Food Marketing

General

• Code: 276-190403
• Semester: 4th
• Study Level: Undergraduate
• Course type: Υποχρεωτικό, Γενικών Γνώσεων
• Teaching and exams language: Greek (English for Erasmus students)
• The course is offered to Erasmus students
• Teaching Methods (Hours/Week): Lectures (2)
• ECTS Units: 3

Course Contents

The course emphasises on how marketing creates value for the company’s shareholders. It is an amalgam of all the marketing elements for a successful marketing plan and highlights areas of great importance that affect and relate to marketing policies with an emphasis on the food and agricultural sector.
The lectures have been structured in a way that makes the students familiar with the fundamental marketing concepts and tools such as: marketing management, marketing strategy, market segmentation, pricing, promotion, sales, product life cycle, consumer behaviour, market & marketing research and marketing plan.
The marketing elements examined at this course are synthesized and implemented in the context of a broader marketing programming. One of the most important goals of this lecture is, understanding the crucial role that marketing plays in the prosperity and growth of a company in the agricultural/food sector. It will also be given emphasis on the practical application of marketing, by creatively combining theory and practice.

The course is organized around topics such as:

• Concept and philosophy of Marketing (Definitions, Concepts and Marketing orientation).
• The Marketing Environment – The external environment (political, social, economic, technological, legal, cultural), Competition.
• Consumer Behaviour.
• Market and marketing research.
• Market segmentation-targeting-positioning – Segmentation criteria, positioning choice.
• Marketing mix:
  • Product.
  • Distribution.
  • Promotion.
  • Price.

Educational Goals

Upon successful completion of this module students will be able to:

• Understand the particularities of marketing management in food business.
• Identify markets and customers, both existing and potential ones.
• Use the tools of the marketing mix in a meaningful way, aiming to offer superior value to customers.
• Recognize the importance of customer loyalty and know the different ways of meeting the customers’ needs.

General Skills

Generally, by the end of this course the student will, furthermore, have develop the following abilities (from the list above):

• Searching and analyzing information using information and communication technologies.
• Adaptation to new situations.
• Decision making.
• Promotion of analytical, productive and inductive thinking.
• Group work.
• Autonomous work.
• Working in an interdisciplinary environment.
• Development of criticism and self-criticism.
• Development of creative and inductive thinking.

Teaching Methods

Face to face:

• Lectures (theory and exercises) in the classroom.

Use of ICT means

• Lectures with PowerPoint slides using PC and projector.
• Use of videos and case studies in lectures.
• Posting course material and communicating with students on the Moodle online platform.

Teaching Organization

Students Evaluation

Student assessment is mainly based on the written examination at the end of the semester, which includes questions that evaluate both the acquired knowledge by students and their ability to utilize them critically.

• Grading scale: 1 to 10.
• Minimum passing grade: 5.
• Examination time: 3 hours.

However, students can gain extra points in their final grade by working on an assignment provided during the term. This is not compulsory but can significantly contribute to their final personal record. Grades are based 25% on assignment and 75% on final exams.

The evaluation criteria are presented and analyzed to the students at the beginning of the semester and are available at the course website.

Recommended Bibliography

1. Philippe Aurier, Lucier Sirieix. Marketing Αγροτικών προϊόντων και τροφίμων. Μετάφραση, Εκδόσεις ΠΡΟΠΟΜΠΟΣ, Αθήνα 2010.
2. ΠέτροςΤομάρας, Εισαγωγή στο μάρκετινγκ και την έρευνα αγοράς, 4η Έκδοση Αθήνα 2009.

Related Research Journals

1. Journal of Food Marketing.