Objectives and competences

• acquisition of marketing skills and the use of the marketing mix (4P) in various agricultural sectors • understand the role of the media and their active use for promotion in the agri-food sector • experience examples of promotion within international sectoral organizations in agriculture • recognize and differentiate the meaning and forms of non-verbal communication in public speaking and business decisions • organize trade fairs and conduct business press conferences

Content (Syllabus outline)

• globalization and the role of international organizations in the promotion of agri-food (examples from practice) • Characteristics and economic aspect of marketing mix elements in the agri-food sector (4P - product/service, price, place, promotion) • marketing analysis of behavioral patterns of different types of food buyers according to habits and preferences • marketing strategies (4P) in agriculture and agri-food (examples from practice, virtual projects) • marketing activities in media and public communication, press clippings

Learning and teaching methods

lectures with PP slides group case studies students’ individual drafting of seminar topics. students’ presentation of their seminar works.

Intended learning outcomes - knowledge and understanding

Knowledge and understanding: Students • gain a global perspective on sectoral integration in agriculture, • achieve the principles of marketing in individual agro-food sectors for making business decisions, • prepare a comprehensive plan for the promotion of new products (produce/ service, price, place, promotion) for a farm or their own business idea, • critically assess the advantages and disadvantages of marketing in the analyzed agricultural sector (press clipping), • and get acquainted with the basics of non-verbal communication in business.

Intended learning outcomes - transferable/key skills and other attributes

Readings

• Pavlovič, M., 2017. Interno gradivo s področja ekonomike in marketinga v kmetijstvu. FKBV. • Vadnal, K., 2008. Kmetijsko trženje. Študijsko gradivo za študente univerzitetnega študija Kmetijstvo – agronomija, Biotehniška fakulteta, Ljubljana, 190 s. • Erjavec, E., Kuhar, A., 2000. Slovenska živilskopredelovalna industrija in Evropska unija. Ljubljana, Univerza v Ljubljani, Biotehniška fakulteta, Oddelek za zootehniko. • Kotler Philip, 1996. Izbrana poglavja v: Marketing management – trženjsko upravljanje: analiza, načrtovanje, izvajanje in nadzor. Ljubljana, Slovenska knjiga.

Prerequisits

None.