| Department of Agricultural Sciences | |||
| Earliest Possible Year | |||
| Duration | 2 semesters | ||
| Credits | 15 (ECTS) | ||
| Course Level | Joint BSc and MSc | ||
| Examination | written examination No aid allowed Description of Examination: 13-point scale, external examiner | ||
| Organisation of Teaching | 1 November 2004 - 18 January 2005 | ||
| Block Placement | outside schedule | ||
| Teaching Language | English | ||
| Optional Prerequisites | 120700 Horticultural Economics and Management | ||
| Course Objectives | |||
| The aim of the course is to give an insight in models of marketing and brand management from a horticultural point of view. The students should gain and learn how to use theoretical knowledge for the solving of specific marketing problems. | |||
| Course Contents | |||
| The course puts the consumer in the focus of the activities of the horticultural firm. The starting point is the foundations of marketing management theory including marketing instruments, branding and product differentiation, pricing principles, promotion and market communication. The specific nature of horticultural products is discussed along with the organisation of and co-operation between horticultural firms. The large-scale marketing system is compared to local systems with more direct marketing activities. Consumer attitudes and behaviour are important concepts. | |||
| Teaching And Learning Methods | |||
| Teaching and learning methods: Case studies in small groups, lectures, oral and written presentation of marketing plans and marketing campaigns for horticultural or related firms, with opponents. | |||
| Course Litterature | |||
| Required reading is assigned by the responsible department. Current information about course literature should be available at the latest one month before the start of the course. | |||
| Course Coordinator | |||
| Lena Ekelund, Lena.Ekelund@vv.slu.se, Department of Agricultural Sciences/DSH guests, Phone: 3528 | |||
| Study Board | |||
| Study Committee DSH | |||
| Course Scope | |||
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