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Marketing

Course developer

Course abstract

The aim of this study course is to provide students with a comprehensive understanding of market dynamics and the strategic role of marketing in the context of contemporary competition and globalization. The curriculum covers the theoretical foundations of marketing, ranging from the analysis of the marketing mix elements to the exploration of global market development trends. Students will acquire theoretical knowledge of modern marketing methodologies alongside practical insights into marketing communications specifically tailored for the agri-food sector. The course is designed to equip students with the skills necessary to enhance enterprise competitiveness and foster the sustainable development of agricultural and food products.

Learning outcomes and their assessment

Students will have:
1. Knowledge of core issues and basic concepts of marketing, market types – Test 1.
2. Knowledge of consumer motivations, market segmentation, interaction between marketing elements – Test 2.
3. Knowledge of product promotion principles in different markets and the latest marketing trends – Test 3.
4. Ability to analyse marketing strategies, select and justify various evaluation methods, make judgments and marketing decisions - Workshop attendance (discussions, situation analysis, group work).

5. Competence to create a complex sustainable marketing strategy - Individual homework.

Course Content(Calendar)

1. Principles, goals and functions of marketing. Preconditions for and development of marketing as a science (Lecture – 1 h).
2. Types of markets, their role in marketing activities. Marketing concepts. Internal and external marketing environments. Competition (Lecture – 1 h). Market type analysis and competitor assessment methods (Practicals – 2 h).
3. Market information and marketing research. Consumer behaviour models. Market segmentation and target market determination (Lecture – 1 h).
Core issues and basic concepts of marketing, the types of market (Test 1 – 1 h).
4. Marketing mix. Marketing and consumer interests (Lecture – 1 h).
Lobbying in the agri - food sector (Practical – 1 h).
5. Concept, characteristics and assortment of a product. Marketing and quality. Development of new goods/services. Market segmentation (Lecture – 1 h). The practical significance of market segmentation (Practical – 1 h).
6. Branding. The economic value of a product. Pricing strategies and tactics (Lecture – 1 h).
Consumer motivation. Market segmentation. Marketing mix interactions (Test 2 – 1 h).
7. Choice of product sales routes in the system of strategic and tactical goals of the company's overall operations. Logistics in marketing. (Lecture – 1 h). Analysis of popular food industry brands (Practical – 1 h).
8. Promotion of products. General requirements for advertising (Lecture – 1 h). Agri - food advertising assessment (Practical – 1 h).
9. Role of public relations, the formation of public opinion. Use of the media, their selective choice (Lecture – 1 h). Analysis of public relations activities in the agri - food industry (Practical – 1 h).
10. Promotion activities. Direct selling. E-marketing, social media. HoReCa (Lecture – 1 h). Analysis of the most successful examples of e-marketing and social media (Practical – 1 h).
11. Role of quality certificates in food marketing. Private label (Lecture – 1 h). The most popular private labels in Latvia and in the world (Practical – 1 h).
12. Current marketing trends (Lecture – 1 h; practical – 1 h).
13. Basics of international marketing. The role of cultural and historical differences (Lecture – 1 h). Peculiarities of food marketing in foreign markets (Practical – 1 h).
14. Participation in international exhibitions, their selection criteria and conditions for participation (Lecture – 1 h). Product promotion principles in different markets (Test 3 – 1 h).
15. Developing a food marketing strategy (Lecture – 1 h).

16. Marketing ethics issues and corporate social responsibility, environmental protection, sustainability. Food labeling and traceability (Lecture – 1 h) (Practical assignment presentations – 2 h).

Requirements for awarding credit points

To qualify for credit points in this course, students must maintain at least an 80% attendance rate. Students must write, submit, and successfully pass two mid-term tests as well as an independent assignment. The final requirement for completing the course is passing the examination.

Description of the organization and tasks of students’ independent work

Students' independent work is their individual work, the aim of which is to deepen their theoretical knowledge of the basic principles and strategies of marketing in preparation for tests and practical classes.

Based on the analysis of primary and secondary data, a sustainable marketing strategy for food product or company X should be elaborated, with a subsequent classroom presentation according to a pre-designed schedule and submitted to the teaching staff electronically. The length is at least 10 pages.

Criteria for Evaluating Learning Outcomes

Students achieve a passing grade on a test if at least 40% of the questions are answered correctly. Each test is evaluated with a grade and contributes 15% to the final course grade. The independent assignment, titled "Sustainable Marketing Strategy for Food Product or Company X," constitutes 20% of the final evaluation, while the final examination results account for the remaining 50% of the grade

Compulsory reading

1.Praude V. Mārketings: teorija un prakse. 1. grāmata, 3. izd. Rīga: Burtene, 2011. 522 lpp.
2. Praude V. Mārketings: teorija un prakse. 2. grāmata, 3. izd. Rīga: Burtene, 2011. 348 lpp.
3. Kotler, Philip, Kotlers par mārketingu : kā radīt, iekarot tirgu un dominēt tajā / Filips Kotlers ; [no angļu valodas tulkojusi Rita Baroniņa]. Rīga : Lietišķās informācijas dienests, 2007. 269 lpp. ; 22 cm. ISBN 9789984995267.
4. Westwood, John, Kā rakstīt mārketinga plānu / Džons Vestvuds : [no angļu valodas tulkojusi Antra Legzdiņa]. Rīga : Zvaigzne ABC, c2008. 127 lpp.: diagr., tab.; 22 cm. Bizness un karjera. ISBN 9789984406275.
5.Kotler P., Armstrong G. Principles of Marketing.15 th edition. Pearson, 2014, pp 681.
6.Kotler P., Meller K.L.Marketing Management. Prentice Hall, 2015, pp 832.

7.Kolah A., High Impact Marketing That Gets Results, Kogan Page, 2013, 336.

Further reading

1. Fisk, Peter Mārketinga ģēnijs / Pīters Fisks : no angļu valodas tulkojusi Agnese Krivade, [Rīga] : Jāņa Rozes apgāds, 2009 390 lpp.ISBN 9789984233246.
2. Kenneth E. Clow, Donald E Baack (2015) Integrated Advertising, Promotion, and Marketing Communications, Global Edition. Pearson Publishing, 496 pp. ISBN-10: 1292093633, ISBN-13: 9781292093635.
3. Palmer, A. Principles of Services Marketing. Berkshire, 2014, pp. 495.
4.Hawkins D.I. , Mothersbaugh, D.L. Consumer Behavior. Building Marketing Strategy. New York, McGrae-Hill Irwin, 2013, pp.772.

5. Da Silva C.A., Baker D., Shepherd A.W. Agro-industries for Development. FAO and CAB International, UK: MPG Books Group, 2009, pp. 291.

Periodicals and other sources

1.“Dienas Bizness”, nedēļas laikraksts : Latvijas biznesa avīze.
2.“Kapitāls” žurnāls lietišķiem cilvēkiem, Rīga:SIA “Izdevniecība KK”. Issn 1407-2505.
3. American Marketing Association: https://www.ama.org/.
4. European Journal of Marketing:
https://www.emerald.com/insight/publication/issn/0309-0566.
5. Food Marketing (Pārtikas mārketings): http://www.consumerpsychologist.com/food_marketing.html
6. Food safety: from Farm to Fork (Pārtikas drošība: no fermas līdz dakšiņai): http://ec.europa.eu.

7. Journal of Marketing Theory and Marketing Practice”. Association of Marketing Theory and. Practice. US. ISSN: 10696679.

Notes

Compulsory course for the professional bachelor programme “Agriculture” for specialization Agronomist with specialisation in field crops production, Agronomist with specialisation in horticulture and Agricultural Production Manager