MKX5441

Food and beverage marketing 2 (6 points)

(BUS)

Leader: Dr Lawrie Dooley

Offered:
Peninsula First semester 2003 (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%