MASTER OF SCIENCE

UE Code : FI-24-IABMARK Academic year : 2016-2017

Information on the course unit

Program / Education :

Master of Science / Master Food Identity

Level :

First year of the Master Food Identity

Language(s) :

French

Studies organization

Credits :

7.00

Semester :

--

Total Hours :

185.00 (Hours of teaching + individual study)

Details

Objectives :

- Overall course objective : To develop skills to analyze consumer decision making in a variety of situations and be able to develop a simple decision model for a specific product/ brand/ situation; to analyze food product markets and formulation of agribusiness marketing strategies,
- Specific objectives : Learn how to analyze and understand the consumer behavior in the food marketing system, with special reference to agricultural products, and to be able to analyze how the markets operate
Learn how to design, implement and assess marketing strategies in a competitive economy using modern marketing tools and techniques
Learn how to analyze the marketing of agricultural products by undertaking their own research through a precise diagnosis of the market

Contents :

LECTURE :
1. Introduction to International Agribusiness Marketing
2. Analyzing agricultural and food markets
3. Environment of International Marketing
4. Consumer behavior in the international context
5. Market segmentation, targeting and positioning
6. Market research and consumer behavior
7. Marketing strategy tools and techniques
8. Direct marketing

PRACTICAL WORK
1. Introduction to International Agribusiness Marketing
2. Analyzing agricultural and food markets
3. Environment of International Marketing
4. Consumer behavior in the international context
5. Market segmentation, targeting and positioning
6. Market research and consumer behavior
7. Marketing strategy tools and techniques
8. Direct marketing
Project presentations

Prerequisites :

- Curriculum-related : Basic statistics, Economics, Computer science
- Skills-related : Efficient use of knowledge cumulated in the previous years of study

Teaching methods :

Lectures, practical work, personal work

Assessment :

Lecture
- Knowledge of main basic concepts of international agribusiness marketing and its specific application to food products
- Analyze consumer decision making in several situations
Two exams will be given: 1 midterm exam (20%) and 1 final exam (20%)

Seminar/Laboratory
- Knowledge of how to analyze the agricultural market, how to know and understand consumer behaviour, how to develop an efficient marketing strategy, how to conduct a market research by exemplifying on food/agricultural commodities
- Project presentation
The following will be evaluated: In-class activity (20%), Assignments (20%) and Project presentation (20%)

Bibliography :

1.Dibb, S., L. Simkin, W.M. Pride, O.C.Ferrel, 2006, Marketing. Concepts and Startegies, 5th Edition, Houghton
2.Kohls, R. and J. Uhl, 2002, Marketing of Agricultural Products, 9th edition, Upper Saddle River, NJ: Prentice-Hall
3.Various assigned articles

Optional bibliography:
1.Onkvisit, S., J.J. Shaw, 2009, International Marketing. Strategy and theory, 5th edition, Routledge, US
2.Mifflin, USA 2. Kotler, P., K.L. Keller, 2009, Marketing Management, 13th Edition, Pearson Education International

Master Food Identity

A multidisciplinary programme which trains future executives in the agri-food sector with an international vision of culture, regulation, entrepreneurship, market analysis and competences in food processing, authentication, sensory analysis, quality control and marketing strategy. The joint MSc programme is designed to develop both technical and commercial skills through a curriculum focusing on local and traditional food products through teaching and learning in 4 countries (France, Italy, Romania and Spain). The course combines theory with practical perspectives gained through practical work in pilot plants, visits to production sites and to retailers. This path gives all the essential ingredients for a successful development and it incorporates marketing of local and traditional food products to the global market.
The complete syllabus is not available yet. You will find the description of the 1st semester of the 1st year of Master that takes place in ESA, Angers. For any further information about the other semesters, please take contact with Philippe MONGONDRY
p.mongondry@groupe-esa.com