School of Agriculture,Policy and Development

Food Marketing and Business Economics at ReadingInnovative and dynamic training for the food industry of the future

Food Marketing and Business Economics at Reading

For more information, please contact:

Undergraduate Student Office School of Agriculture, Policy and Development University of Reading Whiteknights PO Box 237 Reading, RG6 6AR

Tel (0118) 378 8472 sapdstudentoffice@reading.ac.uk

www.reading.ac.uk/apd

Food Marketing and Business Economics at Reading

Research methods and data analysisWhat is research? This module introduces you to the research process. You will acquire knowledge to enable you to write a successful research proposal, organise and realise a research task including aspects related to field work, become familiar with the basic statistical tools for data analysis, and write a professional research report.

Quantitative methods 2The purpose of this module is to build a further understanding of some of the main mathematical and statistical ideas used by applied economists and business managers. It will consolidate and extend existing quantitative skills.

Food business group project (stage 1)This is your second opportunity to take control of your own destiny. Working in small teams you will plan and execute a real consultancy project for a commercial client in the food industry. You will draw on the skills from your degree and common sense, leadership, diplomacy, charm, wit … need I say more, when can you start?

Marketing strategyThis module relies on case studies to give practical examples of some of the concepts introduced in Parts 1 and 2 and demonstrates how much more inter-related and complex marketing decisions become when they are taken ‘out of the text book’ and ‘into the real world’.

Business strategy The challenge of strategic management is to be able to understand the complex issues facing organisations and then develop the capability for long-term organisational success. Here we will identify the factors that determine an organisation’s strategic position, distinguish between strategic choices at the corporate and business level, and describe some of the resource implications for translating strategy into action.

Economics aspects of the food supply chain What’s the point of all this theory? Hopefully you will see that careful and rigorous research, using the tools we have been introducing you to, help to shape the policies that influence the real world in which we live. In essence this module provides you with an understanding of the application of economic principles and techniques of economic analysis to key issues concerning the food supply chain.

Selection of Part 3 modulesSelection of Part 2 modules

‘A particular highlight for me was working in a stimulating group for the company United Biscuits, looking at consumers’ attitudes towards the brand Hula Hoops. It was extremely rewarding knowing that this research may be used by the company itself. I was given the opportunity to spend a semester studying at the University of Missouri in the USA through Reading’s excellent exchange programme where students from both universities can experience what university life is like for their peers on the other side of the Atlantic.’ Lucy MarksRecent graduate

Regulation of the food industryFocusing on regulation of the food industry, we discuss the rationale for government intervention, the means by which intervention takes place, and the impact of policy. In recent years topics have included: deliberations over the EU’s chocolate directive, regulation of food safety concerns in world trade and competition policy in the UK food chain.

Individual projectDrawing on skills from key areas of the degree programme, this module gives you the opportunity to take a real world problem, explore it, analyse it and finally produce a report to detail your conclusions and recommendations.

Food business group project (stage 2) This is the final stage in completing your team project. Crunch day arrives and you present your findings and recommendations to the company. This can be a highlight of your degree – a bit of angst, a lot of fun and great for your CV.

Optional modulesThese are available from a wide range of academic disciplines including languages, politics, food retailing, supply chain management, business entrepreneurship, consumer policy and advertising and branding.

Selection of Part 3 modules

‘The wealth of business skills and awareness learnt during FMBE has given me a real head start in both companies – and the passion I’ve built up for the food industry makes work almost a pleasure …’Joanne GunnRecent graduate, now a commercial manager for Innocent

Undergraduate

The University of Reading is committed to equal opportunities and diversity.

Whilst the University of Reading makes every effort to ensure that the contents and statements made in this publication are fair and accurate, it can accept no liability for omissions, errors or subsequent changes.

The statements made and information provided are a general guide and there may be changes following publication which affect the contents. Programmes or modules may be altered or withdrawn without notice and assessment arrangements may be changed. For details of any changes made since publication, please refer to the website address at the bottom of this page.

This document is © Copyright University of Reading 2009. It was designed by Waysgoose, Reading and printed in October 2009. The BSc Agricultural Business

Management programme is now accredited by The Association to Advance Collegiate Schools of Business. Less than 5% of business schools or universities worldwide have earned the AACSB hallmark of excellence in management education.

The food industry is one of the most fundamental, dynamic and innovative sectors of the global economy with excellent career potential. Our degree in Food Marketing and Business Economics provides you with a rigorous, stimulating and enjoyable training in three inter-related disciplines – business economics, management and marketing – and explores their application to some of the key challenges facing the UK, European and global food industry. The University of Reading has an international reputation for its excellence in teaching and research related to the food chain from farm to fork, in both the natural and social sciences.

Food Marketing and Business Economics at Reading

The UK food chain As potential future managers of companies involved in the production, processing and retailing of food products it is important that you understand the main elements of the food chain and the interdependencies between them. We do this in a lively and relevant way by inviting speakers from various parts of the food chain to reflect on the challenges managing their businesses entail.

Core modules

Qualitative research methods How do we assess the emotions, preferences and motivations behind consumer behaviour? Qualitative research methods examine ways that research can be conducted with small groups or individuals to delve deeper into issues that are difficult to evaluate using traditional survey methods.

Quantitative methods 1What are the main mathematical and statistical ideas used by applied economists and business managers working in marketing? You will develop your problem solving skills using appropriate numerical methods.

Applied project You will explore, in depth, a topic of your own choice relating to food marketing and business economic trends, at the same time developing a range of research and communication skills including writing a project proposal, research planning, literature searching techniques and report writing.

Career PlanningWhat is the career for you? This module component provides you with the opportunity to develop self-awareness in the context of career decision making, knowledge of the career opportunities that are available, and the skills to make effective applications.

Selection of Part 1 modules

Food Marketing and Business Economics at Reading Food Marketing and Business Economics at Reading

What will you study?The degree in Food Marketing and Business Economics is taught over three years or four years if you decide to take a work placement year after Part 2. Our teaching staff have extensive experience within the business and marketing environment. Normally you will study 12 different subjects (modules) each year. The content of a module varies with the subject and can comprise of lectures or seminars, practical work and directed private study. The programme is based around a number of core modules together with optional modules – those you select to best suit your particular interests and abilities.

As an integral part of the degree, working in groups, you will act as consultants for a food business on a marketing research assignment. Often linked to new product development, this is a great opportunity to try out some of your newly acquired marketing and business skills. Previous clients include both retailers (Sainsburys, Waitrose, and Marks & Spencer) and manufacturers (Mars, Procter & Gamble, United Biscuits). You will also undertake a major individual research project in the final year on a topic of your choice. A final year prize for the best overall performance is sponsored by the Chartered Institute of Marketing’s Food and Drink Group.

What career opportunities are available? Graduates of this degree are well equipped to enter a career in the food industry from small family firms to multinational corporations. Further skills you will develop are also transferable to other industries and professions. Potential employment areas include: marketing, marketing research and new product development, sales or buying, retail management and policy analysis. Graduates from FMBE have gone on to work for a variety of food industry- related employers including Mars, Sainsbury, Heinz Foods, Waitrose/John Lewis Partnership, Marks & Spencer, Kraft Foods, Harrods, Unilever, Procter & Gamble, Food Standards Agency, Kellogg and Institute for Grocery Distribution.

How to apply Marketing managementMarketing Management focuses on marketing decisions taken by an organisation. It is all about how organisations respond to their marketing environment and how they put together and implement their marketing strategies and plans. You can appreciate what decisions need to be taken by a marketing department and how those decisions might be taken.

Consumer behaviourThere are many theories which draw on Psychology, Sociology and Economics which help us to understand consumer behaviour. A grasp of these theories will help you to develop a critical appreciation of what influences our decision making and purchasing behaviour.

Business managementBuilding on the first year, this module focuses on management theory and how it can be

applied. Subjects covered include management and business objectives (where do you want to be?), business planning (how do we get there?) business review (how are we doing?) and business analysis (what are we doing well and what can be improved?).

Financial managementWhat is the difference between receipts, revenues and assets? How can we turn loss into profit, liabilities into assets? Is investing in milk processing a worthwhile investment? This module will answer these questions and more.

Economics 3 and 4This module builds on the material covered in Economics I and 2. Economics simplifies the real world in order to understand the decision processes of consumers and producers. In this respect it is an abstraction of reality. The principles which underpin the simplified models in economics are important tools in predicting and understanding the decisions of real people.

Food Choice and Regulation This module will provide students with an understanding of socio-economic factors (social class, age, gender, family, ethnicity, culture, religion, income) that influence food choice in individuals and populations. Students will gain an insight into the political and societal factors that influence food

availability and an understanding of the content, origins and purpose of food regulation with a particular emphasis on controls relating to health and nutrition

Selection of Part 2 modules

‘Student life was both challenging and rewarding academically, with non-stop fun and exciting social events creating the perfect balance. The degree also provided an opportunity to evaluate Marks & Spencer’s approach to advertising, which certainly features on my CV. Reading is the only university that dedicates 5 credits of every degree to Career Management Skills.’Vicky BarnesFMBE graduate

‘I chose the course because it offered a challenging mix of theory combined with a practical application to the food industry. Once there I found the course offered all this and much more. Reading is a great place to study, campus life is exciting and the Department has enthusiastic and approachable staff.’James SullyGraduate, currently studying for a PhD at Reading

BSc Food Marketing and Business Economics (D670)BSc Food Marketing and Business Economics with Industrial Placement (DL61)Applications need to be made through UCAS. Our standard offer is BBB/ABC from three A levels. General Studies and Key Skills will not be accepted as part of the standard offer. For other qualifications, the university website www.reading.ac.uk/ug provides further information. All applicants must also have GCSE Maths at Grade C or above or equivalent. We welcome applications from mature students with relevant practical experience.Related subjects: Economics; Food Biosciences; Management.

Reading’s Career planning module is widely regarded as the leading product of its type in UK Higher Education. The module, which features in all Reading undergraduate degree programmes, enables you to explore all the options linked to your degree discipline, consider what sort of careers you want, audit and develop your skills, plus learn how to apply effectively for jobs, as well as masters and research degrees. The module is delivered jointly by academic and careers staff to ensure it is tailored to the degree, with input from employers, graduates and work experience staff.

Career planning

Introduction to marketingWhat is marketing? This module examines marketing dynamics, what marketing is (and what it is not), trends in the European marketing environment and consumer behaviour, and their implications for marketing.

Introduction to managementWhat is management and what do managers do? Will you make a good manager or leader? What is the difference between the two? This module introduces you to the science of management. Preparatory lectures are followed by a series of in class exercises focusing on your characteristics, personalities and business acumen.

Economics 1 and 2How society decides what, how, and for whom to produce – economics is much too interesting to be left to professional economists! It influences what food we produce, how well we look after our planet, and the resources we have for enjoying ourselves.

The food industry is one of the most fundamental, dynamic and innovative sectors of the global economy with excellent career potential. Our degree in Food Marketing and Business Economics provides you with a rigorous, stimulating and enjoyable training in three inter-related disciplines – business economics, management and marketing – and explores their application to some of the key challenges facing the UK, European and global food industry. The University of Reading has an international reputation for its excellence in teaching and research related to the food chain from farm to fork, in both the natural and social sciences.

Food Marketing and Business Economics at Reading

The UK food chain As potential future managers of companies involved in the production, processing and retailing of food products it is important that you understand the main elements of the food chain and the interdependencies between them. We do this in a lively and relevant way by inviting speakers from various parts of the food chain to reflect on the challenges managing their businesses entail.

Core modules

Qualitative research methods How do we assess the emotions, preferences and motivations behind consumer behaviour? Qualitative research methods examine ways that research can be conducted with small groups or individuals to delve deeper into issues that are difficult to evaluate using traditional survey methods.

Quantitative methods 1What are the main mathematical and statistical ideas used by applied economists and business managers working in marketing? You will develop your problem solving skills using appropriate numerical methods.

