2025
Food Marketing
Name: Food Marketing
Code: ECN09803D
6 ECTS
Duration: 15 weeks/162 hours
Scientific Area:
Ciências Económicas e Sociais
Teaching languages: Portuguese
Languages of tutoring support: Portuguese
Sustainable Development Goals
Learning Goals
- To understand the relevance of market orientation for agribusiness firms;
- To highlight the main features of the agribusiness macro-environment in a EU and world context;
- To understand the concept of food supply chain;
- To understand the concept of marketing strategy and its relations to the firm general strategy;
- To discuss the key factors influencing consumer behaviour and to analyse subjective food quality perception;
- To understand the concepts of market segmentation, targeting and positioning;
- To discuss marketing-mix issues related to food products;
- To apply appropriate marketing tools and concepts to discuss marketing problems;
- To highlight the main features of the agribusiness macro-environment in a EU and world context;
- To understand the concept of food supply chain;
- To understand the concept of marketing strategy and its relations to the firm general strategy;
- To discuss the key factors influencing consumer behaviour and to analyse subjective food quality perception;
- To understand the concepts of market segmentation, targeting and positioning;
- To discuss marketing-mix issues related to food products;
- To apply appropriate marketing tools and concepts to discuss marketing problems;
Contents
Module I Market orientation, competitive advantage and marketing strategy: the marketing concept and its
evolution, specificities of food marketing, competitive advantage and market orientation, the marketing
environment and the marketing strategy, the macro marketing environment of the European food industry,
structure and organisation of food distribution, case studies.
Module II Consumer behaviour and market segmentation: the consumer buying decision process and its
influencers, segmentation, targeting and positioning as key options of the marketing strategy, food quality
perception, introduction to market research, case studies.
Module III The marketing mix: Product decisions, branding and packaging, pricing decisions, marketing
channels and behaviour of channel members, marketing communications decisions, case studies.
evolution, specificities of food marketing, competitive advantage and market orientation, the marketing
environment and the marketing strategy, the macro marketing environment of the European food industry,
structure and organisation of food distribution, case studies.
Module II Consumer behaviour and market segmentation: the consumer buying decision process and its
influencers, segmentation, targeting and positioning as key options of the marketing strategy, food quality
perception, introduction to market research, case studies.
Module III The marketing mix: Product decisions, branding and packaging, pricing decisions, marketing
channels and behaviour of channel members, marketing communications decisions, case studies.
Teaching Methods
Teaching is based on formal lectures providing the theoretical framework in food marketing, and practical
lectures where students have an active participation, solving marketing exercises, analysing marketing issues
and presenting their group work.
To increase students interest in this field presentations from guest speakers analyse real marketing issues
faced by agribusiness firms.
lectures where students have an active participation, solving marketing exercises, analysing marketing issues
and presenting their group work.
To increase students interest in this field presentations from guest speakers analyse real marketing issues
faced by agribusiness firms.
Accreditations and Certifications
