MM05 Food Marketing COURSE OUTLINE

Transcription

1 MM05 Food Marketing COURSE OUTLINE Semester One, 2015

2 Paper Description and Aims... 3 Intended Learning Outcomes... 3 Teaching Staff... 4 Course Delivery... 4 Expectations and Workload... 4 Course Materials... 5 Materials and Resources... 6 Blackboard... 8 Assessment... 8 Assessment Grid... 8 Assessment Details Safe Assign Course Requirements Class Representatives Dishonest Practice and Plagiarism Concerns about the Course Disclaimer Policy on Student Internal Assessment Policy for Special Consideration in Final Exams

3 Paper Description and Aims Food marketing examines the specific features of the food consumer learning, purchase decision and consumption processes that make this industry unique worldwide. The paper aims to familiarise students with these low involvement non-cognitive processes, and gives them the opportunity to examine how the challenges posed by them can be addressed by communication at the point of sale. Semester One EFTS 10 Points Prerequisites: level MART points (including MART 301 & 307), or HOD approval. Intended Learning Outcomes Upon successful completion of this paper, you should be able to: Understand the features that make food unique as a world consumer market. Understand how the food industry if configured to address these features. Understand the nature of low involvement consumer learning and decision processes when applied to food products. Understand how the point of sale environment can be managed to influence these processes. Develop a structured point of sale communication and design process for food products Understand how food retailing is organised and the importance of category management Understand the basic requirements of food service marketing. Understand the nature of market power is in the food industry Understand the role of domestic and international politics in food markets. The paper concentrates on the features that make food different to the markets that are usually studied in mainstream marketing classes. It is assumed that students are familiar with the theory that is related to these usually high involvement and cognitive consumer activities. The emphasis in this class is on learning by doing and on doing by having learnt. The course has a very heavy practical and applied orientation, although theory that backs up effective practice is also discussed in depth where this is appropriate. Readings are given when appropriate the week before the relevant class. These readings are not onerous, but students are expected to have read them! Teaching Staff Lecturer / Paper Coordinator Name: Robert Hamlin Office: CO rob.hamlin@otago.ac.nz Office Hours: Thursday (MM05 only) 3

4 You should contact me if you have any administrative enquiries about the paper. Lecture Day/Time: Thursday pm Room: CO 6.26 Course Delivery This course is a ten point course with two hours scheduled contact each week for ten weeks starting in Week 2 and ending in Week 11 of the Semester. There will be some external activities that are noted on the schedule attached to this outline. A course introduction will be held in the first week of the semester. The first half of the course is dedicated to delivering information about the food consumer purchase decision and how it may be influenced. The second half of the course examines the macro environment of food marketing. The course includes a hands on group project that puts this into practice in as real life an environment as possible. This part of the course involves an actual field trial of the groups designs and a final presentation of the groups plans/designs to an external professional board. There is one required report of 2-3 pages that each group must prepare to accompany the presentation. The course timetable is as follows: Date Class/Event 26 February Course introduction & questions (30 minutes, Rm 6:26) 5 March Food products: Why are they different? Assignment briefing 12 March The retail food purchase decision process 19 March The retail point of sale environment 26 March Integrating point of sale and remote communications 2 April Mid Semester Break No Class scheduled 9 April Primary producers Cooperatives 16 April Foodservice & restaurants 23 April Export food 30 April Commercial presentations 7 May Field trial (All day) 8 May (Friday) Presentations 21 May Food, politics and power International food Expectations and Workload This course places a reliance on the capacity of graduate students to work independently individually and also harmoniously as a group, and to plan some weeks ahead of any potential crisis. If this is done, then the workload can comfortably be achieved in the six hours that is the expected work input per week. If not, then individuals and groups may experience some pretty hefty work spikes from time to time. 4

5 Course Materials MMo5 does not have a set text. Readings will be provided as necessary. Some requirement for independent study of topics both within and beyond the academic literature is expected. Other materials will be supplied as required. Blackboard Blackboard provides you with access to course materials, and I will post any class notices on Blackboard. Please ensure you check your student and Blackboard regularly, or use PIMS to redirect your s to your personal account. You will find helpful links to the Library referencing page, the Student Learning Centre, and writing resources in Blackboard. Assessment The assessment of this course has been designed to spread the workload as evenly as possible over the 10 weeks of the course delivery period. The single assessment is structured as follows: Assignment: Presentation (70%) Supporting report (30%) The Health Star Rating System has been introduced by the authorities in Australia and New Zealand It has not been received with universal acclaim and has some issues with it. You will be briefed on this system in the class on March 5 th. On the basis of this briefing, you are to create an alternative concept nutritional label design/system to indicate the nutritional status of food products to consumers. This system will address the shortcomings of the existing system. The label design to be used on the product is to be developed to camera ready status. You will have to develop versions of the label calibrated for a low and high nutritional value cereal product, which will be supplied to you. These labels are to be handed in (electronically) by am on Friday April 24 th. It is to be accompanied by a short2-3 page draft commentary/supporting document on how this design will achieve this objective. This design will then be field tested in the following week. The draft commentary will not be graded, but will be handed back with feedback on Monday April 27 th. On Tuesday 5 th May, the final version of the fully developed 2-3 page commentary/supporting document is due into the course lecturer s pigeonhole by 4.00 pm. This document will be 5

