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Description of Individual Course UnitsCourse Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | TAE-23-110 | FOOD PROUSTION MARKETING | Elective | 1 | 3 | 6 |
| Level of Course Unit | Second Cycle | Objectives of the Course | The objective of the course is to teach basic principles of marketing in accordance with food products and food business | Name of Lecturer(s) | Assist. Prof. Dr. Yakup Erdal ERTÜRK | Learning Outcomes | 1 | To be able to comprehend the fundamental concepts and principles related with marketing and recognize comprehend the changes in marketing concepts from past to present | 2 | To be able to comprehend the concept of marketing and the features of customers and industrial markets. | 3 | To evaluate the concept of new product development and to analyze new product development strategies in the agricultural sector | 4 | To be able to recognize marketing information systems and marketing research practices. | 5 | To be able to explain marketing segmentation, positioning and selecting target markets. |
| Mode of Delivery | Daytime Class | Prerequisites and co-requisities | None | Recommended Optional Programme Components | None | Course Contents | Introduction of the course, scope, rule and requirements
Defining marketing concept, explaining core concepts of marketing, marketing management orientations.
Marketing, agricultural marketing concepts, marketing environment
Relationships between marketing and environment. Analysis of macro and micro environmental factors.
Recent advances in the understanding of marketing
Strategic planning and strategic marketing plan
Market segmentation, positioning and selecting target markets.
Brand and branding strategies. Packaging
The concept of standardization and grading of agricultural products, examples for some agricultural products
Product mix, New product and product life cycle
Pricing: importance of price decisions, factors affecting pricing. Pricing objectives. Price and Pricing policies and methods.
Distribution decisions. Basic distribution channels. Management of Distribution channels. Warehousing and retailing.
Marketing channels of agricultural products, channel activity and intermediaries features
Promotion concept in marketing, promotion strategies of agricultural products in the market Promotion: Promotional decisions and strategies. Advertising, public relations, personal selling, sales promotion.
Promotion: Personal selling and sale promotions.
Relations with Course Department Advantages
Programme Advantages Effect of Class
No effect Little Effect Whole Effect
To be able to comprehend the fundamental concepts and principles related with marketing and recognize comprehend the changes in marketing concepts from past to present
x
To be able to comprehend the concept of marketing and the features of customers and industrial markets. x
To evaluate the concept of new product development and to analyze new product development strategies in the agricultural sector
x
To be able to recognize marketing information systems and marketing research practices. x
To be able to explain marketing segmentation, positioning and selecting target markets. x
To be able to recognize marketing mix elements, to understand the functioning of marketing channels and recognize factors affect marketing channels of agricultural products x
Branding, recognize branding decision in the agricultural sector and strategies
x
The concept of promotion and to analyze promotional strategies in marketing of agricultural products x
| Weekly Detailed Course Contents | |
1 | Introduction of the course, scope, rule and requirements | | | 2 | Defining marketing concept, explaining core concepts of marketing, marketing management orientations. | | | 3 | Marketing, agricultural marketing concepts, marketing environment | | | 4 | Relationships between marketing and environment. Analysis of macro and micro environmental factors. | | | 5 | Recent advances in the understanding of marketing | | | 6 | Strategic planning and strategic marketing plan | | | 7 | Market segmentation, positioning and selecting target markets. | | | 8 | Brand and branding strategies. Packaging | | | 9 | The concept of standardization and grading of agricultural products, examples for some agricultural products | | | 10 | Product mix, New product and product life cycle | | | 11 | Pricing: importance of price decisions, factors affecting pricing. Pricing objectives. Price and Pricing policies and methods. | | | 12 | Distribution decisions. Basic distribution channels. Management of Distribution channels. Warehousing and retailing.
Marketing channels of agricultural products, channel activity and intermediaries features
| | | 13 | Promotion concept in marketing, promotion strategies of agricultural products in the market Promotion: Promotional decisions and strategies. Advertising, public relations, personal selling, sales promotion. | | | 14 | Promotion: Personal selling and sale promotions. | | | 15 | | | | 16 | | | |
| Recommended or Required Reading | Mucuk, İ. 1988. Pazarlama İlkeleri, Boyut Yayınları.
Kotler, P. 1991. Marketing Management, Analysis, Planning, Implementation and Control, Seventh Edition, Prentice Hall, 756 p.
Shepherd, G.S., and G.A., Futrell, 1982, Marketing Farm Products, Economical Analysis, The Iowa State University Pres, USA.
İslamoğlu,A.H,1999, Pazarlama Yönetimi, Beta Basımevi, İstanbul 855s. Yükselen, C., 2008, Pazarlama, İlkeler, Yönetim, Örnek Olaylar, Detay Yayıncılık, Ankara, 478s. Güneş, T., 1996, Tarımsal Pazarlama, A.Ü. Zir. Fak. Halkla İlişkiler ve Yayın Ünitesi, Ankara, 339s. Pedberg, D.I., Titson, C., and Albisu, L.M., 2002, Agro-food marketing, Cab International, Zaragoza-Spain, 492s.
| Planned Learning Activities and Teaching Methods | | Assessment Methods and Criteria | | Language of Instruction | | Work Placement(s) | None |
| Workload Calculation | |
Midterm Examination | 1 | 10 | 10 | Final Examination | 1 | 10 | 10 | Attending Lectures | 14 | 10 | 140 | Individual Study for Mid term Examination | 1 | 10 | 10 | Individual Study for Final Examination | 1 | 10 | 10 | |
Contribution of Learning Outcomes to Programme Outcomes | | * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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