LV EN RU DE FR

Integrated marketing communication in agrifood business

Course developers

Prior knowledge

Ekon5152, Research Methods

VadZ5089, Strategic Management of Agribusiness

Replaced course

EkonM002 [GEKOM002] Integrated marketing communication in agrifood business

Course abstract

The course provides advanced theoretical knowledge of modern marketing communication techniques, as well as comprehensive practical knowledge and practical examples of the specifics of international business marketing communication in agri-food business. Students learn marketing communication tools, with a particular focus on the specifics of agro-food product promotion to independently develop and manage an integrated marketing communication strategy, effectively communicating with buyers and consumers, policymakers and the general public, thereby contributing to business competitiveness and sustainable agriculture and food. product development.

Learning outcomes and their assessment

• In-depth knowledge and understanding of the integrated marketing communication mix elements and target audiences - test.
• In-depth knowledge and understanding of the development and management of an integrated marketing communication strategy in different agricultural and food market conditions - research work.
• Ability to critically evaluate and independently choose the most appropriate element of integrated marketing communication, to specify its information channels, to define usage goals, tasks, achievable results – case study tours,
• Ability to critically evaluate, select, systematize and practically use online databases of different organizations to define the characteristics of a specific agricultural and / or food business integrated marketing communication target group - practical work
• Use of theoretical knowledge and practical applying of qualitative and quantitative data analysis to independently develop, manage and control an integrated marketing communication complex for a specific agricultural and / or food business - independent work.

Course Content(Calendar)

1. Kursa plāns/saturs / Course plan

1. Marketing communication system, macro and micro model. Theoretical framework of communication. Marketing communication process and functions. Stages of the communication process. Communication barriers.
2. Defining target audience and communication goals. Specificity of the target audience in the agricultural and food products market, definition of its characteristics. Enabling feedback with the target audience.
3. Creation of the content, its structure and form. The degree of engagement of the target audience. Informative vs. emotional message.
4. Marketing communication complex, possibilities and restrictions of its elements. Specifics of agricultural product promotion Choice of communication methods and media. TV, radio, press, digital media, mobile marketing, hybrid media.
5. Principles of advertising. Principle of AIDA. Informative, lifestyle, emotional advertising. Aspects of advertising attractiveness and public value paradigms. Philosophy and Reality of Sustainable Food Consumption.
6. Organization of sales promotion activities. Development of coupons, samples of goods, organization of lotteries in the agri-food market.
7. Nature and functions of public relations. Informative, preventive, publicity, crisis management public relations. The most important directions of social activities in the agricultural and food business.
8. Direct sales activities in the marketing campaign structure. Engagement marketing, involvement of opinion leaders and "inspirers" in the promotion of agri-food products.
9. Organization of event marketing. Social marketing promotions. Area marketing best practices to promote local agri-food products.
10. Participation in exhibitions, presentation of agricultural and food products. Training of personnel to present agricultural and food products at public events. Organization of food tasting and culinary tourism.
11. Communication with state and municipal institutions, agricultural and food industry associations. Lobbying parties and their responsibilities
12. Strategic management of integrated marketing communication process. Marketing campaign cost planning, calculation, control.
13. Cooperation with agencies in organizing integrated marketing communications. Selection of cooperation partners, definition of the scope of cooperation, control of return on results.
14. Problems of marketing ethics and social responsibility in the process of integrated marketing communication. Influence of marketing communication on micro and macro level of socio-economic problems.

Requirements for awarding credit points

• Successfully passed test on theoretical part of course “Theoretical framework of integrated marketing communication: complex of elements, functions of each element, indications of use, limitations”.
• Developed and submitted research paper “Study of literature sources on development and management of integrated marketing communication strategy in different conditions of agricultural and food market”
• Exploring the concept of integrated marketing communication element, analysis of agricultural and / or food business market - participation in practical works (study tours, case studies)
• Development of strategic plan for integrated marketing communication complex for a specific agricultural and / or food business - prepared and submitted independent work (exam work)
• Presentation of the main conclusions of the strategic plan of the integrated marketing communication complex of a specific agricultural and / or food business and justification at the examination - presentation.

Description of the organization and tasks of students’ independent work

1. Study of literature on the development and management of integrated marketing communication strategy in different conditions of agricultural and food market - preparation of written homework in accordance with the tasks and technical style requirements of independent work.
2. Planning, calculating and controlling the costs of a marketing campaign - preparation of a written homework in accordance with the tasks and technical style requirements of independent work.
3. Developing a strategic plan for an integrated marketing communication mix for a specific agricultural and / or food business - preparing a written exam work in accordance with the tasks and technical style requirements of independent work.

Criteria for Evaluating Learning Outcomes

The examination mark of the study course is determined by a cumulative grade, in which 10 points form 1 point of the examination mark. It is rated as follows:
• Test on the theoretical framework of integrated marketing communication (25 points)
• Research work: literature studies on the development and management of integrated marketing communication strategy (20 points)
• Activity in study tours and case study practical lessons on the concept of integrated marketing communication element, analysis in the agricultural and / or food business market (15 points)
• Development and presentation of a strategic plan for integrated marketing communication for a specific agricultural and / or food business (40 points)

Compulsory reading

1. Mooij M. Global Marketing and Advertising: Understanding Cultural Paradoxes. 5th ed. Los Angeles: SAGE, 2019. 488 p.
2. Belch G., Belch M. Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill/Irwin, 2011. 864 p.
1. Stöttinger B., Schlegelmilch B. B., Zou S. Advances in International Marketing. Volume 26. Bingley, UK: Emerald Group Publishing Limited, 2015. Pieejams Ebsco E-books ar LLU IS lietotājkontu.

Further reading

1. Bakari M. The Dilemma of Sustainablity in the Age of Globalization. Lanham: Lexington Books, 2017, pp.225.
2. Dersky, H. International Management. Managing Across Borders and Cultures. Harlow, Pearson, 2014, pp. 407.
3. Gillespie K., Hennessey H.D. Global Marketing. Routledge, 2015, pp. 598.
4. Globality – Competing with Everyone from Everywhere for Everything. Editor: Harold L.Sirkin et al. London, Headline Business Plus, 2009.
5. Grönroos C. Service Management and Marketing. Customer Management in Service Competition.Wiley; 3 edition: 2007, pp.496.
6. Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices. Editors: H.R. Kaufmann and M.F.A. Khan Pann. IGI Global, 2014, pp.638.
7. Hawkins D.I. , Mothersbaugh, D.L. Consumer Behavior. Building Marketing Strategy. New York, McGrae-Hill Irwin, 2013, pp.772.
8. Hill C.W.L., Udayasankar K., Wee .C.H. Global Business Today. McGraw Hill-Education, 2014, pp. 544.
9. Hite K. A., Seitz J. L. Global Issues: an Introduction. 5th Edition. Wiley Backwell Ltd., 2016. 335 p. ISBN 978-1-118-96885-7.
10. Hollensen S. Global Marketing: a Decision-Oriented Approach. Harlow, Pearson, 2011, pp. 756.
11. Kotler P., Meller K.L. Marketing Management. Prentice Hall, 2015, pp.832.
12. Palmer, A. Principles of Services Marketing. Seventh edition. Berkshire: 2014, pp. 495.
13. Solomon M.R., Marshall G.W., Stuart E.W. Marketing. Real People, Real Choices. New Jersey, Pearson Prentice Hall, 2008, pp. 600
14. Southgate D., Graham D.H., Tweeten L. The World of Food Economy. New Your: John Wiley & Sons, Inc., 2011, 452 p.

Periodicals and other sources

1. American Marketing Association. Online: https://www.ama.org/
2. Food and Agriculture Organization of the United Nations. http://www.fao.org/home/en/

Notes

Limited elective course in the academic master studies programme “Agrifood Business Management”.