MARKETING OF RURAL PRODUCTS AND SERVICES

AGR3MRP

2021

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.

SchoolLife Sciences

Credit points15

Subject Co-ordinatorPenelope Smith

Available to Study Abroad/Exchange StudentsNo

Subject year levelYear Level 3 - UG

Available as ElectiveNo

Learning ActivitiesN/A

Capstone subjectNo

Subject particulars

Subject rules

Prerequisites Must be admitted into SBATE or requires Subject Coordinator approval

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsAGR3WM

Quota Management StrategyN/A

Quota-conditions or rulesN/A

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

Minimum credit point requirementN/A

Assumed knowledgeN/A

Learning resources

Wine a Global Business

Resource TypeBook

Resource RequirementRecommended

AuthorThach, L, Matz, T & Halliday, J

Year2008

Edition/VolumeN/A

PublisherMIRANDA PRESS, USA.

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

The equine professionals guide to internet and content marketing

Resource TypeBook

Resource RequirementRecommended

AuthorPrendiville, K

Year2016

Edition/VolumeN/A

PublisherOnline distribution

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Wine brands: success strategies for new markets

Resource TypeBook

Resource RequirementRecommended

AuthorResnick, E

Year2008

Edition/VolumeN/A

PublisherPALGRAVE MACMILLAN, USA.

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Principles of Integrated Marketing Communications

Resource TypeBook

Resource RequirementRecommended

AuthorLawrence, A

Year2014

Edition/VolumeN/A

PublisherCAMBRIDGE UNIVERSITY PRESS

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Wine marketing & sales

Resource TypeBook

Resource RequirementRecommended

AuthorWagner, P, Thach, L & Olsen, J

Year2010

Edition/Volume2ND EDN

PublisherWINE APPRECIATION GUILD

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Understanding Sponsored Search - Core Elements of Keyword Advertising

Resource TypeBook

Resource RequirementRecommended

AuthorJim Jansen

Year2011

Edition/VolumeN/A

PublisherCAMBRIDGE UNIVERSITY PRESS

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Successful Wine Marketing

Resource TypeBook

Resource RequirementRecommended

AuthorLapsley, J

Year2001

Edition/VolumeN/A

PublisherSPRINGER, USA.

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Icon: art of the wine label, revised edn

Resource TypeBook

Resource RequirementRecommended

AuthorCaldewey, J & House, C

Year2003

Edition/VolumeN/A

PublisherWINE APPRECIATION GUILD, USA

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Marketing Strategy Pack

Resource TypeBook

Resource RequirementRecommended

AuthorLee, A & Edwards, MG

Year2013

Edition/VolumeN/A

PublisherCAMBRIDGE UNIVERSITY PRESS

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Industrial Organization - Markets and Strategies

Resource TypeBook

Resource RequirementRecommended

AuthorBelleflamme P & Peitz, M

Year2015

Edition/VolumeN/A

PublisherCAMBRIDGE UNIVERSITY PRESS

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Bananas About Marketing

Resource TypeBook

Resource RequirementRecommended

AuthorF Iseli and Hall, C

Year2018

Edition/VolumeN/A

PublisherAMAZON

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Career Ready

Career-focusedNo

Work-based learningNo

Self sourced or Uni sourcedN/A

Entire subject or partial subjectN/A

Total hours/days requiredN/A

Location of WBL activity (region)N/A

WBL addtional requirementsN/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.

Subject options

Select to view your study options…

Start date between: and    Key dates

Epping (Melbourne Polytechnic), 2021, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorPenelope 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 online.
Virtual tutorial class to discuss assigned self-directed study topics

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*

Review of Marketing plan for an enterprise (1200 words)

Students research the marketing approach of an agricultural enterprise, analyse its effectiveness and review the marketing material. The report is presented as a review for the enterprise.

N/AOtherIndividualNo25 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.

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 and is presented as a report to management.

N/AOral presentationIndividualNo20 SILO2, SILO3, SILO4

Report pitching a marketing approach to management (2,250-words)

A written assessment developing a marketing approach for a new agricultural product.

N/AReportIndividualNo55 SILO1, SILO2, SILO3, SILO4