6 reproduced and distributed to the board that evening (Board = lecturer, supermarket owner, nutritionalist plus 1-2 others). On the 8 th. May, each group will present their design/system to the board. The presentation will be for 15 minutes and 15 minutes for questioning. The board will assess the presentations and the commentaries and submit grades individually. This feedback is consolidated and will be the grade awarded for this part of the assessment. The board will also assess the supporting document, bur their grade will only account for 30% of the grade awarded, the rest will be awarded by the lecturer. The 70% grade for the presentation is based solely upon the boards assessment of the quality of the presentation and the quality of the groups engagement and responses to questions. The 30% awarded for the report is allocated largely on its content with a lesser amount awarded on the degree to which it supported the presentation as a pre-distributed document. The results of the field trial will be presented by the lecturer at the end of the presentation schedule. These outcomes will carry no grade. The grading scheme used at Otago is: A C A C A C B D B E <40 B Safe Assign Please be aware that Safe Assign may be used for assessments in this paper. Safe Assign is a plagiarism detection tool which can report matches between sections of students work submitted to it and material on a comprehensive database to which Safe Assign has access. This includes material on the internet and other student s assignments which have previously been submitted to Safe Assign. Assignments will need to be submitted to the Final Version Assignment folder in the Blackboard course for this paper. You may submit your assignment to this folder only once. You also have the option of submitting one draft assignment to the Draft Safe Assignment folder. If you choose to utilise this option, you will receive the report generated which contains a percentage mark of the paper that matches other sources. Assignments submitted to the Draft Assignment folder will not be assessed; however the report will be available for the paper coordinator to view. You can find further information on Safe Assign and dishonest practice at: 6

7 Course Requirements There are no terms requirements for this paper. Class Representatives The class (or student) representative system provides an opportunity for staff and students to communicate with each other about the teaching and delivery of a paper and gives staff an opportunity to communicate information and gain constructive feedback from students. It helps develop a sense of community within a department and adds to the services offered to students. I will call for volunteers for class representative early in the semester. The OUSA invites all class representatives to a training session, conducted by OUSA, about what it means to be a class representative and some of the possible procedures for dealing with issues that arise. They also provide information on the services that OUSA offers and the role OUSA can play in solving problems that may occur. The OUSA provides support to class representatives during the semester. Departmental staff will also meet with class representatives during the semester to discuss general issues or matters they wish to have considered. Dishonest Practice and Plagiarism Students should make sure that all submitted work is their own. Plagiarism is a form of dishonest practice. Plagiarism is defined as copying or paraphrasing another s work and presenting it as one s own (University of Otago Calendar 2011 page 224). In practice this means plagiarism includes any attempt in any piece of submitted work (e.g. an assignment or test) to present one s own work as the work of another (whether of another student or a published authority). Any student found responsible for plagiarism in any piece of work submitted for assessment shall be subject to the University s dishonest practice regulations which may result in various penalties, including forfeiture of marks for the piece of work submitted, a zero grade for the paper, or in extreme cases exclusion from the University. The University of Otago reserves the right to use plagiarism detection tools. Concerns about the Course I hope you will feel comfortable coming to talk to me if you have a concern about the course as I would be happy to discuss any concerns you may have. Alternatively, you can report your concerns to the Class Representative who will follow up with departmental staff. If, after making approaches via these channels, you do not feel that your concerns have been addressed, there are University 7

8 channels that may aid resolution. For further advice or more information on these, please contact the departmental administrator or head of department. Disclaimer Please note that while I have tried to ensure the information provided in this outline is accurate, I may need to change it. If this is the case, I will advise you of changes in class and via Blackboard. Please ensure you check Blackboard regularly as it is your responsibility to ensure you stay fully informed about the paper. 8

