Programme PGP-FABM Term IV Academic Year 2021-22

Course title Strategic Food Marketing Area Centre for Management in Agriculture Credits 1.00

Prof. Gopinath Munisamy (VF)

Course Description & Objectives
What is food marketing?

The food business industry accounts for a large share of Indian and global economies. It is expected to grow significantly in the next few decades due to population and income growth. Food marketing is the study of the linkages and balance between the demand for food and food products with their supply. Food marketing critically involves a large number of participants beginning with (i) producers of raw, intermediate and finished goods (processors) most of which are perishables, (ii) marketers including wholesalers and other intermediaries, (iii) providers of services such as packaging, transportation, storage, and credit, and (iv) consumers (domestic and foreign).

Why study food marketing? 
Successful food businesses are needed to constantly balance demand and supply with significant time and space constraints to (i) generate profits for along the entire chain including farmers (i.e. livelihood of millions), and (ii) ensure food security and consumers’ satisfaction. On the procurement side, food businesses frequently face a highly variable, seasonal, and dispersed supply of perishables produced in small quantities by vast numbers of small farmers. At the other end, they need to cater to a continuous daily demand for a variety of foods from a large consumer base, who also require quality, safety and convenience. These characteristics make food marketing management a special, challenging and complex subject and activity.

This course seeks to provide the participants with an in-depth understanding of the nature and challenges of food marketing both from an operational as well as a strategic point of view. It seeks to impart in them the concepts, knowledge, and managerial skills required to achieve excellence and success in the practice of strategic food marketing management.

With 20 sessions/lectures based on recent studies and issues, group discussion and guest speakers, the course will examine current food business activity and encourage critical thinking. Students are expected to keep themselves aware of recent trends, events and changes in food and agriculture and its general business environment - through recent articles, publications and other information in the library and the worldwide web. The class participation grade will be based on the extent and quality of the participation as well as attendance.