FOUNDATION COURSES (FOR M.B.A. IN FOOD MARKETING) FME

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1 Executive Master s in Food Marketing Course Descriptions CURRICULUM OVERVIEW The Executive Master s in Food Marketing Program provides advanced academic and developmental experiences in strategic marketing and related business disciplines. Executive students together with a network of industry peers earn an MBA or MS degree in Food Marketing on their schedules by attending Friday/Saturday sessions in an executive conference center complemented with virtual activities. Courses with lecture, robust discussion, on-line assignments and team projects are lead by world-class faculty and co-taught with industry experts. Course work encompasses both strategic and hands-on experiences and includes international study opportunities. Courses are offered most weekends from September through June. Executive students can matriculate at their own pace, in as few as two years or up to six years, the maximum time limit. All courses except the Capstone course are valued at 1.5 credit hours. The Capstone course is a 2 credit hour course. We have three academic offerings: M.B.A. IN FOOD MARKETING This program provides a generalist curriculum and an extensive exploration of topics in food marketing. Structured for rigorous learning, participants earn a Master of Business Administration degree upon successfully completing 31 courses, including Foundation Courses, and earning 47 credits. (Foundation courses may be waived upon undergraduate or graduate academic transcripts.) MASTER OF SCIENCE IN FOOD MARKETING This program provides a specialized curriculum with courses offered on specific industry topics which are essentially separate, and therefore are not linked in a sequential manner. It is not necessary to attend courses in a structured sequence. Participants earn a Master of Science degree in Food Marketing upon successfully completing 24 courses and earning 36 credits. POST-MASTER S CERTIFICATE IN FOOD MARKETING This program provides those individuals with a general Master s, M.B.A., or other post-graduate degree the opportunity to augment their knowledge of the food industry through the completion of post-graduate course work that focuses specifically on topical, industry related issues. Participants earn a Post-Master s Certificate in Food Marketing upon successfully completing 8 courses and earning 12 credits. FOUNDATION COURSES (FOR M.B.A. IN FOOD MARKETING) FME 6002 Accounting Foundation This course deals with financial accounting and reporting, and the understanding of the four basic financial statements: balance sheets, income statements, retained earnings statements, and cash flow statements. It analyzes the role of the manager in the development and use of financial statements. The use of key ratios in the analysis of the firm s financial statement is also discussed. FME 6003 Economics Foundation This course will familiarize the student with economic analysis: the determination of microeconomic variables, such as the price of a product with its output in individual markets and the determination of macroeconomic variables, such as GNP, the rate of inflation, and the rate of unemployment. H A U B S C H O O L O F B U S I N E S S 1

2 FME 6004 Finance Foundation This courses moves from the presentation of the balance sheet, income statement, and statement of cash flows to an analytical framework of these statements employing ratios. We examine the informational content of the ratios both cross-sectionally and in time series. In addition, we develop the common sized ratio process. We then build on this knowledge by using the ratios to project pro forma statements and examine the consequences of these projections. The module continues with an examination of the cash budgeting process and concludes with the development of the time value of money concepts. FME 6007 Marketing Foundation The course sets the stage for future study by taking students through the marketing fundamentals beginning with strategy, target marketing and opportunity analysis, then developing product, price, distribution, and promotion (the 4 Ps), and an introduction to customer-driven marketing strategy. UPPER LEVEL COURSES (FOR M.S., M.B.A., AND POST-MASTER S CERTIFICATE) FME 7102 How to Prepare and Use the Annual Marketing Plan This course will stress the advantages of systematic planning and takes the student through all the steps in a traditional planning process. The role of environmental and competitive analysis is presented along with specific steps to conduct it. Strategy and tactics are presented and their role in the plan emphasized. Specific plan formats and forms for the planning process are provided. FME 7104 Brand Strategy This course addresses the brand management challenge of designing and implementing the best combination of marketing variables to carry out a food marketing firm s strategy in its target markets. In essence this course presents an integrative, dynamic view of competitive brand strategy. It focuses on understanding, developing and evaluating brand strategies that yield a distinctive competitive advantage based on customer and competitor analysis. The course will focus on how to build a product or service into a world-class brand. Topics include the laws of branding and the laws of internet branding. FME 7107 Competitive Analysis The emphasis on competitive marketing strategy has made the study of competition more important than ever. This course will examine techniques in developing a systematic approach to competitive analysis. Both sources of information and techniques in data collection will be discussed. Competitive intelligence is presented in terms of its application for strategic advantage. FME 7108 Food Marketing Strategy: A Warfare Approach This course will focus attention on development of food marketing strategy by taking a competitive or warfare approach. Specific types of strategy including offensive, defensive, and flanking will be discussed, along with the advantages and disadvantages of using each strategy. This course will be based heavily on examples of companies that have successfully, and sometimes unsuccessfully, utilized each strategy. An individual completing this course will have a more strategic perspective rather than a tactical outlook. FME 7109 Turning Customer Service into Customer Delight Customer service is the key differentiating factor in food marketing programs. Customer service is more important than any of the other marketing elements of price, product, place, or promotion in maintaining and expanding markets. The rules of customer service, including deciding on your core business, creating your vision, staying close to your customers, managing your customer s experience and developing a customer service program that delights the customer, are presented together with examples of successes from food and allied industries. Better than 50% of companies are saying that they have to get closer to their customers, while only 5% to 10% are doing what it takes to get there. This course gives you the opportunity to be a part of the visionary minority. 2 S A I N T J O S E P H S U N I V E R S I T Y

3 FME 7111 Ethnic Marketing This course will explore the opportunity for food retailers and manufacturers to increase sales by better understanding the tastes and needs of an ethnic community. Specifically, we will look at the Hispanic, African-American, Asian, and Jewish communities. We will discuss products, advertising, promotional opportunities, community relations, and important holidays. The goal will be to show you how your company can create an attitude that will let people find the foods that they want in an atmosphere that makes them feel good. FME 7112 Creating and Measuring Customer Value This course will help leaders and managers make Quality a Strategic Weapon. Validated by extensive research and in-market results, Quality as perceived by consumers is the single most important determinant of long run market share and profitability. The course will provide guidance for understanding consumer satisfaction and the value customers place on different aspects of products, services or stores and the value that companies place on their customers. FME 7113 Private Label Sales and Marketing Strategies This course will explore the key initiatives for the sales and marketing strategies for private label. Topics emphasized will include building private label brand equity quality importance of private label being integrated into the category management process, pros and cons of dead net pricing, retail and vendor relationships, and how to develop a consumer loyalty program with private label. Suggested steps for retailers and vendors on restructuring private label programs. FME 7115 Problem Solving for Food Marketing Managers There are several types of problems that form the essence of the Marketing effort including customer, category, competitor, and company growth/execution problems. Considering this, marketing managers need to have a well defined set of problem solving skills. This course will cover topics such as exploratory research, root cause analysis, problem definition, solution ideation, structured decision making, and implementation obstacles. With a strong problem solving ability, food marketing managers will be equipped to lead initiatives addressing strategy development, product innovation, marketing execution, and marketing ROI. Develop and practice these skills in an highly interactive program and leave with tools that can be used on the following Monday. FME 7117 Market Segmentation and Targeted Marketing Important in positioning and segmentation research is how to deal with the strategic issues of segmenting your markets and selecting appropriate strategies for your products and services. Topics emphasized include: how to design marketing research studies from start to finish, to segment markets and position products, and which data services are available to segment your markets. The selection of the best analytical tools for segmentation and positioning and repositioning, and implementing the results from positioning segmentation studies are topics that will prove quite useful to the marketing manager. Strategies for market niche entry that integrate all the elements of the marketing mix, including price, product, promotion, and distribution are discussed. FME 7202 Understanding the Food Customer and Consumer Understanding the food customer and consumer is the course within the food marketing curriculum that most directly applies concepts, principles, and theories from the various social sciences to the study of the factors that influence the acquisition, consumption, and disposition of consumer packaged products, services, and ideas. Knowledge of consumer behavior principles is becoming increasingly important for the food marketing manager and the public policy maker. Quite simply, in order to make good decisions the manager must have an understanding of how consumers are likely to respond to the actions of the firm or the government. In addition, an understanding of the factors that influence consumers may assist an individual in understanding his or her own buying patterns. The principles from a number of disciplines are used to describe and explain consumer behavior, including economics, psychology, social psychology, sociology, and anthropology. H A U B S C H O O L O F B U S I N E S S 3

