International Agri-food Marketing
- Module code
- Module leader
- Dr. Codrin Chiru
- Module level
- Module credits
- Min study time
- 75 hours
- Contact Hrs within study time
- 15 hours
- Teaching period
- Semester 2
The module will examine marketing from the perspectives of an international and complex world, food production and retailing, and the consumer. Emphasis will be put on current developments and issues in marketing such as ethics, ethnicity and country of origin. Students will be able to appreciate the marketing function both from a UK’s and international perspective. In the second part of the module students will have an opportunity to apply the marketing principle and management theories previously learnt.
To achieve credit for this module, students must be able to:
- Understand the structure of food supply chains in the global food and agribusiness sector.
- Critically evaluate the key factors influencing food purchasing behaviours of consumers.
- Apply appropriate marketing theory to case study problem/issues.
- Design and elaborate a professionally written marketing report and present it in front of an audience.
- Work effectively in groups.
|Coursework||Written report & presentation||100%|
Students should be familiar with the content of the following:
- Canavari, M. (ed.) (2009) International marketing and trade of quality food products, Wageningen Academic Publishers
- Lindgreen, A. and Hingley, M. (2009) (eds.). The new cultures of food: marketing opportunities from ethnic, religious and cultural diversity. Gower
- Lindgreen, A. and Hingley, M. (2009) (eds.) The crisis of food brands: sustaining safe, innovative and competitive food supply. Gower
- Lindgreen, A., Hingley, M. and Vanhamme, J. (2010) (eds.) Market orientation: transforming food and agribusiness around the customer. Gower.
- Traill, W. B. (2012). Economic perspectives on nutrition policy evaluation. J. Agr. Econ. vol. 63, p. 505–527
- Barrena, R. and Sánchez, M. (2012). Neophobia, personal consumer values and novel food acceptance. Food Quality and Preference, vol. 27, 2012, p.72-84
- Nocella, G. and Kennedy, O. (2012). Food health claims - What consumers understand. Food Policy, vol. 37(5), p.571-580
- Foresight. The future of food and farming (2010) Final Project Report. The Government Office for Science. London