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Lecturer: Ching-Chun Chen (陳清春)
Email: chenwillian@ntou.edu.tw
Course ID: M3501Q60
Credits: 3
Course Prerequisites: None
Course Description and Goals:
Improvement of marketing in seafood products will raise productivity of fishery industry and fishermen income by means of the expansion of market demand and decrease of marketing cost. So the course is deem necessary to meet the requirement of the school and for the development of Taiwan’s fisheries. Fishery marketing is regarded as an applied social science, which applied and integrated the theories of economics, management and marketing, which help to analyze many relevant issues and problems in the marketing of fishery products. Main topics of the course including distribution channels, market structure, price formulation, logistics processes, consumers’ behavior and market trends, as well as the regulatory measures. This course aims to upgrade the ability of students to understand how the marketing flow of seafood in practice, and to see through the cause and effect of problems existing and learn to study the measures and strategies to solve the problems.
Schedule Type:
1.There is no suitable textbook available for this course. Teaching materials will be prepared by the teacher, collected from various studies and teaching materials. Teaching method include lectures and discussion and lots of cases studies.
2.Visitation and observation to seafood markets will be arranged for students to obtain practical knowledge.
3.Students are required to choose a topics of marketing issues, apply lessons learned in the classroom and complete a term paper
Course Schedule (subject to change):
Schedule of teaching are arranged as follows:
week1 and 2. Topics: Introduction of courses and major concept of marketing. Contents: 1.definition of marketing and related terms;
2 role of marketing and logistics;
3 relation of marketing, economy and fishery production system.
4. Brief review of seafood marketing studies.
Weeks 3-7. Topics: Marketing theory. Contents:
1 marketing, market demand and price changes;
2 distribution spread and change analysis.
3. changes of market supply and demand and forecasting;
4 factors of marketing efficiency;
5 marketing channels;
6. logistics operations.
Week 8-14, topics: marketing practices. Contents:
1. fishery production structure and fishery seafood marketing system;
2 Fish Market and electric auction system;
3 import and export of seafood;
4 producer organizations of marketing;
5 seafood trade in various level of markets.
6 trend of fishery marketing.
Week 15-16, theme: presentation and discussion of term papers.
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