Marketing on Food and Nutrition


a) Acquire knowledge on the key concepts of marketing and advertising
b) Acquire minimum knowledge in strategic marketing planning
c) Acquire knowledge in terms of trends in food consumption and consumer behaviour
d) Recognize the marketing of food products as an important determinant of food choices of individuals
e) Identify and understand the different regulatory models and stakeholders of food marketing
f) Acquire capacities for the implementation of marketing strategies for interventions to promote healthy eating habits and health
g) Raise awareness of the importance of ethical issues in food marketing and nutrition

General characterization





Responsible teacher

Prof.ª Doutora Marta Silvestre


Weekly - Available soon

Total - Available soon

Teaching language





• Michael Moss; Salt Sugar Fat: How the Food Giants Hooked Us, 2012. ISBN: 1400069807
• Armstrong G, Kotler P, Harker M, Brennan R. Marketing: an introduction. 1.ª ed. Harlow: Pearson Education, 2009.
• Wansink B. Marketing nutrition: soy, functional foods, biotechnology and Obesity. 1.ª ed. Illionois: Library of Congress Cataloging, 2005.
• Nestle M. Food industry and health: mostly promises, little action. Lancet 2006; 368:564-5.
• Gordon R, McDermott L, Stead M, Angus K. The effectiveness of social marketing interventions for health improvement: What's the evidence? Public Health 2006; 120:1133-1139.
• Regulamento (CE) n.º 1924/2006 do Parlamento Europeu e do Conselho de 20 de dezembro de 2006, relativo às alegações nutricionais e de saúde sobre os alimentos.
• World Health Organization. A framework for implementing the set of recommendations on the marketing of foods and non-alcoholic beverages to children. 2012. ISBN 978 92 4 150324 2.

Teaching method

The UC is organized in lectures (L) and theoretical-practical (TP)classes: 1 weekly L of expository character with a duration of 50 min and 1 weekly TP class of 1.5 hours, in classes with a maximum of 20 students. During the TP classes, regular assignments are carried out in a group setting, aiming to analyse case-studies related to food marketing strategies. TP classes will also involve the design of a marketing strategy (project) to promote healthy eating habits.

Evaluation method

The evaluation has a practical component and a final test (TF) (0-20). The assessment of the TP component is continuous, corresponding to 30% of the total mark, and takes into account the following criteria: performance and attendance to classes (10%); quality of the practical reports (10%); attitude and knowledge demonstrated by the students (10%). The TF is 70%, it is a multiple choice written test. The presence in the examination is conditional to the attendance of at least 2/3 of total classes. To be approved, the TF grade must be at least 9.5 (TO +TF).

Subject matter

I Marketing and advertising: concepts and models
II Strategic marketing planning: marketing strategies and integrated marketing communication tools
III Trends in food consumption and consumer behaviour
IV Marketing of food and its influence on the choices/eating behaviours
V Nutritional and health claims in the context of food marketing and nutrition
VI Regulation of food and nutrition marketing: European context and in Portugal
VII Social marketing to promote healthy eating habits
VIII Marketing of health services: branding and management of a health brand
IX Ethics in food marketing and nutrition


Programs where the course is taught: