Principles of Marketing of Food & Agricultural Products

The course focuses on the most important decisions that the executives of marketing business have to make in an effort to harmonize the objectives and resources of the business with the needs and opportunities that exist in the market. It covers all the important issues encountered in the strategic-tactical planning and management of modern marketing. It analyzes the major components of the marketing mix of a company, through studying real cases (case studies), the most important criteria for differentiation from company to company and from sector to sector.

Objectives

The primary learning objective is at the end of the semester the students to have a good knowledge of the basic concepts and principles of Marketing science. The purpose of this course is to introduce students to the basic concepts and principles of the marketing science, as well as to indicate the importance of marketing in business operation. This is achieved through lectures, discussions and case studies.

Prerequisites

There aren't any

Syllabus

The Marketing Philosophy The Marketing Mix The Definition of Value for Customers The Customer's Satisfaction Marketing Temporal Relations The Marketing Environment The Marketing Plan The Consumer Behavior The Product Concept The Product Life Cycle Process and Types of Market Research The Process of Marketing Research The Process of Segmentation - Targeting and Positioning in the Target Market The Characteristics of Services The Marketing Mix of Services The Product Distribution Network The Distribution Channel Planning Process The Communication Strategy of Business The Communication Mix The Design of a Communication Plan