9 DEPARTMENT OF MARKETING 2011 Policy on Student Internal Assessment The purpose of this document is to have a consistent policy throughout the department as well as to develop students time management skills. It reflects usual practices in the business world in which neither success (here: grades) nor deadlines are negotiable. 1. Dissemination of Grades Regarding internal assessment, class averages and distribution will be displayed graphically by letter grade for each piece of the assessment. The letter grade only will be returned to the student on their work. At the end of the semester, all internal assessment will be displayed by Student ID with the letter grades for each assignment. All students are requested to check these when posted on the web-based Blackboard any discrepancies should be reported to the course coordinator as soon as possible. 2. Late Assignments Assignments received after the deadline and within 24 hours after the deadline will have 25% deducted from the available grade for the piece of assessment (ie. a 78% becomes a 53%). Assignments received 24 hours and later than the deadline will not be marked and there will be no grade given. 3. Extensions Extensions will be granted only in exceptional circumstances (eg. illness with supporting medical documentary evidence stating nature and length of impairment, family emergency, provincial or national representative activities) by the appropriate course coordinator. If the assignment or internal assessment tests count significantly towards the final result then a formal medical certificate is required. As a guideline, an internal assessment component which counts for 20% of the final result would be considered significant. 4. Tutors and lecturers are not authorised to give extensions. Only the course coordinator should be approached (consult the course outline for the person(s) responsible). Computer problems do not constitute an exceptional circumstance unless it is an officially notified failure of university equipment. 5. Plagiarism Plagiarism is the dishonest use of someone else s words, facts or ideas, without proper acknowledgement. Most students will include other people s ideas and information in their work and assignments - such material may be either quoted or digested and used by students. In either case, acknowledgement is essential. Note that the 2011 University of Otago Calendar under Student Conduct Rules Part 1 Section 1 (e) states that no student shall engage in any dishonest practice as described in regulation 5(b) of the Examinations and Assessment Regulations in connection with an examination or other method of academic work which counts towards the attainment of a pass in any subject. 6. Problems with group work Where group work is set and a group is experiencing difficulties, the students should approach their tutor to try to resolve these differences. The tutor will counsel the group, or individuals from the group, on the procedures open to them to resolve group problems (the problem should be raised prior to the work being completed or handed in). The procedure to be followed is: i) students should try to resolve the problems within the group without outside assistance. ii) iii) students should meet with their tutor to endeavour to resolve outstanding issues. the tutor will arrange for students to meet with the course coordinator who will endeavour to resolve the situation. This procedure MUST be completed to step iii) before the assignment is submitted for grading. Where there are still unresolved difficulties, step iv) will be implemented. iv) students will complete a Peer Assessment form available from the appropriate course coordinator (which must be submitted to the tutor or course coordinator before any grades are released). Course Coordinators reserve the right to require all students to complete peer assessment forms at any time during and/or after submission of an assessed group project. Should there be differences in the peer assessment forms, the student(s) will be required to either submit in writing to, or meet with a group comprised of their course coordinator and lecturer(s) and others (as deemed appropriate) to provide an explanation for the discrepancy. A differential allocation of grade may result from this process. 9

10 DEPARTMENT OF MARKETING 2011 Policy for Special Consideration in Final Exams *** All applications for special consideration must be dealt with through the examinations office not the department **** The Special Consideration provisions apply only to final examinations and only where it is clearly documented that a candidate has been prevented from taking an examination through illness or other exceptional circumstances beyond his or her control; or has been seriously impaired by illness or other exceptional circumstances beyond his or her control at the time of, or in the 14 day period immediately prior to the examination itself. Where students have been affected by illness or other exceptional circumstances during the teaching period, they are expected to have informed Heads of Departments directly at the time (not individual lecturers or tutors). Process You need to obtain an application form from the University Information Centre or Student Health. You can also download the Application for Special Consideration in Final Examinations form Application for Special Consideration in Final Examinations form If your condition persists and you find that you are still seriously impaired for a later examination, do not submit a second application form, but contact the Examinations Office for advice ( ). No special arrangements can be made for candidates who fail to attend examinations at the correct time. Deadline: Five calendar days from the date of the last examination for which you are making an application for Special Consideration. Please Note: Applications cannot be accepted without supporting documentation such as a medical certificate. For further information please see: Health Declaration for Special Consideration Application Absences 1. A student may be offered an aegrotat pass providing: (a) (b) their grade for internal assessment is C+ or better and the internal grade they have achieved has contained a significant element of individual work as opposed to group assignments (25% of the total grade for the paper). 2. All other cases will be offered a special examination. 3. In some cases that qualify for an aegrotat, it may be relevant to offer the student the choice of an aegrotat or a special examination. For example aegrotats at any stage of the course can have a detrimental effect on a student s ability to qualify for scholarships. 4. Special examinations for Semester One 2011 will be held on (date to be arranged), in the week prior to Semester Two commencement. Special examinations for Semester Two 2011 will be held on (date to be arranged), two weeks after cessation of official examination period. Impaired Performance 1. If the student has no internal assessment there will be no adjustment to the exam mark and only an optional special will be offered. 2. If the student has internal assessment the examination mark may be adjusted by taking account of the discrepancy between the examination and internal marks, with particular attention to individual work for the student in comparison to that for the whole class. 3. In all other circumstances the student will be offered the choice of accepting this mark or sitting a special examination. 4. Once a student accepts to take a special examination the original examination mark is nullified and the result of the special examination replaces the original mark, even if it is lower. Any absence or impairment for the special examination must be covered using the same regulations as apply for normal university examinations. 10