Vytauto Didžiojo universitetas

Integruota rinkodaros komunikacija agroversle (ABM)

  • Dalyko kodas: EVVKM072
  • Apimtis ECTS kreditais: 7.5
  • Pavadinimas anglų kalba: Integrated Marketing Communication in Agribusiness
  • Dalyko aprašo rengėjas(-ai):

    Dr.oec., assist prof. I. Gulbe; Dr.oec., assist.prof. Zane Vītoliņa

Dalyko studijų rezultatai

1. Knowledge about the challenges and economic aspects of global agri-food market integrated communication; on the diversity of agri-food business and its influencing factors; on contemporary international marketing theories and communication strategies in the context of effective marketing activities in order to increase competitiveness of enterprise.
2. Skills to assess the social, political, economic and environmental agri-food market and to identify the main factors influencing the integrated agri-food market communication and it’s channels; to be able to perform in-depth analysis and evaluation of international agri-food business marketing communication strategies.
3. Competences to obtain select, analyse information about integrated agri-food business marketing communication methods, and use it to make decisions and promote product sales in international agri-food markets.

Dalyko turinys

1. The role of marketing communications in agri-business sector.
2. Introducing marketing communications. How marketing communications works.
3. Information processing.
4. The steps in developing effective communications (Strategy. Objectives. Industry. Evaluation and Metrics).
5. The elements of the communication mix (Advertising. Public Relations. Direct marketing. Sales promotions. Personal selling. Events and Experiences. Media and advertising campaigns).
6. Integrated marketing communications.
7. Marketing communication formats.
8. Advertising management and design.
9. Complexities of communication and the media (traditional, social, search, interactive and other media).
10. The importance of integration in the marketing communications.
11. Integrated marketing communication planning process.
12. Ethical issues in marketing communications.

Dalyko studijos valandomis

Lectures 30 hours
Practicums 30 hours
Self-study 140 hours
Total 200 hours

Studijų rezultatų vertinimas

Group work on problem task with presentation of main outcomes – 10%
Cumulative assignment of 4 practical home assignments – 10%
Examination – 80%

Literatūra

Required reading:
1. Simons L. Changing the Food Game. Market Transformation Strategies for Sustainable Agriculture. Sheffield: Greenleaf Publishing Limited, 2015, 248 p.
2. Kenneth E. Clow, Donald E Baack (2015) Integrated Advertising, Promotion, and Marketing Communications, Global Edition. Pearson Publishing, 496 pp. ISBN-10: 1292093633, ISBN-13: 9781292093635
3. Palmer, A. Principles of Services Marketing. Seventh edition. Berkshire: 2014, pp. 495.
4. Hawkins D.I., Mothersbaugh, D.L. Consumer Behavior. Building Marketing Strategy. New York, McGrae-Hill Irwin, 2013, pp.772.
5. Lindgreen Adam, Hingley K Martin (2012) Market Orientation: Transforming Food and Agribusiness around the Customer. Eds. Dr Paul Custance,Mr David Harness,Professor Adam Lindgreen,Professor Martin K Hingley. Gower Publishing, Ltd.,394 pp. ISBN 1409458687, ISBN 9781409458685
6. George Belch, Michael Belch (2011) Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill/Irwin; 9 edition, p.864
Recommended reading:
1. Hite K. A., Seitz J. L. Global Issues: an Introduction. 5th Edition. Wiley Backwell Ltd., 2016. 335 p. ISBN 978-1-118-96885-7.
2. Freddie L. Barnard, Jay T. Akridge, Frank J. Dooley, John C. Foltz, Elizabeth A. Yeager (2015) Agribusiness Management. Routledge, 484 pp.
3. Dando W. Food and Famine in the 21st Century. Santa Barbara, Calif : Abc-Clio, eBook, 2012. [z] [skatīts 16.02.2014.]. Available online: "eBook Academic Collection (EBSCOhost)" Available with LLU IS user’s account https://ezproxy.llu.lv/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=e000xww&AN=442966&site=ehost-live&scope=site
4. Hackley C. Advertising and Promotion: An Integrated Marketing Communications Approach. Sage Publications Ltd; Second Edition, 2010. p.360.
5. Reid N., Ross P., Gatrell J. Local Food Systems in Old Industrial Regions: Concepts, Spatial Context, and Local Practices. The Dynamics of Economic Space Farnham: Ashgate Publishing Ltd, eBook, 2012. [Tiešsaiste] [skatīts 16.02.2014.]. Available with LLU IS user’s account http://ezproxy.llu.lv/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=466055&site=eds-live&scope=site

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