MART463 Food Marketing COURSE OUTLINE

Transcription

1 MART463 Food Marketing COURSE OUTLINE Semester One, 2016

2 Contents Paper Description and Aims... 1 Learning Outcomes... 1 Teaching Staff... 1 Course Delivery... 2 Expectations and Workload... 2 Assessment... 2 Learning Outcomes... 3 Course Calendar... 4

3 MART463 Food Marketing Paper Description and Aims New Zealand is still critically dependent upon adding value to food products. This course looks at the business of value added by food marketing. It examines the peculiarities and pitfalls of this ancient and ruthless marketplace. The critical importance of market power structures, category management, the point of sale environment and point of sale communication is thoroughly addressed. The paper gives students the chance to work with a real client in producing a design that will increase the performance of their product at the point of sale. Tasks include design, communication plan development, full sale commercial field trials and set piece commercial presentations. Learning Outcomes Upon successful completion of this paper, you should be able to 1) Discuss the features that make food unique as a world consumer market (Global Perspective, Disciplinary Knowledge) 2) Explain the food consumer purchase decision and describe how it may be influenced. (Disciplinary Knowledge, Ethics) 3) Examine the macro environment of food marketing. (Global Perspective, Cultural Understanding, Environmental Literacy, Critical Thinking) 4) Develop and present a structured point of sale communication and design process for food products (Communication, Information Literacy, Teamwork, Lifelong Learning) Teaching Staff Paper Coordinator /Lecturer Name: Dr Rob Hamlin Office: Co rob.hamlin@otago.ac.nz Office Hours: Thursday 10am 11am You should contact the Paper Coordinator with any administrative enquiries about the paper, e.g. tutorial changes, or requests for late submission of assignments. Page 1

4 Course Delivery Lecture Day/Time: Thursday 11.00am 12.50pm Room: Co 6.26 Expectations and Workload MART463 is a 20 point paper and has a workload of 240 hours. As a result you should anticipate spending an average on hours per week on this subject for the duration of this 13 week course. Assessment The assessment comes in two parts: 1) Group client presentation (50%) You are to create a concept product design for a client who will brief the class on March 10 th. This design is to be developed to camera ready status and handed on April 2 nd. It is to be accompanied by a draft sales commentary/supporting document on how this design will achieve the brief. This design will then be field tested in the week following the mid semester break. The draft commentary will not be graded, but will be handed back with feedback in the same week. The final version of the fully developed 2-3 page sales commentary/supporting document is due on 13 th April. This will be distributed to the client/board that evening (Board = client, lecturer, supermarket owner plus 1-2 others). On 22 nd April, each group will present their design to the client and board. The presentation will be for 15 minutes and 15 minutes for questioning. The board will assess the presentations and the commentaries. This will be the grade awarded for this part of the assessment. 2) Individual essay (50%). This is an individual essay, not a literature review. This year the essay title is: Gigerenzer s Homo Heuristicus Can they be found in the supermarket aisle? In this essay you should consider the two articles below: Gigerenzer, G. & Brighton, H. (2009) "Homo heuristicus: Why biased minds make better inferences." Topics in Cognitive Science 1,1: Hilbig, B. E. & Richter. T. (2011) "Homo heuristicus outnumbered: Comment on Gigerenzer and Brighton (2009)." Topics in Cognitive Science 3,1: Your objective is to provide a definite reasoned answer, one way or the other, to the question above. You may introduce supporting and linking evidence but you are restricted to EIGHT further formal citations in addition to these two, for a total of ten. There is a word limit of 4,000 words including references. Appendices are not permitted. Page 2

5 Essay Presentation Your work will be graded on: 1) Water tightness of the arguments 2) Synthesis of the material (or what value have YOU added to it) 3) Coherent storyline and good logical development 4) Capacity to interest and engage the reader. Each carries pretty much equal weight. As it is a subjective exercise, I will get these blind cross marked by a third party. The report is due on May 27 th Assessment Due date % of final grade Commercial Presentation (Group) 22 April 50 Essay (Individual) 27 May 50 Learning Outcomes Learning Outcome 1) Discuss the features that make food unique as a world consumer market 2) Explain the food consumer purchase decision and describe how it may be influenced 3) Examine the macro environment of food marketing 4) Develop and present a structured point of sale communication and design process for food products Percentage of final grade Total 100% Page 3

6 Course Calendar Lecture/ Tutorial Number Week Commencing* Topic Readings Notes 1 Thursday 3 March Course Introduction 2 Thursday 10 March 3 Thursday 17 March 4 Thursday 24 March 5 Thursday 7 April Food Products: Why are they different? The retail food purchase decision process The retail point of sale environment Mid Semester Break 28 March to 1 April Integrating point of sale and remote communications 6 Thursday 14 April Field Trial (all day) 7 Thursday 21 April Commercial Presentations Friday 22 April 8 Thursday 28 April Presentation to Board Food branding & trends in food consumption & marketing 9 Thursday 5 May Food service & restaurants (I) Client briefing Camera ready copy & draft 3 page report due 8 April 5.00pm Final report due 13 April 5.00pm 10 Thursday 12 May Food service & restaurants (II) 11 Thursday 19 May Primary producers cooperatives and companies 12 Thursday 26 May Exporting food 13 Thursday 3 June Food, politics & power course conclusion Report due 27 May 5.00pm * First week of Semester 1 is ACADEMIC WEEK 9 Lectures end Friday 3 June 2016 University Exam Period First Semester Begins 4 June 2016 End 22 June 2016 Page 4