Course syllabus E15-0090-I - Food Marketing (FEM - WS 2019/2020)

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University: Slovak University of Agriculture in Nitra
Faculty: Faculty of Economics and Management
Course unit code: E15-0090-I
Course unit title: Food Marketing
Planned types, learning activities and teaching methods:
lecture2 hours weekly / 26 hours per semester of study (on-site method)
seminar2 hours weekly / 26 hours per semester of study (on-site method)

Credits: 6
Semester: Food Technology - master (required), 3. semester
Food Safety and Control - master (elective), 3. semester
Human Nutrition - master (elective), 3. semester
Level of study: 2.
Prerequisites for registration: none
Assesment methods :
During the semester will be required the participation on lectures by 5 points, one written test by 15 points, presentation of the seminary work by 20 points and the final written exam by 60 points. To obtain A mark will be needed to obtain at least 93 points, for the evaluation of B mark at least 86 points, C mark at least 79 points, for the evaluation of D mark at least 72 points and for the evaluation of E mark at least 64 points.
Learning outcomes of the course unit:
Students will gain theoretical knowledge and practical experience in food marketing, with a focus on marketing mix instruments used in all sectors of the food industry and food chain stores.
Student can apply the specifics of the marketing environment corresponding to the production, processing and distribution of food. For the successful handle of the issue of food marketing will contribute also case studies.
Course contents:
Students will acquire the knowledge of food marketing, will become familiar with the micro and macro environment of food businesses and chain stores with food, management and organization of marketing in food businesses and service enterprises, consumption and food quality trends, MIS and marketing research to market food, consumer behavior in the food market, market segmentation, marketing tools - product, price, distribution and communication mix, creating marketing strategies and entry strategy for food companies and supermarket chains to international food markets, marketing planning and control, quality policy of the EU and the Slovak Republic, merchandising and franchising.

Recommended or required reading:
Basic:
NAGYOVÁ, Ľ. -- KLEINOVÁ, K. -- HORSKÁ, E. -- KÁDEKOVÁ, Z. "Čokoláda Zotter": "...čokoláda je niečo geniálne, čokoláda je zážitok" : (prípadová štúdia na podporu výučby z predmetu marketingová komunikácia). 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2010. 66 p. ISBN 978-80-552-0475-8.
NAGYOVÁ, Ľ. -- VILHANOVÁ, L. Sedita: Chuť, ktorá ťa poteší: prípadová štúdia na podporu výučby predmetov marketing a marketingová komunikácia. 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2011. 72 p. ISBN 987-80-552-0702-5.
NAGYOVÁ, Ľ. -- ŠIMO, D. -- BELÁK, M. -- VILHANOVÁ, L. -- ROVNÝ, P. Vulcano: ekologický chov ošípaných a výroba regionálnych mäsových špecialít : prípadová štúdia na podporu výučby predmetu agrárny marketing. 1st ed. Nitra : Slovenská poľnohospodárska univerzita v Nitre, 2010. 36 p. ISBN 978-80-552-0483-3.
PALUCHOVÁ, J. -- NAGMI, H. -- NAGYOVÁ, Ľ. -- KICHI, R B A H. Káva : história, produkcia, spotreba: Komparácia arabskej konzumácie kávy s európskou ; Žiadna káva neulahodí vaším ústam, ak jej vôňa najprv nepošle svoj sladký pozdrav vášmu nosu. 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2012. 76 p. ISBN 978-80-552-0775-9.
NAGYOVÁ, Ľ. -- HORSKÁ, E. -- KRETTER, A. -- KUBICOVÁ, Ľ. -- KOŠIČIAROVÁ, I. -- RÉCKY, R. -- BERČÍK, J. -- HOLIENČINOVÁ, M. Marketing. 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2014. 460 p. ISBN 978-80-552-1269-2.
NAGYOVÁ, Ľ. -- HOLIENČINOVÁ, M. -- KÁDEKOVÁ, Z. -- KOŠIČIAROVÁ, I. -- RÉCKY, R. -- STÁVKOVÁ, J. -- ŠUGROVÁ, M. Marketing I. 1st ed. Nitra : Slovenská poľnohospodárska univerzita, 2018. 253 p. ISBN 978-80-552-1840-3.

Recommended:
Aleš Hes a kol. 2008. Chování spotřebitele při nákupu potravin. 156 s. ISBN 978-80-87197-20-2
Horská E. a kol. 2010. Prípadové štúdie pre ekonomické a manažérske vzdelávanie v agropotravinárskom sektore. Nitra: SPU. 152 s. ISBN 978-80-552-0449-9
Horská, E., Nagyová, Ľ., Rovný, P. 2010. Merchandising a event marketing. Nitra:SPU, 329 s. ISBN 978-80-552-0469-7
Horská, E., Nagyová, Ľ., Stávková, J. a i. 2009. Európsky spotrebiteľ a spotrebiteľské správanie. Nitra: SPU 2009. 219 s. ISBN 978-80-552-0318-8
Horská Elena a kol. 2008. Internacionalizácia agropotravinárskych podnikov SR. Nitra:SPU. 234 s. ISBN 978-80-552-0136-8
Kotler, Philip a kol. 2007. Moderní marketing. Praha:Grada Publishing, 1048 s. ISBN 978-80-247-1545-2

Language of instruction: Slovak
Notes:
Evaluation of course unit:
Assessed students in total: 257

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Name of lecturer(s): prof. Ing. Ľudmila Nagyová, PhD. (lecturer)
Ing. Roman Récky, PhD. (examiner, instructor, lecturer, tutor)
doc. Ing. Patrik Rovný, PhD. (examiner, instructor, lecturer, person responsible for course)
Last modification: 20. 9. 2019
Supervisor: doc. Ing. Patrik Rovný, PhD. and programme supervisor


Last modification made by Iveta Kunová on 09/20/2019.

Type of output: