This class applies techniques that students learn in introductory marketing to an international environment. I enjoy teaching this course as it allows me to incorporate my Cuban background and my studies in Spanish and Latin American culture. In addition to discussing the challenges and trends of global food marketing, we also delve into how the economic behavior of producers and consumers along the supply chain impacts the organization and performance of global food markets.
In order to ensure course affordability I do not assign a textbook; instead, I create mini ebooks that cover the required material. In addition, as a means of encouraging higher-order thinking I generally assign 3-5 popular press readings that correspond to each week’s lecture, enabling students to understand the applications of the marketing techniques we are discussing. Frederick (1981) stipulates that in a good discussion all should participate, students should be expected to think about the issue before the discussion begins and the primary goal should be to create an improved understanding of some specific topic. As such, there are also weekly blog prompts that students complete online each week before class. This ensures that students are prepared for discussion and each has their own unique, and well-considered, viewpoint to offer.
Assessments in AGB 318 are designed to ensure students are fully connecting with the material. The exams are structured to assess two main objectives: knowledge of the course material and ability to apply course concepts to current events. There are also two group assignments that simulate the sorts of team-based projects encountered in private-sector companies. Each week throughout the quarter students present on a chosen globally-marketed food company. After completing research through resources such as 10-k’s and marketing databases, students detail what they infer to be the international marketing plan of that corporation. This helps prepare them for their final project, which entails creating a new product to be marketed by a global food company. Students are assessed on their ability to create a product that properly matches the needs of their target market, as well as their marketing plan design skills and presentation demeanor.
Relevant Course Materials
Syllabus
Reading Examples
Week 2 Ebook (History and Geography)
Week 2 Article (Catfish)
Week 2 Article (Olive Oil)
Week 3 Ebook (Culture)
Week 3 Article (Ancient Trade)
Week 3 Article (Northwest Passage)
Week 3 Article (Japan)
Week 6 Ebook (Advertising)
Week 6 Article (Chipotle)
Week 6 Article (Bud Light)
Week 6 Article (Good Luck Philly)
Week 6 Article (Philly Philly Day)
Weekly Reading Prompts
Homework Assignments
Inference Marketing Project Assignment
Sample Submission
Final Marketing Plan Project Assignment
Sample Submission
In order to ensure course affordability I do not assign a textbook; instead, I create mini ebooks that cover the required material. In addition, as a means of encouraging higher-order thinking I generally assign 3-5 popular press readings that correspond to each week’s lecture, enabling students to understand the applications of the marketing techniques we are discussing. Frederick (1981) stipulates that in a good discussion all should participate, students should be expected to think about the issue before the discussion begins and the primary goal should be to create an improved understanding of some specific topic. As such, there are also weekly blog prompts that students complete online each week before class. This ensures that students are prepared for discussion and each has their own unique, and well-considered, viewpoint to offer.
Assessments in AGB 318 are designed to ensure students are fully connecting with the material. The exams are structured to assess two main objectives: knowledge of the course material and ability to apply course concepts to current events. There are also two group assignments that simulate the sorts of team-based projects encountered in private-sector companies. Each week throughout the quarter students present on a chosen globally-marketed food company. After completing research through resources such as 10-k’s and marketing databases, students detail what they infer to be the international marketing plan of that corporation. This helps prepare them for their final project, which entails creating a new product to be marketed by a global food company. Students are assessed on their ability to create a product that properly matches the needs of their target market, as well as their marketing plan design skills and presentation demeanor.
Relevant Course Materials
Syllabus
Reading Examples
Week 2 Ebook (History and Geography)
Week 2 Article (Catfish)
Week 2 Article (Olive Oil)
Week 3 Ebook (Culture)
Week 3 Article (Ancient Trade)
Week 3 Article (Northwest Passage)
Week 3 Article (Japan)
Week 6 Ebook (Advertising)
Week 6 Article (Chipotle)
Week 6 Article (Bud Light)
Week 6 Article (Good Luck Philly)
Week 6 Article (Philly Philly Day)
Weekly Reading Prompts
Homework Assignments
Inference Marketing Project Assignment
Sample Submission
Final Marketing Plan Project Assignment
Sample Submission