Module Details
Module Code: |
MRKT S7001 |
Full Title:
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Marketing for the Agri-Business Sector
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Valid From: |
Semester 1 - 2013/14 ( September 2013 ) |
Language of Instruction: | English |
Module Owner:: |
Eamon Mullen
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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.
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Module Learning Outcome |
On successful completion of this module the learner will be able to: |
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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).
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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.
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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.
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The Marketing Environment
Consumer and business markets. The marketing environment SWOT analysis. Analysis of trends and major environmental forces in the agri-business sector.
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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.
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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.
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Customer Buying Process
Stages of the customer buying process.
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Product
Classification of products - product life cycle, characteristics of a product, branding, packaging. Services marketing. The service journey.
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Pricing
The nature of price - price and non-price competition, pricing decisions and the factors which influence same.
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Place Distribution
Marketing channels - functions of intermediaries, deciding on the best way to get your product to the marketplace.
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Promotion
The role of promotion - the communication process, the promotional mix (including e-marketing) and its role in the development of the marketing plan.
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Digital and On-line Marketing
E-marketing, the customer buying process in the digital age, using social media for marketing.
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Module Assessment
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Assessment Breakdown | % |
Course Work | 50.00% |
Final Examination | 50.00% |
Module Special Regulation |
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AssessmentsFull Time
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.
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DKIT reserves the right to alter the nature and timings of assessment
Module Workload
Workload: Full Time |
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 workload. |
Module Resources
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Recommended Book Resources |
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Rogan, D.. 2011, 4th edition. Marketing An Introduction for Irish Students.
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Domegan C. and Fleming D.. (2007), Marketing Research in Ireland, Gill and Macmillan.
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Quinn, F.. (2001), Crowning the customer, Raphel Marketing.
| Supplementary Book Resources |
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Kotler, P., Armstrong, G., Saunders, J. and Wong, V.. (2008), Principles of Marketing, 5th. Pearson Education Limited.
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Doyle, P., and Stern, P.. (2006), Marketing Management and Strategy, 4. Financial Times/ Prentice Hall.
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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 |
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Other Resources |
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[VLE], DkIT. (2013), Moodle.
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[Website], Teagasc. (2012), Guide to starting a business,
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[Website], HBR. (2012), Harvard Business Review,
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[Website], Department of Jobs, Enterprise &
Innovation. (2012), Business Access to State Information
& Services in Republic of Ireland,
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[Website], Sloane, P.. (2012), Destination Innovation,
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[Website], Entrepreneur magazine online edition. (2012),
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[Website], Department of Agriculture, Fisheries and
Food. (2012), Agriculture in Ireland,
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[E-Portfolio], DkIT. (2013), Mahara.
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[Link], Library Catalogue,
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[Link], Library Catalogue,
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[Link], Library Catalogue,
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