Agri Marketing Management


This module is designed to equip learners with a conceptual knowledge of agrimarketing management and to enable them to analyse marketing opportunities and to make marketing decisions in the agriculture and food sector. Marketing is at the core of any agricultural or food production business. It is an organisational philosophy and a set of guiding principles for interacting with customers, competitors, and the environment. Agrimarketing is reponsible for creating and delivering customer value to the benefit of the organisation and its stakeholders. It involves identifying and measuring consumers' needs and wants and then developing agrimarketing strategy and implementation programmes for offerings that satisfy customers' needs better than the competition.

Learning Outcomes

  1. Demonstrate a conceptual knowledge of agrimarketing management and how it interacts with other aspects of business management.

  2. Demonstrate a conceptual knowledge and understanding of the theory and functions of agrimarketing management.

  3. Analyse agrimarketing opportunities and challenges in markets, competition and the agrimarketing environment.

  4. Demonstrate an understanding of the contrast between Business to Business and Consumer Marketing

  5. Develop an agri-marketing strategy incorporating all the elements of the marketing mix.

  6. Work effectively and efficiently as an individual and in a team situation

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