Module Information

Module Identifier
Module Title
Academic Year
Semester 2
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 1 x 2 hour lecture per week
Practical 4 x 3 hour practicals


Assessment Type Assessment length / details Proportion
Semester Assessment COURSEWORK - MARKETING PLAN  100%
Supplementary Assessment RE-SUBMISSION OF THE COURSEWORK  100%

Learning Outcomes

On successful completion of this module students should be able to:

1. Define food quality in terms of food safety, nutritional value and other values expectations.

2. Understand and evaluate the different types of agri-food supply chains/ networks and describe the benefits and
drawbacks of for the various factors involved.

3. Develop a marketing strategy for specialist agricultural products, such as organic, regional origin, farm made,
considering consumer expectations and various quality assurance schemes and their requirements and analyse
its likely impact on farm businesses and diversification.

Brief description

Agricultural production and farm business management at the production end of the food chain are well covered in the Institute of Rural Sciences. However, food chain management from 'rarm to fork? is a newly evolving perspective in the food business and in research. There is a need for those involved in food production to understand the complexity of food networks, food quality and the requirements of quality assurance programmes, and particular marketing approaches for specialist products, such as regional or organic food that could enable them to sell their products more effectively.

The module will detail food quality definitions, the different types of supply chains for agricultural products, and marketing strategies for specialist products (local, organic or regional origin products) and different types of quality assurance schemes for agricultural products in the context of agricultural diversification.


  • Food quality definitions, labels and assurance schemes (including regulation and organic certification)
  • Supply chains for agricultural products (such as multiple and independent retailers, direct marketing, catering)
  • Marketing of specialist products (including understanding the consumer, regional origin, organic etc).

Module Skills

Skills Type Skills details
Application of Number Calculations involved in establishing the cost-effectiveness of the proposed marketing strategies
Communication Through individual presentations of students' coursework
Improving own Learning and Performance Through individual study and problem solving in the coursework
Information Technology Word processing and internet usage for individual project and PowerPoint for presentation of coursework
Personal Development and Career planning Industry contacts will be made during practical field visits.
Problem solving In coursework construct a rational proposal for a solution to a problem and identify the advantages and disadvantages of the proposed solution
Research skills Individual study for coursework

Reading List

General Text
Bourlakis, A and Weightman, P W H (editors) Food supply chain management Blackwell Publishing Primo search Haines, M and Davies, R (1987) Diversifying the farm business BSP Professional Primo search Padberg, D I; Ritson, C and Albisu, L M (editors) (1997) Agro-food marketing CAB International Primo search Schmid, O et al (2004) A guide to successful organic marketing initiatives Research Institute for Organic Agriculture: Frick Primo search Various Organic food: understanding the consumer and increasing sales Primo search Zanoli (2004) The European consumer and organic food. Volume 4 School of Management and Business, Aberystwyth Primo search
Recommended Consultation
Grunert (2005) European Review of Agricultural Economics Food quality and safety: consumer perception and demand 32 (3) : 369 - 391 Primo search Padel, S and Foster, C (2005) British Food Journal Exploring the gap between attitudes and behaviour: understanding why consumers buy or do not buy organic food 107 Primo search


This module is at CQFW Level 6