Module Details

Module Code: MKTG C2F02
Module Title: Agricultural Marketing I
Title: Agricultural Marketing I
Module Level:: 6
Credits:: 5
Module Coordinator: Stephen Whelan
Module Author:: Tomas Dwyer
Domains:  
Module Description: This module is aimed at introducing a learner to the principles of marketing with a focus on their application to the agribusiness sector.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Define and explain the basic concepts of marketing and how they apply in relation to agribusinesses.
LO2 Analyse the marketing environment and consumer behaviour with specific reference to the agribusiness sector
LO3 Identify the various stages in the market research process
LO4 Outline and recommend segmentation, targeting and positioning strategies for agribusinesses
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Marketing in the Modern Firm
• The Marketing Concept • Characteristics/issues in relation to agricultural/agribusiness marketing
The Marketing Environment
• The microenvironment and macroenvironment (including structure of the agricultural sector, food industry, internationalisation of food production, competitive issues, policy impacts) • Environmental analysis techniques
Understanding Customer Behaviour
• Consumer including agricultural/farmer buying behaviour • The buying decision process
Marketing Research
• The Marketing Information System • Types of Marketing Research • The Marketing Research Process
Market Segmentation and Positioning
• Segmenting Consumer Markets • Target Marketing • Positioning • Positioning strategies
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Project % of Total Mark 50
Timing n/a Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Profile a market orientated agricultural business with an analysis of its environment and its customers' buyer behaviour recommending market research approaches.
Assessment Type Presentation % of Total Mark 50
Timing n/a Learning Outcomes 4
Non-marked No
Assessment Description
Present verbally and in written form a recommended segmentation, targeting and positioning strategy for an agribusiness/agricultural product.
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
Reassessment Description
Re-assessment will be based on repeat coursework. This is at the discretion of the exam board contingent on the nature of the failed submission. The student the student may have to complete a number of components of the project or it may be requested to repeat and attend the module.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description 12 Weeks per Stage 3.00 36
Independent Learning Non Contact No Description 12 Weeks per Stage 3.00 36
Total Weekly Contact Hours 3.00
 
Module Resources
Recommended Book Resources
  • John Fahy,David Jobber. Foundations of Marketing, 6th. [ISBN: 9781526847348].
  • Paul Baines, Chris Fill, Paolo Antonetti, Sara Rosengren. (2019), Marketing, 3rd. Oxford University Press, USA, [ISBN: 9780198809999].
  • Byron Sharp. (2017), Marketing, 2nd. Oxford University Press, USA, p.832, [ISBN: 0195590295].
  • Rogan, Donal. (2011), Marketing: An Introduction for Irish Students, Gill and Macmillan, [ISBN: 978 07171 498].
  • Malcolm, B., Makeham, J. and Wright, V.. (2006), The Farming Game: Agricultural Management and Marketing, 2nd. [ISBN: 978052153755].
  • Rhodes, V., Dauve, J. and Parcell, J.. (2006), The Agricultural Marketing System, 6th. Holcomb Hathaway, [ISBN: 978-189087168].
  • Cliff Ricketts, Kristina G. Ricketts. (2009), Agribusiness Fundamentals and Applications, 2nd. Cengage Delmar Learning, p.512, [ISBN: 9781418032319].
  • Lindgreen, A.,. (2010), Market orientation: transforming food and agribusiness around the customer, Gower Publishing Ltd.
This module does not have any article/paper resources
Other Resources
Discussion Note: