Marketing for Agriculture

Princípios de Marketing.

Os métodos pedagógicos utilizados nesta unidade curricular incluem a existência de aulas teórico-práticas, onde se procurará apresentar os temas e ilustrar os conteúdos através do debate de casos concretos.

A unidade curricular funcionará através do regime de aulas teórico-práticas, onde as exposições teóricas serão sempre acompanhadas pela ilustração e resolução de casos práticos oriundos da aplicação do marketing à realidade agrícola. Para tornar as exposições mais apelativas, serão utilizados meios audiovisuais diversos.

The Course, Marketing for the Agricultural Sector, is intended to teach the concepts and philosophy of marketing. It is also intended that students have an integrated view of the marketing strategy as well as the marketing policies.

As a final objective, this course aims to provide students with the necessary preparation to develop their work in the field of marketing in different types of agricultural organizations.

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

PARTE I – Marketing and value creation

– Fundamental marketing concepts

– Evolution of the marketing role

– The fundamental marketing role in the agricultural sector

PART II – Agricultural Market Study

– The analysis of the agricultural market and its actors

– Theories and models of consumer behavior

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

– Market segmentation

– Segmentation

– Market positioning

PARTE IV – Marketing Policies in the Agricultural Sector

– Product

– Price

– Place

– Promotion

PARTE V – Novas Tendências do Marketing no Sector Agrícola

– The relationship marketing

– Other marketing trends

PARTE VI – The Marketing Plan in the Agricultural Sector

– Plan Development

– Evaluation and Monitoring of the Plan

– Contingency Plan

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NAO

Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P. e Rodrigues, V. (2018). Mercator 25 Anos – O Marketing na Era Digital, Edição Dom Quixote.

Brito, C. Melo e Lencastre, P. – Coordenação (2014). Os Novos Horizontes do Marketing, D. Quixote.

Kotler, P. (2010). Marketing para o Século XXI, Editorial Presença.

Kotler, P. e Armstrong, G. (2014). Princípios de Marketing, Pearson: Prentice-Hall.       

Lendrevie, J., Lévy, J., Dionísio, P. e Rodrigues, J. Vicente (2015). Mercator da Língua Portuguesa; Teoria e Prática do Marketing, 16º Edição, D.Quixote.