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
Requirements
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
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
SETU Carlow Campus reserves the right to alter the nature and timings of assessment