Module Details
Module Code: |
MKTG C3F01 |
Module Title:
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Agricultural Marketing II
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Title:
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Agricultural Marketing II
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Module Level:: |
7 |
Module Coordinator: |
Stephen Whelan
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Module Author:: |
Tomas Dwyer
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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.
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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 |
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.
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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 |
Managing Products
• Product classification
• New product development
• Product life cycle
• Branding
• Managing Brand and Product Portfolios
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The Promotional Mix
• Advertising, Direct Marketing, Sales Promotion, Public Relations
• Digital marketing approaches
• Steps in a promotional campaign
• Integrated Marketing Communications
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Sales Process
Steps in the sales process, salesperson's attributes, negotiation.
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Distribution
• Types of Distribution Channels
• Channel Strategy and Retailing
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Pricing Strategy
• Pricing in agricultural marketing, nationally and internationally
• Basic Methods of Setting Prices
• Factors Influencing Pricing Strategy
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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 |
|
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. (2019), Foundations of Marketing, 6th. McGrawHill, [ISBN: 1526847345].
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Paul Baines, Chris Fill, Paolo Antonetti, Sara Rosengren. (2019), Marketing, 3rd. Oxford University Press, USA, p.776, [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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Bill Malcolm, Jack Makeham, Vic Wright. (2012), The Farming Game: Agricultural Management and Marketing, 2nd. Cambridge University Press, [ISBN: 9781139168373].
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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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