Veidlapa Nr. M-3 (8)
Study Course Description
Consumer and Food Marketing
Course Code
LBTU_005
Target Audience
-
ECTS
3.00
Study Type And Form
Full-Time
LQF
Level 7
RSU Unit
Course Supervisor
Lolita Vija Neimane
Structural Unit
Faculty of Health and Sport Sciences
Structure Unit Manager
Inga Millere
Study Course Implementer
Partner Organisation
Latvijas Biozinātņu un tehnoloģiju universitāte
Partner Course Implementer
Valērijs Praude
Partnership Liaison Person
Ida Jākobsone
About Study Course
Objective
-
Preliminary Knowledge
-
Learning Outcomes
Knowledge
1.Demonstrate in-depth understanding about the nature and importance of marketing in the promotion of products, including the provision of mandatory food information to consumers, in accordance with EU legislation.
Skills
1.1. Independently use the theories, methods and problem-solving skills in order to develop food sales strategy through various marketing activities related to the food products bearing the market. 2. Reasonably explain and discuss food differences and marketing issues according to product and target audience.
Competences
1.Independently formulate and critically analyze food sales problems, integrate knowledge of various scientific disciplines and sub-sectors and contribute to the provision of information to the consumer for promotion of the product.
Assessment
Individual work
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Title
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% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
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|
Independent work is organized individually and / or in workshops with the following tasks: preparation of seminars and presentation on food marketing strategy, information and sales activities independently according to the latest trends; to study and analyze literature related to the course topics.
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Examination
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Title
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% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Participation in seminars is mandatory.
During the semester students have to attend independent work and seminars, prepare 4 homework and report on the use of marketing elements to promote food products.
Intermediate assessment:
1. Attendance and participation in seminars - compulsory (10%)
2. Successfully elaborate and defend 4 independent works (40%), incl.
Final assessment:
3. Written examination (50%).
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Study Course Theme Plan
FULL-TIME
Part 1
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Lecture
|
Modality
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Location
|
Contact hours
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|---|---|---|
|
On site
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Other
|
2
|
Topics
|
EU and Latvian legislative acts in the field of food marketing and consumer protection. Assurance of food labelling and food traceability.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
EU and Latvian legislative acts in the field of food marketing and consumer protection. Assurance of food labelling and food traceability.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
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Other
|
2
|
Topics
|
Concept of marketing: definitions and role of marketing; assurance of consumer interests; food quality issues of food marketing.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Concept of marketing: definitions and role of marketing; assurance of consumer interests; food quality issues of food marketing.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Product and service. Level of product. Characterization of product life circle and role of promotion activities.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Product and service. Level of product. Characterization of product life circle and role of promotion activities.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Product and service. Level of product. Characterization of product life circle and role of promotion activities.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Food marketing and consumers: hierarchy of consumer needs and desires; adoption of purchasing decision; investigation and segmentation of market.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Food marketing and consumers: hierarchy of consumer needs and desires; adoption of purchasing decision; investigation and segmentation of market.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Food marketing and consumers: hierarchy of consumer needs and desires; adoption of purchasing decision; investigation and segmentation of market.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
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Internal and external environment of entrepreneurship. Role of marketing in promotion of business activities.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
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Other
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2
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Topics
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Marketing strategies and characteristic. Marketing research and analyse.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
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Other
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2
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Topics
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Elements of marketing mix complex. Marketing in product and service area. Assurance of the interests of producers and consumers.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Elements of marketing mix complex. Marketing in product and service area. Assurance of the interests of producers and consumers.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Promotion of food distribution. Types of advertisements. General requirements on development of advertisements. Special requirements on advertising of food products.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Other
|
2
|
Topics
|
Promotion of food distribution. Types of advertisements. General requirements on development of advertisements. Special requirements on advertising of food products.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
32 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Armstrong Gary, Kotler Philip , Harker Michael , Brennann Ross . Marketing. An Introduction – Pearson Education limited, 2009, p.606.
2.
Baines Paul, Fill Chris, Page Kelly . Marketing. 2nd edition – Oxford University Press, 2011, p.748.
3.
Joseph J. Belonax. Food Marketing. Simon & Schuster Custom Publ., 1998, p.558
4.
Kotler, Philip, Kotlers par mārketingu : kā radīt, iekarot tirgu un dominēt tajā / Filips Kotlers ; [no angļu valodas tulkojusi Rita Baroniņa]. Rīga : Lietišķās informācijas dienests, 2007. 269 lpp. ; 22 cm. ISBN 9789984995267
5.
Praude, Valērijs, Mārketings : teorija un prakse / Valērijs Praude. 3., pārstr. un papild. izd. [Rīga] : Burtene, [2011]. 2 sēj. : il., tab. ; 25 cm. ISBN 9789984833033
6.
Tirgzinība pamati: mācību līdzeklis / [atbildīgā redaktore Aiva Zālīte]. 2 papild.izd. Rīga : Jumava, 2007. 310, [1] lpp.; il. ; 25cm. ISBN 9789984381916
7.
Westwood, John, Kā rakstīt mārketinga plānu / Džons Vestvuds : [no angļu valodas tulkojusi Antra Legzdiņa]. Rīga : Zvaigzne ABC, c2008. 127 lpp.: diagr., tab.; 22 cm. Bizness un karjera. ISBN 9789984406275
Additional Reading
1.
Eiropas Parlamenta un Padomes Regula (EK) Nr.1924/2006 (2006.gada 20.decembris) par uzturvērtības un veselīguma norādēm uz pārtikas produktiem
2.
Eiropas Parlamenta un Padomes 2011.gada 25.oktobra Regula Nr.1169/2011 par pārtikas produktu informācijas sniegšanu patērētājiem
3.
Fisk, Peter Mārketinga ģēnijs / Pīters Fisks : no angļu valodas tulkojusi Agnese Krivade, [Rīga] : Jāņa Rozes apgāds, 2009 390 lpp. : il., tab., graf.; 25 cm. ISBN 9789984233246
4.
Guidelines for responsible food marketing to children (Institute of Medicine of National Academy, USA, 2005)
5.
LR Patērētāju tiesību aizsardzības likums https://likumi.lv/doc.php?id=23309
6.
LR Preču un pakalpojumu drošuma likums (28.04.2004.) https://likumi.lv/doc.php?id=87664
7.
LR Pārtikas aprites uzraudzības likums (06.03.1998., ar grozījumiem) https://likumi.lv/doc.php?id=47184
8.
Marketing food to children: Changes in the global regulatory environment (Corianna Hawkes, World Health Organisation, 2007)
9.
Reklāmas likums https://likumi.lv/ta/id/163-reklamas-likums
10.
Set of recommendations on marketing of foods and non-alcoholic beverages to children (World Health Organisation, 2010)
Other Information Sources
1.
Food safety: from Farm to Fork (Pārtikas drošība: no fermas līdz dakšiņai): http://ec.europa.e
2.
Food Marketing (Pārtikas mārketings): http://www.consumerpsychologist.com/food_marketing.html
3.
Interneta mārketinga blogs http://blogs.svmarketing.lv/
4.
Mārketinga un reklāmas vortāls http://www.alberts.lv Patērētāju tiesību aizsardzības centrs http://www.ptac.gov.lv
5.
Principles of Marketing, http://s1.downloadmienphi.net/file/downloadfile8/148/1372857.pdf