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International marketing in agrifood business

Course developers

Prior knowledge

Ekon5152, Research Methods

VadZ5089, Strategic Management of Agribusiness

Replaced course

EkonM001 [GEKOM001] International marketing in agrifood business

Course abstract

The study course introduces students with the most important topicalities in global agri-food market and contemporary approaches to international business marketing by focusing on innovative food systems. The aim of the course is to provide students with extended knowledge of the global agri-food market, as well as versatile practical knowledge and skills for managing international marketing of agri-food business and making meaningful marketing decisions. The course focuses on the challenges that exist on the global agri-food market, the world food supply problems and their possible solutions, global diversity of agri-food business practices, agri-food market strategic marketing management, creative and innovative food systems and their role in developing bioeconomy. The course extends students’ view horizons to the global scale thus giving them practical skills for implementation of agri-food business marketing activities in different geopolitical situations and market competition conditions.

Learning outcomes and their assessment

• In-depth knowledge and understanding of the problems and economic aspects of the agri-food market - case studies, group work, discussions.
• In-depth knowledge and understanding of the specifics of international marketing, strategies and indications for their use in different agricultural and food market conditions - case study, text analysis, discussion.
• Ability to apply life-cycle analysis and value chain analysis methods to assess food sustainability and economic impact - group work.
• Ability to critically evaluate, select, systematize and practically use various databases of scientific and professional organizations for analysing international marketing problems of a particular agricultural and / or food business - Practical work with online databases.
• Demonstrate professional and scientific autonomy in linking and analysing agricultural and food market processes with global climate, economic and geopolitical processes - presentation, discussion.
• Use of theoretical knowledge and practical application of qualitative and quantitative data analysis to independently design, manage and control marketing activities of international agro-food business in different geopolitical situations and in different market competition conditions – portfolio.

Course Content(Calendar)

1. Kursa plāns/saturs / Course plan

1. Explanation of the concepts of agricultural and food market and factors affecting it. Concept of global market for agricultural and food products. Agricultural and food market development discourse as a result of geopolitical, climate change and changes in consumption factors.
2. Problems of the world food security. Food shortages in developing countries. Food surpluses and waste in developed countries. The concept of sustainable food production. Approaches to Food Sustainability Assessment - Food Mile, Life Cycle Analysis (LCA) Approach.
3. Similarities and differences between the agricultural and food markets of different regions of the world. Heterogeneity and convergence of agricultural and food market and business models. The phenomenon of industrialization in agricultural and food production. Characteristics of global players in the agro-food industry.
4. The role of agricultural and food market players in the development of the global economy. Regularities of globalization and economic financialization, impact on agricultural and food market. Export market conquering strategies. Development scenarios for the global agri-food market.
5. Tools to enhance the competitiveness of agricultural and food products. National Support Programs of World Organizations, European Union. Concept of agricultural and food value chain. Cooperative schemes.
6. The role of regional and global organizations in the agricultural and food markets. Characteristics of world-class, European Union-level and Baltic-level organizations and their impact on agricultural and food market development.
7. Definition, tasks and concepts of international marketing. Micro-marketing and macro-marketing tasks in the context of agro-food business.
8. Types of marketing research and their role in defining international target market. Primary and secondary sources of international marketing information, their collection and processing using econometric research methods.
9. Global competition, competitiveness, main competition strategies in international business. Different competitive conditions in the market. Market regulation mechanisms. Methods of analysis of competition at macro, meso and micro level.
10. Basic conditions for starting international marketing activities. Development of corporate, business and functional level strategies for launching operations in the external market.
11. Explanation of the concept and tasks of segmentation. Variables of segmentation. Defining the target market.
12. Importance of cultural differences in the development of marketing strategy. Hofstede’s cultural dimension model for assessing consumer behavior in different cultures.
13. International supply of agricultural and food market products. Adaptation and standardization. The international life cycle of the product, its characteristics.
14. Legal aspects of brand creation and registration, brand development strategies. Dimensions of brand personality and identity. Branding strategies.
15. Developing pricing policy in the international market. Analysis of price competitiveness of inputs. Types and objectives of pricing strategies.
16. Possibilities of horizontal and vertical integration in the international marketing of products. Export, licensing, strategic alliances, joint ventures, and franchise format collaboration: product promotion opportunities and issues.
17. Management system of international marketing of agricultural and food products. Product portfolio analysis, forecasting demand changes, planning, organizing, coordinating, controlling of international marketing activities.
18. Antiglobalization movement, its causes, goals, means, actors, consequences in the context of agricultural and food market development. Problems of social inequality, climate change and geopolitical conflicts and their impact on the management of international marketing of agricultural and food products.

