|Delivery Type||Delivery length / details|
|Lecture||1 x 2 hour lecture per week|
|Practical||4 x 3 hour practicals during semester, in weeks 1, 3, 6 and 8|
|Assessment Type||Assessment length / details||Proportion|
|Semester Assessment||COURSEWORK - MARKETING PLAN||100%|
|Supplementary Assessment||RE-SUBMISSION OF THE COURSEWORK||100%|
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.
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).
|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 ListGeneral 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