Module Details

Module Code: AGRI6010
Title: Marketing Theory & Practice
Long Title: Marketing Theory & Practice
NFQ Level: Fundamental
Valid From: Semester 1 - 2016/17 ( September 2016 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 3 programme(s)
Module Description: The module introduces the student to the principles of marketing, with a focus on key marketing strategy issues within the agricultural and horticultural sector. Special attention is paid to developing digital marketing skills appropriate to these sectors.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Explain the key principles of marketing.
LO2 Describe the various aspects of product management for the agri/horticultural sector.
LO3 Identify the promotion mix elements that can be utilised to communicate with customers.
LO4 Create and curate relevant digital marketing content.
LO5 Outline key pricing strategies utilised by marketing managers in the agri/horticultural sector.
LO6 Outline the process of choosing distribution strategies.
Dependencies
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 MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
An Introduction to Marketing
Definition, the core concepts, the importance of environmental analysis, the microenvironment and macroenvironment forces that influence the agri/horticultural sector.
Product Policy
Classifying products, branding, packaging, new product development, product life-cycle.
Marketing Communications
Element of the promotional mix including advertising, sales promotion, sponsorship.
Digital Marketing
Principles of web authoring. Social media marketing.
Pricing Policy
Factors influencing pricing decisions, pricing strategies and techniques utilised in the agri/horticultural sector.
Distribution Policy (Place)
Nature of marketing channels, channel levels, retailing, wholesaling.
Module Content & Assessment
Assessment Breakdown%
Coursework50.00%
End of Module Formal Examination50.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 30
Timing Week 9 Learning Outcomes 2,3,5
Assessment Description
Students will design a marketing strategy for a business. Brief issued week 5.
Assessment Type Practical/Skills Evaluation % of Total Mark 20
Timing Week 12 Learning Outcomes 4
Assessment Description
Practical digital marketing assessment. Brief given week 3.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 50
Timing End-of-Semester Learning Outcomes 1,2,3,5,6
Assessment Description
Exam
Reassessment Requirement
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.

The University 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 Class based instruction Every Week 3.00 3
Independent Learning Non Contact Case studies, reports etc Every Week 3.50 3.5
Lab Contact Computer lab based instruction Every Week 0.50 0.5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.50
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lab Contact Computer lab-based instruction Every Week 0.50 0.5
Lecture Contact Class based lectures Every Week 2.00 2
Independent Learning Non Contact Casestudies, reports etc Every Week 4.50 4.5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.50
 
Module Resources
Recommended Book Resources
  • John Fahy and David Jobber. (2015), Foundations of marketing, 4th. McGraw-Hill Education, US, [ISBN: 0077167953].
Supplementary Book Resources
  • Richard Kohls, Joseph N. Uhl. (2011), Marketing of Agricultural Products, 9th. Prentice Hall, Upper Saddle River, NJ, [ISBN: 978-013010584].
  • Donal Rogan. (2011), Marketing: An Introduction for Students in Ireland, 3rd. Gill & Macmillan Ltd, [ISBN: 0717149811].
  • Tracy L. Tuten & Michael R.Solomon.. (2015), Social media marketing, 2nd. Thousand Oaks; Sage Publications, California, [ISBN: 9781473913004].
  • Nichole Kelly. (2012), How to Measure Social Media, Que Publishing, p.288, [ISBN: 9780789749857].
Supplementary Article/Paper Resources
  • Bord Bia. Bord Bia Guide to Grant Aid Schemes for the Horticultural Sector.
  • Bord Bia. Promoting global awareness of Irish food, drink & horticulture.
  • Teagasc. Market Potential for Organic Food & Irish Consumer Expectations.
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BAGRI_7 Bachelor of Science in Agriculture 3 Mandatory
CR_BHORT_7 Bachelor of Science in Horticulture 3 Mandatory
CR_BAGRI_6 Higher Certificate in Science in Agriculture 3 Mandatory