MARKETING OF RURAL PRODUCTS AND SERVICES

AGR3MRP

2019

Credit points: 15

Subject outline

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

Credit points15

Subject Co-ordinatorPenelope Smith

Available to Study Abroad StudentsNo

Subject year levelYear Level 3 - UG

Exchange StudentsNo

Subject particulars

Subject rules

Prerequisites Must be admitted into SBATE or require Subject Coordinator approval.

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjects AGR3WM

Special conditions This subject is taught at the Epping Campus of Melbourne Polytechnic.

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsIcon: art of the wine label, revised ednRecommendedCaldewey, J & House, C 2003WINE APPRECIATION GUILD, USA
ReadingsBananas About MarketingRecommendedF Iseli and Hall, C 2018AMAZON
ReadingsSuccessful Wine MarketingRecommendedLapsley, J 2001SPRINGER, USA.
ReadingsMarketing Strategy PackRecommendedLee, A & Edwards, MG 2013CAMBRIDGE UNIVERSITY PRESS
ReadingsPrinciples of Integrated Marketing CommunicationsRecommendedLawrence, A 2014CAMBRIDGE UNIVERSITY PRESS
ReadingsUnderstanding Sponsored Search - Core Elements of Keyword AdvertisingRecommendedJim Jansen, 2011CAMBRIDGE UNIVERSITY PRESS
ReadingsIndustrial Organization - Markets and StrategiesRecommendedBelleflamme P & Peitz, M, 2015CAMBRIDGE UNIVERSITY PRESS
ReadingsWine a Global BusinessRecommendedThach, L, Matz, T & Halliday, J 2008MIRANDA PRESS, USA.
ReadingsThe equine professionals guide to internet and content marketingRecommendedPrendiville, K, 2016Online distribution ,
ReadingsWine brands: success strategies for new marketsRecommendedResnick, E 2008PALGRAVE MACMILLAN, USA.
ReadingsWine marketing & salesRecommendedWagner, P, Thach, L & Olsen, J 20102ND EDN, WINE APPRECIATION GUILD

Graduate capabilities & intended learning outcomes

01. Develop a marketing program from first principles.

Activities:
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.

Activities:
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.

Activities:
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.

Activities:
Students in small groups will use workshop discussions to develop a marketing plan. This will be presented to the class and critiqued by peers.

Subject options

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Start date between: and    Key dates

Epping, 2019, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorPenelope Smith

Class requirements

WorkShop Week: 10 - 22
Two 2.0 hours workshop per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Lecture Week: 10 - 22
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."

Assessments

Assessment elementComments% ILO*
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