Course Description
Examination of marketing and merchandising in the food and fiber industries. Students evaluate industry structure, conduct, and performance; examine firm marketing strategies and tactics; use topics covered in class to develop a firm marketing plan. Students will also engage industry-relevant case studies throughout the semester.
Athena Title
Food Marketing and Merchandis
Prerequisite
AAEC 3580-3580L or permission of department
Semester Course Offered
Offered fall
Grading System
A - F (Traditional)
Course Objectives
Students will be able to: 1. Design and conduct industry-level analyses; 2. Examine marketing tactics and strategies relevant to food and fiber industries; 3. Develop a firm-specific marketing plan.
Topical Outline
I. Industry Analysis a. Examine various food and fiber industries by applying the Structure, Conduct, Performance (SCP) paradigm from Industrial Organization i. Structure: discuss various industry structures and the implications of structure for firm marketing behavior ii. Conduct: examine general types of firm conduct in various food and fiber industries iii. Performance: examine/discuss common measures of industry performance iv. Discuss relationship of structure, conduct, and performance, particularly with regard to how it affects firms in food and fiber industry v. Discuss industry-specific case studies using SCP paradigm II. Firm Strategies and Tactics a. Discuss Strategy formation in food and fiber industries i. Discuss specific approaches to developing marketing strategies ii. Evaluate industry examples of various strategic approaches b. Discuss Tactics employed in food and fiber industries i. Relate tactics to firm strategies ii. Evaluate different tactical measures employed in food and fiber industries c. Relate Firm Strategies and Tactics to SCP paradigm
Syllabus
Public CV