Course code LauZ4020

Credit points 3


Total Hours in Course81

Number of hours for lectures16

Number of hours for seminars and practical classes16

Independent study hours49

Date of course confirmation18.02.2016

Responsible UnitInstitute of Soil and Plant Science

Course developer

author Ekonomikas un finanšu institūts

Ingūna Gulbe

Dr. oec.

Course abstract

Study course is dedicated to raising awareness of the principles of market operation. Preconditions for development of marketing as a science and its stages of development. Marketing environment. The process of marketing strategy planning, it's development concepts and process. Theoretical conclusions of strategy planning with analytic approach. Research of practical problems. Emphasized theories and concepts. Contemporary communication problem, it's research. Use of quantitative methods in marketing research. Basic international marketing, management and co-ordination.

Learning outcomes and their assessment

Students will have:
1. Knowledge of core issues and basic concepts of marketing, market types – Test 1.
2. Knowledge of consumer motivations, market segmentation, interaction between marketing elements – Test 2.
3. Knowledge of product promotion principles in different markets and the latest marketing trends – Test 3.
4. Ability to analyse marketing strategies, select and justify various evaluation methods, make judgments and marketing decisions - Workshop attendance (discussions, situation analysis, group work).

5. Competence to create a complex sustainable marketing strategy - Individual homework.

Course Content(Calendar)

1. Principles, goals and functions of marketing. Preconditions for and development of marketing as a science (Lecture – 1 h).
2. Types of markets, their role in marketing activities. Marketing concepts. Internal and external marketing environments. Competition (Lecture – 1 h). Market type analysis and competitor assessment methods (Practicals – 2 h).
3. Market information and marketing research. Consumer behaviour models. Market segmentation and target market determination (Lecture – 1 h).
Core issues and basic concepts of marketing, the types of market (Test 1 – 1 h).
4. Marketing mix. Marketing and consumer interests (Lecture – 1 h).
Lobbying in the agri - food sector (Practical – 1 h).
5. Concept, characteristics and assortment of a product. Marketing and quality. Development of new goods/services. Market segmentation (Lecture – 1 h). The practical significance of market segmentation (Practical – 1 h).
6. Branding. The economic value of a product. Pricing strategies and tactics (Lecture – 1 h).
Consumer motivation. Market segmentation. Marketing mix interactions (Test 2 – 1 h).
7. Choice of product sales routes in the system of strategic and tactical goals of the company's overall operations. Logistics in marketing. (Lecture – 1 h). Analysis of popular food industry brands (Practical – 1 h).
8. Promotion of products. General requirements for advertising (Lecture – 1 h). Agri - food advertising assessment (Practical – 1 h).
9. Role of public relations, the formation of public opinion. Use of the media, their selective choice (Lecture – 1 h). Analysis of public relations activities in the agri - food industry (Practical – 1 h).
10. Promotion activities. Direct selling. E-marketing, social media. HoReCa (Lecture – 1 h). Analysis of the most successful examples of e-marketing and social media (Practical – 1 h).
11. Role of quality certificates in food marketing. Private label (Lecture – 1 h). The most popular private labels in Latvia and in the world (Practical – 1 h).
12. Current marketing trends (Lecture – 1 h; practical – 1 h).
13. Basics of international marketing. The role of cultural and historical differences (Lecture – 1 h). Peculiarities of food marketing in foreign markets (Practical – 1 h).
14. Participation in international exhibitions, their selection criteria and conditions for participation (Lecture – 1 h). Product promotion principles in different markets (Test 3 – 1 h).
15. Developing a food marketing strategy (Lecture – 1 h).

16. Marketing ethics issues and corporate social responsibility, environmental protection, sustainability. Food labeling and traceability (Lecture – 1 h) (Practical assignment presentations – 2 h).

Requirements for awarding credit points

At least 80% of the classes must be attended. Individual homework must be submitted, all written tests must be passed.

Description of the organization and tasks of students’ independent work

Students’ independent work is their individual work, the aim of which is to deepen their theoretical knowledge of the basic principles and strategies of marketing in preparation for tests and practical classes.
Based on the analysis of primary and secondary data, a sustainable marketing strategy for food product or company X should be elaborated, with a subsequent classroom presentation according to a pre-designed schedule and submitted to the teaching staff electronically. The length is at least 10 pages.

Criteria for Evaluating Learning Outcomes

A student successfully passes the test if at least 40% of the test questions are answered correctly.
Three tests must be passed, which are marked and each account for 20% of the final mark.
Individual homework “Sustainable Marketing Strategy for food product or company X” accounts for 20% of the final mark.
Classroom activities – group work on a solution to a problem and a presentation of the key results account for 20% of the final mark.

Compulsory reading

1.Praude V. Mārketings: teorija un prakse. 1. grāmata, 3. izd. Rīga: Burtene, 2011. 522 lpp.
2. Praude V. Mārketings: teorija un prakse. 2. grāmata, 3. izd. Rīga: Burtene, 2011. 348 lpp.
3. Kotler, Philip, Kotlers par mārketingu : kā radīt, iekarot tirgu un dominēt tajā / Filips Kotlers ; [no angļu valodas tulkojusi Rita Baroniņa]. Rīga : Lietišķās informācijas dienests, 2007. 269 lpp. ; 22 cm. ISBN 9789984995267.
4. Westwood, John, Kā rakstīt mārketinga plānu / Džons Vestvuds : [no angļu valodas tulkojusi Antra Legzdiņa]. Rīga : Zvaigzne ABC, c2008. 127 lpp.: diagr., tab.; 22 cm. Bizness un karjera. ISBN 9789984406275.
5.Kotler P., Armstrong G. Principles of Marketing.15 th edition. Pearson, 2014, pp 681.
6.Kotler P., Meller K.L.Marketing Management. Prentice Hall, 2015, pp 832.

7.Kolah A., High Impact Marketing That Gets Results, Kogan Page, 2013, 336.

Further reading

1. Fisk, Peter Mārketinga ģēnijs / Pīters Fisks : no angļu valodas tulkojusi Agnese Krivade, [Rīga] : Jāņa Rozes apgāds, 2009 390 lpp.ISBN 9789984233246.
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. 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. Da Silva C.A., Baker D., Shepherd A.W. Agro-industries for Development. FAO and CAB International, UK: MPG Books Group, 2009, pp. 291.

Periodicals and other sources

1.“Dienas Bizness”, nedēļas laikraksts : Latvijas biznesa avīze.
2.“Kapitāls” žurnāls lietišķiem cilvēkiem, Rīga:SIA “Izdevniecība KK”. Issn 1407-2505.
3. American Marketing Association:
4. European Journal of Marketing:
5. Food Marketing (Pārtikas mārketings):
6. Food safety: from Farm to Fork (Pārtikas drošība: no fermas līdz dakšiņai):

7. Journal of Marketing Theory and Marketing Practice”. Association of Marketing Theory and. Practice. US. ISSN: 10696679.


Compulsory course for the academic bachelor programme “Agriculture” in the direction of full-time and part-time specialization in crop production, horticulture and entrepreneurship in agriculture.