Module Title:Agricultual Marketing 1
Language of Instruction:English
Credits: 5
NFQ Level:6
Module Delivered In No Programmes
Teaching & Learning Strategies: The classes will deliver relevant theory supported by relevant examples. Learners will review current happenings from Irish and international businesses/agribusinesses as part of their programme work. Further learners will be asked apply marketing theory to real agricultural/business scenarios through the use of case-study and practical assignments
Module Aim: This module is aimed at introducing a learner to the principles of marketing with a focus on their application to the agricultural sector.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Define and explain the basic concepts of marketing and how they apply in relation to agriculture.
LO2 Analyse the marketing environment and consumer behaviour with specific reference to the agricultural sector
LO3 Identify the various stages in the market research process
LO4 Outline and recommend segmentation, targeting and positioning strategies for businesses
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
Marketing in the Modern Firm
• The Marketing Concept • Characteristics/issues in relation to agricultural 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
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Profile a market orientated agricultural business with an analysis of its environment and its’ customers buyer behaviour recommending market research approaches. 1,2,3 50.00 n/a
Presentation Present verbally and in written form a recommended segmentation, targeting and positioning strategy for an agricultural product. 4 50.00 n/a
No Project
No Practical
No End of Module Formal Examination

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture 26 Weeks per Stage 1.50
Independent Learning Time 26 Weeks per Stage 1.50
Total Hours 78.00