Applied project You will explore, in depth, a topic of your own choice relating to food marketing and business economic trends, at the same time developing a range of research and communication skills including writing a project proposal, research planning, literature searching techniques and report writing.

Career PlanningWhat is the career for you? This module component provides you with the opportunity to develop self-awareness in the context of career decision making, knowledge of the career opportunities that are available, and the skills to make effective applications.

Selection of Part 1 modules

Food Marketing and Business Economics at Reading Food Marketing and Business Economics at Reading

What will you study?The degree in Food Marketing and Business Economics is taught over three years or four years if you decide to take a work placement year after Part 2. Our teaching staff have extensive experience within the business and marketing environment. Normally you will study 12 different subjects (modules) each year. The content of a module varies with the subject and can comprise of lectures or seminars, practical work and directed private study. The programme is based around a number of core modules together with optional modules – those you select to best suit your particular interests and abilities.

As an integral part of the degree, working in groups, you will act as consultants for a food business on a marketing research assignment. Often linked to new product development, this is a great opportunity to try out some of your newly acquired marketing and business skills. Previous clients include both retailers (Sainsburys, Waitrose, and Marks & Spencer) and manufacturers (Mars, Procter & Gamble, United Biscuits). You will also undertake a major individual research project in the final year on a topic of your choice. A final year prize for the best overall performance is sponsored by the Chartered Institute of Marketing’s Food and Drink Group.

What career opportunities are available? Graduates of this degree are well equipped to enter a career in the food industry from small family firms to multinational corporations. Further skills you will develop are also transferable to other industries and professions. Potential employment areas include: marketing, marketing research and new product development, sales or buying, retail management and policy analysis. Graduates from FMBE have gone on to work for a variety of food industry- related employers including Mars, Sainsbury, Heinz Foods, Waitrose/John Lewis Partnership, Marks & Spencer, Kraft Foods, Harrods, Unilever, Procter & Gamble, Food Standards Agency, Kellogg and Institute for Grocery Distribution.

How to apply Marketing managementMarketing Management focuses on marketing decisions taken by an organisation. It is all about how organisations respond to their marketing environment and how they put together and implement their marketing strategies and plans. You can appreciate what decisions need to be taken by a marketing department and how those decisions might be taken.

Consumer behaviourThere are many theories which draw on Psychology, Sociology and Economics which help us to understand consumer behaviour. A grasp of these theories will help you to develop a critical appreciation of what influences our decision making and purchasing behaviour.

Business managementBuilding on the first year, this module focuses on management theory and how it can be

applied. Subjects covered include management and business objectives (where do you want to be?), business planning (how do we get there?) business review (how are we doing?) and business analysis (what are we doing well and what can be improved?).

Financial managementWhat is the difference between receipts, revenues and assets? How can we turn loss into profit, liabilities into assets? Is investing in milk processing a worthwhile investment? This module will answer these questions and more.

Economics 3 and 4This module builds on the material covered in Economics I and 2. Economics simplifies the real world in order to understand the decision processes of consumers and producers. In this respect it is an abstraction of reality. The principles which underpin the simplified models in economics are important tools in predicting and understanding the decisions of real people.

Food Choice and Regulation This module will provide students with an understanding of socio-economic factors (social class, age, gender, family, ethnicity, culture, religion, income) that influence food choice in individuals and populations. Students will gain an insight into the political and societal factors that influence food

availability and an understanding of the content, origins and purpose of food regulation with a particular emphasis on controls relating to health and nutrition

Selection of Part 2 modules

‘Student life was both challenging and rewarding academically, with non-stop fun and exciting social events creating the perfect balance. The degree also provided an opportunity to evaluate Marks & Spencer’s approach to advertising, which certainly features on my CV. Reading is the only university that dedicates 5 credits of every degree to Career Management Skills.’Vicky BarnesFMBE graduate

‘I chose the course because it offered a challenging mix of theory combined with a practical application to the food industry. Once there I found the course offered all this and much more. Reading is a great place to study, campus life is exciting and the Department has enthusiastic and approachable staff.’James SullyGraduate, currently studying for a PhD at Reading

BSc Food Marketing and Business Economics (D670)BSc Food Marketing and Business Economics with Industrial Placement (DL61)Applications need to be made through UCAS. Our standard offer is BBB/ABC from three A levels. General Studies and Key Skills will not be accepted as part of the standard offer. For other qualifications, the university website www.reading.ac.uk/ug provides further information. All applicants must also have GCSE Maths at Grade C or above or equivalent. We welcome applications from mature students with relevant practical experience.Related subjects: Economics; Food Biosciences; Management.

