Course Code: MK 314 • Study year: III • Academic Year: 2024-2025
Domain: Marketing • Field of study: Marketing
Type of course: Compulsory
Language of instruction: Romanian
Erasmus Language of instruction: English
Name of lecturer: Carmen Paștiu
Seminar tutor: Carmen Paștiu
Form of education Full-time
Form of instruction: Class
Number of teaching hours per semester: 56
Number of teaching hours per week: 4
Semester: Autumn
Form of receiving a credit for a course: Grade
Number of ECTS credits allocated 6

Course aims:

The main aim of the course has in view the students’ familiarization with the concepts of agrifood marketing etc. The course also aims to clarify the content of agrifood, market and service consumer behavior.
The skills training design and implementation of a mix of agricultural and food marketing;
Capacity building and attitudes investigation agrifood market realities and application of research results into marketing programs agrifood

Course Entry Requirements:


Course contents:

1. Introduction in the agri-food marketing: Domain food products; The concept of agrifood marketing; The necessity and importance of the agrifood marketing;

2. Agri-food market: demand and consumption of agricultural products; Offer food products

3. Product Policy in the agrifood marketing: The nutritional value of food products; packaging; Quality food products; Standardization of food products; Strategies renewing supply of food products at the enterprise level and to market new products.

4. Price policy in the agro-food marketing: Prices in food products; Techniques intervention in setting price levels; Prices in agrifood marketing strategies; Fixing prices for a range of products.

5. Distribution Policy in the agrifood marketing: content, role and functions of distribution of food products; Distribution channels and intermediaries; Alternative distribution strategy.

6. Policy to promote food products: Forms promotion of agrifood products; Specific elements on the agrifood marketing communication at EU level; Strategies to promote organic products and agritourism

7.Organizing the marketing activity

Teaching methods:

Lecture, Discussions.

Learning outcomes:

 - Ensuring a minimum level of knowledge of students in agrifood marketing

- Training of managerial economic thinking in terms of agrifood marketing

- Acquisition systems, methods and techniques specific overall agrifood marketing

Learning outcomes verification and assessment criteria:

Portfolio with practical worksSemester projectWritten test examination - 60%, Verification during the semester (project) - 40%.

Recommended reading:

• Hingley, M., Lindgreen, A., Marketing of agricultural products: case findings - publicat în British Food Journal, Vol. 104, No.10, MCB UP Limited, 2002.
• Jones, P., Clarke-Hill, C., Shears, P., Hillier, D., Retailing organic foods, British Food Journal, Vol. 103, Issue 5, Jun 2001, MCB UP Ltd., 2001.
• Kotler, Philip, Gary Armstrong, John Saunders, Veronica Wong (1999), Marketing .