| Module Code: MANM105 |
Module Title: FOOD SERVICES MARKETING |
|
|
Module Provider: School of Management
|
Short Name: MA312
|
|
Level: M
|
Module Co-ordinator: LUMBERS M Dr (SoM)
|
|
Number of credits: 15
|
Number of ECTS credits: 7.5
|
|
|
|
| Module Availability |
| Autumn |
|
|
| Assessment Pattern |
|
Unit(s) of Assessment
|
Weighting Towards Module Mark (%)
|
|
Portfolio Max: 3,000 words
|
60
|
|
Examination: 2 hours
|
40
|
|
|
|
| Module Overview |
This module is designed as an introduction to marketing module. The module is divided into two distinct elements, firstly the principles of marketing are covered, and secondly the industry specific application of marketing is analysed. The module also creates an opportunity to facilitate 'real life' decision-making and enhances a wide range of study skills, such as independant research, analytical skills as well as critical thinking. |
|
|
| Prerequisites/Co-requisites |
| None |
|
|
| Module Aims |
This module is designed to provide students with knowledge of the meaning and application of marketing in the food context. The key objective is that students should develop an understanding of the role of marketing as a business philosophy. Marketing is viewed as a systematic thought process, a set of techniques underlying the planning and execution of marketing strategy and tactics, taken within the context of food services. Recent trends in marketing are incorporated in this module. |
|
|
| Learning Outcomes |
Learning outcomes are cateagorised as:
- Subject knowledge and understanding (K)
- Cognitive skills (C)
- Practical/professional skills (P)
- Transferable skills (T)
On successful completion of the module students should be able to:
- Analyse the strategic position of a product, K/U;
- Synthesise relevant marketing knowledge and be able to apply these concepts to marketing examples, C:
-
Appreciate the underlying philosophy of marketing, K/U
|
|
|
| Module Content |
- Marketing as a philosophy
- Analysing the internal and external marketing environment
- The marketing mix
- Segmentation, targeting, positioning
- Brand management
- Relationship marketing
- Marketing planning process
- eMarketing
- Marketing ethics
|
|
|
| Methods of Teaching/Learning |
The teaching and learning strategy is designed to provide a framework of contemporary knowledge and theories supported by examples from industry. The current issues and debates will be highlighted so that the students are able to apply critical thinking to the literature.
The teaching and learning methods are based on a series of lectures an, where appropriate case studies, guest lectures and field trips. The module is delivered as generic services marketing lectures followed by stream specific applications in tutorials.
Assessment Strategy: The assessment strategy is designed to allow students to evidence their achievement of the learning outcomes. The assessment comprises a portfolio and a seen exam. |
|
|
| Selected Texts/Journals |
Expected Purchase
A.Palmer (2008) 5th Edition; Principles of Services Marketing. McGraw Hill
Recommended
Hoffman, K. Douglas and Bateson, John E.G. (2006) Services marketing; concepts strategies and cases, 3rd ed Thomson
Kotler P, Armstrong G, Saunders J and Wong V (2004), Principles of Marketing, (4th European ed), Harlow; Pearson Education
Supporting
Baron, Steve and Harris, Kim (2003) Service Marketing: Text and cases, 2nd edition, Palgrave
Brassington F and Pettitt S (2002), Principles of Marketing (3rd ed), Harlow: Pearson Education
Capon N and Hulbert J M (2001), Marketing Management in the 21st Century, Prentice-Hall
Grunert, K.G., Baadsgaard, A., Larsen, H.H. Madsen, T.K. (1996) Market Orientation in Food and Agriculture, Kluwer Academic Publishers, Dordrecht.
McDonald M & Christopher M (2003) Marketing - a complete guide, Palgrave MacMillan, Basingstoke, UK
Mudie P (1997), Marketing: An Analytical Perspective, London: Prentice Hall
Richardson P (2001), Internet marketing: Readings and Online Resources, London: McGraw-Hill Irwin
Traill W.B. & Pitts E. (eds.). Competitiveness in the food industry,
London
: Chapman Hall.
Wood B M (2003), The Marketing Plan: A handbook with CD-ROM, New Jersey: Prentice Hall (ISBN 0-13-175947-7) OR without CD-ROM (ISBN 0- 13-061317-7)
Baron, Steve and Harris, Kim (2003) Service Marketing: Text and cases, 2nd edition, Palgrave
Brassington F and Pettitt S (2002), Principles of Marketing (3rd ed), Harlow: Pearson Education
Capon N and Hulbert J M (2001), Marketing Management in the 21st Century, Prentice-Hall
Grunert, K.G., Baadsgaard, A., Larsen, H.H. Madsen, T.K. (1996) Market Orientation in Food and Agriculture, Kluwer Academic Publishers, Dordrecht.
McDonald M & Christopher M (2003) Marketing - a complete guide, Palgrave MacMillan, Basingstoke, UK
Mudie P (1997), Marketing: An Analytical Perspective, London: Prentice Hall
Richardson P (2001), Internet marketing: Readings and Online Resources, London: McGraw-Hill Irwin
Traill W.B. & Pitts E. (eds.). Competitiveness in the food industry,
London
: Chapman Hall.
Wood B M (2003), The Marketing Plan: A handbook with CD-ROM, New Jersey: Prentice Hall (ISBN 0-13-175947-7) OR without CD-ROM (ISBN 0- 13-061317-7) |
|
|
| Last Updated |
10/12/2010 |
|
|
|
