Module Identifier RS31210  
Academic Year 2007/2008  
Co-ordinator Dr Susanne Padel  
Semester Semester 2  
Other staff Dr Nicolas H Lampkin, Dr Phillipa K Nicholas  
Course delivery Lecture   1 x 2 hour lecture per week  
  Practical   4 x 3 hour practicals during semester, in weeks 1, 3, 6 and 8  
Assessment TypeAssessment Length/DetailsProportion
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 ┬┐farm 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.


Module Skills

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  
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  
Application of Number Calculations involved in establishing the cost-effectiveness of the proposed marketing strategies  
Personal Development and Career planning Industry contacts will be made during practical field visits.  

Reading Lists

** General Text
Bourlakis, A and Weightman, P W H (editors) Food supply chain management Blackwell Publishing
Haines, M and Davies, R (1987) Diversifying the farm business BSP Professional
Padberg, D I; Ritson, C and Albisu, L M (editors) (1997) Agro-food marketing CAB International
Schmid, O et al (2004) A guide to successful organic marketing initiatives Research Institute for Organic Agriculture: Frick
Various Organic food: understanding the consumer and increasing sales
Zanoli (2004) The European consumer and organic food. Volume 4 School of Management and Business, Aberystwyth

** Recommended Consultation
Grunert (2005) European Review of Agricultural Economics Food quality and safety: consumer perception and demand 32 (3) : 369 - 391.
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.


This module is at CQFW Level 6