Marketing on Food and Nutrition
Objectives
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
Code
41024
Credits
Available soon
Responsible teacher
ALEXANDRA GABRIELA DE ALMEIDA BENTO PINTO,ANA CATARINA DOMINGUES PEREIRA SANTOS,SUSANA ISABEL MATEUS SANTOS
Hours
Weekly - Available soon
Total - 0
Teaching language
PT
Prerequisites
Not applicable
Bibliography
Not applicable
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 will be exclusively based on the theoretical-practical component of the CU (100% - 0 to 20 points) and will be based on a continuous process, using the following criteria: students performance and assiduity (25%), quality of the practical work presented as problem-based learning (APP; 25%) and final practical work (50%). In order to be approved, a student must score, at least, 9.5 points.
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.