Applied Marketing: Agriculture and Food
| Code | School | Level | Credits | Semesters |
| BIOS2002 | Biosciences | 2 | 10 | Spring UK |
- Code
- BIOS2002
- School
- Biosciences
- Level
- 2
- Credits
- 10
- Semesters
- Spring UK
Summary
An introduction to marketing and its importance in agricultural and food production. Core marketing theories and tools are examined and applied. Students will learn how and why to identify market segments, and how to target and position products for these markets. They can then consider the marketing mix - what to produce, what price to charge, promotion decisions, and where to place the product. There will be a particular focus on agricultural and food markets. Students will learn the characteristics of agricultural markets and what this means for marketing agricultural and food products.
Target Students
Students interested in Agriculture and Food marketing and business management.
Classes
- One 2-hour workshop each week for 2 weeks
- One 1-hour tutorial each week for 7 weeks
- One 1-hour lecture each week for 10 weeks
Formal lectures (10 x 1 hours),; tutorials ( 7 x 1 hour), plus workshops (2 x 2 hours)
Assessment
- 100% Coursework: Team presentation and individual report (800 words)
Assessed by end of spring semester
Educational Aims
The module aims to teach students the importance of a marketing-orientated approach to successful rural and food business management and in doing so, to emphasise the wider role that marketing plays in meeting the wants of food consumers. Practical applications of marketing to business management will be emphasised through case studies andthrough guest lecturerswith an active marketing-orientated approach.Learning Outcomes
On successful completion of the module, students will be able to:
•demonstrate the importance of marketing in agri-business and to the wider economy
•understand the principles of marketing and be able to show how business performance can be improved through appropriate decisions concerning segmentation, targeting, positioning the product, its price, its promotion and its placement in the market place
•apply marketing ideas within the framework of a marketing plan and to construct a marketing plan for a ‘real-life’ company
•understand the marketing system within which agricultural and food businesses operate and to consider how this system might be improved
•analyse information from a range of sources to present logical conclusions and business-related recommendations
•develop and improve teamwork, report writing and presentation skills.