International Agri-food Marketing
- Module code
- Module level
- Module credits
- Min study time
- 150 hours
- Contact Hrs within study time
- 40 hours
- Teaching period
- August - April
The module will examine marketing as a fundamental function of private as well as cooperative organisations. Emphasis is placed on strategic and tactical marketing at an international and single-country level. The importance of economic and cultural relations is assessed with a focus on European food markets. The module will also review international market research sources, developing plans for market entry and operation, product development and launching, pricing and channel decisions, and monitoring and control. There is also attention for recent developments in the field of e-commerce and internet marketing.
Students will have the opportunity to apply marketing principle and management theories previously learnt in the context of the food industry. The module will examine marketing from the perspectives of an international and complex world, geographies of food production and consumption, retailing, and the consumer. Emphasis will be put on current developments and issues in marketing such as the effect of price inflation, ethics, ethnicity and country of origin. Students will be able to appreciate the marketing function from a globalised and international perspective.
To achieve credit for this module, students must be able to:
- Appreciate the wider opportunities and threats to an agri-food business company operating in a global environment; and identify international marketing strategies for various agricultural products and market segments.
- Undertake secondary market research on selected foreign markets to identify specific opportunities as a basis for market selection with a view to analysing the present operations of a company.
- Discuss the structure of food supply chains.
- Evaluate the key factors influencing food production and purchasing behaviours of consumers.
- Apply appropriate marketing theory to case study problem/issues.
- Work effectively in groups.
|Coursework||1 x case analysis (USU/ESCP)||50%|
|Coursework||1 x individual report (RAU)||10%|
|Coursework||1 x 2 hour unseen exam||40%|
Students should be familiar with the content of at least one of the following:
- Czinzota, M.R. and Ronkainen, I.A. (2006). Best Practices in International Marketing. London: Harcourt College.
- Lindgreen, A. and Hingley, M. (2009) (eds). The New Cultures of Food: Marketing Opportunities from Ethnic, Religious and Cultural Diversity. Gower.
- Lindgreen, A. and Hingley, M. (2009) (eds). Crisis of Food Brands: Sustaining Safe, Innovative and Competitive Food Supplies. Gower.
- Lindgreen, A., Hingley, M. and Vanhamme, J. (2009) (eds). Market Oriented? The Metamorphosis of Food and Agricultural Production and Marketing. Gower.
- Foresight. The future of food and farming (2010). Final Project Report. The Government Office for Science. London.
- Legg, W. (2003). Agricultural Subsidies, Measurement and Use in Policy Evaluation. Journal of Agricultural Economics. Vol. 54 (2).
- Palberg, D., Ritson, C. and Albisu, L. (eds.) (1997). Agro-food Marketing. CABI Publishing.
- Riston, C. and Petrovici, D. (2001). The Economics of Food Choice: Is Price Important? In: Frewer, L and Risvik, E and Schifferstein, H, eds. Food, People and Society: A European Perspective on Consumers' Food Choices. Spriger Verlaag, Berlin.