Tarptautinė žemės ūkio ir maisto verslų rinkodara (ABM)

Dalyko studijų rezultatai

1. Knowledge about the challenges and economic aspects of global agri-food market; on the diversity of agri-food business and its influencing factors; on contemporary international marketing theories and strategies in the context of agri-food business.
2. Skills to assess the different circumstances, problems in the agri-food market and to identify the main factors influencing the agri-food business performance; to be able to perform in-depth analysis and evaluation of international agri-food business marketing strategies.
3. Competences to obtain, select and analyse information about agri-food business marketing and use it to make decisions and promote product sales in international agri-food markets.

Dalyko turinys

1. Introduction with concept of global agri-food market and business.
2. Agri-food business in the context of globalisation and sustainable development.
3. Changing international environment, customers and place of agri-food market.
4. World food problems and role of agri-food business in solving them.
5. Place of agri-food market in the global economy.
6. Similarities and differences of agri-food markets in different regions of the world.
7. Main factors influencing performance of agri-food business.
8. Main steps required to export agri-food products.
9. Business internationalization theories. The Uppsala model, the transaction cost analysis model, the network model, internationalization of SMEs.
10. Developing international competitiveness of agri-food business. Porter’s diamond, Porter’s five competition forces model, Burton’s Five Sources of Collaborative Advantage.
11. International agri-food market selection: situation analysis, marketing objectives, evaluation of the target market.
12. Agri-food market entry strategies: export, intermediate entry, hierarchical modes, international sourcing.
13. Effective agri-food product management and new product development. SBU objectives, growth strategies.
14. Retailing of agri-food products in the target market: bricks and clicks. Classifying retail stores and non-store retailing.
15. Marketing ethics and corporate social responsibility in scope of agri-food business. Sustainability marketing transformations.
16. Organization and control of agri-food products’ international marketing programme.
17. Holistic approach addressing the whole food system in an innovative and creative way.
18. Food and bioeconomy.
19. Universities’ role in creation of innovative food products.
20. Cultural and gastronomic (culinary) heritage.
21. Analysis of handcraft development in Latvia.
22. Cultural and gastronomic (culinary) heritage as a product of rural tourism.
23. Gastronomic heritage – one of the rural; revitalizing factors. Success stories of different countries.

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. Palmer, A. Principles of Services Marketing. Seventh edition. Berkshire: 2014, pp. 495.
2. Grönroos C. Service Management and Marketing. Customer Management in Service Competition.Wiley; 3 edition: 2007, pp.496.
3. Solomon, M.R., Marshall G.W., Stuart E.W. Marketing. Real People, Real choices. New Jersey: Pearson Prentice Hall, 2008, pp.600.
4. Hawkins D.I., Mothersbaugh, D.L. Consumer Behavior. Building Marketing Strategy. New York, McGrae-Hill Irwin, 2013, pp.772.
5. Simons L. Changing the Food Game. Market Transformation Strategies for Sustainable Agriculture. Sheffield: Greenleaf Publishing Limited, 2015, 248 p.
6. Southgate D., Graham D.H., Tweeten L. The World of Food Economy. New Your: John Wiley & Sons, Inc., 2011, 452 p. ISBN 978-0-470-5962-2
Recommended reading:
1. 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
2. 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
3. Hite K. A., Seitz J. L. Global Issues: an Introduction. 5th Edition. Wiley Backwell Ltd., 2016. 335 p. ISBN 978-1-118-96885-7.
4. Kotler P., Keller K. L. Marketing Management. 14th Edition. Pearson Education Inc., eBook, 2012. Available online: http://ebooks.narotama.ac.id/files/Marketing%20Management%20(14th%20Edition)/Cover%20&%20Table%20of%20Contens%20-%20Marketing%20Management%20(14th%20Edition).pdf
5. http://www.worldbank.org
6. http://www.fao.org/home/en/
7. Journal of International Marketing. American Marketing Association. ISSN (printed): 1069-031X. ISSN (electronic): 1547-7215. Online: https://www.ama.org/publications/JournalOfInternationalMarketing/Pages/About.aspx