Marketing for sustainable food systems and agri-business
- Module code
- Module leader
- Codrin Chiru
- Module level
- Module credits
- Min study time
- 150 hours
- Contact Hrs within study time
- 15 hours plus 15 hours module orientation (distance learning), 80 hours directed and independent distance learning via a range of student activities, 40 hours assessment preparation
- Teaching period
- Semester 1 or 2
The aim of the module is to develop students’ ability to analyse a market or international market from a customer or consumer focus and to identify and critically evaluate evidenced marketing responses. The module will introduce students to a range of marketing frameworks that will enable them to review, analyse and critique existing marketing practices and to develop their own, evidence based marketing recommendations and decisions.
Students will learn how to apply core marketing theory to marketing decisions in sustainable food systems, the agribusiness sector and the rural economy by reflecting upon their own professional experience, the experience of their peer group and the cases and examples provided throughout the module.
The module will explore key marketing concepts, consumer behaviour theory, principles of market segmentation, targeting and positioning and how to make innovative strategic and operational marketing decisions for both products and services. The central role and value of brand development as a key marketing function in both domestic and international markets will be developed. The module will develop and enhance students’ knowledge of what is required to be a successful marketing manager and their ability to lead, design and evaluate marketing management decisions through the production of an evidence based marketing plan.
To achieve credit for this module, students must be able to:
- Critically evaluate and analyse a range of marketing issues in both domestic and international markets.
- Analyse and evaluate markets within sustainable food systems, the agri-business sector and the rural economy.
- Demonstrate an ability to apply marketing and international marketing theories to the agri-business sector.
- Identify, critically analyse and evaluate marketing decisions in relation to customer needs and wants.
- Design and develop evidence based integrated marketing decisions and actions and present them in a structured marketing plan.
|First Sit||Coursework: Marketing plan – individual (2,500 words)||70%|
|First Sit||Coursework: Recorded pitch (individual) - 10 minutes||30%|
|Referral (capped at 40%)||Coursework: Revised marketing plan with, for resubmissions, a reflective statement on changes and improvements to the submission (2,750 words)||70%|
|Referral (capped at 40%)||Coursework: Recorded pitch, resubmissions to include reflection on how the pitch has been improved. (individual) - 10 minutes||30%|
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