MKX5441

Food and beverage marketing II

(BUS)

Proposed to be offered next in 2002

6 points + First semester + Peninsula + 5-day block mode on campus

Synopsis: The emphasis in this subject is on understanding food and beverage marketing from the perspective of a business participant in a complex value chain that creates and coordinates value for chain participants. Topics covered include: understanding firms as customers, market sensing, managing market offerings, value creation, business channel management, supply chain management, gaining business customers, sustaining reseller partnerships and sustaining customer relationships.

Assessment: Class presentations: 20% + Major assignment (3000 words): 30% + Final examination (3 hours): 50%