Reading’s Career planning module is widely regarded as the leading product of its type in UK Higher Education. The module, which features in all Reading undergraduate degree programmes, enables you to explore all the options linked to your degree discipline, consider what sort of careers you want, audit and develop your skills, plus learn how to apply effectively for jobs, as well as masters and research degrees. The module is delivered jointly by academic and careers staff to ensure it is tailored to the degree, with input from employers, graduates and work experience staff.

Career planning

Introduction to marketingWhat is marketing? This module examines marketing dynamics, what marketing is (and what it is not), trends in the European marketing environment and consumer behaviour, and their implications for marketing.

Introduction to managementWhat is management and what do managers do? Will you make a good manager or leader? What is the difference between the two? This module introduces you to the science of management. Preparatory lectures are followed by a series of in class exercises focusing on your characteristics, personalities and business acumen.

Economics 1 and 2How society decides what, how, and for whom to produce – economics is much too interesting to be left to professional economists! It influences what food we produce, how well we look after our planet, and the resources we have for enjoying ourselves.

The food industry is one of the most fundamental, dynamic and innovative sectors of the global economy with excellent career potential. Our degree in Food Marketing and Business Economics provides you with a rigorous, stimulating and enjoyable training in three inter-related disciplines – business economics, management and marketing – and explores their application to some of the key challenges facing the UK, European and global food industry. The University of Reading has an international reputation for its excellence in teaching and research related to the food chain from farm to fork, in both the natural and social sciences.

Food Marketing and Business Economics at Reading

The UK food chain As potential future managers of companies involved in the production, processing and retailing of food products it is important that you understand the main elements of the food chain and the interdependencies between them. We do this in a lively and relevant way by inviting speakers from various parts of the food chain to reflect on the challenges managing their businesses entail.

Core modules

Qualitative research methods How do we assess the emotions, preferences and motivations behind consumer behaviour? Qualitative research methods examine ways that research can be conducted with small groups or individuals to delve deeper into issues that are difficult to evaluate using traditional survey methods.

Quantitative methods 1What are the main mathematical and statistical ideas used by applied economists and business managers working in marketing? You will develop your problem solving skills using appropriate numerical methods.

Applied project You will explore, in depth, a topic of your own choice relating to food marketing and business economic trends, at the same time developing a range of research and communication skills including writing a project proposal, research planning, literature searching techniques and report writing.

Career PlanningWhat is the career for you? This module component provides you with the opportunity to develop self-awareness in the context of career decision making, knowledge of the career opportunities that are available, and the skills to make effective applications.

Selection of Part 1 modules

Food Marketing and Business Economics at Reading Food Marketing and Business Economics at Reading

What will you study?The degree in Food Marketing and Business Economics is taught over three years or four years if you decide to take a work placement year after Part 2. Our teaching staff have extensive experience within the business and marketing environment. Normally you will study 12 different subjects (modules) each year. The content of a module varies with the subject and can comprise of lectures or seminars, practical work and directed private study. The programme is based around a number of core modules together with optional modules – those you select to best suit your particular interests and abilities.

As an integral part of the degree, working in groups, you will act as consultants for a food business on a marketing research assignment. Often linked to new product development, this is a great opportunity to try out some of your newly acquired marketing and business skills. Previous clients include both retailers (Sainsburys, Waitrose, and Marks & Spencer) and manufacturers (Mars, Procter & Gamble, United Biscuits). You will also undertake a major individual research project in the final year on a topic of your choice. A final year prize for the best overall performance is sponsored by the Chartered Institute of Marketing’s Food and Drink Group.

