Module: International Agri-Business Marketing

Module details

  • Module code

    2231
  • Module leader

    Dr Sarah Maddock
  • Module Level

    5
  • Module credits

    15
  • Min study time

    150 hours
  • Contact hrs

    30 hours
  • Teaching Period

    Semester 1

Module content

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.

Module outcomes

To achieve credit for this module, students must be able to:

  1. Demonstrate an understanding and an application of the key principles of marketing in the context of the global agribusiness markets.
  2. Apply marketing theory and principles to businesses and organisation in this sector.
  3. Evaluate the key factors influencing consumer trends in relation to food production and retailing.

Assessment

Assessment Description Weighting
Coursework Marketing Report 50%
Examination Exam (2 hours) 50%

Key texts

Students should be familiar with the content of at least one of the following:

  • Kotler, P., Armstrong, G., Harris L.C. and Piercy, N. (2013) Principles of Marketing (6th European ed.) Prentice Hall
  • Palmer, A., (2012) Introduction to Marketing: Theory and Practice (3rd ed.). Oxford University Press
  • Padberg, D.I., Ritson,C. and Albisu, L.M. (1997) Agro-Food Marketing. CAB International.
  • Wright , S. and McCrea, D.(eds) (2007) The Handbook of Organic and Fairtrade Food Marketing. Blackwell Publishing.
  • Lindgreen, A., and Hingley, M. et al. (eds.) (2010) Market Orientation: Transforming food and agribusiness around the customer . Gower Publishing.
  • Food and Agricultural Organisation and Carter, S.,(1997) Global Agricultural Marketing Management. (FAO marketing and agribusiness texts, 3).

Supporting texts

  • Journal of International Food and Agribusiness Marketing
  • Harvard Business Review
  • The Economist
  • Marketing and Marketing Weekly
  • The Grocer