Marketing and Communication

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Learning Outcomes

Modules

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About the course

Target group

Students

Key words

Advertising, Communication, Digital marketing tools, Market research, Marketing

Course introduction

The Marketing and Communications course aims to provide students with fundamental knowledge and practical skills in marketing, communications, and digital technologies, specifically tailored to the agricultural industry. The course covers key aspects of agri-marketing activities, including marketing fundamentals, strategic planning, integrated marketing communications, digital marketing, and social media, with a focus on agribusiness applications.

The course includes five modules that cover the main aspects of marketing communications

Module 1 covers key concepts, strategies, and tools of agricultural marketing, as well as principles of marketing management in the agribusiness sector.
Module 2 focuses on advertising channels, PR, digital marketing, and direct sales in the agricultural industry to achieve consistent branding and effective communication.
Module 3 explores SEO, content marketing, PPC advertising, social media management, and analytics, with a focus on engaging farmers, agribusiness stakeholders, and rural audiences.
Module 4 analyzes the decision-making process of agricultural consumers, including farmers, suppliers, and agribusiness enterprises, and explores methods for personalizing marketing messages.
Module 5 focuses on techniques for creating compelling agricultural marketing narratives and building brand trust through high-quality, relevant content.

This course combines the theoretical foundations of marketing with practical tools in digital communications, integrated strategies, and consumer behavior analysis to create effective marketing conditions for the agricultural sector.

Details to know

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Assessment

5 Quizzes

Taught in English

Also available in 6 languages

Learning outcomes

Through a combination of theoretical concepts and practical examples, participants will:

Knowledge of the basic principles of agromarketing and understanding of agricultural market research, segmentation, targeting and positioning to effectively reach farmers, agribusinesses and consumers in rural areas;
Knowledge of effective agri-communications and ability to create clear, audience-oriented messages tailored to agriculture stakeholders through various traditional and digital channels;
Knowledge of tools for measuring agribusiness performance and the ability to apply ROI, KPIs and other indicators to analyze, evaluate and optimize marketing campaigns in agribusiness;
Ability to implement agri-marketing strategies, manage marketing campaigns, budgets and marketing tools from the promotion of inputs to B2B agricultural trade.

Awareness of the importance of agricultural brand management – creating and maintaining a strong, reliable brand identity in a competitive agribusiness environment, ensuring long-term loyalty and trust.

More detailed Learning Outcomes can be found in module introductions.

This module aims to provide students with a comprehensive overview of the development, promotion, and consumption of agricultural products. It focuses on strategies for understanding the unique needs of farmers, agribusinesses, and rural consumers, analyzing the agricultural market environment, and utilizing essential tools for successful agri-marketing campaigns

Lessons

Introduction 1. Core Concepts of Agri-Marketing References

This module equips students with the skills to develop cohesive communication strategies across multiple marketing platforms. It highlights the role of IMC in ensuring a consistent brand message that reinforces sustainability, innovation, and circular economy practices in agribusiness.

Lessons

Introduction 1. Understanding Integrated Agri-Marketing Communication References

The module aims to provide students with knowledge of the principles, strategies, and tools of digital marketing and social media, with a particular focus on their application in the agricultural sector. It explores how businesses can effectively engage audiences, from farmers and agribusinesses to eco-conscious consumers, using platforms such as Facebook, Instagram, LinkedIn, TikTok, and YouTube

Lessons

Introduction 1. Fundamentals of Digital Agri-Marketing References

The module aims to provide students with a general understanding consumer psychology and how it influences targeted marketing strategies.

Lessons

Introduction 1. The Role of Social Media in Engaging Agricultural Audiences References

The module aims to provide students with a comprehensive understanding of brand storytelling and content marketing in the agricultural sector, emphasizing the art and science of creating compelling narratives that resonate with farmers, agribusinesses, and eco-conscious consumers. Students will explore how storytelling can strengthen emotional connections, enhance brand identity, and differentiate agricultural products and services in a competitive marketplace.

Lessons

Introduction 1. Building Trust Through Agricultural Brand Storytelling References

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Project nr. 101110547.

Co-funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or EACEA. Neither the European Union nor the granting authority can be held responsible for them.

SkillsCourses

Marketing and Communication