This module is designed to provide an introduction to the principles of marketing and how they can be applied to the following UK agricultural value chains: the dairy industry, the red meat industry, crop production, fruit and vegetable industry and the pork and chicken industry. The module examines marketing frameworks that will prepare students to take decisions in the changeable and competitive environment that affects agricultural production. Students will also gain appreciation of the interdependence of all stakeholders in the agri-food production and distribution chain and the strong influences exerted on them by the end consumer.
Students who successfully complete the Agricultural Marketing module will be able to:
- Demonstrate a knowledge and understanding of marketing principles.
- Critically evaluate the organisational quest for competitive position (in an agricultural context).
- Interpret data and abstract meaning in written format.
- Evaluate business performance in a UK context.
- Choose between theories appropriate to various business situations.
- Work effectively independently.
Students should be familiar with the content of at least one of the following:
- Bourlakis, M and Weightman, P. (2004) Food supply chain management. Blackwell.
- Dibb, S; Simkin L and Pride, M (2005) Marketing concepts and strategies. Houghton Mifflin.
- Kohls, Richard L Uhl and Joseph N (2002) Marketing of agricultural products , 9th ed Edition. Prentice Hall.