Requirements for awarding credit points

Study course evaluation - examination. To qualify for the exam, the student must:
• Develop and present to the class their own study “Characteristics of the agrifood market in a specific region / country”.
• Participate in case study group-works that are organized during practical works
• Prepare and submit practical assignments
• On the day of exam present to the class individually prepared portfolio

Description of the organization and tasks of students’ independent work

During the semester:
1. Individual research on the characteristics of the agricultural and food market in a particular region / country should be developed. The results of the study should be summarized in a presentation. The specific region / country should be agreed with the teaching professor prior to the commencement of the study.
2. During the practice, complete the assignments (4-5) assigned by the professor that focus on working with secondary information sources and calculations on international market analysis methods and their practical application for meaningful marketing decisions using MsExcel / SPSS. The completed assignments must be submitted electronically to the professor within the deadline.
3. Independently develop a portfolio and presentation of agri-food product marketing mix elements. Portfolio includes product-specific supply analysis, demand change forecasting, plan for implementation of international marketing activities. The developed portfolio and presentation must be submitted to the professor within the deadline.

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:
• student’s activity in group work focused on case studies (20 points);
• elaboration of the presentation and its presentation in classes (20 points);
• completion of practical work (20 points);
• preparing and submitting of the examination portfolio in written form and presenting of its outcomes on the day of the examination (40 points).

Compulsory reading

1. Dando W. Food and Famine in the 21st Century. Santa Barbara, Calif: Abc-Clio, eBook, 2012. Pieejams Ebsco e-books ar LLU IS lietotājvārdu.
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. Pieejams Ebsco e-books ar LLU IS lietotājvārdu.
3. 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 lietotājvārdu.

Further reading

1. Bakari M. The Dilemma of Sustainability in the Age of Globalization. Lanham: Lexington Books, 2017. 225 p.
2. Dersky H. International Management. Managing Across Borders and Cultures. Harlow: Pearson, 2014. 407 p. Nav LLU FB. Ir RISEBA 2006.g.
3. Ghiani G., Laporte G., Musmanno R. Introduction to Logistics Systems Planning and Control. England, Chichester: John Wiley & Sons, 2003. 377 p.
4. Gillespie K., Hennessey H.D. Global Marketing. Routledge, 2015. 598 p.
5. Globality – Competing with Everyone from Everywhere for Everything. Editor: Harold L.Sirkin et al. London: Headline Business Plus, 2009.
6. Grönroos C. Service Management and Marketing. Customer Management in Service. 3 edition. Competition.Wiley; 2007. 496 p.
7. 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.
8. Hawkins D.I. , Mothersbaugh, D.L. Consumer Behavior. Building Marketing Strategy. New York, McGrae-Hill Irwin, 2013, pp.772.
9. Hill C.W.L., Udayasankar K., Wee .C.H. Global Business Today. McGraw Hill-Education, 2014, pp. 544.
10. Hite K. A., Seitz J. L. Global Issues: an Introduction. 5th Edition. Wiley Backwell Ltd., 2016. 335 p. ISBN 978-1-118-96885-7.
11. Hollensen S. Global Marketing: a Decision-Oriented Approach. Harlow: Pearson, 2011. 756 p.
12. Kotler P., Kartajaya H., Setiawan I. Marketing 4.0 Moving from Traditional to Digital. 2016. E-grāmata, pieejama: http://www.ebook777.com/marketing-4-0-moving-traditional-digital/
13. Kotler P., Meller K.L. Marketing Management. Prentice Hall, 2015. 832 p.
14. Palmer A. Principles of Services Marketing. Seventh edition. Berkshire: McGraw-Hill Education, 2014. 495 p.
15. Solomon M.R., Marshall G.W., Stuart E.W. Marketing. Real People, Real Choices. New Jersey,: Pearson Prentice Hall, 2008. 600 p.
16. Southgate D., Graham D.H., Tweeten L. The World of Food Economy. New York: John Wiley & Sons, Inc., 2011.452 p.

17. Szwacka-Mokrzycka J., Rivza B., Lemanowicz M., Uljanova E. A Study on Consumer Behaviour in the Food Market Eastern European Countries Case, 2021, pp. 143.

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/
3. The World Bank. http://www.worldbank.org
4. The World Economic Forum. http://reports.weforum.org/global-competitiveness-report-2018/

Notes

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