4 FME 7203 Food Marketing Research In this course, you will learn how to plan and implement marketing research studies from start to finish. Discussion will focus on how to translate management questions into researchable issues and which approach is best for a wide range of specific applications such as concept test, tracking studies, segmentation research and the like. How to phrase the right questions, implement the best study design, and select the most appropriate management needs are part of the total marketing research picture. FME 7204 Food Advertising Research This course focuses on the role that advertising testing plays in the creation and evaluation of broadcast and print advertising. Specific techniques available to improve the development of both strategy and copy will be presented. Special emphasis will be given to understanding how to measure the persuasive power of an advertisement. FME 7206 Marketing Intelligence and Secondary Sources This course is designed to develop students understanding of the basic marketing intelligence model and its key components, Personal, Environmental, Consumer and Competitive Intelligence. The identification and use of reliable secondary sources will be emphasized as well as personal management techniques for searching, downloading, filtering and managing relevant information. Ethical and legal considerations will be discussed. Upon completion of the course, students should be able to apply a basic marketing intelligence model in their companies/divisions. FME 7302 How to Create Effective Food Advertising Over the years a variety of techniques and approaches have been used to create good advertising. In this course the factors common to successful advertising will be presented. The rules are based on research as well as the opinions and experience of such advertising leaders as Ogilvy, Bernbach, Burnett, and testing services such as ARS and Mapes and Ross. FME 7308 Making Promotions More Effective This course is designed to help sales, marketing, and merchandising executives design and implement effective promotion programs for the consumer and trade. The role of promotions in marketing and merchandising strategy will be examined, as well as advantages and limitations of the most widely used consumer promotion techniques (coupons, rebates, contests, sweepstakes, sampling, etc.) and sales promotion techniques (tprs, bill backs, advertising allowances, demonstrations, etc.). Creative strategies to maximize impact and program evaluation will also be discussed. FME 7501 International Food Business This course introduces the fundamentals of international marketing covering entry strategies, risk assessment, global branding, cultural adaptation, regional trading blocks, and intellectual property protection. It focuses on food and consumer products retailing, processing, and agricultural sectors examining key determinants for success in international markets. FME 7502 International Marketing: Japan, Asia and India This course explores the expanding market opportunities in Japan, Southeast Asia, and India for food products and retailing formats. The course focuses on the differing business models in place in Japan and the expectation for competitive business models in Asia and India. Japanese business practices, supply chain, kaisan product development, industrial policy, and consumer trends will be discussed. The dynamic market of Southeast Asia and India will be examined for the potential to introduce products and foodstuffs and for partnering and branding opportunities. Once understanding Japanese, Asian and Indian styles of competition, you ll never view your own and competitors strategies in the same way FME 7505 International Marketing: Europe, European Community and Russia The year 1992 marked the beginning of a new era for business. The removal of tariffs and taxes has had an effect not just on inter-european trade, but on worldwide business as well. This course will study exactly what the new rules of trade are and how they effect American food business. 4 S A I N T J O S E P H S U N I V E R S I T Y

5 FME 7506 International Marketing: Central and South America The emerging economies of Latin America represent a significant opportunity for food marketers. As a region, the countries of Central and South America comprise a market of nearly 345 million people. While the countries in the region share similar linguistics and cultural heritages, there are remarkable differences in stages of economic and political development and market maturation. This two-day course will explore the characteristics of the Central and South American markets with an emphasis on opportunities for food marketers. Specifically, the course will review the cultural, economic, socio - demographic, and political characteristics of the six principal Central American markets and major South American markets with an emphasis on the two largest countries: Brazil and Argentina. Topics to be covered will include differing food consumption patterns, competition within the food processing and distribution industries, and policies affecting market entry including regional trade agreements. FME 7701 Supply Chain Management Distribution, often referred to as the last great business frontier, is receiving more attention from executives than ever before. Faced with the multiple pressures of shrinking margins, strong pricing, competition, large capital investments, global networks, and product line extensions, companies today must effectively control and manage this key area of the business. Individuals who complete this course will understand the role of distribution in their industry and develop strong actionable plans, which can make a difference in corporate profits and customer service. FME 7704 Sales Forecasting This course is a comprehensive survey of the commonly used techniques in sales forecasting. Three major categories of forecasting approaches will be presented. These include quantitative methods, time series and correlation techniques. Shortcuts, rules of thumb, and things to avoid will be discussed. Case studies will be presented, and students will be expected to do forecasting on simulated data sets. Prerequisite: FME 7827 FME 7705 Category Management/Retail Partnerships Various forms of partnerships are increasingly recognized by both retailers and manufacturers as the key to improving productivity and profits in a slow growth environment. This course covers many of these issues involved in developing and maintaining those partnerships including category management, partnership goals and requirements, multifunction account teams, information sharing, quick response, and joint merchandising. FME 7710 Trends in Food Retailing and Tour A tour of successful retailers in conjunction with traditional instruction will allow students to see food merchandising at its best up close and personal. Students will be asked to analyze and critique the similarities and differences embodied in the various operations. Focusing on such issues as store design and layout, in-store merchandising, pricing policy, shelf and category management, center store vs. perimeter and the extent of prepared foods merchandising, students will be able to understand how and why different operations are successful and develop insights that will help in planning programs and products to successfully merchandise products. FME 7804 Leadership & Development What is leadership? How do I realize my leadership potential? This course is designed for executives who want to develop and hone their leadership skills and approaches. Successful completion of the course will enable participants to (1) identify and understand the keys to successful leadership, (2) analyze their own leadership styles and behaviors and receive feedback on the appropriateness and effectiveness of their styles, (3) develop the decision-making skills needed for leadership, (4) understand approaches for developing and empowering employees, and (5) inspire organizational change. Prerequisite: Either FME 7811 or FME Recommended: Both FME 7811 and FME H A U B S C H O O L O F B U S I N E S S 5

