Module Details

Module Code: MRKT S7001
Full Title: Marketing for the Agri-Business Sector
Valid From:: Semester 1 - 2013/14 ( September 2013 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: Eamon Mullen
Departments: Unknown
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.
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Analyse the role and practices of marketing in the agri-business sector.
MLO2 Discuss the role of marketing planning and the elements of a marketing plan.
MLO3 Prepare and execute a marketing research task and analyse the results.
MLO4 Explain the principles of segmentation, targeting, positioning and branding of products in a market.
MLO5 Recognise and apply the principles of marketing strategy and integrated marketing communications in the attainment of marketing objectives.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
Module 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.
Module Assessment
Assessment Breakdown%
Course Work50.00%
Final Examination50.00%
Module Special Regulation


Full Time On Campus

Course Work
Assessment Type Group Project % of Total Mark 25
Marks Out Of 0 Pass Mark 0
Timing S1 Week 7 Learning Outcome 3
Duration in minutes 0
Assessment Description
Students, in small teams, prepare and execute a small scale marketing research task and analyse the results.
Assessment Type Project % of Total Mark 25
Marks Out Of 0 Pass Mark 0
Timing S1 Week 10 Learning Outcome 1
Duration in minutes 0
Assessment Description
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.
No Project
No Practical
Final Examination
Assessment Type Formal Exam % of Total Mark 50
Marks Out Of 0 Pass Mark 0
Timing End-of-Semester Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
End-of-Semester Final Examination
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

Workload: Full Time On Campus
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 4.00 4
Directed Reading Non Contact No Description Every Week 2.00 2
Independent Study Non Contact No Description Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 4.00
This module has no Part Time On Campus workload.
Module Resources
Recommended Book Resources
  • Rogan, D.. 2011, 4th edition. 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. Pearson Education Limited.
  • Doyle, P., and Stern, P.. (2006), Marketing Management and Strategy, 4. Financial Times/ Prentice Hall.
  • Broom G.. (2008), Cutlip and Center's Effective Public Relations: International Version, 10. Pearson Education Limited.
This module does not have any article/paper resources
Other Resources