What career opportunities are available? Graduates of this degree are well equipped to enter a career in the food industry from small family firms to multinational corporations. Further skills you will develop are also transferable to other industries and professions. Potential employment areas include: marketing, marketing research and new product development, sales or buying, retail management and policy analysis. Graduates from FMBE have gone on to work for a variety of food industry- related employers including Mars, Sainsbury, Heinz Foods, Waitrose/John Lewis Partnership, Marks & Spencer, Kraft Foods, Harrods, Unilever, Procter & Gamble, Food Standards Agency, Kellogg and Institute for Grocery Distribution.

How to apply Marketing managementMarketing Management focuses on marketing decisions taken by an organisation. It is all about how organisations respond to their marketing environment and how they put together and implement their marketing strategies and plans. You can appreciate what decisions need to be taken by a marketing department and how those decisions might be taken.

Consumer behaviourThere are many theories which draw on Psychology, Sociology and Economics which help us to understand consumer behaviour. A grasp of these theories will help you to develop a critical appreciation of what influences our decision making and purchasing behaviour.

Business managementBuilding on the first year, this module focuses on management theory and how it can be

applied. Subjects covered include management and business objectives (where do you want to be?), business planning (how do we get there?) business review (how are we doing?) and business analysis (what are we doing well and what can be improved?).

Financial managementWhat is the difference between receipts, revenues and assets? How can we turn loss into profit, liabilities into assets? Is investing in milk processing a worthwhile investment? This module will answer these questions and more.

Economics 3 and 4This module builds on the material covered in Economics I and 2. Economics simplifies the real world in order to understand the decision processes of consumers and producers. In this respect it is an abstraction of reality. The principles which underpin the simplified models in economics are important tools in predicting and understanding the decisions of real people.

Food Choice and Regulation This module will provide students with an understanding of socio-economic factors (social class, age, gender, family, ethnicity, culture, religion, income) that influence food choice in individuals and populations. Students will gain an insight into the political and societal factors that influence food

availability and an understanding of the content, origins and purpose of food regulation with a particular emphasis on controls relating to health and nutrition

Selection of Part 2 modules

‘Student life was both challenging and rewarding academically, with non-stop fun and exciting social events creating the perfect balance. The degree also provided an opportunity to evaluate Marks & Spencer’s approach to advertising, which certainly features on my CV. Reading is the only university that dedicates 5 credits of every degree to Career Management Skills.’Vicky BarnesFMBE graduate

‘I chose the course because it offered a challenging mix of theory combined with a practical application to the food industry. Once there I found the course offered all this and much more. Reading is a great place to study, campus life is exciting and the Department has enthusiastic and approachable staff.’James SullyGraduate, currently studying for a PhD at Reading

BSc Food Marketing and Business Economics (D670)BSc Food Marketing and Business Economics with Industrial Placement (DL61)Applications need to be made through UCAS. Our standard offer is BBB/ABC from three A levels. General Studies and Key Skills will not be accepted as part of the standard offer. For other qualifications, the university website www.reading.ac.uk/ug provides further information. All applicants must also have GCSE Maths at Grade C or above or equivalent. We welcome applications from mature students with relevant practical experience.Related subjects: Economics; Food Biosciences; Management.

Reading’s Career planning module is widely regarded as the leading product of its type in UK Higher Education. The module, which features in all Reading undergraduate degree programmes, enables you to explore all the options linked to your degree discipline, consider what sort of careers you want, audit and develop your skills, plus learn how to apply effectively for jobs, as well as masters and research degrees. The module is delivered jointly by academic and careers staff to ensure it is tailored to the degree, with input from employers, graduates and work experience staff.

Career planning

Introduction to marketingWhat is marketing? This module examines marketing dynamics, what marketing is (and what it is not), trends in the European marketing environment and consumer behaviour, and their implications for marketing.

Introduction to managementWhat is management and what do managers do? Will you make a good manager or leader? What is the difference between the two? This module introduces you to the science of management. Preparatory lectures are followed by a series of in class exercises focusing on your characteristics, personalities and business acumen.