6 FME 7807 Legal Issues in Food Marketing This course reviews the legal environment in which businesses operate. It will describe the judicial process and legal system and examine the areas of law and regulation in the business environment. Focus will be on the areas impacting the food industry including personnel management, food safety, food labeling, customs, homeland security, and the laws, regulations, and directives impacting operations such as the EEOC, OSHA, EPA, USDA, and others. FME 7811 Empowering Individual Potential for the Practicing Executive This course focuses on an organization s most salient resource the power of its human capital. It investigates the foundation of, and strategies for, empowering organizational members to manage organizational transformation processes from an executive perspective. Empowering individual human potential requires an understanding of how to manage one s self and other individuals effectively, creatively, and ethically in work organizations. This course investigates executive strategies for enhancing individual performance through learning about motivation, perception, personality and other dimensions of human behavior. FME 7812 Empowering Groups and Teams for the Practicing Executive This course focuses on an organization s most salient resource the power of its human capital. It investigates the foundation of, and strategies for, empowering organizational members to manage organizational transformation processes from an executive perspective. Empowering groups requires an understanding of how to manage collectivities of individuals in a variety of work organization settings. This course investigates strategies for enhancing group performance and facilitating interpersonal processes that lead to effective, creative, and ethical executive action. FME 7823 Managerial Accounting I The objectives of this course are: introduce the students to basic cost definitions and behavior, to assure that they are able to use accounting information and systems to make optimal management decisions, to properly evaluate organizational and individual performance, and to enable proper managerial planning and control through the use of the concepts and principles covered in this course. Case analysis and relevant examples, both from the food industry, will be utilized, as appropriate. FME 7824 Managerial Accounting II This course builds upon FME 7823 Managerial Accounting I. Major topics covered include: costing, budgeting, segment reporting, profitability, and decentralization. Other topics include relevant costs for decision making and service department costing. Prerequisite FME FME 7825 Managerial Finance I This module starts with the pricing of financial assets, which follows directly from the time value of money concepts developed in the Foundation course. We then discuss risk, interest rate determination, and an analysis and explanation of the yield curve. This leads to a discussion of the intermediation process and the roles of the various institutions in that process, as well as the functions of the capital and money markets. The module concludes with a discussion of the weighted average cost of capital (WACC). FME 7826 Managerial Finance II This course picks up with a review of the WACC and applies this to the capital budgeting process. In this module, cash flow projections are developed as well as initial outlay concepts. The NPV and IRR rules are developed and extended to a general decisionmaking framework. The last section of the module focuses on the concepts of firm valuation and the effects of leverage on the organization. Prerequisite FME S A I N T J O S E P H S U N I V E R S I T Y

7 FME 7827 Business Statistics The overall purpose of this course is to provide an introduction to the basic concepts of inferential statistics, which are important tools to support data-driven decision making. Your ability to identify situations where these techniques may be effectively applied and to appreciate their potentials as well as their limitations to solving complex business problems will be developed. The methodology of each technique will be developed and applied in a real business context. Problems of increasing complexity will be used to emphasize problem description and definition. Emphasis will be placed on the interpretation and implementation of computer-generated results using Excel. FME 8001 Business Ethics One of the most distinctive features of Saint Joseph s Executive Master s in Food Marketing Program is its emphasis on business ethics. This course will explore the general background of moral theory followed by discussion of business ethics in specific situations. Decision scenarios, both written and video, as well as cases, will be evaluated. In addition, students will have the opportunity to discuss the ethical dilemmas which confront food marketers. FME 8103 Contemporary Information Technologies This course presents a fundamental review of the impact of information technology on the entire food industry, laying the groundwork for more in-depth study. A focus on utilizing technology strategically for competitive advantage will be the theme. The material covers the key concepts utilized to support the food supply chain, such as data synchronization, paperless transactions via EDI, scan based trading, and electronic funds transfer. FME 8303 New Product Planning Since new products have become the lifeblood of most food companies, this course is very pertinent. The course takes the students through each of the stages of a typical new product process. Special emphasis is placed on idea generation and the creative process. Although each step in the process is discussed, the importance of systematically carrying out the process is stressed. FME 8305 Nutrition: Issues for Food Marketers This course will cover the fundamental nutrition concepts needed by those involved in new product development and marketing. Special emphasis will be placed on current food-related health topics and the media, advertising, and government programs that communicate these messages. FME 8306 Food Technology and Packaging Issues to be covered: Food Science what is food and why it is important proteins, carbohydrates, lipids, vitamins, minerals, etc. Why and how do foods deteriorate: microbiological, enzymatic, biochemical, and physical. Nutrition with special emphasis on contemporary issues such as calories, fats, fat mimics, cholesterol, sodium, and calcium: relationships of diet to health; nutraceuticals, etc. New food processing technologies in perspective: radiation, hot fill, ultra high pressure, electrical resistance heating, pulsed light. New food packaging technologies in perspective: aseptic, glass coating, film-laminated cans, PEN and liquid crystals, foamed plastics. Conclusion: case studies on real problems. FME 8401 The Foodservice Industry An introduction to the role and function of foodservice marketing and the foodservice marketing channel. Students will develop an understanding of the commercial and noncommercial on-site segments and the underlying factors and processes that shape strategy and tactics for foodservice marketing. FME 8406 Foodservice Manufacturing and Distribution This course examines the dynamics of the ever-changing distribution network between a manufacturer and the foodservice operator. Manufacturers face the challenges of maintaining or increasing their market share against the competition and selecting the best distribution channels to get their products to the foodservice operator. Distributors challenges include the increased costs of operations and pressure between balancing manufacturer brands and their own private label brands and how that effects what foodservice operators and customers will buy. Students will learn what roles logistics and ordering technologies, marketing incentives, and direct or brokers sales forces play in the success of a manufacturer product as it travels through the distribution channel. H A U B S C H O O L O F B U S I N E S S 7

8 FME 8409 On-Site and Commercial Foodservice This course provides an introduction into the roles and factors that affect the product selection, menus, operations, marketing, merchandising, and promotions of foodservice operations and an in-depth look at the on-site and commercial segments. Students will develop an understanding of the decision-making factors that shape the marketing strategies and tactics in each segment of on-site foodservice along with a review of the structure and functions of the commercial foodservice industry and how they compare to the supermarket industry. In addition to class learning, students will participate in a local tour of facilities to analyze and critique the similarities and differences in the operator customer strategies and marketing techniques. FME 8501 Capstone for Master of Science in Food Marketing Prerequisite: successful completion of 20 courses FME 8501 Capstone for M.B.A. in Food Marketing Prerequisite: successful completion of 21 courses beyond Foundation Courses This integrative course is designed to permit students, near the end of the course of study, to integrate the knowledge from their previous courses. Also, this course is intended to give students the opportunity to demonstrate the application of the concepts learned during their tenure in the program. FME 8911 Independent Study in Food Marketing This course is designed to accommodate those students who have an interest in a research-worthy topic that can be examined on an independent research basis. The student will work closely with a professor on a research area that will require the identification of a topic, a literature review, appropriate methodology, and analysis. (Chair approval required.) Prerequisite required INQUIRIES Christine Hartmann, Director of Graduate Programs in Food Marketing Phone: Amanda Basile, Marketing Development Manager Phone: Kathleen Kennedy, Administrative Assistant Phone: Erivan K. Haub School of Business Executive Master s in Food Marketing 8 S A I N T J O S E P H S U N I V E R S I T Y

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