The Food Industry has undergone dramatic changes in recent years worldwide. The emergence of giant businesses in food retail and food service, the increased use of information technology in food marketing and distribution, the supply chain disruptions due to COVID-19 and to climate change, and the increased importance of sustainability, are examples of the forces that are affecting food supply chains from farm to table.
The primary objective of this course is to reflect on the fundamental principles of marketing and their application to private and public problems typical of the food supply chain, and to train students in the identification of successful marketing strategies in the food industry.
The course uses a combination of lectures, case study discussion and simulations to addresses a variety of topics including: recent key food industry trends, successful strategies in food retail and foodservice; the role of digital strategies to enhance performance; the challenges and opportunities for improving sustainability performance; the increasing need of coordination in food supply chains; and policies affecting the food industry, among others.
Miguel Gómez is an Associate Professor in the Dyson School of Applied Economics and Management at Cornell University. He holds a Ph.D. in Agricultural and Consumer Economics from the University of Illinois (1999). His areas of expertise include food distribution and marketing, food value chains, pricing and price analysis, and quantitative methods.
He is currently director of the Food Industry Management Program, widely recognized as the premier food industry education and research program in the United States.. He has obtained several awards, including the Ruth and William Morgan Assistant Professor in Applied Economics and Management.