Fall 2012 Semester Class Capsules
September - December FMK 500 (6007) Foundations of Marketing, Dr. Martin Meloche
The course sets the stage for future study by taking students through the marketing fundamentals
beginning with strategy, target marketing and opportunity analysis, then developing product, price,
distribution, and promotion (the 4 Ps), and an introduction to customer-driven marketing strategy.
September 21-22 FME 783 Future Issues: Social Media & Direct Marketing, Mr. George Latella
This course describes the process by which Food Marketers develop and execute programs using direct
marketing, e-commerce and social media from an integrated marketing communications perspective.
Content includes grounding in all major direct marketing media: mail, broadcast, print advertising, e-mail,
web, telemarketing, etc. The measurability and accountability of each and their relationship to the total
marketing mix will also be covered. No prerequisites. This class falls under the Marketing Strategy &
Policy or Advertising & Promotion module for the MS and MBA/Specialization
September 28-29 FIN 552 Managerial Finance I, Dr. Ginette McManus
This module starts with the pricing of financial assets, which follows directly from the time value of money
concepts developed in the Foundation course. We then discuss risk, interest rate determination, and an
analysis and explanation of the yield curve. This leads to a discussion of the intermediation process and
the roles of the various institutions in that process, as well as the functions of the capital and money
markets. The module concludes with a discussion of the weighted average cost of capital (WACC). This
course is a required, Core course for the MBA and falls under the Finance/Accounting module for the MS.
October 12-13 FMK 763 Food Marketing and Retail Technology, Mr. Neill Crowley
This course will examine al l the newest technology used in the distribution and merchandising in the food
industry. The role of RFID, electronic shelve tags, audio GPS for warehouse management and more will
be discussed. The change the technology will have on both the food industry and the consumer will be
discussed. This class falls under the Marketing Technology module for the MS and MBA/Specialization
October 19-20 FMK 741 International Food Business, Mr. John Urbanchuk
This course introduces the fundamentals of international marketing covering entry strategies, risk
assessment, global branding, cultural adaptation, regional trading blocks, and intellectual property
protection. It focuses on food and consumer products retailing, processing, and agricultural sectors
examining key determinants for success in international markets. This course is a required, Core course
for the MBA and falls under the International module for the MS.
October 26-27 FMK 773 On-Site and Commercial Foodservice, Mr. Jack Kelly & Ms. Janna Trout
This course provides an introduction into the roles and factors that affect the product selection, menus,
operations, marketing, merchandising, and promotions of foodservice operations and an in-depth look at
the on-site and commercial segments. Students will develop an understanding of the decision-making
factors that shape the marketing strategies and tactics in each segment of on-site foodservice along with
a review of the structure and functions of the commercial foodservice industry and how they compare to
the supermarket industry. In addition to class learning, students will participate in a local tour of facilities
to analyze and critique the similarities and differences in the operator customer strategies. This class falls
under the Foodservice module for the MS and MBA/Specialization
November 2-3 DSS 571 †Sales Forecasting, Dr. John Yi
This course is a comprehensive survey of the commonly used techniques in sales forecasting. Three
major categories of forecasting approaches will be presented. These include quantitative methods, time
series and correlation techniques. Shortcuts, rules of thumb, and things to avoid will be discussed. Case
studies will be presented, and students will be expected to do forecasting on simulated data sets.
Prerequisite: DSS 572 This course is a required, Core course for the MBA and falls under the Food
Retailing & Supply Chain module for the MS.
November 9-10 FMK 762 Nutrition: Issues for Food Marketers, TBD
This course will cover the fundamental nutrition concepts needed by those involved in new product
development and marketing. Special emphasis will be placed on current food-related health topics and
the media, advertising, and government programs that communicate these messages. This class falls
under the Marketing Technology module for the MS and MBA/Specialization
November 16-17 FMK 718 Creating and Measuring Customer Value, Mr. George Latella
This course will help leaders and managers make Quality a Strategic Weapon. Validated by extensive
research and in-market results, Quality, as perceived by consumers, is the single most important
determinant of long run market share and profitability. The course will provide guidance for understanding
consumer satisfaction and the value customers place on different aspects of products, services or stores
and the value that companies place on their customers. This class falls under the Marketing Strategy &
Policy module for the MS and MBA/Specialization
Twin Weekend
Come to the ACE Center for 1 weekend and take 2 courses.
 Friday - Live classroom for course 1
 Saturday - Live classroom for course 2
The balance of both courses delivered in virtual environment. You can elect to take EITHER Friday OR
Saturday course, if desired
Friday, November 30 FMK 721 Qualitative Research Techniques in Food Marketing
Research, Dr. Martin Meloche
Qualitative research is a powerful tool which plays a part in conducting food marketing research
into customer value analysis, branding and naming, new product launch, customer satisfaction
and market segmentation, among other food marketing areas. Its techniques include all types of
focus groups, in depth one-one-one interviews, intercept studies and observational research.
Because of its importance in determining buyer attitudes and beliefs it has grown as an important
tool of understanding markets and customers. This course will examine these facets of qualitative
research using cases and class exercises to help students develop a working understanding of
these tools. This class falls under the Marketing Research module for the MS and
MBA/Specialization
Saturday, December 1 FMK 716 Turning Customer Service into Customer Delight, Dr. Rich
George
Customer service is the key differentiating factor in food marketing programs. Customer service
may be more important than any of the other marketing elements of price, product, place, or
promotion in maintaining and expanding markets. The rules of customer service, including
deciding on your core business, creating your vision, staying close to your customers, managing
your customer’s experience and developing a customer service program that delights the
customer are presented together with examples of successes from food and allied industries.
More than 50% of companies are saying that they have to get closer to their customers, while
only 5% to 10% are doing what it takes to get there. This course gives you the opportunity to be a
part of the visionary minority. This class falls under the Marketing Strategy & Policy module for
the MS and MBA/Specialization