Higher Technical School of Agricultural Engineering UPCT Agro-food Marketing
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1 Higher Technical School of Agricultural Engineering UPCT Agro-food Marketing Qualification: Degree in Agri-food Engineering and Biological Systems Course 2015/2016
2 1. Subject information Name Agri-food Marketing Matter* Agri-food Marketing Module* Common to the Agricultural Branch Code Degree in Agri-food Engineering and Biological Systems Degree Study plan 2013 Centre Higher Technical School of Agricultural Engineering (ETSIA) Type Compulsory Teaching period Four-month period Four-month period 2nd Course 3rd Language Spanish ECTS 4,5 Hours / ECTS 30 Total workload (hours) 135 * All terms marked with an asterisk are defined in References for teaching at the UPCT and Glossary of terms: / bitstream / 10317/3330/1 / isbn pdf
3 2. Teacher Information Lecturer in charge Narciso Arcas Lario Department Business Economics Knowledge area Economics, Sociology and Politics Location of the office Office 0.8. Ground floor of the ETSIA Phone Fax Upct.es URL / WEB Timetable available / Tutorials To be determinated. Open by and telephone assistance Location during the tutorials TeacherOffice or by Teaching and research profile Teaching experience Research Lines Professional experience Other topics of interest Agronomist and Doctor in Economics and Business Sciences Titular professor atuniversity 20 years as a teacher at the Universities of Murcia and Polytechnic ofcartagena 4 teaching quinquenniums Agro-food marketing Agro-food cooperative Two six-year periods recognized 7 years hired and providing consulting services to various food companies Distinguishedby the Polytechnic University of Cartagena in the 2009/2010 year with the "Award to Reference Professor of EuropeanSpaceof Superior Education"
4 3. Contents 3.1 Contents according to the study plan of the subject 1. Marketing and Agro-food system 2. The market and the agri-business environment 3. Investigation of agro-food markets 4. Decisions about product 5. Pricing decisions 6. Decisions on communication 7. Decisions on distribution 8. Strategy and Marketing Plan 9. Collective actuation and agro-food marketing 3.2 English program theory (Teaching units and topics) TEACHING UNIT 1. Introduction to marketing and marketing management in Foodsfirms 1. Marketing and food system TEACHINGUNIT. 2- Analysis of the marketing system in Foodsfirms 2. The market and the environment of Foodsfirms 3. Food markets' research TEACHINGUNIT. 3- Marketing planning in Foodsfirms 4. Product decisions 5. Price decisions 6. Communication decisions 7. Distribution decisions 8. Strategy and marketing plan TEACHING UNIT. 4- Collective action and Foods marketing 9. Collective action and Foods marketing
5 4. Bibliography and resources 4.1 Basic bibliography* Literature can be found in the documentation service (Recommended for DU 1, 2 and 3) Santesmases Mestre, M. (2012). Marketing: Conceptos y Estrategias. Ed. Pirámide. Madrid. 1117p. ISBN: Disponible en el Servicio de Documentación de la UPCT: Sierra, M.; Namesny, A. y Papasseit, P. (2002). Marketing aplicado a frutas y hortalizas. Junta de Andalucía. 195p. ISBN: Disponible en el Servicio de Documentación de la UPCT: (Recommended for DU 3) Sainz de Vicuña Ancín, J.M. (2003). El plan de marketing en la práctica. Ed. ESIC. Madrid. 439p. ISBN: Disponible en el Servicio de Documentación de la UPCT: (Recommended for DU1, 2 and 3) ArcasLario, N. (1999).El Marketing de lascooperativasagrarias. Claves para la Competitividad de la EmpresaAgraria. Ed.Ciriec. Valencia. 300p. ISBN: Disponible en el Servicio de Documentación de la UPCT: Complementary bibliography* Minetti, A.C. (2002). Marketing de los alimentosecológicos. Ed. ESIC. Madrid. 271p. ISBN: Disponible en el Servicio de Documentación de la UPCT: Rouzet, E. (2005). El marketing del vino. Saber vender el vino. Ed. Mundi-Prensa. Madrid. 231p. ISNN: Disponible en el Servicio de Documentación de la UPCT: Ruiz de Maya, S. (2001). Experiencias y casos de comportamientodelconsumidor. Ed. ESIC. Madrid. 379p. ISBN: Disponible en el Servicio de Documentación de la UPCT: Sánchez Pérez. M. (Coord.) (2006). Casos de marketing y estrategia. Ed. UOC. Barcelona. 369p. ISBN: Disponible en el Servicio de Documentación de la UPCT: ArcasLario, N. (Dir.). El gobierno de lascooperativasagroalimentarias. Factores de Éxito. Ed. FundaciónCajamar. Almería. 101p. ISBN: Disponible en el Servicio de Documentación de la UPCT:
6 ArcasLario, N. y Hernández Espallardo, M. (Dirs.)(2013). Tamaño y competitividad. Experiencias de crecimiento en lascooperativasagroalimentariasespañolas. Ed. CajamarCaja Rural. 331p. ISBN: Disponible en el Servicio de Documentación de la UPCT: Network resources and other resources Web of representative organizations, professional agricultural organizations and food companies Virtual classroom UPCT
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