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Disciplina asociada:Agronomía |
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Escuela:
Ingeniería y Ciencias
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Departamento Académico:
Bioingeniería
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Programas académicos: |
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Requisitos:No tiene. |
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Equivalencia:MT2012 |
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Intención del curso en el contexto general del plan de estudios: |
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Es un curso de nivel intermedio que tiene la intención de utilizar las técnicas de investigación de mercados en la caracterización de oportunidades comerciales para diseñar estrategias de marketing enfocadas al desarrollo de la demanda de alimentos y bebidas. En este curso se abordarán temáticas relacionadas con el desarrollo sostenible en aspectos ambientales, sociales y económicos. Requiere conocimientos previos en el uso de bases de datos y sistemas de información, conceptos básicos de economía y mercado, mercadotecnia y comercio internacional. Como resultado del aprendizaje se espera que el alumno diseñe estrategias de marketing enfocadas a desarrollar la demanda de alimentos con base en el conocimiento de los factores y tendencias que influyen en el comportamiento de los mercados. |
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Objetivo general de la Unidad de Formación: |
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| Que el alumno sea capaz de: 1. Analizar la industria y el mercado de alimentos. 2. Utilizar sistemas y fuentes de información de mercados. 3. Aplicar métodos de investigación de mercados. 4. Elaborar reportes de investigación de mercado. 5. Diseñar estrategias de marketing alimentario. | |||||
Técnica didáctica sugerida: |
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| Método de casos | |||||
Bibliografía sugerida: |
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LIBROS DE CONSULTA: * Dillon, William R, Marketing research in a marketing environment / William R. Dillon, Thomas J. Madden, Neil H. Firtle, 3rd ed, Illinois : Burr Ridge, Ill. : Irwin, c1994, c1994, eng, 0256105170, 0256108293 (international ed.) * Kotler, Philip, Marketing management : analysis, planning, implementation, and control / Philip Kotler, 8th ed., New Jersey : Englewood Cliffs, N.J. : Prentice Hall, c1994, c1994, eng, 0130980056 (pbk), 0137228511 * Branson, Robert E, Introduction to agricultural marketing / Robert E. Branson, Douglass G. Norvell, New York : New York : McGraw-Hill, c1983, c1983, eng, 0070072418 * Kohls, Richard L. (Richard Louis), 1921-, Marketing of agricultural products / Richard L. Kohls, Joseph N. Uhl, 7th ed, New York : New York : Macmillan ; London : Collier Macmillan, c1990, c1990, eng, 0029464757 |
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Perfil del Profesor: |
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(520201)Maestría en Administración/Dirección de Negocios ; (520201)Doctorado en Administración/Dirección de Negocios ; (010102)Maestría en Agronegocios ; (010102)Doctorado en Agronegocios CIP: 520201, 010102 Experiencia recomendada: Experiencia en mercadotecnia de alimentos ya sea en la empresa o en la investigación. |
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Discipline:Agronomy |
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School:
Engineering and Sciences
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Academic Department:
Bioengineering
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Programs: |
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Prerequisites:None. |
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Equivalences:MT2012 |
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Course intention within the general study plan context: |
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Course intention in the study plan context: it is an intermediate level course whose intention is to use the market investigation techniques in the characterization of the commercial opportunities to design marketing strategies related with the food and drink demand. In this course topics related with Sustainable Development in environmental, social and economic aspects will be approached. Requires previous knowledge in the use of data bases and information systems, basic economy and market aspects, and marketing and international trade. As learning results it is expected that the student designs marketing strategies focused on the development of food demand with bases on the knowledge of factors and tendencies that influence in the market behavior. |
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Course objective: |
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| Students will be able to: 1. Analyze the food industry and market. 2. Use market data systems and sources. 3. Apply market research methods. 4. Formulate market research reports. 5. Design food marketing strategies. | |||||
Teaching and learning tecniques: |
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| Case method | |||||
Suggested Bibliography: |
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BOOKS FOR CONSULTATION: * Dillon, William R, Marketing research in a marketing environment / William R. Dillon, Thomas J. Madden, Neil H. Firtle, 3rd ed, Illinois : Burr Ridge, Ill. : Irwin, c1994, c1994, eng, 0256105170, 0256108293 (international ed.) * Kotler, Philip, Marketing management : analysis, planning, implementation, and control / Philip Kotler, 8th ed., New Jersey : Englewood Cliffs, N.J. : Prentice Hall, c1994, c1994, eng, 0130980056 (pbk), 0137228511 * Branson, Robert E, Introduction to agricultural marketing / Robert E. Branson, Douglass G. Norvell, New York : New York : McGraw-Hill, c1983, c1983, eng, 0070072418 * Kohls, Richard L. (Richard Louis), 1921-, Marketing of agricultural products / Richard L. Kohls, Joseph N. Uhl, 7th ed, New York : New York : Macmillan ; London : Collier Macmillan, c1990, c1990, eng, 0029464757 |
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Academic credentials required to teach the course: |
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(520201)Master Degree in Business Administration/Management and (520201)Doctoral Degree in Business Administration/Management and (010102)Master Degree in Agribusiness and (010102)Doctoral Degree in Agribusiness CIP: 520201, 010102 Recommended Experience: Experience in food marketing research or in the company or the investigation |
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