Module Details
Module Code: |
MKTG C2F02 |
Module Title:
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Agricultural Marketing I
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Title:
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Agricultural Marketing I
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Module Level:: |
6 |
Module Coordinator: |
Stephen Whelan
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Module Author:: |
Tomas Dwyer
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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.
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
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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.
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Additional Requisite Information
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No Co Requisites listed
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Indicative Content |
Marketing in the Modern Firm
• The Marketing Concept
• Characteristics/issues in relation to agricultural/agribusiness marketing
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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
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Understanding Customer Behaviour
• Consumer including agricultural/farmer buying behaviour
• The buying decision process
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Marketing Research
• The Marketing Information System
• Types of Marketing Research
• The Marketing Research Process
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Market Segmentation and Positioning
• Segmenting Consumer Markets
• Target Marketing
• Positioning
• Positioning strategies
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Module Content & Assessment
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Assessment Breakdown | % |
Continuous Assessment | 100.00% |
AssessmentsFull Time
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.
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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.
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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 |
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Contact |
No Description |
12 Weeks per Stage |
3.00 |
36 |
Independent Learning |
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Non Contact |
No Description |
12 Weeks per Stage |
3.00 |
36 |
Total Weekly Contact Hours |
3.00 |
Module Resources
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Recommended Book Resources |
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John Fahy,David Jobber. Foundations of Marketing, 6th. [ISBN: 9781526847348].
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Paul Baines, Chris Fill, Paolo Antonetti, Sara Rosengren. (2019), Marketing, 3rd. Oxford University Press, USA, [ISBN: 9780198809999].
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Byron Sharp. (2017), Marketing, 2nd. Oxford University Press, USA, p.832, [ISBN: 0195590295].
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Rogan, Donal. (2011), Marketing: An Introduction for Irish Students, Gill and Macmillan, [ISBN: 978 07171 498].
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Malcolm, B., Makeham, J. and Wright, V.. (2006), The Farming Game: Agricultural Management and Marketing, 2nd. [ISBN: 978052153755].
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Rhodes, V., Dauve, J. and Parcell, J.. (2006), The Agricultural Marketing System, 6th. Holcomb Hathaway, [ISBN: 978-189087168].
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Cliff Ricketts, Kristina G. Ricketts. (2009), Agribusiness Fundamentals and Applications, 2nd. Cengage Delmar Learning, p.512, [ISBN: 9781418032319].
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Lindgreen, A.,. (2010), Market orientation: transforming food and agribusiness around the customer, Gower Publishing Ltd.
| This module does not have any article/paper resources |
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Other Resources |
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The Marketing Institute,
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The marketing society,
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Checkout,
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The Farmers Journal,
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Bord Bia,
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Irish Independent,
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Central Statistics Office,
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Agri aware,
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