The aim of this course is to introduce the principles of agricultural and food marketing.
In this course, students will be introduced to agriculture and food marketing. The agriculture and food market, basic marketing concepts, and marketing elements will be explained. Agricultural commodity marketing, green marketing, sustainable marketing, digital marketing, agriculture and food advertising, agricultural public relations (PR), personal selling, and sales promotion will be also discussed.
Vertical Tabs
Course Learning Outcomes
Course Learning Outcomes |
Program Learning Outcomes |
Teaching Methods |
Assessment Methods |
Understands key marketing concepts; defines marketing and marketing process. |
2,3,8,9,10,11 |
1,2,3 |
A,B,C |
Develops an understanding and knowledge of agricultural and food marketing. |
2,3,8,9,10,11 |
1,2,3,4,5 |
A,B,C |
Understands the marketplace and customers; defines the five core marketplace concepts. |
2,3,8,9,10,11 |
1,2,3,4,5 |
A,B,C |
Develops an understanding of marketing communications practices such as advertising or public relations that affect agriculture, food, natural resources, environment systems, and urban issues. |
2,3,8,9,10,11 |
1,2,3,4,5 |
A,B,C |
Learns commonly used marketing theories and methods. |
2,3,8,9,10,11 |
1,2,3 |
A,B,C |
Course Flow
COURSE CONTENT |
||
Week |
Topics |
Study Materials |
1 |
Introduction to agricultural and food marketing |
|
2 |
Defining agricultural and food marketing |
Crawford, I. M., & Food and Agriculture Organization of the United Nations. (1997). Agricultural and food marketing management. Rome: Food and Agriculture Organization of the United Nations. |
3 |
Agriculture and food market & Marketing environment |
Crawford, I. M., & Food and Agriculture Organization of the United Nations. (1997). Agricultural and food marketing management. Rome: Food and Agriculture Organization of the United Nations. Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of marketing. Pearson Education. |
4 |
Marketing strategy and marketing mix |
Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of marketing. Pearson Education. |
5 |
Marketing research |
Crawford, I. M., & Food and Agriculture Organization of the United Nations. (1997). Agricultural and food marketing management. Rome: Food and Agriculture Organization of the United Nations. Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of marketing. Pearson Education. |
6 |
Buyer behavior |
Crawford, I. M., & Food and Agriculture Organization of the United Nations. (1997). Agricultural and food marketing management. Rome: Food and Agriculture Organization of the United Nations. Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of marketing. Pearson Education. |
7 |
Agricultural commodity marketing |
Crawford, I. M., & Food and Agriculture Organization of the United Nations. (1997). Agricultural and food marketing management. Rome: Food and Agriculture Organization of the United Nations. |
8 |
Green marketing & Sustainable marketing |
Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of marketing. Pearson Education. |
9 |
Midterm |
|
10 |
Integrated marketing communications |
Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of marketing. Pearson Education. |
11 |
Agricultural & Food advertising |
Crawford, I. M., & Food and Agriculture Organization of the United Nations. (1997). Agricultural and food marketing management. Rome: Food and Agriculture Organization of the United Nations. |
12 |
Agricultural public relations (PR) |
Crawford, I. M., & Food and Agriculture Organization of the United Nations. (1997). Agricultural and food marketing management. Rome: Food and Agriculture Organization of the United Nations. |
13 |
Personal selling & Sales promotion |
Crawford, I. M., & Food and Agriculture Organization of the United Nations. (1997). Agricultural and food marketing management. Rome: Food and Agriculture Organization of the United Nations. |
14 |
Digital marketing |
Kotler, P., Armstrong, G., & Opresnik, M. O. (2018). Principles of marketing. Pearson Education. |
Recommended Sources
RECOMMENDED SOURCES |
|
Lecture Notes |
Crawford, I. M., & Food and Agriculture Organization of the United Nations. (1997). Agricultural and food marketing management. Rome: Food and Agriculture Organization of the United Nations.
