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%|
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).
- Journal of International Food and Agribusiness Marketing
- Harvard Business Review
- The Economist
- Marketing and Marketing Weekly
- The Grocer