Educational guide
IDENTIFYING DATA 2024_25
Subject AGRI-FOOD MARKETING Code 00511034
Study programme
0511 - G.MARKETING E INVESTIGACIÓN DE MERCADOS
Descriptors Credit. Type Year Period
6 Optional First
Language
Castellano
Prerequisites
Department DIREC.Y ECONOMIA DE LA EMPRESA
Coordinador
SULÉ ALONSO , MARÍA ARÁNZAZU
E-mail masula@unileon.es
nmunm@unileon.es
Lecturers
MUÑIZ MARTÍNEZ , NORBERTO
SULÉ ALONSO , MARÍA ARÁNZAZU
Web http://
General description English Friendly. The main objective of the course is to study the particular characteristics of Marketing which is specific to companies in the Agrofood Sector. This enables the student to have a theoretical and practical perspective which will be essential in order to improve the management of these companies. Students will also learn to adapt to new necessities created by a higher business competitiveness, to consumers' increasing demands and to the internationalization of the markets.
Tribunales de Revisión
Tribunal titular
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA CERVANTES BLANCO , MIGUEL FRANCISCO
Secretario DIREC.Y ECONOMIA DE LA EMPRESA GONZALEZ FERNANDEZ , ANA MARIA
Vocal DIREC.Y ECONOMIA DE LA EMPRESA LANERO CARRIZO , ANA
Tribunal suplente
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA VAZQUEZ BURGUETE , JOSE LUIS
Secretario DIREC.Y ECONOMIA DE LA EMPRESA GUTIERREZ RODRIGUEZ , PABLO
Vocal DIREC.Y ECONOMIA DE LA EMPRESA RODRIGUEZ SANTOS , MARIA DEL CARMEN

Competencias
Code  
A16274
A16275
A16276
B5093
B5095
B5098
B5103
B5105
B5106
B5111

Learning aims
Competences
A16274
A16275
A16276
 B5093
B5095
B5098
B5103
B5105
B5106
B5111

Contents
Topic Sub-topic
PART I - INTRODUCTION TO AGRI-FOOD MARKETING CHAPTER 1. AGRI-FOOD MARKETING

Definition, utilities and functions of Agri-Food Marketing
The Agri-Food System
Evolution of Food Consumption
E-Commerce in the agri-food sector


CHAPTER 2. STRATEGIC MANAGEMENT OF AGRI-FOOD MARKETING

Organisation of the agri-food company and marketing plan
Strategic decisions
Evaluation of actions


CHAPTER 3. Consumer behaviour of agri-food products

Theory of Food Consumer Behaviour
Emotions, motives, attitudes and their influence on demand
Variables influencing food demand
Food consumer typology
PART II - AGRI-FOOD MARKETING DECISIONS CHAPTER 4. AGRICULTURAL FOOD PRODUCTS

Product policy in the marketing system
Nature of the agri-food product
Standardisation and typification of agri-food products
Packaging and labelling


CHAPTER 5. PRODUCT QUALITY IN MARKETING STRATEGIES

Quality in food products
Quality components and attributes
Quality decisions for processed food products
Conceptual models of the quality perception process


CHAPTER 6. THE PRICE OF AGRICULTURAL FOOD PRODUCTS

The concept of price
Factors influencing pricing
Methods for pricing
Pricing strategies


CHAPTER 7. TRADING AND DISTRIBUTION CHANNELS IN THE AGRICULTURAL FOOD INDUSTRY

The concept of distribution
Functions developed by intermediaries
Distribution channels and typology
Distribution retailer formats
The design of the distribution channel
Relationships among the members of the channel
Internet distribution practices
Physical distribution


CHAPTER 8. COMMUNICATION IN THE FOOD AND AGRICULTURAL COMPANY

The concept and the process of communication
The marketing communication mix
Advertising
Sales promotion
Personal sales force
Public relations
Direct marketing
Communication events: sponsorship and patronage

Planning
Methodologies  ::  Tests
  Class hours Hours outside the classroom Total hours
Assignments 25 40 65
 
