The international marketing environment. The global context of agri-food marketing. Understanding the consumer; market segmentation, targeting and positioning processes. Branding and brand equity;. pricing and financing; product (re)launch decisions. Competitive analysis. Communication strategies in the agribusiness sector. Relationship marketing.
To achieve credit for this module, students must be able to:
- Demonstrate an understanding and an application of the key principles of marketing in the context of the global agribusiness markets.
- Apply marketing theory and principles to businesses and organisation in this sector.
- Evaluate the key factors influencing consumer trends in relation to food production and retailing.
|Examination||Exam (2 hours)||50%|
Assessments may differ in 2021/22 due to adjustments for Covid-19. Please check Gateway for the latest regulations.