FS2802: Food Business

Credit Weighting: 5
No. of Students: Min 12, Max 20.
Pre-requisite(s): None.
Co-requisite(s): None.
Teaching Period(s): Semesters 1 and 2.
Teaching Methods: 20hr(s) Lectures
Module Co-ordinator: Prof Joseph Bogue, Department of Food Business and Development.
Lecturer(s): Mr Ronan O'Farrell, Department of Food Business and Development; Prof Joseph Bogue, Department of Food Business and Development.
Module Objective: To provide students with an understanding of the food business sector in Ireland, an awareness of the principles of marketing and distribution and the managerial process.
Module Content: Introduction to food marketing and distribution with particular reference to consumer behaviour and marketing strategy. Specific marketing issues considered include: market segmentation, consumer choice, pricing, promotion, distribution in food markets. An introduction to new food product development and relevant analytical techniques.

Overview of the Irish Food sector including size, structure, employment profile, industry capability and future strategies. Competitive advantage - matching resources to marketing opportunities, innovation and product development. Specific issues considered include consumer trends and new food product introductions, introduction to food marketing channels, the managerial process and the role of information in business development.
Learning Outcome: On successful completion of this module, students should be able to:
  • Identify and consider the implications of key trends on consumer food demands.
  • Explain and illustrate how consumer markets can be broken down into smaller more manageable groups.
  • List and describe the components of the marketing mix. Illustrate their relevance in the food products category.
  • Illustrate the application of food marketing through developing a simple marketing strategy for a food product based on secondary and primary information.
  • Outline market trends and NPD knowledge management.
  • Describe innovation management.
  • Outline the managerial process as it relates to the food industry.
Assessment: Total Marks 100: Continuous Assessment 100 marks (Online / In-class test).
Compulsory Elements: Continuous Assessment.
Penalties (for late submission of course/project work etc.): Where work is submitted up to and including 7 days late, 5% of the total marks available shall be deducted from the mark achieved. Where work is submitted up to and including 14 days late, 10% of the total marks available shall be deducted from the mark achieved. Work submitted 15 days late or more shall be assigned a mark of zero.
Pass Standard and any Special Requirements for Passing Module: 40%.
End of Year Written Examination Profile: No Formal Written Examination.
Requirements for Supplemental Examination: Marks in passed element(s) of Continuous Assessment are carried forward, Failed element(s) of Continuous Assessment must be repeated (1.5 hr paper to be taken in Autumn).

University College Cork

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