Digital Food Marketing

The fast-changing digital landscape offers new ways to approach and engage consumers. Digital marketing involves achieving marketing objectives through the use of digital media, data, and technology. This course provides a comprehensive introduction to digital marketing, covering key theories, concepts, and practical applications. Students will explore how these principles are applied in the food domain, with a particular focus on classic digital marketing principles and emerging technologies such as recommendation systems and AI. The course emphasizes linking theory with practice, allowing students to understand both the concepts and their real-world applications in rapidly changing digital environments. In addition, the course addresses societal and ethical considerations in digital marketing, such as the privacy concerns and responsible use of technology.

This course covers a range of diverse topics related to digital marketing in the food sector. Since this field is rapidly evolving, topics may be selected depending on current trends. Key topics include fundamentals of digital food marketing, the digital consumer (e.g., customer experience and journey), social media marketing (e.g., user-generated content, real-time bidding), personalization and recommender systems (e.g., algorithms and AI), digital marketing analytics (e.g., data-driven decision-making in marketing), and the societal impact and future outlook of digital marketing.

• Describe digital marketing theories and concepts

• Explain how digital marketing theories and concepts are applied in the food domain

• Apply digital marketing theories and concepts to case studies in the food domain

• Identify and summarise the key findings in scientific digital food marketing literature

• Critically analyse scientific digital food marketing literature

• ? (50%)
• ? (50%) E.g., Drawing on theories from the digital marketing field to recognize and understand challenges in real-life settings, using interviews with practitioners in the field.

No specific prior knowledge is required. However, students are assumed to have some understanding of the basics of marketing and consumer behavior (e.g., MCB20806 Principles of Consumer Studies, BMO24306 Management and Marketing).

• Details will be elaborated in the course guide.