● MODULE HANDBOOK

FOOD 1017 FOOD MARKETING

2023/2024
 Contents

Welcome message from your Module Leader 2

Key contacts 2
Module details and learning outcomes 2
Employability 3
Schedule of teaching and learning activities 3
Assessment 4
Reading recommendations 6
Additional module information 7
Feedback and module changes 7

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 Welcome message from your Module Leader

Welcome to the Food Marketing module. This module explores how food
products are marketed and promoted and food brands developed. It focuses on
the UK food sector with consideration and comparison of issues in large and
emerging economies in the Global South. You will be introduced to ways to
develop a brand, to analyse markets and to consider all the stages involved in
bringing a food product to the UK market for different types of consumers. The
module also covers specific ways in which food marketing techniques can be
used for specific topics – base of pyramid marketing and in food tourism
promotion.

This handbook provides essential information about this module including the
learning outcomes, the schedule of teaching and learning activities, assessment
tasks and submission dates, and required reading. Please read it at the start of
the module so you are aware of key details and important dates. All teaching
material, preparatory tasks and assignment requirements will be provided in the
Food Marketing module Moodle shell.

Key contacts
The list below provides contact details of the module team.

Module Leader: Claire Coote

Office: B144 (Blake building)

Email: [email protected]
Tel: 01634 883921
Office hours: 9-5 (please email me with queries or to set up a meeting. I am also
happy to talk to students before and after classes)

Module details and learning outcomes

This module explores issues, theories and practices in food marketing and the processes
for successfully introducing innovative food products to the UK market as well as in
emerging economies.
We will examine key aspects of market analysis, marketing strategies, and marketing
implementation to understand influences on food purchasing. We will also investigate the
role brands play in food marketing and consider different types of product promotion
including traditional advertising as well as digital marketing methods.
The module introduces students to key tools used, such as consumer personas, SWOT
analysis, the marketing mix and brand positioning, to analyse food markets and develop
plans and brands for marketing food products for a range of consumers and markets.

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 Learning Outcomes:
On successful completion of this module you will be able to:
1. Critically evaluate the roles, functions, activities and perspectives of different
stakeholders involved in food value chains
2. Apply the process of marketing strategy in market analysis, design, development,
implementation and control of the marketing of food products
3. Differentiate and analyse the ways in which food marketing is evolving to meet
consumer needs and demands
4. Envision the steps involved in developing a targeted marketing plan and formulate a
plan using the key tools and research methods to market a food product for a particular
market.

Employability
Student employability skills developed in this module will be relevant for those
wishing to work in the food sector for a food manufacturer, food retailer or other
parts of the food supply chain or for establishing a food-based enterprise.

Schedule of teaching and learning activities

The module runs on Tuesday and Friday afternoons from 2-5pm in weeks 20 – 25.
The module starts on Tuesday 23rd January. You are expected to attend all sessions
unless you have a valid reason for not attending and have submitted an online
apology via the University Portal in advance. You are also expected to arrive
punctually for the start of each class at 2pm.
T
Tuesday Friday
24.1.23 Session 1: Introduction to food 28.1.23 Session 2: Supermarket visits;
marketing and market trends defining value
31.1.23 Session 3: Marketing strategy – 3.2.23 Session 4: Marketing strategy –
market segmentation and brand positioning and protection
analysis
7.2.23 Session 5: Marketing 10.2.23 Session 6: Marketing
implementation – the marketing implementation – packaging design
mix and presentation
14.2.23 Session 7: Marketing 18.2.23 Session 8: Bringing it all together –
implementation – pricing and developing a targeted marketing
perceptions of value plan
21.2.23 Session 9: Agri-food exporting - 24.2.23 Session 10: Food product
ways to create distinctive value certification and ethical sourcing
28.2.23 Session 11: Food and 3.3.23 Session 12: Food Marketing – base
gastronomy tourism marketing of pyramid marketing

Tuesday sessions are in PK101 (Pilkington building, first floor) and Friday sessions
are in DA101 (Drill Hall teaching room, first floor).

Please be aware that you must allocate sufficient time for self-study in this module.
A 15-credit module requires 150 hours of effort (~21 days @ 7 hours/day). This
includes the 36 hours of teaching (24%). The rest of the 150 hours (76%) should be

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allocated to preparatory work – reading, watching videos, investigations – for the
next session, doing the required reading or viewing on a particular topic, and
researching the literature and preparing the two assignments.

