Marketing and Business Strategy.
Introduction
Farm Business
This module is designed to establish the basic principles of Strategic Management from strategy formulation, strategic planning, strategy evaluation and selection through to implementation. The subject is developed by considering the roles of change, innovation and leadership.
The second part of the course looks at marketing as a business function and allows the learners to acquire a thorough grasp of the type of marketing decisions that organizations have to make and the factors that will affect that decision making. It is then developed to allow the learners to generate a marketing plan for an organization to be able to understand the problems of designing and implementing the marketing function in organizations within the agricultural industry.
AIMS:
-
To understand the theory that underpins the methods used in the development of marketing in organizations
-
To appreciate the effect that marketing decisions have on the profitability and efficiency of an organization in the agricultural industry
-
To be aware of how business strategies are developed and understand the theories behind these.
-
To understand the application of business strategies and the use of a marketing plan to agricultural businesses.
LEARNING OUTCOMES:
At the end of this module the student should be able to:
-
Recognize those areas comprising the three main elements of strategic management, analysis, choice and implementation and understand the relationship between them.
-
Demonstrate an understanding of the holistic nature of strategic management.
-
Appreciate that there is a number of equally valid views on what constitutes organizational strategy.
-
Understand the issues and rational surrounding the Marketing Concept and current developments in marketing.
-
Identify and understand the process of market segmentation and the marketing mix and appreciate their importance to the rest of the overall marketing process.
-
Develop, present and implement a marketing plan for an organization within the agricultural industry.
How has Marketing Developed
The Internet as a Marketing Tool
Business Strategy
Strategic Business Planning Power Point
Strategic Analysis
Marketing Plan and Mix
A Farm Case Study - plus Marketing Environment
Marketing Environment Power Point