Module:International Agri-Business Marketing

Module details

  • Module code

    2231
  • Module leader

    TBC
  • Module Level

    5
  • Module credits

    15
  • Min study time

    150 hours
  • Contact hrs

    30 hours

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%

Assessments may differ in 2021/22 due to adjustments for Covid-19. Please check Gateway for the latest regulations.