Passed by HSB College Council May 15, 2013
28 – 0 – 1
PROPOSED MANDATE FOR UNIVERSITY COUNCIL 2012/2013-08
Proposal for a Food Marketing Minor for Non-Business
Students
TITLE:
OBJECTIVE: The objective of this minor is to offer a wider audience of students the
opportunity to study food. This includes:
Students whose interest in food may be culinary, food justice, food science, the
philosophy of food, food and society, sustainability and food, the language of food; in
fact any area of food should have a basic understanding of how the food system works.
Without understanding how the food system works it is virtually impossible to improve
it from any position whether that position is one that aims to improve social justice,
sustainability, nutrition, or any of the myriad objectives that exist for the food system.
You cannot fix what you don’t understand.
REASONS FOR PROPOSED MANDATE:
This proposal seeks to take a known strength of Saint Joseph’s University, Food
Marketing, provide an opportunity for students outside of the Haub School of Business
to benefit from this distinct competence.
Saint Joseph’s University has been a leader in Food Marketing education for over 50
years. In that time we have developed a strong undergraduate program in the Haub
School of Business, strong Executive Masters Programs, a full-time Masters of Science
with a research emphasis, and countless industry and government education programs.
Everyone is interested in food: Food as entertainment, food as justice, food as science,
food as nutrition etc. While individual interests may vary the opportunities to study
food as an area have, until now, been limited to Food Marketing majors. There are
individual courses in Philosophy, Sociology, Biology, Environmental Science, and English,
for example, but none of these offer a total program.
There is another equally important population, non-business majors interested in going
into the food industry. Seventeen percent of the population works in the food industry
There are many opportunities for non-business majors to pursue employment within
the food industry. Along with opportunities within the traditional channel of producers,
wholesalers, and retailers, there are many niche opportunities. Food cooperatives,
buying clubs, sustainability initiatives, hunger support networks are just a few of the
non-traditional food employment opportunities that grow in importance each year.
Mission Implications of the Proposed Minor
SJU Plan 2020 states
“Building on the foundation of the liberal arts, Saint Joseph’s will enhance the
educational experience in the classroom through implementation of the new
General Education Program and through expansion of curricular offers
characterized by interdisciplinary inquiry. New programs that leverage Saint
Joseph’s strengths, are mission driven, and will increase demand for an SJU
education are also planned.”
As stated above, the Food Marketing Program at Saint Joseph’s has been one of its
featured programs for over 50 years. Certainly, creating a way that students outside of
the business school can take advantage of this program both leverages a strength and
provides for interdisciplinary inquiry.
The Haub School of Businesses core values include the development of individual niche
programs. The new GEP has given the students the program flexibility to take advantage
of the first truly niche program developed at Saint Joseph’s University.
Budget Implications
The new minor would add about 100 students to the Food Marketing program. These
100 students would be divided over three years. 100/3=33 approximately per year. The
minor requires 6 classes, 1 sophomore, 3 junior, and 2 senior. Each of the required
courses offer 5 section per year. Therefore, for the required courses we would absorb
approximately 6 additional students per section. While this could be absorbed by the
current sections it is possible that we would have to add one section per year of the 4
required courses. The elective courses have sufficient room to absorb these students.
So, it is possible that we would have to add four sections per year, one each of the
required courses. However, it is unlikely that we would have to do this for the first two
years. These additional sections could be staffed by adjunct faculty.
Program Description:
The minor in food marketing will consist of six FMK courses that already exist and are
taught on a regular basis. This minor will give CAS students with an interest in food
marketing exposure to critical course content which will enhance their ability to pursue
employment opportunities in this industry. These may include traditional employment
opportunities or special opportunities mentioned in above.
Four Required Courses:
FMK 202 Overview of the Global Food Industry (3 credits) In addition to principles of
marketing, this is the foundation course for food marketing majors. The objective of the
course is to familiarize students with the global food industry at all levels and in all
segments. Basics of agricultural production and economics, food distribution,
wholesaling and retailing, both on the retail and foodservice sides of the business, will
be covered. We will also cover the critical issues impacting the industry including the
decline of food at home, the growth of foodservice and the food-away-from-home
market, the impact of consolidation, increasing concentration and globalization on the
industry’s structure, conduct and performance. The course will include both tours of
food facilities and industry speakers.
FMK 301 Food Marketing Research (3 credits) The food industry and the companies that
make up the industry are all driven by information. This course will focus on the sources
and applications of the information used to make food marketing decisions. The
traditional marketing research process will be covered. Applications such as attitude
research, product testing and advertising testing will be highlighted. In addition, there
will be a great deal of emphasis on the methodology and application of syndicated data
such as panel data, scan data, and other information products, such as geodemographic
segmentation data.
FMK 302 Understanding Food Customers and Consumers (3 credits) This course will
combine traditional consumer and buyer behavior theory and methods with a focus on
the food industry to help students understand and predict how both household and
food supply chain buyers will react to marketing and other stimuli. Concepts such as
perceptions, attitudes, and individual and group behavior will be covered, with a specific
focus on issues related to the marketing of products to consumers via the global food
industry.
FMK 303 Food Marketing Communication (3 credits) Discussion of the strategy and
tactical tools and techniques required to create and execute an integrated marketing
communications program in the food industry. We will cover the issues and elements of
advertising, sales promotion, and personal selling strategies, with primary emphasis on
the advertising function. Targeting, the creative process, media options, budgeting, and
evaluation of advertising will be highlighted.
Pick Two from:
Any FMK undergraduate course excluding
FMK 401 Food Marketing Strategy (3 credits)
These classes include:
FMK 310 Brand Strategy (3 credits)
FMK 312 New Product Development (3 credits)
FMK 313 Food Distribution and Logistics (3 credits)
FMK 314 International Food Marketing (3 credits)
FMK 315 Globalization and Food Policy (3 credits)
FMK 316 Selling Skills and Fact-Based Decision Making (3 credits)
FMK 317 Sales Management for CPG and Foodservice (3 credits)
FMK 320 Foodservice Marketing (3 credits)
FMK 330 International Food Marketing Study Tour (3 credits)
FMK 331 On Site Foodservice (3 credits)
FMK 332 Commercial Food Service (3 credits)
FMK 333 Foodservice Manufacturing and Distribution (3 credits)
FMK 351 Food and the Poor (Service Learning Course) (3 credits)
FMK 352 Globalization and Food Policy Honors Seminar (3 credits)
FMK 402 Future Issues in Food Marketing (3 credits)
FMK 403 Independent Study in Food Marketing (3 credits)
Or one food related course specific to students area of interest with the Chair’s
approval.
RECOMMENDED FOR STUDY BY WHICH BODY?
_____
_____
_____
__x__
_____
_____
_____
Faculty Senate:
Academic Policies and Procedures Committee
Faculty Senate:
Faculty Policies and Procedures Committee
College Council:
College of Arts and Sciences
College Council:
Haub School of Business
Standing Committee on Student Affairs, Full-time Undergraduate
Standing Committee on Student Affairs, Part-time Undergraduate/Graduate
Administrative/Staff Council
Signature:
__________Date:___3/21/2013_________________
Please forward to the Provost who serves as Chair of the University Council, along with
complete documentation to substantiate the need for the proposed mandate.