Curricular Unit:Code:
Food Marketing1080MKAL
2UndergraduateNutrition Sciences3 ects
Learning Period:Language of Instruction:Total Hours:
Spring SemesterPortuguese/English39
Learning Outcomes of the Curricular Unit:
The food marketing course aims to:
- Promote knowledge and the ability to reflect on the essential concepts of marketing management in the food industry and industry.
- Develop the integration of knowledge and the application of the essential work tools for participation in a marketing and communication project in the food area. These tools cover the product, price, distribution, communication, competition and consumer aspects in the area of food/nutrition.
At the end of the course the student should have skills to: analyze the consumer of a brand, product or service in the food area, in its individual and social aspects; participate in a Marketing team that develops management projects and communication of brands, products and services in the food area.
1. Marketing Concept and Process. Market Orientation.
2. Segmentation and Positioning.
3. Strategic Marketing Planning.
4. Consumer behavior.
5. Brand Management.
6. Marketing Mix.
7. Information, influence, behavior and communication.
8. Communication-mix.
9. Strategy and communication plan.
10. Communication for the promotion of public health.
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
The programmatic contents of the course privilege the deepening of theoretical and practical subjects in food marketing, thus promoting the acquisition and integration of concepts, techniques and strategies related to this area. Thus, it seeks to transmit a set of practical application tools in tune with the reality of current food marketing.
Teaching Methodologies (Including Evaluation):
Sessions adopt a balance between theory and practice in the context of marketing in the food industry supported by relevant references.
Assessment includes:
A - 2 written tests (90%: 45% each test).
B - Participation and attendance (10%)
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
Since it is a theoretical-practical course, it seeks to comply with these two aspects. The theoretical classes allow to deepen the entire conceptual and technical component of the course. The practical application component is exercised in a group coursework, always supported by the teacher.
Kotler, P. Keller K., Chernev, A. (2022). Marketing Management, 16th Edition, Pearson
Doppler, S., Steffen, A. (Eds) (2020). Case Studies on Food Experiences in Marketing, Retail, and Events, Elsevier. ISBN 0128177926
Jenkins, A. (Ed) (2016) Agronomics and Agro-Food Marketing. Syrawood. ISBN: 1682862461
Afonso, J. C., Dias, R. R. (2015) Marketing Agroalimentar - Fundamentos e Estudo de Caso, Vida Económica. ISBN: 9789897680892
Journal of Food Products Marketing (2021) access at ttps://
Baynast et al. (2018). Mercator 25 Anos. Dom Quixote. ISBN: 9789722065917
Wansink, B. (2005) Marketing nutrition: soy, functional foods, biotechnology and obesity. Illionois: Lib. of Congress Cataloguing
World Health Organization. (2012). A framework for implementing the set of recommendations on the marketing of foods and non-alcoholic beverages to children.