Personal tuition 10 0 10
Case study 5 0 5
 
Lecture 10 0 10
 
Extended-answer tests 2 0 2
Practical tests 4 0 4
Oral tests 4 0 4
 
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies
Methodologies   ::  
  Description
Assignments A practical group work will be carried out throughout the teaching period of the course on a topic related to the theory taught. The lecturer will be informed in advance about the choice of topic and the members of the group.
Personal tuition The tutorials will allow the lecturer to assess the students' learning in relation to the theoretical and practical content of the subject.
Case study During the course, various readings related to the subject will be presented, as well as cases of different food companies to be worked on and presented by the students.
Lecture The teaching methodology to be used in the classes will be basically the explanation of the contents in a participative way. In this sense, the teacher will explain the contents and points that make up the syllabus, but at the same time will encourage active participation in class, trying to intersperse the use of his or her words with intervals of teacher-student dialogue. This active participation will come from two areas; on the one hand, from the possible doubts or comments that may arise on the part of the student as a consequence of the teacher's explanation; on the other hand, it will be the teacher himself who may also ask questions to the audience, trying with this "dynamising" element to get answers and generate debate that will lead to the enrichment of the presentation. Most of the tutorials will be used for the work on Agri-Food Marketing. They will also be used for the presentation and defence of the different case studies and tasks proposed throughout the course.

Personalized attention
 
Personal tuition
Description
The tutorials will be used mainly for the development of the work in Agri-Food Marketing. Also for the presentation and defence of the different case studies and assignments proposed throughout the course.

Assessment
  Description Qualification
Practical tests Evaluation of the content, structure and writing of the practical work, as well as the clarity of the oral presentation.

There will be a continuous assessment, taking into account attendance, active participation in class and the completion of the proposed case studies. 		50%
Extended-answer tests The theoretical contents of the subject will be assessed by means of a written exam with questions to answer.
 50%
 
Other comments and second call

The data shown in the table are for guidance only and may be modified according to the characteristics of the group enrolled in each course.

First Ordinary Examination. In order to pass the course, it is necessary to pass, separately, the exam on the theoretical content of the course and the practical work. In other words, a minimum of 5 points out of 10 is required in both parts. In order to proceed to the revision of the exam, it will be necessary the previous request of the student in the computer application of the University.

In the second sitting, the parts of the subject not passed in the first sitting will be recovered, being necessary to obtain a minimum of 5 points out of 10 to pass the subject. In order for the revision to be carried out, the student's previous request in the University's computer application will be necessary.

In the December exam, students must hand in and present the work or papers and case studies developed during the last academic year, as well as take the written exam, being compulsory to pass both parts in order to pass the subject.

Sources of information
Access to Recommended Bibliography in the Catalog ULE

Basic , , ,

BASIC

CALVO, C. Y STANTON, J.L. (2017). Principles of Marketing. Ed. ESIC, MADRID.

PADBERG, D.I., RITSON, C.  y ALBISU,L.M. (1997) Agro-food Marketing. Ed. CAB International y CIHEAM, USA.

COMPLEMENTARY


ALONSO, R.; y SERRANO, A.(2004). Economía de la Empresa Agroalimentaria. 2ª Edición, Mundi Prensa, Madrid.

ARCAS, N.(1999). El marketing de las cooperativas agrarias, CIRIEC- España.

CALDENTEY, P.; HARO, T.; TITOS, A. y BRIZ, J.(1994). Marketing Agrario. Mundi Prensa, Madrid.

CRUZ ROCHE, I.(Coordinador) (1999). Los Canales de distribución de productos de gran consumo. Ed. Pirámide, Madrid.

JONES, G. y MORGAN, N.J. (1994). Adding Value. Brands and Marketing in Food and Drink. Editado por Geoffrey Jones & Nicholas J. Morgan. Londres.

KOHLS, R.L. y UHL, J.N. (1990). Marketing of Agricultural Products. , 7ª ed. Maxwell Macmillan International Editions. Nueva York.

RUIZ, A. (2023). Marketing del vino. Estrategia, valor y digitalización. ESIC. Madrid.
Complementary , , ,

Students will be provided with readings and cases in both English and Spanish on current topics pertaining to the agri-food field.

Websites, blogs and other virtual tools will be used to reinforce content related to digital environments.

Internet addresses of interest will also be considered. The aim is to support the theoretical-practical content by taking advantage of the opportunities offered by new technologies. Updating and novelties must be permanent, so that new ones can be introduced throughout the course. Thus, useful addresses of different types are proposed, such as those shown below, by way of example:

http://www.alimarket.es (Alimarket)

http://www.fiab.es/

http://infoalimenta.com/

http://www.mercasa.es (Distribution and Consumption)

Recommendations


Subjects that it is recommended to have taken before
PRINCIPLES OF MARKETING / 00511002
QUALITATIVE TECHNIQUES IN MARKET RESEARCH / 00511007
QUANTITATIVE TECHNIQUES IN MARKET RESEARCH / 00511020
 
Other comments
English-friendly students will have materials and books available in English at their disposal. Moreover, they will be able to do assignments, activities, and exams in English. Furthermore, they will be able to have in-person or online office hours in English.