Study of the marketing process; concepts and tools for management of essential marketing decisions. Course will draw on consumer choice and demand analysis, marketing, and case studies.
Athena Title
Food and Fiber Marketing
Prerequisite
AAEC 2580 or AAEC 2580E or ECON 2106 or ECON 2106E or ECON 2106H
Semester Course Offered
Offered fall and spring
Grading System
A - F (Traditional)
Student Learning Outcomes
Students will be able to critically evaluate and synthesize marketing-related information for a specific food or fiber product to make data-driven recommendations.
Students will be able to assess and diagnose a food or fiber company’s marketing strategy by applying analytical frameworks to identify strengths, weaknesses, and opportunities for growth.
Students will be able to collaborate effectively in a team setting to develop and to formulate innovative and sustainable marketing propositions that enhance a food or fiber marketing strategy.
Students will be able to collaborate effectively in a team setting to develop and design a well-structured, stand-alone executive summary that communicates key insights and recommendations concisely and professionally.
Topical Outline
Part I: The Food and Fiber Marketing System
1: The Food and Fiber Marketing System
2: The Marketing Process
• Step 1: Understand the market place
• Step 2: Design a customer-driven marketing strategy
• Step 3: Construct an integrated marketing program that delivers superior value
• Step 4: Building customer relationships
• Step 5: Capture value from customers to create profits and customer equity
Part II: Introduction to Global Marketing
Institutional Competencies
Analytical Thinking
The ability to reason, interpret, analyze, and solve problems from a wide array of authentic contexts.
Creativity & Innovation
The capacity to combine or synthesize existing ideas, images, or expertise in original ways and the experience of thinking, reacting, and working in an imaginative way characterized by innovation, divergent thinking, and risk taking.
Critical Thinking
The ability to pursue and comprehensively evaluate information before accepting or establishing a conclusion, decision, or action.
Leadership & Collaboration
The capacity to engage in the relational process of optimizing personal and collective strengths toward a common goal.