Sessions will include a mix of presented material including videos, individual and
group tasks and class discussions to enhance teaching and learning. Use will be
made of Panopto to record sessions for reference and review and Mentimeter to
anonymously gauge student views. The module follows a flipped classroom
approach whereby students are expected to prepare for each class by reading up on
the topic and watching videos and other activities as directed to prepare themselves
for informed class and group discussions.

In addition to the teaching and learning activities within the module, additional study
support can be seen at: Academic Skills (www.gre.ac.uk/academicskills). If you are
unfamiliar with structuring an essay or report, using references to support your
arguments, and citing and listing references in the Harvard system you are strongly
advised to attend face-to-face or online classes delivered by the University libraries.

Students are highly recommended to send an assignment draft to Studiosity to get

feedback on academic English usage, argument structure, referencing before
submitting an assignment for assessment. A link is provided in the Moodle module
shell.

Assessment
Assessment Schedule
Assessments Submission Weighting Maximum Marking Learning
deadline out of length type outcomes
100%* mapped to this
assessment.
Formative – new 5.2.23 na 500 words Written and
product class
proposal feedback
New product 19.2.23 50% 2,000 Numerical 1-4
marketing plan words (pass mark =
for UK market 50%)
Narrated poster 11.3.23 50% 10 minutes Numerical 1-4
presentation on (pass mark =
either base of 50%)
pyramid food
marketing or
food tourism
promotion in an
emerging
economy

*The weighting refers to the proportion of the overall module result that each
assessment task accounts for. You must achieve an overall score of 50% or
greater to pass this module.

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 Your assessment briefs:

1. Full guidance for each assignment will be provided in the Moodle shell.
Students will be expected to follow the requirements in the brief and
address each point.

1.1. Postgraduate rubric template (numerical scale)

Marks will be awarded under the following headings:

1. Demonstration of knowledge and understanding of the content

Work shows sophisticated, systematic and comprehensive knowledge
of the subject area; critical awareness of current problems and/or new
insights, much of which is at the forefront of the academic discipline;
ability in the appropriate use of the relevant literature, methodologies,
practices, tools to analyse and synthesise at M level;

2. Use of research-informed evidence

Work demonstrates a comprehensive understanding of techniques
applicable to the work. Conceptual understanding that enables the
student to evaluate critically current research and practices.

3. Evaluation and analysis

Work demonstrates critical thinking and enquiry, deals with complex
issues both systematically and creatively, makes sound judgements in
the absence of complete data, able to communicate conclusions clearly
to specialist and non-specialist audience. Shows originality in critical
analysis and interpretation and application.

4. Communication, organisation and presentation

Work demonstrates self-direction and originality in tackling and solving
problems and planning and implementing tasks at a professional level.
Ideas are expressed effectively and fluently in clear English. Work is
well organised and well presented, with flow and progression of ideas.

5. Referencing and coverage

All sources used, including online sources, are all acknowledged in the
text and in the reference list using the Harvard citation method.
Referencing is consistent throughout. A comprehensive range of
evidence is used.

6. Graduate employability and application of skills

Demonstrates professionalism, initiative and creativity.

Important note: Coursework is marked on the understanding that it is the student’s

own work and that it has not, in whole or part, been presented elsewhere for
assessment or that anyone else has been involved in its production.

Where material has been used from other sources, such as internet publications,
this must be properly acknowledged in accordance with the University’s
Regulations regarding Academic Misconduct. If you use generative AI (e.g.

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 ChatGPT, QuillBot) to complete the assignment this must be acknowledged in the
text and a declaration of AI use must be appended to your submission.

If a student is found to have committed plagiarism or other academic

misconduct a penalty can be imposed resulting in mark deduction or complete
failure of the module.

You are strongly advised to create a Word (or PowerPoint) document with your
own name as the file author, using the Office 365 version available via the Portal,
when you prepare your assignment. You can do this even if you are sharing a
laptop to work on.

Marking, feedback and support for academic English writing

To pass this module, you must achieve a minimum overall mark of 50.
There are two assignments in this module, equally weighted at 50%.
To achieve a merit in this module you need to achieve an average mark of
between 60 and 70%; to achieve a distinction you need to achieve an average
mark of 70 or above.

For coursework, the marks and feedback will normally be provided within 15
working days of the submission deadline. In exceptional circumstances, where
there is a delay in providing this, you will be informed by the module leader. The
feedback and text comments provide information on what you have done well and
where improvements are needed. This feedback is relevant to all assignments on
the programme.

If you do not pass a module at the first attempt, you may be eligible to resubmit
the failed assessment. The Progression and Awards Board in May will consider
your overall set of results and profile, including other modules, and your general
engagement on the programme, and decide whether you will be able to resubmit
your work. Marks on resit assessments are capped at 50% (unless extenuation
has been applied for and granted).

Extenuating circumstances and student support

The University recognises there are times when serious and unexpected matters
which are beyond a student’s control (such as serious illness or injury, death in
family) impact on their academic performance and ability to complete assessments
by the set deadline. Guidance on claiming extenuation can be found at Extenuating
circumstances

It is advisable to let your module leader, programme leader or personal tutor of any
circumstances that may affect your ability to submit assignments on time. If you do
not submit an assignment by the deadline and are not granted extenuation, you will
receive a maximum of 50 marks for the assignment.

External Examiner
The external examiner for this module is:
Name: Dr John Wilkin
Institution: Abertay University

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Please note that the role of the External Examiner is to evaluate the overall standard
of assessments on the module. They are unable to correspond with individual
students about their work. If you need to discuss your marks or feedback, please
contact the module leader.

Reading recommendations
The following are suggested reading for the module. Additional, more specific
reading recommendations will be provided for each of the module topics.

Author Title Publisher ISBN/URL/

Dewey code

Burk Wood, The marketing plan handbook 5th

Pearson 658.8WOO
M ed.
Southwestern
Dibb, S and
Marketing essentials 2nd ed Cengage 658.8/Dib
Simkin, L
Learning
Fill, C. and Engage! Marketing communications:
Pearson 9781292234.97
Turnbull, S Touchpoints, Sharing and Disruption
New food product development - Taylor &
Fuller, G 664.00688
from concept to marketplace 3rd ed. Francis
Hirst, C. Marketing tourism, events and food: Goodfellow 9781910158326
a customer-based approach 2nd ed. Publishers
Market orientation: transforming
Lindgreen, A food and agribusiness around the Gower eBook 630.68
customer
McDonald, M Marketing plans: how to prepare
Wiley & Sons 978047066997
and Wilson, H them, how to use them
https://
www.mdpi.com/
Meixner, O, books/book/4700-
Riefler, P and Sustainable consumer behavior and Sustainability sustainable-
Schanes, K food marketing journal reprint consumer-
(eds) behavior-and-
food-marketing

Key Journals
Journal of Food Products Marketing
Food Marketing and Management
British Food Journal

Additional, topic-specific references will be provided for each session.

Additional module information

Costs
There are no module specific additional costs.

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 Field trip
A field visit is planned to two local supermarkets close to the Medway campus
on Friday 26th January.

It is hoped that students will be able to attend the London Produce

Show/International Food and Drink Event at ExCel, London Docklands which
runs from 20-22nd March.

Feedback and module changes

At the University of Greenwich, we value feedback from students as well as External

Examiners and other stakeholders and we use this information to help us improve
our provision.

Students on this module will have an opportunity to provide feedback via the EvaSys
module survey released near the end of term 2 but please contact the module leader
directly of you have a suggestion for improving delivery.

Important note: The University of Greenwich will do all that it reasonably can to
deliver the module and support your learning as specified in our handbooks and
other information provided. However, under some circumstances, changes may have
to be made. This may include modifications to the:

● content and syllabus of modules, including in relation to placements

● timetable, location and number of classes
● content or method of delivery of your module
● timing and method of assessments.

This might be because of, for example:

● academic changes within subject areas

● the unanticipated departure or absence of members of university staff
● where the numbers expected on a module are so low that it is not possible to
deliver an appropriate quality of education for students enrolled on it.
● industrial action by university staff or third parties

● the acts of any government or local authority

● rail strikes
● acts of terrorism.

In these circumstances, the University will take all reasonable steps to minimise
disruption by making reasonable modifications. However, to the full extent that it is
possible under the general law, the University excludes liability for any loss and/or
damage suffered by any applicant or student due to these circumstances.

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