Food & Agribusiness Marketing

The module covers examples of agricultural marketing from agricultural management and marketing research. It discusses the following topics: - market structure of agricultural and food economics; - determination of objectives and strategies in agricultural marketing; - management of brands, also store brands; - communication in agribusiness marketing (advertising, cooperative advertising); - price policy in agribusiness marketing; - product- and quality-management in agribusiness marketing (effect on cooperation and integration); - innovation und product differentiation; - distribution, especially in food retailing.

At the end of the module, students are able to develop marketing management and strategic considerations in marketing in the agribusiness sector. Students will be able to a) define essential characteristics of agricultural products and b) argue their consequences for commercialization. In addition, they can assess microeconomic models for describing and analyzing marketing strategies in agribusiness. Moreover, students are able to evaluate current research in the field of agribusiness marketing. Furthermore, the students will be able to develop a conceptual design for a practical problem in agribusiness marketing. They are able to judge the success of a marketing strategy by using current marketing literature. Students are able to solve a given task by constructively and conceptually collaborating in a team.

The module grade is based on a research paper (10-15 pages, 50%) and a presentation (35-40 minutes, with 15-20 minutes per single student, 50%). Groups of students work on questions related to the Argribusiness Marketing. In the research paper students demonstrate their ability (1) to perform a market definition, (2) to outline an exemplary scientific market research study while using market research methods, and (3) execute examples for applying marketing instruments. Students present and discuss partial results of the single parts (1-3) during the semester. The students integrate the feedback from the discussions into their research paper. By presenting their results students show their ability to present scientific topics in a clear and comprehensible manner. By working in a team students demonstrate that they are able to solve the given task by constructively and conceptually collaborating in a team.

Marketing; Marketing Research

The module is held in the form of a seminar, where students in groups develop a marketing concept for an example product. Students are guided to research the suitable scientific literature and data for their example. They present their results to the other workshop participants and receive feedback in the discussion that they then integrate into their report. A workshop is the best way for the students to illustrate a marketing concept by means of a case study.