FMK 2021 – Overview of the Global Food Industry
In addition to principles of marketing, this is the foundation course for food marketing majors. The objective of the course
is to familiarize students with the global food industry at all levels and in all segments. Basics of agricultural production
and economics, food distribution, wholesaling and retailing, both on the retail and foodservice sides of the business, will
be covered. We will also cover the critical issues impacting the industry including the decline of food at home, the growth
of foodservice and the food-away-from-home market, the impact of consolidation, increasing concentration and
globalization on the industry’s structure, conduct and performance. The course will include both tours of food facilities
and industry speakers.
FMK 2031 - Foodservice Marketing
This course provides the food marketing student with an overview of the foodservice industry. It is an introduction into the
supply chain members – suppliers, manufacturers, brokers, distributors, logistics providers, foodservice operator
customers and finally the foodservice consumer in the food-away-from-home market (FAFH) market. The drivers of
FAFH will be studied including consumer, demographic, organizational, culinary, and technological and their roles in
foodservice marketing. In addition, the structure of the industry will be studied to understand the wide variety of
operations across the commercial and non commercial (on-site) foodservice venues and their unique marketing issues.
FMK 2041 – Brand Strategy
This course addresses the brand management challenge of designing and implementing the best combination of
marketing variables to carry out a food company’s strategy in its target markets. This course presents an integrative,
dynamic view of competitive brand strategy applicable to supplier, manufacturer, distributor and retailer levels in the
supply chain. It focuses on understanding, developing and evaluating brand strategies that yield a distinctive competitive
advantage based on customer and competitor analysis will be presented and applied in various situations throughout the
course. Topics include strategies for pioneering brands, strategies for late entry, growth strategies, strategies for mature
and declining markets, and defensive marketing strategies.
FMK 2051 – Food Marketing Research
The food industry and the companies that make up the industry are all driven by information. This course will focus on
the sources and applications of the information used to make food marketing decisions. The traditional marketing
research process will be covered. Applications such as attitude research, product testing and advertising testing will be
highlighted. In addition, there will be a great deal of emphasis on the methodology and application of syndicated data
such as panel data, scan data, and other information products, such as geodemographic segmentation data.
FMK 2061 – Understanding Food Customers and Consumers
This course will combine traditional consumer and buyer behavior theory and methods with a focus on the food industry
to help students understand and predict how both household and food supply chain buyers will react to marketing and
other stimuli. Concepts such as perceptions, attitudes, and individual and group behavior will be covered, with a specific
focus on issues related to the marketing of products to consumers via the global food industry.
FMK 2071 - Food Retailing
The food retailer is the contact point with the food consumer. In this course the emphasis will be on managing retail
operations effectively. The course will cover retail competition, retail consumers, trade areas and location, managing
retail employees, merchandising strategies, impacting profitability, influencing sales, developing a retail image, and
reaction to change in the retail environment.
FMK 2081 – Food Marketing Communication
Discussion of the strategy and tactical tools and techniques required to create and execute an integrated marketing
communications program in the food industry. We will cover the issues and elements of advertising, sales promotion,
and personal selling strategies, with primary emphasis on the advertising function. Targeting, the creative process,
media options, budgeting, and evaluation of advertising will be highlighted.
FMK 2091 – New Product Development
This course covers the processes and issues involved in conceiving, developing and launching new food and allied
products into the retail market for both consumer and foodservice products. Topics covered include new product
strategies and approaches, organizational structures, steps in the process, new product research, and creating programs
to support product introduction. The course includes a semester long project whereby student teams will research a
product category, create a new product concept, and develop and present a launch program.
