Module Title:Agricultural Marketing 2
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 build upon the principles of marketing explored in Agricultural Marketing 1, focusing on the application of these principles in agriculture.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 Explain the marketing mix as it relates to the Irish agricultural sector
LO2 Evaluate issues related to product management
LO3 Discuss promotional approaches
LO4 Assess pricing choices.
LO5 Assess distribution choices
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
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
Personal Selling
• Sales management • The selling process • Negotiation
• 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
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Presentation Present verbally and in written form a recommended promotional/marketing communications campaign for a particular agricultural brand/product. 1,2,3,4 50.00 n/a
Project Develop an agri-brand that will be presented verbally and in written form to a potential distributor in the form of a sales pitch/presentation. 1,2,3,5 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