Marketing for Agriculture

They don’t exist.

The pedagogical methods used in this curricular unit include the existence of theoretical-practical lessons, where the subjects will be presented and illustrated through the debate of specific cases.

The curricular unit will function through the regimen of theoretical-practical lessons, where the theoretical expositions will always be accompanied by the illustration and resolution of practical cases originating from the application of the marketing to the agricultural reality. To make the presentations more appealing, audiovisual aids will be used.

In the Curricular Unit, Marketing for the Agricultural Sector, it is intended to teach the concepts and philosophy of marketing. It is also intended that students get an integrated vision of marketing strategy as well as marketing policies.

As a final aim, this curricular unit aims to provide students with the necessary preparation to develop their work in the area of marketing in different types of agricultural organizations.

The curricular unit should provide the students with the necessary skills to develop their capacities in the labour market, where they should adopt an active attitude towards the customer and the market.

PART I – Marketing and value creation

– Fundamental concepts of marketing

– Evolution of the role of marketing

– The fundamental role of marketing in the agricultural sector

PART II – Study of the agricultural market

– The analysis of the agricultural market and its actors

– Theories and models of consumer behavior

PART III – Segmentation, Targeting and Positioning in the Agricultural Sector

– Market segmentation

– The choice of the target market

– Market positioning

PART IV – Marketing Policies in the Agricultural Sector

– Product

– Price

– Place

– Promotion

PART V – New Tendencies in Marketing in the Agricultural Sector

– Relationship marketing

– Other marketing trends

PART VI – The Marketing Plan in the Agricultural Sector

– Plan elaboration

– Evaluation and control of the Plan

– Contingency Plan

• - Exam - 100.0%

NAO

Kotler, Philip; Armstrong, Gary (2021), Principles of Marketing, 18th Global Edition, Pearson Education Limited. ISBN 13: 978-1-292-34113-2

Crawford, I. M. (1997), Agricultural and Food Marketing Management, Food and Agriculture Organization of the United Nations, ISBN 92-5-103904-6

Karthick S,R. Saminathan,R. Gopinath (2020),  Agricultural Marketing – An Overview, International Journal of Management, 11(11), 3007-3013

Sushanth, Gowda, Holla, Prajwal, Prabhanjan, Sumana (2020), Android Application on Agricultural Marketing, International Research Journal of Engineering and Technology, 7 (5), 109-111

Tyagi, S.; Naresh, R. K.; Chaudhary, Gargi (2021). Aribusiness and Rural Marketing, Jaya Publishing House, ISBN 978-93-91063-63-4