Course: Markets and Marketing of Quality Food (4202-461)

Persons:

• Prof.Dr. Sebastian Hess (verantwortlich)
• (begleitend)
• Gudrun Mayer (verwaltend)

Type of Course:

lecture with seminar

In-Class Hours Per Week:

4

Contents:

1. Introduction and Basics of Quality Foods
2. Marketing Planning
3. Marketing Management
4. International Markets of Quality Foods (Organic, Country of Origin;
5. Case Study (group work): Developing a Marketing Concept

case study (60%) + presentation (40%)

The scheduled lectures contain:
• Principles of marketing and its concept.
• Understanding consumer demand and behaviour and using information in marketing management.
• Examples from selected marketing concepts and international markets highlight the characteristics of trade and regulations of high quality products.

Several guest lectures will be enforcing practical experience in marketing and markets of quality foods. Obligation to attend the guest lectures.

The learning process will be reinforced by participation of the students through preparatory reading of selected literature and in discussions.

A marketing case study will allow the students to practically apply methods acquired and gained. Compulsory attendance at the case study seminar.

Literature:

• Gary Armstrong, Philip Kotler (2007): Marketing: An Introduction, 9. ed., Prentice Hall, Upper Saddle River/NJ, 2007, 656 p.
• Paul Peter; Jerry C. Olson (2008): Consumer behavior and marketing strategy, 8. ed., Boston, Mass. [u.a.] : McGraw-Hill, 2008, 555 p
• Additional reading material will be given in lecture

Location:

Hohenheim

Remarks:

Module:

• 4202-460 Markets and Marketing of Quality Food (compulsory)

eLearning:

Course in ILIAS