Help students to understand the definitions, tools, and implications of marketing strategies and globalization in the Food and Fiber industry. Give students the opportunity to develop skills to analyze food and fiber product markets and formulate marketing strategies, to enhance their communication and interpersonal skills, to be “team players,” and to practice their analytical and critical thinking skills participating in a team project.

1. Students will be able to demonstrate their capacity to conduct market research and to analyze the information for a specific food or fiber product 
2. Students will be able to analyze a food or fiber company’s marketing strategy and to formulate propositions to improve its strategy
3. Students will be able to work as a team and produce a stand-alone document (executive summary)

Part I: The Food and Fiber Marketing System
1: The Food and Fiber Marketing System
2: The Marketing Process 
• Step 1: Understand the market place
• Step 2: Design a customer-driven marketing strategy
• Step 3: Construct an integrated marketing program that delivers superior value
• Step 4: Building customer relationships
• Step 5: Capture value from customers to create profits and customer equity

Part II: Introduction to Global Marketing