Kotler, P., Armstrong, G. & Opresnik, M. O. (2018). Principles of marketing. Pearson Education. |
Additional Resources |
Material Sharing
MATERIAL SHARING |
|
Documents |
Lecture Notes |
Assignments |
Homework, Presentation |
Exams |
Midterm, Final exam |
Assessment
ASSESSMENT |
||
IN-TERM STUDIES |
NUMBER |
PERCENTAGE |
Midterm |
1 |
30 |
Homework |
1 |
10 |
Final Exam |
1 |
60 |
Total |
|
100 |
Final to Success |
|
60 |
Semester to Success |
|
40 |
Total |
|
100 |
Course’s Contribution to Program
COURSE'S CONTRIBUTION TO PROGRAM |
||||||
No |
Program Learning Outcomes |
Contribution |
||||
1 |
2 |
3 |
4 |
5 |
||
1 |
To be able to comprehend the economic problems of agriculture; collecting, analyzing and interpreting data at micro and macro levels for economic applications; analyzing the ways of increasing production by applying the basic principles of economy in agriculture; to make the right decision for the future; to produce project based solutions; ability to apply with contemporary techniques. |
|
|
|
|
|
2 |
To be able to monitor national and international agricultural markets, to understand the behavior of market actors; ability to predict the effects of economic and political developments on the Turkish agricultural sector, and interpret and make decisions. |
|
X |
|
|
|
3 |
Marketing of agricultural products by using marketing principles and methods; have the basic knowledge about market research and ability to interpret. |
|
|
|
|
X |
4 |
Agricultural production tools, equipment, methods and equipment to recognize; application of plant and animal production techniques and models; Ability to use the theoretical and practical knowledge related to plant breeding, plant breeding, seed production, genetics, physiology, ecology, biotechnology, plant gene resources, organic agriculture and meadow-pasture management in the field of field crops. |
|
|
|
|
|
5 |
To develop and deepen their knowledge in the field of information systems at the level of expertise; interpreting and integrating the information acquired in information systems with the information coming from related disciplines; ability to develop new approaches to complex problems in applications in information systems. |
|
|
|
|
|
6 |
To be able to master scientific resources and jurisprudence in the field of law; to be able to make comparative law analysis in national and international field; to ensure that the knowledge acquired in the field of law is transferred to the social and economic field; to have the ability of interdisciplinary analysis. |
|
|
|
|
|
7 |
Ability to set goals and objectives for the organization / institution; information on project management, risk management and change management; awareness about entrepreneurship and innovation; awareness of occupational health and safety issues; information on sustainable development. |
|
|
|
|
|
8 |
Ability to communicate effectively in oral and written English; the ability to write and understand effective reports, to make effective presentations, to give and receive clear and understandable instructions. |
|
|
|
X |
|
9 |
Ability to work effectively in disciplinary and multidisciplinary teams; self-study skills. |
|
X |
|||
10 |
To act in accordance with ethical principles, professional and ethical responsibility awareness; the ability to inform the society on issues related to biodiversity, natural resources, air, water, soil pollution, recycling, environmental sensitivity, environmental protection. |
|
X |
|||
11 |
Awareness of the necessity of lifelong learning; the ability to access information, follow developments in science and technology, and constantly renew oneself. |
X |
ECTS
ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION |
|||
Activities |
Quantity |
Duration (Hour) |
Total Work Load (Hour) |
Course hours (Including exams week: 14xtotal lecture hour) |
14 |
3 |
42 |
Study hours out of class (Pre-study, practice) |
16 |
3 |
48 |
Midterm |
1 |
3 |
3 |
Homework |
1 |
2 |
2 |
Presentation |
1 |
20 |
20 |
Final |
1 |
3 |
3 |
Total Work Load |
118 |
||
Total Work Load / 25 (h) |
4.72 |
||
ECTS Credit of the Course |
|
|
5 |