Topic outline

  • Overview



    Conceptualization

    Students of NFE always prefer to work in a production unit with a vision to attain the top most position in a selected area. In addition, many of them nurture a dream to become an entrepreneur. Thus, they require an in-depth knowledge of company orientation and various management philosophy to independently operate a production unit or own business. In particular, this course attempts to provide an in-depth insight of marketing principles, theories and practices applicable to food and beverage industries in local and international market. At large, it would strengthen students knowledge about integrated marketing management of food and beverage products in hyper competitive market environment with ample focus on international health and ethical standards. In addition, students can learn the know-hows of developing innovative food products from consumers perspective to create value and capture value proposition through entrepreneurship development.

    Objectives

    The specific objectives of the course are:

    • to provide elementary knowledge of marketing principles and integrated marketing management system specifically applicable to food and beverage industries in order to enhance their employability in the job market. 
    • to provide basic knowledge about new product development, various marketing communication tools and methods, effective pricing strategies, proper sales techniques and efficient distribution channels. 
    • to introduce students with the principles of entrepreneurship development to encourage them to be self-employed with their innovative products and to generate employment scope for relevant semi-skilled manpower in Bangladesh. 
    • to get familiar with different terminologies frequently used in business organization. 
    • to encourage and help students by providing all relevant information to become an ENTREPRENEUR.  

    Learning Outcomes

    Upon completion of this course, students will be able to:
    • Use a vocabulary of marketing terms correctly.
    • Demonstrate the ability to critically evaluate a marketing program from consumer and marketing practitioner viewpoints, including consideration of ethical implications.
    • Communicate clearly, in an organized fashion, the concepts of marketing in both oral and written work.
    • Demonstrate an understanding of how marketing fits with the other business disciplines within an organization.

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    Attendance

    • Welcome to coursera

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      • Introduction to Marketing

        Highlights

        • Course delivery architecture and objective. 
        • Importance of studying Principles of Marketing. 
        • Practical implications of course in food market and food industry. 
        • Competitive advantages of studying the Course in career development. 


      • Marketing in Modern Market Economy

        Highlights

        • Concept of consumer behaviour and 
        • Understanding hyper-competitive market environment 
        • Consumer behaviour in food market. 
        • Organizational buying behaviour.

      • The Marketing Mix

        Highlights

        • Marketing principles and 4Ps of marketing mix. 
        • Understanding and satisfying need, want and demand.
        • Customer Value and Value Proposition. 
        • Marketing and Societal Concepts.


      • Quiz - 1

        Items Description  Remarks 
        Topics 1-2 Introduction and Market Economy 
        Marks 15 1 (segment) = 15
        Time 30 min Each section must be attempted 

      • Visit to the Food Market

        Highlights

        • Marketing mix tools and their practical application.
        • Group discussion on virtual market visit [local food market] and 
        • Correlation between theory and practical implications. 
        [Students will visit a processed food market before attending this class] [Flipped]

      • Market Segmentation

        Highlights

        • Analysing value proposition and value chain. 
        • Market segmentation [Global and Local].
        • Targeting and Product positioning.
        • Unique Selling Propositions [USPs].


      • Quiz -2

        Items Description  Remarks 
        Topics 6 Market Segmentation 
        Marks 15 1 (segment) = 15
        Time 45 min  Each section must be attempted 

        • Case Study-1 Quiz

          Read the instruction very carefully and answer the questions.

          SWOT Analysis of Nestle, the popular food brand.

          Nestle S.A. (OTC: NSRGY) is a multinational packaged foods and beverage manufacturer headquartered in Switzerland. It is widely considered to be the world’s largest food manufacturer, with more than 2000 brands and operations in 197 countries.

          Nestle reported revenues of $99.09 billion on December 31, 2015, and estimated sales of $92.62 billion for the current fiscal year. Nestle had a market capitalization of $245.71 billion, according to YCharts.com; because the company is based in Switzerland, it does not have to report its enterprise value like an American company would.

          Currently Nestle operates in 12 different segments of the consumer products market, including baby foods, bottled water, cereals, candy, coffee, prepared and prepackaged foods, dairy, drinks, food service, healthcare and nutrition, ice cream and pet care. Its staple of brands includes some of the best-known names in the industry, such as Stouffer’s, Dreyer’s, Haggen-Daz, Purina, Aero, Butterfinger, Gerber, Maggi and Perrier.


        • Meet Recording URL

          SWOT [Section-A] [28/11/2021]

        • Meet Recording URL

          SWOT [Section-B] [29/11/2021]

      • Integrated Marketing Communication

        Highlights 

        • Integrated Marketing Communication (360 degree approach)
        • Promotion, Direct Marketing, Public Relation, Networking
        • Advertising (Print, electronic, social media)
        • eMarketing / Export


      • MID TERM EXAMINATION

        Items Description  Remarks 
        Topics 1-6 Intro, Marketing Mix, Segmentation 
        Marks  25 1( segment) = 25
        Time 1 hr. 30 min. each question must be attempted 

        • Market Analysis and Web Page Design

          Highlights 

          • Marketing research methods.
          • SWOT Analysis.
          • New product development techniques, theories and policies.
          • Analysing current market and exploring new market.


        • Pricing Strategies

          Highlights

          • Pricing policy and strategies.
          • Market Skimming 
          • Market Penetration 
          • Global pricing strategy 


        • Quiz - 3

          Items Description  Remarks 
          Topics 7-8 Market Analysis and Pricing Strategy 
          Marks 15 5x3 (segments) = 15
          Time 15 min  Each section must be attempted 

        • Sales Management

          Highlights 

          • Sales Management! 
          • Techniques, Policy, Procedure
          • Distribution Networking and logistics.


        • Brand Management

          Highlights 

          • Branding principles
          • Brand development tasks 
          • Competition Management 
          • Ethics in Business 

        • ASSIGNMENT & PRESENTATION


        • FINAL EXAMINATION

          Items Description  Remarks 
          Topic Topic 1-12 Topic 1-8 (30%) Topic 9-11 (70%)
          Marks  40 15+15+10(3 segment) = 40
           Time  2hr. 00 min.  each section must be attempted

          • All materials of Review class