Course code Ekon5066

Credit points 2

Consumer and Food Marketing

Total Hours in Course80

Number of hours for lectures8

Number of hours for seminars and practical classes24

Independent study hours48

Date of course confirmation30.03.2021

Responsible UnitDepartment of Food Technology

Course developer

author Pārtikas tehnoloģijas katedra

Dace Kļava

Dr. sc. ing.

Course abstract

Course objective is to provide students with in-depth and theoretical knowledge of food marketing theoretical and practical aspects in order to independently carry out market research and to analyse the results and to apply the new sales activities, as well as to promote the World Health Organisation, the European Union and Latvian Nutrition policy goals.
The tasks of the course are as follows:
1) to provide in-depth knowledge of the nature, basic elements and regulatory framework of marketing activities; consumer aspects – making and purposeful purchasing decisions; providing information to consumers;
2) to provide in-depth knowledge of the legal basis of the European Union and national laws and regulations for food marketing activities.

Learning outcomes and their assessment

Knowledge:
1) in-depth understanding of the nature and importance of marketing in the promotion of products, including the provision of mandatory food information to consumers, in accordance with EU legislation.
Skills:
2) to independently use the theories, methods and problem-solving skills in order to develop food sales strategy through various marketing activities related to the food products bearing the market.
Competencies:

1) to independently formulate and critically analyse sales problems, is able to integrate knowledge of various scientific disciplines and sub-sectors and contribute to the provision of information to the consumer for promotion of the product.

Course Content(Calendar)

Lectures
1. EU and Latvian legislative acts in the field of food marketing and consumer. L1 S2
2. Concept of marketing: definitions and role of marketing; assurance of consumer interests; food quality issues of food marketing. L1 S2
3. Product and service. Level of product. Characterisation of product life circle and role of promotion activities. L1 S4
4. Food marketing and consumers: hierarchy of consumers’ needs and desires; adoption of purchasing decision; investigation and segmentation of market. L1 S4
5. Internal and external environment of entrepreneurship. Role of marketing in promotion of business activities. L1 S2
6. Marketing strategies and characteristic. Marketing research and analyse. L1 S2
7. Elements of marketing mix complex. Marketing in product and service area. Assurance of the interests of producers and consumers. L1 S4
8. Promotion of food distribution. Types of advertisements. General requirements on development of advertisements. Special requirements on advertising of food products. L1 S4
Seminars
1st seminar. EU and Latvian legislative acts in the field of food marketing and consumer.
2nd seminar. Assurance of consumer interests; food quality issues of food marketing.
3rd seminar. Characterisation of product life circle and role of promotion activities.
4th seminar. Food marketing and consumers.
5th seminar. Role of marketing in promotion of business activities.
6th seminar. Marketing research and analyse.
7th seminar. Assurance of the interests of producers and consumers.

8th seminar. Promotion of food distribution.

Requirements for awarding credit points

Participation in seminars is mandatory. During the semester, students have to attend in seminars, and fulfil 4 homework and to prepare report about the usage of marketing elements to promote food products.
Attendance and active participation in seminars (10%), successfully elaborate and defend 4 homework (40%), and course examination – written examination (50%).

Description of the organization and tasks of students’ independent work

Independent work is organised individually and/or in workshops with the following tasks:
1) active participation in seminars;
2) presentation of food marketing strategy;

3) literature studies related to the study course topics.

Criteria for Evaluating Learning Outcomes

Accumulative assessment:
1) Attendance and participation in seminars – 10%;
2) successfully elaborate and defend 4 homework – 40%;

3) course examination – written examination – 50%.

Compulsory reading

1) Praude, V. (2011) Mārketings: teorija un prakse. 3. pārstrādātais un papildinātais izdevums. Burtene.
2) Kotler, P. (2007) Kotlers par mārketingu: kā radīt, iekarot tirgu un dominēt tajā. Lietišķās informācijas dienests.
3) Westwood, J. (2008) Kā rakstīt mārketinga plānu. Zvaigzne ABC.
4) Tirgzinības pamati. (2007) Atbild. redakt. A.Zālīte. Jumava.
5) Baines, P., Fill, C., Page, K. (2011) Marketing. 2nd edit. Oxford University Press.
6) Armstrong, G., Kotler, P., Harker, M., Brennann, R. (1998) Marketing: An introduction. Pearson Education Limited.

7) Belonax, J.J. (1998) Food marketing. Simon & Schuster Custom Publ.

Further reading

1. Fisk, P. (2009) Mārketinga ģēnijs. Jāņa Rozes apgāds.
2. Reklāmans likums https://likumi.lv/ta/id/163-reklamas-likums
3. Eiropas Parlamenta un Padomes Regula 1924/2006 (2006. gada 20. decembris) par uzturvērtības un veselīguma norādēm uz pārtikas produktiem.
4. Eiropas Parlamenta un Padomes Regula 1169/2011 (2011. gada 25. oktobris) par pārtikas produktu informācijas sniegšanu patērētājiem
5. Patērētāju tiesību aizsardzības likums https://likumi.lv/doc.php?id=23309
6. Preču un pakalpojumu drošuma likums https://likumi.lv/doc.php?id=87664
7. Pārtikas aprites uzraudzības likums https://likumi.lv/doc.php?id=47184
8. World Health Organisation (2010) Set of recommendations on marketing of foods and non-alcoholic beverages to children.
9. Hawkes, C. 92007) Marketing food to children. Changes in the global regulatory environment. WHO.

10. Guidelines for responsible food marketing to children (2005) Institute of Medicine of National Academy, USA.

Periodicals and other sources

1. Patērētāju tiesību aizsardzības centrs http://www.ptac.gov.lv
2. Food safety: from farm to fork http://ec.europe.eu
3. Food Marketing http://consumerpsycohologist.com/food_marketing.html
4. Interneta mārketinga blogs http://blogs.svmarketing.lv/

5. Mārketinga un reklāmas vortāls http://www.alberts.lv

Notes

Elective course for students of Master's Degree Program in Nutrition and Food Science. Author of the course: Aija Melngaile, University of Latvia.