Hi Students,
Here is the outline for this semesters Seafood Marketing 101 Course. Please watch this Seafood Marketing video prior to our first discussion session and message back to the group any questions you may have.
Instructor Dr. Quentin S.W. Fong, Associate Professor Kodiak Seafood and Marine Science Center 118 Trident Way Kodiak AK 99615 Tel: 907-486-1516 Cell: 907-942-5776 E-mail: qsfong@alaska.edu
Office Hours: Monday to Friday: 11:00 a.m. to 12:00 p.m.; or by appointment Meeting Times 9:30 – 11:00 a.m., Tuesdays and Thursdays, Room 225 Kodiak Seafood and Marine Science Center and by video conference.
Course Description and Goals: This course presents the development and management of a successful seafood business from inception to operation. Practical application of business planning, obtaining financing, accounting, permitting, feasibility analysis, marketing, human resource management, and operational aspects of seafood harvesting and processing using case studies and guest lecturers from seafood industry will be introduced. This course will be primarily delivered by lectures, supported by case studies to illustrate concepts presented. At the end of this course, the student will understand the appropriate managerial and decision-making tools that are needed to start and run a seafood business, focusing on the harvesting and processing sectors. In addition to learning basic managerial skills, students will also understand and apply the tools that measure management performance and the profitability of the seafood business. At the end of the semester, the student will: • Learn and know how to write a seafood business plan. • Learn and know how to determine which type of business structure, such as private business, partnerships, and corporation would be best suited for his/her business. • Learn and know how to conduct break-even analysis for planning purposes, and understand the uses of statement of cash-flow, income statement, and the balance sheet to maximize the profitability of a seafood business. • Understand the permitting and regulatory process to start a seafood business. For example, if a student plans to start a seafood processing facility, he/she would know who to contact in the state of Alaska (e.g. Department of Environmental Regulation), what type of paperwork he/she needs, (e.g. HACCP - Hazardous Critical Control Point plan), and how to obtain the knowledge to comply with regulation (e.g. take a 3 day HACCP course with the Alaska Sea Grant Marine Advisory Program). • Learn and know how to conduct seafood market research, put together and execute a marketing management plan that will optimally place a seafood product with highest return, and identify resources that can help a seafood business market their products (e.g. Alaska Seafood Marketing Institute). The students of this class will have the opportunity to listen and ask questions with practitioners in the seafood industry such as seafood trader/brokers, commercial fishermen, seafood processing plant owner/operators, and/or seafood restaurant operators. As part of the requirement of this course, the students will also have the opportunity to practice putting together a seafood business plan of their interest. Prerequisites: FISH F261 or approval by Instructor.
Credits: 3 + 0
Special Needs Please contact me as soon as possible if you need accommodations and course adjustments due to a disability so that I will make the necessary arrangements with the Office of Disabilities Services. Reading Assignments Currently, there are no specific text books devoted to the topic of Seafood Business. Thus the reading materials for the course will be obtained from various sources. However, there are two text books that the instructor will draw heavily upon to illustrate concepts on cost and profitability analysis, and market research, implementation, and measurement. Students are not required to purchase the text books. Selected readings from the books will be provided electronically through UAF Blackboard: • Kay, R., W. Edwards, & P. Duffy. 2013. Farm Management. McGraw-Hill (7th Edition). 480 pp. ISBN: 978-0073545875 • Kotler, P. & G. Armstrong. 2013. Principles of Marketing. Prentice Hall (15th Edition). 720 pp. ISBN: 978-0133084047 • Readings will be provided on UAF Blackboard (http://classes.uaf.edu)
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Paul Wehking, Sr. Solutions Advisor
Higher Logic
paul@higherlogic.com------------------------------