DESCRIPTION OF COURSES
AG ECON 631 MARKETING MANAGEMENT (3L+1P) III
This course aims to show how the principles of marketing management can be applied to improve the efficiency and effectiveness of food and agricultural commodities marketing.
The core concepts of markets, marketing and marketing management. Process of marketing management. Marketing mix. Strategic marketing management; Analysing marketing opportunities
- Consumer behaviour and purchase process; Marketing information system. Marketing research. Researching and selecting target markets: Measuring and forecasting market demand; identifying market segments and selecting target markets.
Product management: Concept of a product; managing product lines and brands ; differentiating and positioning the market offer; product life cycle; new product development. Designing product related competitive marketing strategies – branding, labeling, packaging decisions.
Pricing strategies, decisions and programmes. Pricing methods.
Product distribution: Channel management and strategies; Managing wholesale, retail, and logistics.
Product promotion. Promotion methods and promotion mix – advertising, sales promotion, personal selling, publicity. Management of promotion mix. Customer relationship management.
Organizing for marketing. Evaluating and controlling market performance: Annual plan control. Profitability control. Efficiency control.
Issues in global marketing
Practicals will be based on real world situations and case studies and will involve a critical analysis of the marketing actions and strategies of companies.