Economics 1 and 2How society decides what, how, and for whom to produce – economics is much too interesting to be left to professional economists! It influences what food we produce, how well we look after our planet, and the resources we have for enjoying ourselves.

School of Agriculture,Policy and Development

Food Marketing and Business Economics at ReadingInnovative and dynamic training for the food industry of the future

Food Marketing and Business Economics at Reading

For more information, please contact:

Undergraduate Student Office School of Agriculture, Policy and Development University of Reading Whiteknights PO Box 237 Reading, RG6 6AR

Tel (0118) 378 8472 sapdstudentoffice@reading.ac.uk

www.reading.ac.uk/apd

Food Marketing and Business Economics at Reading

Research methods and data analysisWhat is research? This module introduces you to the research process. You will acquire knowledge to enable you to write a successful research proposal, organise and realise a research task including aspects related to field work, become familiar with the basic statistical tools for data analysis, and write a professional research report.

Quantitative methods 2The purpose of this module is to build a further understanding of some of the main mathematical and statistical ideas used by applied economists and business managers. It will consolidate and extend existing quantitative skills.

Food business group project (stage 1)This is your second opportunity to take control of your own destiny. Working in small teams you will plan and execute a real consultancy project for a commercial client in the food industry. You will draw on the skills from your degree and common sense, leadership, diplomacy, charm, wit … need I say more, when can you start?

Marketing strategyThis module relies on case studies to give practical examples of some of the concepts introduced in Parts 1 and 2 and demonstrates how much more inter-related and complex marketing decisions become when they are taken ‘out of the text book’ and ‘into the real world’.

Business strategy The challenge of strategic management is to be able to understand the complex issues facing organisations and then develop the capability for long-term organisational success. Here we will identify the factors that determine an organisation’s strategic position, distinguish between strategic choices at the corporate and business level, and describe some of the resource implications for translating strategy into action.

Economics aspects of the food supply chain What’s the point of all this theory? Hopefully you will see that careful and rigorous research, using the tools we have been introducing you to, help to shape the policies that influence the real world in which we live. In essence this module provides you with an understanding of the application of economic principles and techniques of economic analysis to key issues concerning the food supply chain.

Selection of Part 3 modulesSelection of Part 2 modules

‘A particular highlight for me was working in a stimulating group for the company United Biscuits, looking at consumers’ attitudes towards the brand Hula Hoops. It was extremely rewarding knowing that this research may be used by the company itself. I was given the opportunity to spend a semester studying at the University of Missouri in the USA through Reading’s excellent exchange programme where students from both universities can experience what university life is like for their peers on the other side of the Atlantic.’ Lucy MarksRecent graduate

Regulation of the food industryFocusing on regulation of the food industry, we discuss the rationale for government intervention, the means by which intervention takes place, and the impact of policy. In recent years topics have included: deliberations over the EU’s chocolate directive, regulation of food safety concerns in world trade and competition policy in the UK food chain.

Individual projectDrawing on skills from key areas of the degree programme, this module gives you the opportunity to take a real world problem, explore it, analyse it and finally produce a report to detail your conclusions and recommendations.

Food business group project (stage 2) This is the final stage in completing your team project. Crunch day arrives and you present your findings and recommendations to the company. This can be a highlight of your degree – a bit of angst, a lot of fun and great for your CV.

Optional modulesThese are available from a wide range of academic disciplines including languages, politics, food retailing, supply chain management, business entrepreneurship, consumer policy and advertising and branding.

Selection of Part 3 modules

‘The wealth of business skills and awareness learnt during FMBE has given me a real head start in both companies – and the passion I’ve built up for the food industry makes work almost a pleasure …’Joanne GunnRecent graduate, now a commercial manager for Innocent

Undergraduate

The University of Reading is committed to equal opportunities and diversity.

Whilst the University of Reading makes every effort to ensure that the contents and statements made in this publication are fair and accurate, it can accept no liability for omissions, errors or subsequent changes.

The statements made and information provided are a general guide and there may be changes following publication which affect the contents. Programmes or modules may be altered or withdrawn without notice and assessment arrangements may be changed. For details of any changes made since publication, please refer to the website address at the bottom of this page.

