Marketing of Agricultural and Food Products


COURSE OUTLINE

  1. GENERAL
SCHOOL AGRICULTURAL AND FORESTRY SCIENCES
DEPARTMENT AGRICULTURAL DEVELOPMENT
STUDY LEVEL Undergraduate
COURSE CODE   ECO0007 SEMESTER 7th, 9th  
COURSE TITLE Marketing of Agricultural and Food Products
INDEPENDENT TEACHING ACTIVITIES

 

TEACHING HOURS PER WEEK ECTS
Lectures 5 5
COURSE TYPE Specialization
PREREQUISITE COURSE(S):
LANGUAGE (TEACHING AND EXAMS) Greek
THE COURSE IS OFFERED TO ERASMUS STUDENTS No
COURSE WEBSITE (URL) https://agro.duth.gr/en/courses/marketing-of-agricultural-products/
  1. TEACHING OUTCOMES
Teaching outcomes
Students will be able to:

(a) Apprehend the principles of marketing and obtain skills that will allow them to succeed in different marketing environments.

(b) Understand the structure of agro-food product markets and marketing channels.

(c) Comprehend new consumption patterns and emerging trends.

(d) Conceptualize the principles of global agro-food marketing environment.

(e)  Analyse strategic planning and marketing process.

General capabilities
§  Independent work (assignment)

§  Group work (assignment)

§  Literature search, data analysis and synthesis

§  Development of inductive reasoning

 

  1. COURSE CONTENT
  • Introduction to agricultural and food marketing – Analysis of agricultural and food markets.
  • Agricultural production and marketing. Agricultural and food markets and marketing channels.
  • Corporate and division strategic planning – Strategic formulation – Strategic control – Efficiency control – SWOT analysis.
  • Portfolio analysis. Growth strategies. Marketing process.
  • Marketing strategies for ensuring the competitive advantage. Marketing mix development.
  • The global market of agricultural products and foods. Dealing with competition in agricultural and food markets.
  • Global marketing – Developing a strategic marketing plan in the global market. Product characteristics and classification. Brand equity – Brand name decision – Brand strategy decision – Brand repositioning.
  • Differentiation – Differentiation tools.
  • Product positioning – Positioning strategies.
  • Product life cycle marketing strategies. Developing new products.
  • Levels of market segmentation – Segmenting consumers and business markets. Sales promotion – Advertising and advertising programs.
  • Case studies for agro-food products.
  1. TEACHING AND LEARNING ASSESSMENT METHODS
DELIVERING METHOD In classroom
IT USE
  • Power point,videos
  • e-class

 

TEACHING ORGANIZATION Activity Semester workload

 

Lectures

Laboratory courses

39

26

Written assignment – Presentation 20
Independent study 40
Course total

(25-hour workload per credit unit)

 

125

STUDENT ASSESSMENT

 

  Written exams at the end of the semester.

 

  1. PROPOSED LITERATURE
·         Norwood B.F., Lusk J.L. Marketing and Prices of Agricultural Products. Editors: Mattas, K., Rezitis A., Tsakiridou E. Broken Hill Publishers Ltd, 2012.

·         Armstrong G., Kotler P. Introduction to Marketing. Epikentro Publications, 2009.

·         Aurier P., Siriex L. Marketing of Agro-food Products. Propobos Publications, 2010.

·         Fahy J., Jobber D.  Marketing Principles. Kritiki Publications, 2014.

·         Pantouvakis A., Siomkos G., Christou E. Marketing, Livani Publications, 2015.

·         Dimitriadis S., Tzortzaki A.M. Marketing: Principles – Strategies – Applications. Rosili Publications, 2010.