Food Marketing

Code:

AGR202

Acronym:

AGR202

Keywords
Classification	Keyword
OFICIAL	Agrarian Sciences

Instance: 2013/2014 - 1S

Active?	Yes
Responsible unit:	Department of Geosciences, Environment and Spatial Plannings
Course/CS Responsible:	Bachelor in Biology

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
L:AST	0	Plano de Estudos a partir de 2008	3	-	5	49	135
L:B	1	Plano de estudos a partir de 2008	3	-	5	49	135
L:CC	0	Plano de estudos de 2008 até 2013/14	3	-	5	49	135
L:F	0	Plano de estudos a partir de 2008	3	-	5	49	135
L:G	0	P.E - estudantes com 1ª matricula anterior a 09/10	3	-	5	49	135
		P.E - estudantes com 1ª matricula em 09/10	3	-	5	49	135
L:M	0	Plano de estudos a partir de 2009	3	-	5	49	135
L:Q	0	Plano de estudos Oficial	3	-	5	49	135

Teaching language

Portuguese

Objectives

The goals outlined for the Agro-Food Marketing discipline are: i) obtaining a clear picture of the potential and limitations of Marketing, while philosophy and set of management skills with ability to boost sales of a given product, particularly with regard to its specificity Agro-food. ii) acquisition of theoretical knowledge as well as the flexibility and ability of generalization of their use, in order to lead to an effective preparation to understand, develop and utilize emerging models of consumer behavior that, although possibly different, if they can relate with taught. iii) acquisition of the ability to assess for agri-food product, which the market segmentation and positioning are more suitable for this same product. iv) acquisition of solid knowledge about each of the different marketing policies that make up the marketing-mix.

Learning outcomes and competences

Ability to establish a clear link between the different marketing policies, selecting a marketing-mix adjusted to the different agro-food products, from fresh to processed foods. Ability to carry out a marketing plan in the context of agro-food.  Acquisition of a clear notion of service aspect that the Agro-Food Marketing represents to the agricultural engineer/food, and its applicability in various areas.

Working method

Presencial

Program

Cap. 1 INTRODUCTION 1.1 ● MARKETING ● marketing concept and its evolution 1.2 ● functions of marketing at 1.3 ● marketing Functions in the economy Section. 2 ● INTRODUCTION to MARKETING FOOD AGRO agro-food Marketing: ● 2.1 scope and specifics of the agro food products 2.2 ● characterization of the agro-food chain 2.3 ● agro food sector's Importance in the economy of the European Union and Portugal. 3 ● CONSUMER BEHAVIOUR with REGARD to AGRO-FOOD GOODS 3.1 3.2 Introduction ● ● family spending and food consumption in developed economies: trends and structural changes 3.3 ● the consumer and nutritional issues 3.4 ● consumer behaviour with regard to agro-food products 3.5 ● new paradigms in buying behavior/food consumption: the food safety and quality issues. 4 ● segmentation and POSITIONING 4.1 4.2 Introduction ● ● 4.3 ● Segmentation Positioning Cap. Cap. 5 ● MARKETING POLICIES: the MARKETING-MIX 5.1 Introduction 5.2 5.3 product policy ● ● distribution Policy 5.4 5.5 communication policy ● ● price Cap Policy. 6 ● MARKETING PLAN in the AGRO FOOD CONTEXT 6.1 Introduction 6.2 ● ● Relevance and benefits of planning 6.3 6.4 planning levels ● ● links between the strategic plan and marketing plan 6.5 ● Structure and contents of a marketing plan.

Mandatory literature

Dionísio P., J. V. Rodrigues , J. Lendrevie , D. Lindon; Mercator XXI - Teoria e Prática do Marketing, Dom Quixote, 2004. ISBN: 9789722027441
Schaffner, DJ, Schroder, WR, Earle, MD; Food Marketing: An International Perspective, 2nd Ed., McGraw-Hill, 2003. ISBN: 978-0072952889

Teaching methods and learning activities

Presentation of theoretical principles and realization of works of theoretical-practical nature

keywords

Social sciences > Economics > Marketing

Evaluation Type

Distributed evaluation with final exam

Assessment Components

designation	Weight (%)
Exame	50,00
Participação presencial	20,00
Trabalho escrito	30,00
Total:	100,00

Calculation formula of final grade

20% Attendance, participation in lectures and practical work 30% group-2/3 students (Marketing Plan-Marketing-mix) report oral presentation (10 min) poster Presentation to be held on day of classes. 50% examination mandatory minimum Note – 8.0 val