MARKETING OF RURAL PRODUCTS AND SERVICES
Credit points: 15
Students of this subject will develop knowledge and skills relevant to marketing of rural products and services along with matters of business management that can be applied in a broad range of contexts. Principles of marketing such as market segmentation, the 4 P's and the marketing mix, will be used as a basis for the development of marketing plans and programs. Techniques for on-going analysis of the market will be developed. Advertising, product placement, social media and event attendance as a part of a marketing plan will be explored. Students will explore how marketing is an integral part of areas such as business planning, including business development. Students will be exposed to industry examples with emphasis placed on those demonstrating diverse portfolios demonstrating commercial marketing strategies. Students will be able to specialize in a rural industry of choice interest. Students will be introduced to legislation and regulation pertaining to related industries.
SchoolSchool of Life Sciences
Subject Co-ordinatorPenelope Smith
Available to Study Abroad StudentsNo
Subject year levelYear Level 3 - UG
Prerequisites Must be admitted into SBATE or require Subject Coordinator approval.
Equivalent subjects AGR3WM
Special conditions This subject is taught at the Epping Campus of Melbourne Polytechnic.
|Resource Type||Title||Resource Requirement||Author and Year||Publisher|
|Readings||Icon: art of the wine label, revised edn||Recommended||Caldewey, J & House, C 2003||WINE APPRECIATION GUILD, USA|
|Readings||Bananas About Marketing||Recommended||F Iseli and Hall, C 2018||AMAZON|
|Readings||Successful Wine Marketing||Recommended||Lapsley, J 2001||SPRINGER, USA.|
|Readings||Marketing Strategy Pack||Recommended||Lee, A & Edwards, MG 2013||CAMBRIDGE UNIVERSITY PRESS|
|Readings||Principles of Integrated Marketing Communications||Recommended||Lawrence, A 2014||CAMBRIDGE UNIVERSITY PRESS|
|Readings||Understanding Sponsored Search - Core Elements of Keyword Advertising||Recommended||Jim Jansen, 2011||CAMBRIDGE UNIVERSITY PRESS|
|Readings||Industrial Organization - Markets and Strategies||Recommended||Belleflamme P & Peitz, M, 2015||CAMBRIDGE UNIVERSITY PRESS|
|Readings||Wine a Global Business||Recommended||Thach, L, Matz, T & Halliday, J 2008||MIRANDA PRESS, USA.|
|Readings||The equine professionals guide to internet and content marketing||Recommended||Prendiville, K, 2016||Online distribution ,|
|Readings||Wine brands: success strategies for new markets||Recommended||Resnick, E 2008||PALGRAVE MACMILLAN, USA.|
|Readings||Wine marketing & sales||Recommended||Wagner, P, Thach, L & Olsen, J 2010||2ND EDN, WINE APPRECIATION GUILD|
Graduate capabilities & intended learning outcomes
01. Develop a marketing program from first principles.
- Students in small groups will use workshop discussions to develop a marketing plan which can be selected from any rural business or service (e.g. a vineyard, winery, farm, golf course, horse stud etc.). This will be presented to the class and critiqued by peers.
02. Critically review business laws relevant to marketing operations associated with rural products or services.
- Workshop sessions will be used for group discussion of the application of business and contract law to enterprises.
03. Apply local and international ethical perspectives to the marketing of rural products or services.
- Students in small groups will use workshop discussions to develop a develop perspectives on ethical practice. This will be presented-to and critiqued-by the class. Involvement with the Bachelor of Illustration students may be used to develop advertising materials.
04. Interpret, communicate and present ideas for marketing of rural products/services in formats suitable for professional audiences.
- Students in small groups will use workshop discussions to develop a marketing plan. This will be presented to the class and critiqued by peers.
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Epping, 2019, Semester 1, Day
Maximum enrolment sizeN/A
Subject Instance Co-ordinatorPenelope Smith
Two 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Twelve 2.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via online.
"A mix of on-line tools and prerecorded online lectures are used to deliver the materials in this subject."
|Group marketing plan (750-words per student - equivalent to 1,000-words.)||25||01, 03, 04|
|Indiv. presentation on a legal issue relevant to rural product/service (15mins, 750words equiv)||20||02, 04|
|Report (2,250-words)||55||01, 03, 04|