Foundations of Agricultural and Food Marketing

Subject

This specific course provides the students an introduction to the utilization and application of the marketing concept on an entrepreneurial level. The lectures have been structured in a way that makes the students familiar with the fundamental marketing concepts and tools such as: marketing management, marketing strategy, market segmentation, pricing, promotion, sales, product life cycle, consumer behaviour, market & marketing research and marketing plan. The marketing elements examined at this course are synthesized and implemented in the context of a broader marketing programming. One of the most important goals of this lecture is, understanding the crucial role that marketing plays in the prosperity and growth of a company. It will also be given emphasis on the practical application of marketing, by creatively combining theory and practice.

The course is organized around topics such as:

• Concept and philosophy of Marketing (Definitions, Concepts and Marketing orientation)
• The Marketing Environment - The external environment (political, social, economic, technological, legal, cultural), Competition
• Consumer Behaviour
• Market and marketing research
• Market segmentation-targeting-positioning - Segmentation criteria, positioning choice
• Marketing mix
• Product
• Distribution
• Promotion
• Price

Educational Aims

Upon successful completion of this module the learner will be able to:

• Understand the particularities of marketing management.
• Identify markets and customers, both existing and potential ones.
• Use the tools of the marketing mix in a meaningful way, aiming to offer superior value to customers.
• Recognize the importance of customer loyalty and know the different ways of meeting the customers’ needs.

Student Evaluation

The methods of teaching this course are lecture, group discussion and case studies.  Lectures will be based on text materials, outside readings and practical experience on the part of the instructor. 

It is based on the marks achieved in the written exams taken at the end of the term. However students can gain extra points by working on assignments given to them during semester. This is not compulsory, but can significantly contribute to the finally achieved degree.

Bibliography

1. Κωνσταντίνος Τζωρτζάκης, Alan Charlesworth (2020), ΜΑΡΚΕΤΙΝΓΚ - Περιλαμβάνει και Digital Μάρκετινγκ, ROSILI ΕΜΠΟΡΙΚΗ - ΕΚΔΟΤΙΚΗ Μ.ΕΠΕ
2. Πανηγυράκης Γ. (2003), Στρατηγική Διοίκηση Επώνυμου Προϊόντος, Σταμούλης, (in Greek).
3. Perreault W., (2011), Marketing: Μια Στρατηγική Προσέγγιση, Broken Hill Publishers LTD, (in Greek)
4. Pride, W., & Odies, C. F. (2014), Foundations of marketing. Cengage Learning.