1. | Introduction: definition of food marketing/ areas of food marketing | Concept of food marketing | ||
2. | Concept of food marketing | Supply and Demand Consumer surplus/Producer surplus Market equilibrium |
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3. | Mastering Demand | Elasticity Elasticity and Revenue Usage of elasticity Ways to estimate elasticity using Excel |
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4. | Relationship between agricultural products and food markets | Case 1: all the products are sold as fresh products Case 2: all the products are sold as raw material for manufactured food Case 3: agricultural products are sold as both raw material for manufactured food and fresh ones |
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5. | Impacts of supply and demand shifts | Impacts of supply and demand shifts | ||
6. | Imperfect competition | Competition among players and channels Monopoly Monopolistic competition Oligopoly |
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7. | Marketing system | Marketing function Marketing institution Marketing margin Food suppliers |
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8. | Understanding Food suppliers: Functions | Food suppliers and marketing function Aspects of buying and selling functions |
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9. | Understanding Food suppliers: Vertical Integration | Vertical chain Upstream and downstream Defining the vertical boundaries Reasons to integrate vertically |
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10. | Understanding Food suppliers: Diversification | Definition, Reasons Measuring the degree of diversification |
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11. | Market Boundary | Market boundary in a linear city Market boundary in a circle city Market integration |
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12. | Food Marketing channel | Concept of marketing channel Types of marketing channel Wholesale market in Korea |
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13. | Marketing strategies: Pricing strategies | Pricing rule, Price discrimination, Two-part pricing, Block pricing, Bundling Other Marketing strategies |
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14. | Case study of Infant formula market in Korea | Case study of Infant formula market in Korea |