Food Marketing

Course details

This course will prepare you for a career in some of Ireland’s most dynamic businesses. It will expand your knowledge of food, the food consumer, innovation in food and the decision-making processes in companies that develop, brand, distribute, and sell food products. Further opportunities will exist in market research and consultancy or in agencies supporting food companies both at home and abroad. Through practical applications, the course will improve your analytical, communication, and presentation skills which are required and valued by industry.

Course Details

Part 1 (September-May)

• FE6001 Advanced Food Consumer Behaviour  (5 credits)
• FE6002 Food Marketing Channel Theory  (5 credits)
• FE6008 Food Marketing Channel Analysis Part 1  (5 credits)
• FE6009 Food Marketing Channel Analysis Part 2 (10 credits)
• FE6010 Food Research Management: Qualitative Research  (5 credits)
• FE6011 Food Research Management: Quantitative Research  (5 credits)
• FE6005 Strategic Food Marketing  (5 credits)
• MG6012 Consumer Behaviour and Relationship Marketing  (10 credits)
• EC6043 Quantitative Techniques and Analysis Part 1  (5 credits)
• EC6044 Quantitative Techniques and Analysis Part 2  (5 credits)

Part 2 (June-September)

• FE6006 Food Marketing Research Project (30 credits)

Two modules will deal with food consumer behaviour and relationship marketing. They will shed light on the complex relationships that exist between the person, foods, brands, and brand communities.

Our module in strategic food marketing will provide insights into the remarkable world of functional foods and cosmeticeuticals bringing you to the cutting edge of food innovation and marketing opportunities.

Modules on food channels will develop your knowledge of decision-making by retailers, suppliers, and brand managers. Using industry sales and profit data you will complete and evaluate category plans. Industry practitioners and retail visits will help you incorporate brand management principles to develop brand strategies. Routes to market and distribution strategies used by our exporters will be also be evaluated to complete your knowledge of food channels.

Emphasis will be placed on acquiring and using evidence to justify decisions. To achieve this your research and analytical skills will be improved. You will take specific training sessions in advanced Excel.  You will also participate in market relevant research and your findings will be presented to the participating businesses..

Throughout the course you will be given ample opportunity to develop and test new personal skills and receive timely and constructive feedback on your performance. Our engagement with industry ensures that the skills we focus upon are always relevant to business, while our relationship with UCC Careers office will help you showcase your capabilities to potential employers.

Assessment

To develop business skills, the course stresses the importance of continuous assessment. You will be assessed on this basis for data analysis and report writing, business simulations, presentations, quantitative and qualitative research projects, and in-computer laboratory tests. You will also take examinations and complete a dissertation.