This document is © Copyright University of Reading 2009. It was designed by Waysgoose, Reading and printed in October 2009. The BSc Agricultural Business

Management programme is now accredited by The Association to Advance Collegiate Schools of Business. Less than 5% of business schools or universities worldwide have earned the AACSB hallmark of excellence in management education.

School of Agriculture,Policy and Development

Food Marketing and Business Economics at ReadingInnovative and dynamic training for the food industry of the future

Food Marketing and Business Economics at Reading

For more information, please contact:

Undergraduate Student Office School of Agriculture, Policy and Development University of Reading Whiteknights PO Box 237 Reading, RG6 6AR

Tel (0118) 378 8472 sapdstudentoffice@reading.ac.uk

www.reading.ac.uk/apd

Food Marketing and Business Economics at Reading

Research methods and data analysisWhat is research? This module introduces you to the research process. You will acquire knowledge to enable you to write a successful research proposal, organise and realise a research task including aspects related to field work, become familiar with the basic statistical tools for data analysis, and write a professional research report.

Quantitative methods 2The purpose of this module is to build a further understanding of some of the main mathematical and statistical ideas used by applied economists and business managers. It will consolidate and extend existing quantitative skills.

Food business group project (stage 1)This is your second opportunity to take control of your own destiny. Working in small teams you will plan and execute a real consultancy project for a commercial client in the food industry. You will draw on the skills from your degree and common sense, leadership, diplomacy, charm, wit … need I say more, when can you start?

Marketing strategyThis module relies on case studies to give practical examples of some of the concepts introduced in Parts 1 and 2 and demonstrates how much more inter-related and complex marketing decisions become when they are taken ‘out of the text book’ and ‘into the real world’.

Business strategy The challenge of strategic management is to be able to understand the complex issues facing organisations and then develop the capability for long-term organisational success. Here we will identify the factors that determine an organisation’s strategic position, distinguish between strategic choices at the corporate and business level, and describe some of the resource implications for translating strategy into action.

Economics aspects of the food supply chain What’s the point of all this theory? Hopefully you will see that careful and rigorous research, using the tools we have been introducing you to, help to shape the policies that influence the real world in which we live. In essence this module provides you with an understanding of the application of economic principles and techniques of economic analysis to key issues concerning the food supply chain.

Selection of Part 3 modulesSelection of Part 2 modules

‘A particular highlight for me was working in a stimulating group for the company United Biscuits, looking at consumers’ attitudes towards the brand Hula Hoops. It was extremely rewarding knowing that this research may be used by the company itself. I was given the opportunity to spend a semester studying at the University of Missouri in the USA through Reading’s excellent exchange programme where students from both universities can experience what university life is like for their peers on the other side of the Atlantic.’ Lucy MarksRecent graduate

Regulation of the food industryFocusing on regulation of the food industry, we discuss the rationale for government intervention, the means by which intervention takes place, and the impact of policy. In recent years topics have included: deliberations over the EU’s chocolate directive, regulation of food safety concerns in world trade and competition policy in the UK food chain.

Individual projectDrawing on skills from key areas of the degree programme, this module gives you the opportunity to take a real world problem, explore it, analyse it and finally produce a report to detail your conclusions and recommendations.

Food business group project (stage 2) This is the final stage in completing your team project. Crunch day arrives and you present your findings and recommendations to the company. This can be a highlight of your degree – a bit of angst, a lot of fun and great for your CV.

Optional modulesThese are available from a wide range of academic disciplines including languages, politics, food retailing, supply chain management, business entrepreneurship, consumer policy and advertising and branding.

Selection of Part 3 modules

‘The wealth of business skills and awareness learnt during FMBE has given me a real head start in both companies – and the passion I’ve built up for the food industry makes work almost a pleasure …’Joanne GunnRecent graduate, now a commercial manager for Innocent

Undergraduate

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This document is © Copyright University of Reading 2009. It was designed by Waysgoose, Reading and printed in October 2009. The BSc Agricultural Business

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