MARKETING OF RURAL PRODUCTS AND SERVICES

AGR3MRP

2020

Credit points: 15

Subject outline

In this subject you will develop knowledge and skills relevant to marketing of rural products and services along with matters of business management that can be applied in abroad range of contexts. Principles of marketing such as market segmentation, the 4 P's model - Price, Promotion, Place, and Product - 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. You will be exposed to industry examples.

School: Life Sciences (Pre 2022)

Credit points: 15

Subject Co-ordinator: Penelope Smith

Available to Study Abroad/Exchange Students: No

Subject year level: Year Level 3 - UG

Exchange Students: No

Available as Elective: No

Learning Activities: N/A

Capstone subject: No

Subject particulars

Subject rules

Prerequisites: Must be admitted into SBATE or requires Subject Coordinator approval

Co-requisites: N/A

Incompatible subjects: N/A

Equivalent subjects: AGR3WM

Quota Management Strategy: N/A

Quota-conditions or rules: N/A

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

Minimum credit point requirement: N/A

Assumed knowledge: N/A

Learning resources

Industrial Organization - Markets and Strategies

Resource Type: Book

Resource Requirement: Recommended

Author: Belleflamme P & Peitz, M

Year: 2015

Edition/Volume: N/A

Publisher: CAMBRIDGE UNIVERSITY PRESS

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Wine a Global Business

Resource Type: Book

Resource Requirement: Recommended

Author: Thach, L, Matz, T & Halliday, J

Year: 2008

Edition/Volume: N/A

Publisher: MIRANDA PRESS, USA.

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Marketing Strategy Pack

Resource Type: Book

Resource Requirement: Recommended

Author: Lee, A & Edwards, MG

Year: 2013

Edition/Volume: N/A

Publisher: CAMBRIDGE UNIVERSITY PRESS

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Understanding Sponsored Search - Core Elements of Keyword Advertising

Resource Type: Book

Resource Requirement: Recommended

Author: Jim Jansen

Year: 2011

Edition/Volume: N/A

Publisher: CAMBRIDGE UNIVERSITY PRESS

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Wine marketing & sales

Resource Type: Book

Resource Requirement: Recommended

Author: Wagner, P, Thach, L & Olsen, J

Year: 2010

Edition/Volume: 2ND EDN

Publisher: WINE APPRECIATION GUILD

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Icon: art of the wine label, revised edn

Resource Type: Book

Resource Requirement: Recommended

Author: Caldewey, J & House, C

Year: 2003

Edition/Volume: N/A

Publisher: WINE APPRECIATION GUILD, USA

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Successful Wine Marketing

Resource Type: Book

Resource Requirement: Recommended

Author: Lapsley, J

Year: 2001

Edition/Volume: N/A

Publisher: SPRINGER, USA.

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

The equine professionals guide to internet and content marketing

Resource Type: Book

Resource Requirement: Recommended

Author: Prendiville, K

Year: 2016

Edition/Volume: N/A

Publisher: Online distribution

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Principles of Integrated Marketing Communications

Resource Type: Book

Resource Requirement: Recommended

Author: Lawrence, A

Year: 2014

Edition/Volume: N/A

Publisher: CAMBRIDGE UNIVERSITY PRESS

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Bananas About Marketing

Resource Type: Book

Resource Requirement: Recommended

Author: F Iseli and Hall, C

Year: 2018

Edition/Volume: N/A

Publisher: AMAZON

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Wine brands: success strategies for new markets

Resource Type: Book

Resource Requirement: Recommended

Author: Resnick, E

Year: 2008

Edition/Volume: N/A

Publisher: PALGRAVE MACMILLAN, USA.

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Career Ready

Career-focused: No

Work-based learning: No

Self sourced or Uni sourced: N/A

Entire subject or partial subject: N/A

Total hours/days required: N/A

Location of WBL activity (region): N/A

WBL addtional requirements: N/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

Intended Learning Outcomes

01. Develop a marketing program from first principles using applied marketing theory.

02. Critically review laws and regulations relevant to marketing operations associated with rural products or services.

03. Apply local and international ethical perspectives to the marketing of rural products or services.

04. Interpret, communicate and present ideas for marketing of rural products/services in formats suitable for professional audiences.

Epping (Melbourne Polytechnic), 2020, Semester 1, Day

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Penelope Smith

Class requirements

Problem Based LearningWeek: 10 - 22
Twelve 4.50 hours problem based learning per study period on weekdays during the day from week 10 to week 22 and delivered via online.
A mix of on-line tools, assigned readings and set tasks are used to guide the student through self-directed study.

TutorialWeek: 10 - 22
Six 2.00 hours tutorial per study period on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Virtual tutorial class to discuss assigned self-directed study topics

Assessments

Assessment element	Comments	Category	Contribution	Hurdle	%	ILO*
Marketing plan (1200 words)This is a written assessment, of a review and analysis of a marketing material produced by an agricultural enterprise	N/A	N/A	N/A	No	25	SILO3, SILO4
Oral presentation on social media marketing and ethics relevant to a rural product/service (20 mins,This is an oral presentation (face to face, streamed or podcast) of an analysis of the use of social media in marketing and related regulatory and ethical issues.	N/A	N/A	N/A	No	20	SILO2, SILO3, SILO4
Report on a marketing approach (2,250-words)A written assessment developing a marketing approach for a new agricultural product	N/A	N/A	N/A	No	55	SILO1, SILO2, SILO3, SILO4