UMH - MARKETING MANAGEMENT AND RESEARCH IN AGRO-FOOD MARKETS

MARKETING MANAGEMENT AND RESEARCH IN AGRO-FOOD MARKETS

Course

Code: 3492

Degree: Master's in Agricultural Engineering

School of Engineering of Orihuela

Year: Year 2 of Master's in Agricultural Engineering

Semester: Fall

Type: Required

Language: Spanish

ECTS credits: 6

Lecture: 4.5

Laboratory: 1.5

Hours: 150

Directed: 60

Shared: 20

Autonomous: 70

Subject matter: Agricultural Economics

Module: Agro-Food Business Management and Organization

Department: Agro-Environmental Economics, Cartography Engineering and Graphic Expression in Engineering

Area: ECONOMICS, SOCIOLOGY AND AGRICULTURAL POLICY

Course instructors are responsible for the course content descriptions in English.

Description

Marketing and marketing schemes for agro-food products. Commercial research.

Faculty

Name	Coordinator	Lecture	Laboratory
MARTINEZ POVEDA, MARIA DE AFRICA	■	■	■
AGULLO TORRES, ASUNCION MARIA	■	■	■

Professional interest

Graduates of the Master of Agricultural Engineering are professionals capable, among other things, to direct and organize production in enterprises and industries in the food sector, as well as carrying out the management and marketing of their products.
One of the most important functions within the company is the commercial function. It is the last stage of the actual circuit of company assets, but also the first team activity in the business process as it is the identifying market needs and informs the company of these needs.
With this course, entitled come into contact with the various functions performed by the marketing director of a food company (situation analysis, goal planning, organization and control strategies of the fulfillment of these objectives) and be able to choose and properly use the techniques of business information necessary to have adequate knowledge of the market.

Competencies and learning outcomes

General competencies

Ability to plan, organize, manage, and control productive systems and processes developed in the agricultural and livestock sectors and the agro-food industry within a framework that ensures business competitiveness, along with environmental protection and conservation, and improvements and sustainable development in rural areas.
Ability to propose, manage, and carry out research, development, and innovation projects in products, processes, and methods employed in businesses and organizations linked to the agro-food and livestock sectors.
Ability to apply acquired knowledge for solving problems arising in new situations, analyzing information from the environment, and synthesizing it efficiently to facilitate the decision-making process in professional businesses and organizations from the agro-food and livestock sectors.
Capacity to transmit knowledge and conclusions from studies and/or reports, using the means that communications technology permits, while keeping the receiving public's level of knowledge in mind.
Ability to manage or supervise multidisciplinary and multicultural teams in order to integrate knowledge in complex decision processes with limited information, assuming social, ethical and environmental responsibility of the professional activity in tune with the social, economic, and natural environment where one operates.
Aptitude for developing the skills necessary for continuous learning in an autonomous or directed manner, incorporating new concepts, processes, and methods deriving from research, development, and innovation into professional activity.

Specific competencies

Appropriate knowledge and ability to use the very languages and develop and apply the very techniques of the organization and management of the agro-food business, as well as logistic management in the scope of the sector.
Appropriate knowledge and ability to develop and apply the methodology and technology in commercial research, marketing, and marketing systems of agro-food products.

Objectives (Learning outcomes)

The student will be able to describe the functions of the business address.
The student will be able to explain the evolution of the marketing concept based on the historical context.
The student will be able to understand the main marketing trends and future.
The student will be able to design, collect and interpret information from a commercial observation
The student will be able to design, collect and interpret information from other commercial qualitative (interview experts, group dynamics, Delphi method, etc.)
The student will be able to design, collect and interpret information from commercial trade experiments
The student will be able to propose strategies in relation to commercial variables as (product, price, communication and distribution)
The student will be able to tailor a marketing company to the international context

Teaching units

Basic bibliography

Complementary bibliography

Grande Esteban, Ildefonso 1954-. "Conducta real del consumidor y marketing efectivo [Texto impreso]". Pozuelo de Alarcón (Madrid) ESIC 2006.
Lambin, Jean-Jacques. "Casos prácticos de marketing ". Madrid Mac Graw-Hill 1995.
Luque Martínez, Teodoro. "Nuevas herramientas de investigación de mercados especial referencia a redes neuronales artificiales aplicadas al marketing". Madrid Civitas 2003.
Nieto Churruca, Ana. Llamazares García-Lomas, Olegario 1955. "Marketing internacional". Madrid Pirámide D.L. 1995.
Peter, J. Paul. Donnelly, James H. aut. / Chehade Durán, Andrés E. trad. "Administración de marketing conocimiento y habilidades". Madrid [etc.] IRWIN D.L. 1996.
Philip Kotler. "Marketing 3.0". LID editorial.
Rivera Vilas, L.,. Clemente Ricolfe, J.S. "Poli-marketing Supuestos de marketing para politécnicos". Universidad Politécnica de Valencia.

Methodology and grading

Grading

The subject can be evaluated through continuous assessment, throughout the course or through a single test in the official exam session.

Assessment test characteristics

A. CONTINUOUS EVALUATION
For those students who attend classes regularly, the subject will be evaluated through three tests:
1. A face-to-face examination in the official calls in which contents of all the subjects of the subject may appear and some problems of those seen in class.

2. Two individual jobs

3. Presentation of the work

B. UNIQUE EVALUATION
Those students who can not attend class will have the right to take a final exam to examine all the subject in the official exams (100% of the grade of the subject).
This exam will consist of 10 development questions and problems.

Correction criteria

A. CONTINUOUS EVALUATION

1. The exam note will represent 40% of the final grade.

2. Two individual jobs (50%) *

3. Presentation of the work (10%)

Individual works *

- Work UD 2 (25%): will consist in the design, execution and analysis of a guided marketing research. The work is part of the second didactic unit. Students should propose a research topic, use secondary sources of information and design a qualitative research to answer the questions of marketing research. The results of a causal investigation will also be designed and analyzed. Those students who pass this work should only take the questions corresponding to the UD 1 in the exam.

- Work UD 3 (25%): will consist of the proposal of marketing strategies referred to the 4 Ps. This work is part of the third didactic unit.

B. UNIQUE EVALUATION

Exam of 10 questions of development and problems. (100% of the grade of the subject)

Visitors: MARKETING MANAGEMENT AND RESEARCH IN AGRO-FOOD MARKETS

General competencies

Specific competencies

Objectives (Learning outcomes)

Lecture topics

Teaching units

Course contents

Basic bibliography

Complementary bibliography

Links

Software

Grading

Assessment test characteristics

Correction criteria