XUC-31803 Food Retail Marketing and Supply Chain Management

Course

Credits 3.00

Language of instruction:

English

Contents:

This module examines interrelationships between the various agents in the supply chain. It assesses how marketing strategies at retail level influence and are influenced by decisions made elsewhere in the food supply chain. Topics addressed will include efficient consumer response, retail branding and category management.
NOTE: this course is a specific part of the UCC-course FE4004.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- explain the interplay between food supply chain management and retail marketing;
- explain how customers shop;
- evaluate store layout, product merchandising and assortment using category management principles;
- complete a category management plan;
- evaluate retailers, brand and market positioning strategies;
- explain the sources of retailer power in the supply chain.

Activities:

- lecturers;
- case study.

Examination:

- presentation (50%);
- report (50%).

Literature:

Classroom handouts and UCC Blackboard.