Full Title:Marketing for the Agri-Business Sector
Language of Instruction:English
Module Code:MRKT S7001
Credits: 5
Valid From:Semester 1 - 2013/14 ( September 2013 )
Module Delivered in 2 programme(s)
Module Description:This module aims to enable students to deepen their knowledge and understanding of marketing in the context of the agri-business sector and apply marketing research techniques, strategies and analysis to a range of traditional and alternative farming enterprises.
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Analyse the role and practices of marketing in the agri-business sector.
  2. Discuss the role of marketing planning and the elements of a marketing plan.
  3. Prepare and execute a marketing research task and analyse the results.
  4. Explain the principles of segmentation, targeting, positioning and branding of products in a market.
  5. Recognise and apply the principles of marketing strategy and integrated marketing communications in the attainment of marketing objectives.

Module Content & Assessment

Indicative Content
Overview of marketing in the agri-business sector
Review and analysis of principles and concepts of marketing in the context of the agri-business sector; the changing role of marketing; developing a marketing orientation; understanding the customer.
Marketing Planning
The role of marketing planning within business. Marketing objectives. Sections of a marketing plan. Implementation and review of the marketing plan. The marketing plan as part of an overall business plan. Lean Systems.
The Marketing Environment
Consumer and business markets. The marketing environment SWOT analysis. Analysis of trends and major environmental forces in the agri-business sector.
Markets, Segmentation, Targeting and Positioning
What is a market? What is segmentation and why do ventures need to do it? Targeting of segments. Methods and means of segmentation. Positioning of products in the marketplace. Advantages of segmentation.
Market Information and Market Research
Drawing up a marketing research plan. Primary and secondary sources of information. Target market analysis. Customer profiling. Competitor analysis. Forecasting sales and revenues.
Customer Buying Process
Stages of the customer buying process.
Classification of products - product life cycle, characteristics of a product, branding, packaging. Services marketing. The service journey.
The nature of price - price and non-price competition, pricing decisions and the factors which influence same.
Place Distribution
Marketing channels - functions of intermediaries, deciding on the best way to get your product to the marketplace.
The role of promotion - the communication process, the promotional mix (including e-marketing) and its role in the development of the marketing plan.
Digital and On-line Marketing
E-marketing, the customer buying process in the digital age, using social media for marketing.
Assessment Breakdown%
Course Work50.00%
End of Module Formal Examination50.00%

Full Time

Course Work
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Group Project Students, in small teams, prepare and execute a small scale marketing research task and analyse the results. 3 25.00 0 0 Week 7 0
Project Students will carry out an individual project relating to a current topic in marketing covered in the course. Possible areas could include branding, online marketing, marketing communications, marketing planning etc. 1 25.00 0 0 Week 10 0
No Project
No Practical
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Formal Exam End-of-Semester Final Examination 1,2,3,4,5 50.00 0 0 End-of-Semester 0
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

DKIT reserves the right to alter the nature and timings of assessment


Module Workload & Resources

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 4.00 Every Week 4.00
Directed Reading No Description 2.00 Every Week 2.00
Independent Study No Description 3.00 Every Week 3.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 4.00
This course has no Part Time workload.
Recommended Book Resources
  • Rogan, D., 2011, 4th edition Ed., Marketing – An Introduction for Irish Students
  • Domegan C. and Fleming D. 2007, Marketing Research in Ireland, Gill and Macmillan
  • Quinn, F. 2001, Crowning the customer, Raphel Marketing
Supplementary Book Resources
  • Kotler, P., Armstrong, G., Saunders, J. and Wong, V. 2008, Principles of Marketing, 5th Ed., Pearson Education Limited
  • Doyle, P., and Stern, P. 2006, Marketing Management and Strategy, 4 Ed., Financial Times/ Prentice Hall
  • Broom G. 2008, Cutlip and Center's Effective Public Relations: International Version, 10 Ed., Pearson Education Limited
This module does not have any article/paper resources
Other Resources

Module Delivered in

Programme Code Programme Semester Delivery
DK_NAFAB_7 Certificate in Food and Agri-Business 2019 1 Mandatory
DK_NAAGB_7 Diploma in Food and Agri-business 2019 1 Mandatory