Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
TAE-23-110FOOD PROUSTION MARKETINGElective116
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
1To be able to comprehend the fundamental concepts and principles related with marketing and recognize comprehend the changes in marketing concepts from past to present
2To be able to comprehend the concept of marketing and the features of customers and industrial markets.
3To evaluate the concept of new product development and to analyze new product development strategies in the agricultural sector
4To be able to recognize marketing information systems and marketing research practices.
5To 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
WeekTheoreticalPracticeLaboratory
1Introduction of the course, scope, rule and requirements
2Defining marketing concept, explaining core concepts of marketing, marketing management orientations.
3Marketing, agricultural marketing concepts, marketing environment
4Relationships between marketing and environment. Analysis of macro and micro environmental factors.
5Recent advances in the understanding of marketing
6Strategic planning and strategic marketing plan
7Market segmentation, positioning and selecting target markets.
8Brand and branding strategies. Packaging
9The concept of standardization and grading of agricultural products, examples for some agricultural products
10Product mix, New product and product life cycle
11Pricing: importance of price decisions, factors affecting pricing. Pricing objectives. Price and Pricing policies and methods.
12Distribution decisions. Basic distribution channels. Management of Distribution channels. Warehousing and retailing. Marketing channels of agricultural products, channel activity and intermediaries features
13Promotion concept in marketing, promotion strategies of agricultural products in the market Promotion: Promotional decisions and strategies. Advertising, public relations, personal selling, sales promotion.
14Promotion: 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
Term (or Year) Learning ActivitiesQuantityWeight
Midterm Examination1100
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight
Final Examination1100
SUM100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
SUM100
Language of Instruction
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination11010
Final Examination11010
Attending Lectures1410140
Individual Study for Mid term Examination11010
Individual Study for Final Examination11010
TOTAL WORKLOAD (hours)180
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
LO13         
LO2          
LO3          
LO4          
LO5          
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
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