packages creatively.
Assessment methods and criteria
The subject of the assessment is especially the student's applied competence, which is demonstrated by completing the practice tasks in an acceptable manner.
Qualifications
No prerequisites.
Further information
online-learning 1 point