2012/2013

MBS (Food Marketing)

NFQ Level 9, Major Award

The MBS Degree in Food Marketing is a full-time programme taken over 12 months from the date of first registration for the programme. It is intended for graduates who have majored in a business related subject to honours degree level or equivalent and who wish to develop or enhance their applied marketing skills and extend their knowledge of the food sector.

Entry Requirements
To be eligible for the MBS (Food Marketing) programme, candidates must hold at least a Second Class Honours Grade II in a business related primary degree, or equivalent qualification (level 8 or higher) in a business related postgraduate degree, or equivalent professional experience as deemed appropriate by the Head of Department of Food Business and Development and the Faculty of Commerce.

Programme Requirements
The programme for MBS (Food Marketing) consists of two parts as set out below. Part I consists of a combination of examination and coursework in a set of specified taught modules to the value of 60 credits. Part II consists of a food marketing research project (FE6006) to the value of 30 credits. The research project should be a minimum of 7,500 words and not exceed 10,000 words. Site visits to manufacturing, retailing and market research companies, coupled with industry presenters, will also play an integral part of the learning process.

Students take 90 credits as follows:

Part I
EC6000 Quantitative Techniques and Analysis (10 credits)
FE6001 Advanced Food Consumer Behaviour (5 credits)
FE6002 Food Marketing Channel Theory (5 credits)
FE6003 Food Marketing Channel Analysis (15 credits)
FE6004 Food Research Management and Methods (10 credits)
FE6005 Strategic Food Marketing (5 credits)
MG6012 Consumer Behaviour and Relationship Marketing (10 credits)

Part II
FE6006 Food Marketing Research Project (30 credits)

Module descriptions are contained in the Book of Modules 2012/2013.

Examinations
Full details and regulations governing Examinations for each programme will be contained in the Marks and Standards 2013 Book and for each module in the Book of Modules 2012/2013.

See also General Regulations for the Degree of Master.

Programme Learning Outcomes for MBS (Food Marketing) (NFQ Level 9, Major award)
On successful completion of this programme, students should be able to:

• Describe current food consumption and food marketing trends, drivers, and strategies;
• Apply marketing, consumer behaviour and marketing channel theory to solve food marketing problems;
• Use evidence based research to identify market opportunities in food;
• Use evidence based research to establish and defend market research recommendations;
• Communicate with market research users;
• Contribute to business decision making;
• Work effectively as a member of a team;
• Produce reports to clearly defined deadlines.