Food and Consumer Packaged Goods Marketing

Program Overview

Niagara University's Food & CPG Marketing concentration equips students with the knowledge and skills to excel in the global food and brand marketing industry. The program emphasizes creativity, innovation, and a deep understanding of consumer insights, brand development, and marketing strategies. Graduates are highly sought after for roles such as Brand Manager, Category Manager, and Marketing Analyst.

Program Outline

Degree Overview:

The Food & CPG Marketing concentration at Niagara University is designed to equip students with the knowledge, skills, and expertise necessary for successful careers in the global world of food and brand marketing. The concentration emphasizes creativity, innovation, and a deep understanding of consumer insights, brand development, and marketing strategies.

Program Objectives:

• To foster a deep understanding of the food and consumer packaged goods (CPG) industry, its unique characteristics, and global dynamics.
• To develop students' analytical and critical thinking skills to identify consumer needs, trends, and market opportunities.
• To enhance students' creativity and innovation abilities to develop effective and engaging brand marketing campaigns.
• To provide students with a solid foundation in marketing principles, including brand management, product development, channel management, and consumer behavior.
• To prepare students for leadership roles in the food and CPG industry through experiential learning, industry partnerships, and career development opportunities.

Outline:

The Food & CPG Marketing concentration curriculum comprises a blend of core marketing courses and specialized electives designed to provide students with a comprehensive understanding of the industry and its practices. The program includes:

Core Marketing Courses:

• Principles of Marketing
• Marketing Research
• Brand Management
• Consumer Behavior

Specialized Electives:

• Category Management
• Global Food Industry
• Marketing Innovation
• Food Analytics
Students will also complete general education courses, including courses in communication, economics, and business. The program culminates in a capstone project, allowing students to apply their knowledge and skills to a real-world marketing challenge.

Assessment:

Student progress in the Food & CPG Marketing concentration is evaluated through a variety of assessment methods, including:

• Exams and quizzes
• Class participation and discussions
• Case studies and simulations
• Projects and presentations
• Marketing plan development
Faculty members use a range of criteria to assess student work, including:
• Analytical and critical thinking
• Problem-solving and decision-making
• Communication and presentation skills
• Creativity and innovation
• Knowledge and understanding of marketing concepts

Teaching:

The Food & CPG Marketing concentration faculty consists of experienced industry professionals and academic researchers who bring a wealth of knowledge and expertise to the classroom. The program emphasizes:

• Experiential learning through real-world projects with industry partners
• Active and collaborative learning through group projects, discussions, and simulations
• Case study analysis to examine industry trends and best practices
• Guest lectures by industry executives to provide insights into the latest developments

Careers

Graduates of the Food & CPG Marketing concentration are highly sought after in the industry due to their specialized knowledge and skills. They pursue successful careers in various roles, including:

• Brand Manager
• Category Manager
• Channel Manager
• Marketing Analyst
• Product Development Manager