Module Details

Module Code: MKTG C3F01
Module Title: Agricultural Marketing II
Title: Agricultural Marketing II
Module Level:: 7
Credits:: 5
Module Coordinator: Stephen Whelan
Module Author:: Tomas Dwyer
Domains:  
Module Description: This module build upon the principles of marketing explored in Agricultural Marketing I, focusing on the application of these principles in an agribusiness/agriculture context.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Explain the marketing mix as it relates in an agribusiness context
LO2 Evaluate issues related to product management
LO3 Assess and recommend promotional approaches
LO4 Assess pricing choices.
LO5 Assess distribution choices
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
Managing Products
• Product classification • New product development • Product life cycle • Branding • Managing Brand and Product Portfolios
The Promotional Mix
• Advertising, Direct Marketing, Sales Promotion, Public Relations • Digital marketing approaches • Steps in a promotional campaign • Integrated Marketing Communications
Sales Process
Steps in the sales process, salesperson's attributes, negotiation.
Distribution
• Types of Distribution Channels • Channel Strategy and Retailing
Pricing Strategy
• Pricing in agricultural marketing, nationally and internationally • Basic Methods of Setting Prices • Factors Influencing Pricing Strategy
Module Content & Assessment
Assessment Breakdown%
Continuous Assessment100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Presentation % of Total Mark 40
Timing Week 4 Learning Outcomes 1,3
Non-marked No
Assessment Description
Present verbally and in written form a recommended promotional/marketing communications campaign for a particular agricultural brand/product.
Assessment Type Project % of Total Mark 60
Timing Week 14 Learning Outcomes 1,2,3,4,5
Non-marked No
Assessment Description
Develop a marketing plan for an agribusiness that will be presented verbally and in written form.
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. (2019), Foundations of Marketing, 6th. McGrawHill, [ISBN: 1526847345].
  • Paul Baines, Chris Fill, Paolo Antonetti, Sara Rosengren. (2019), Marketing, 3rd. Oxford University Press, USA, p.776, [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].
  • Bill Malcolm, Jack Makeham, Vic Wright. (2012), The Farming Game: Agricultural Management and Marketing, 2nd. Cambridge University Press, [ISBN: 9781139168373].
  • 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: