Marketing of Fishery Products (1)

Course ID: M31013NV

Credits: 2

Objective: This course enables students to learn the basics of marketing, understand the fishery product market and the current consumption of fishery products, and learn from examples. Using the above knowledge, students are encouraged to develop marketing strategies that reflect the benefits of the fishery industry.

Course Prerequisites: None

Outline: After the basic theory of marketing is explained, this course introduces the market and current consumption of Taiwan’s aquatic products and compares these with the neighboring advanced aquatic production country – Japan. The basis of demand theory and the survey method is explained in order to grasp consumer needs.

Teaching Method:  Lectures; field research; project discussion

Reference:  

1. Philip Kotler, Kevin Lane Keller (2005) Marketing Management, 12th ed., Pearson. 

2. Jeppe Høst (2015) Market-Based Fisheries Management: private fish and captains of finance, Springer International Publishing. 

3.水産庁, 水産白書。 

4.婁小波(2010)水産物ブランド化戦略の理論と実践－地域資源を 価値創造するマーケティング, 北斗書房。