AGRIFOOD MARKETING
75 horas
This course allows students to immerse themselves in the world of marketing applied to agri-food companies, thoroughly exploring the crucial connection between the two areas. This education provides essential knowledge for evaluating the importance of marketing in the context of this specific sector, recognising its fundamental role in the achievement of commercial goals.
Throughout the programme, the focus is on providing a comprehensive understanding of the essential concepts, methods and tools that marketing provides. In this way, the student is trained to successfully manage the commercial activity of these companies, highlighting the peculiarities and challenges of the agri-food sector.
Without doubt, this education is key to exploring strategies that are effective and adapt to the specific needs of companies in this sector, providing students with the skills necessary to successfully face the challenges of the agri-food market.
Discover the key modules and concepts
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Each of the modules in this course has been rigorously designed with the current and future needs of both professionals and companies in mind.
Explore all the subjects that make up this course!
INTRODUCTION TO AGRI-FOOD MARKETING
- Agri-food marketing: importance, concept and evolution.
- Marketing and peculiarities of the agri-food system.
- The marketing mix of agri-food products.
- Problems of implementing marketing decisions in agri-food companies.
- Marketing decisions and business cooperation.
DIFFERENTIATION OF AGRI-FOOD PRODUCTS
- Importance of product decisions.
- Concept and dimensions of the agri-food product.
- Classification of agri-food products.
- Differentiation of agri-food products.
- The product portfolio.
- Development of new products.
- Adoption and life cycle of the agri-food product.
PRICE DECISIONS IN AGRI-FOOD COMPANIES
- The concept and components of price.
- The importance of price.
- Methods of setting prices.
- Pricing strategies.
- Problems with pricing.
COMMUNICATION IN THE AGRI-FOOD COMPANY
- The communication process.
- Communication decisions.
- Advertising.
- Personal selling.
- Public relations.
- Sales promotion.
- Direct (digital) marketing.
- The communication mix.
CONSUMER BUYING BEHAVIOUR OF AGRI-FOOD PRODUCTS
- Commercial research.
- The environment and the agro-food market.
- Consumer behaviour.
- The consumer's purchasing decision process.
- Purchasing behaviour in organisations.
- Segmentation in agro-food markets.
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Description
To achieve success in agri-food companies, as in any company in any other sector, marketing occupies a position of great importance. For this reason, this course is presented as an opportunity to obtain better results in agribusiness.
Certainly, there are different ways to differentiate ourselves from the competition, from product conditioning, packaging and labelling, the use of brands, to innovation within the agri-food sector. All of this is very important for creating a brand positioning in the mind of the consumer.
Therefore, it is vital that professionals are familiar with the main concepts, methods and tools that this discipline offers in order to successfully carry out the product, price and communication strategy of these companies, as well as the design and management of distribution channels, taking into account their unique characteristics.
Objectives
- To assess the importance of marketing as a discipline that provides agri-food companies with procedures to carry out their activity successfully.
- To implement the agri-food company's decisions on product, price and distribution.
- To identify the behaviour of the consumer in this type of product.
- To define communication strategies in the agri-food company.
Methodology
ENAE uses an active and participative methodology, ‘learning by doing’, which alternates the presentation of concepts, techniques and methods of analysis with the development of practical cases that reflect real business situations.
By promoting teamwork, the aim is to achieve the integration of all members and to resolve the cases presented more effectively, through the exchange of different points of view, opinions and experiences. Students will learn from the trainers but also from the professional experiences of their colleagues.
