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Programme

Agri-Food Marketing

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CONCEPTS
KEY
1
INTRODUCTION TO AGRI-FOOD MARKETING
2
DIFFERENTIATION OF AGRICULTURAL PRODUCTS
3
PRICING DECISIONS IN AGRIBUSINESS
4
COMMUNICATION IN THE AGRI-FOOD INDUSTRY
5
PURCHASING BEHAVIOUR OF AGRI-FOOD CONSUMERS
Registration
Category:

Marketing

Mode: Presencial
DESCRIPTION

The basic aim of this course is that participants value the importance of marketing for the success of the agri-food companies, and get to know the main concepts, methods and tools that this discipline offers them to successfully manage the commercial activity of these companies, keeping in mind their singularities.

Information

DESCRIPTION

The basic aim of this course is that participants value the importance of marketing for the success of the agri-food companies, and get to know the main concepts, methods and tools that this discipline offers them to successfully manage the commercial activity of these companies, keeping in mind their singularities.

Objectives

 

  • Value the importance of marketing as a discipline that provides agri-food companies with procedures to carry out their operations successfully.

  • Implementing decisions on product and price and distribution of the agri-food company.

  • Identify consumer behaviour in this sort of products

  • Defining communication strategies in the agri-food company

 


FACULTY

MÓDULES

INTRODUCTION TO AGRI-FOOD MARKETING
  • Agri-food marketing: importance, concept and evolution

  • Marketing and particularities of the agri-food system

  • Marketing mix in agri-food products

  • Implementation marketing decisions issues in agri-food companies

  • Marketing decisions and business cooperation

DIFFERENTIATION OF AGRICULTURAL PRODUCTS
  • Importance of product decisions

  • Concept and dimensions of the agri-food product

  • Classification of agri-food products

  • Differentiation of agri-food products

  • Product portfolio

  • Development of new products

  • Adoption and life cycle of the agri-food product

PRICING DECISIONS IN AGRIBUSINESS
  • Concept and price components

  • Importance of price

  • Pricing methods

  • Pricing strategies

  • Price issues

COMMUNICATION IN THE AGRI-FOOD INDUSTRY
  • Communication process

  • Communication decisions

  • Advertising

  • Personal sale

  • Public relations

  • Promotion

  • Direct (digital) marketing

  • Communication mix

PURCHASING BEHAVIOUR OF AGRI-FOOD CONSUMERS
  • Market research

  • The environment and the agri-food market

  • Consumer behaviour

  • Consumer purchase decision process

  • Purchasing behaviour in organisations

  • Segmentation in agri-food markets

PROG-SM-AGRIFOODMARKETING-
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