AGRICULTURE AND FOOD MARKETING

Transcription

1 LITHUANIAN UNIVERSITY OF AGRICULTURE FACULTY OF ECONOMICS AND MANAGEMENT Department of Business Management STUDY SUBJECT DESCRIPTION AGRICULTURE AND FOOD MARKETING Study level: MSc Number of ECTS credit points: 6 Teaching method: lectures, supported by Power Point presentation slides. Prerequisites: basic knowledge of marketing, agricultural business management. Teaching aids: scripts referring to the actual topics are distributed during lectures. Examination method: short tests, cases and exercises. Registration for course: one week before the beginning of the course. Registration for examination: co-ordination with lecturer personally. Remarks: this subject is suitable for students of economics, business management and other managerial studies, who want to gain basic knowledge of agricultural and food marketing. INTRODUCTION The purpose of this course is to gain knowledge about specific factors influencing managerial decisions in stimulating target demand of agricultural (raw) and food products. This course is focuses on analysis of socio-economic environmental and agricultural production factors, agro resources structure, organic faming and innovations, structure of food markets and marketing mix. Lectures, case studies and practical exercises are part of this course. After finishing this course students will be able: to identify environmental peculiarities of agricultural production; to assess marketing mix of agricultural and food products; to measure and assess marketing projects for processing new information and advertising effectiveness; to analyse consumer decision processes; to investigate the models of consumer behaviour.

2 Syllabus Theory (40 hours) Marketing concepts and marketing systems of agricultural and food products. Peculiarities of marketing mix and marketing means of agricultural and food products. Formation of marketing strategy of agricultural and food products. New product development in agricultural and food industry sectors. Peculiarities of consumer behaviour in agricultural and food product markets. Pricing decisions and formation of pricing strategy in agricultural and food industry sectors. Cost revenue supply relationships. Distribution decisions and strategy in agricultural and food industry sectors. Marketing communication in agricultural and food industry sectors. Practice classes (30 hours). Case studies Game studies Discussion questions Independent work (90 hours) 1. Individual and (or) team work Preparation for classes Preparation for exam 25 LITERATURE 1. Crawford, I.M. (2006). Agricultural and food marketing management/e-textbook 2. Agricultural marketing and consumer behaviour in a changing world /Handbook of marketing and sales. Study programme prepared by Lecturer Rasa Rukuiziene Department of Business Management, Faculty of Economics and Management, Lithuanian University of Agriculture Address: Universiteto 10, Akademija, LT Kauno raj., Lithuania Phone: / Fax: rasa.rukuiziene@lzuu.lt 2

3 ANNEX CONTENT OF STUDY PROGRAMME LECTURES (40 hours) 1. Marketing concepts and marketing systems of agricultural and food products (10 %) Marketing management concepts upon it functions Marketing boards in EU-27 countries Managerial links between agriculture and food industry Types of marketing sub-systems Marketing for B2B system (relationship between agricultural and food marketing enterprises) Marketing for B2C system Control and management of marketing Selling Arrangements 2. Peculiarities of marketing mix and marketing means of agricultural and food products (15 %) Structural elements of marketing mix of agricultural and food products. Development of target market segments. Evaluation of implemented marketing mix for developing target market segments. 3. Formation of marketing strategy of agricultural and food products (10 %) Needs to changes of marketing mix. Marketing strategy and planning Contents of marketing plan Monitoring and control of marketing planning Marketing controls and efficiency measurements. 4. New product development in agricultural and food industry sectors (15 %) Impetus to innovations in agricultural and food product markets. New product development process. Branding process, decisions and brand loyalty models. Effects of products characteristics in adoption process. Packaging managerial decisions. 5. Peculiarities of consumer behaviour in agricultural and food product markets (15 %) The influences on buyer behaviour. Exogenous and endogenous influences on buyer behaviour. Consumer buying decision process. Buyer behaviour and market segmentation. Lifestyle segmentation. 3

4 6. Pricing decisions and formation of pricing strategy in agricultural and food industry sectors (15 %) Pricing objectives. Measure of basic price elements elasticity of demand/ o Cross-price elasticity of demand Cost revenue supply relationships Meaning of price (changes) B2B and B2C customers. Price as an indicator of quality. Pricing strategies. o Cost-plus methods of price determination. Breakeven analysis. o Market-oriented pricing o Psychological pricing o Geographical pricing o Administered pricing 7. Distribution decisions and strategy in agricultural and food industry sectors (10 %) Distribution concept. Key decisions of distribution management. Types of distribution system. Channel decisions in relation to marketing strategy. Power and conflicts in distribution channels. Developing a customer service policy. Technological advances in distribution. 8. Marketing communication in agricultural and food industry sectors (10 %) Nature of marketing communications. Setting of marketing communication objectives. Factors influencing the communications mix. Structure of communications mix. o Advertising o Sales promotion o Public relations o Personal selling Training of sales force Establishing the promotional budget Monitoring the effectiveness of marketing communications. 4

5 PRACTICE CLASSES (30 hours). 1. Case study FOOD MARKETS AND MARKETING MIX. 2. Case study MARKETING SYSTEMS. 3. Case study PRICING OF FOOD PRODUCTS. 4. Case study SALES SYSTEMS OF FOOD PRODUCTS AND AGRICULTURAL RAW. 5. Case study DIRECT SELLING SYSTEM IN EU Case study SALES PROMOTION OF FOOD PRODUCTS. 7. Case study EFFICIENCY OF ADVERTISING 8. Case study MARKETING COMMUNICATION. 9. Case study NEW PRODUCTS DEVELOPMENT ALGORITHM. 10. Case study INNOVATIONS OF PRODUCTS AND BRANDING IN FOOD INDUSTRY. 5