SkillsCourses

Marketing and Communication

Marketing and Communication

5 Modules

80 Minutes

EQF-Level: 5

About

Learning Outcomes

Modules

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About the course

Target group

Students

Key words

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Course introduction

Welcome, all Marketing and Communication enthusiasts! 

I am Dr. Kateryna Naumik-Gladka, my goal is to provide you with the Insights and Knowledge necessary to elevate your professional activity to the next level!

The course consists of five modules that cover the topics: consumer behavior and the circular product market; communication, product value and positioning, sales channels and market interactions; ideas for effective communication and digital marketing; digital technologies in agribusiness: AI and blockchain; creative business models and strategic decisions; EU regulations and market entry mistakes; strategy and business models in circular agribusiness; development and trends in digital & sustainable agribusiness.

The course combines theoretical foundations with practical tools, enabling learners to apply knowledge in professional contexts and support sustainable development and competitiveness.

Special attention is given to the application of the concepts in key agricultural sectors such as grain production, wine, and olive oil, where marketing and communication directly influence competitiveness and market access.

It is important to note that the use of company names, brands, and real-world case studies is intended solely for educational purposes. These examples illustrate effective practices in agribusiness marketing and communication and do not constitute advertising or commercial endorsement.

Details to know

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Assessment

10 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.

Market and Behaviour in Circular Agroeconomics

Module 1. The module explains how consumers make decisions when purchasing agricultural products and why trust, price, and convenience are more important than simple environmental claims. It examines the specifics of the wine, oil, and grain markets, as well as methods for positioning niche and circular products.

Lessons

Introduction 1. Consumer Behavior 2. Circular Products Market References

Communication and Value Proposition in the Agricultural Sector

Module 2. The module teaches how to create a value proposition and explain the real benefits of an agricultural product to the client. It covers audience segmentation, packaging, positioning, and the impact of sustainable development on sales. It also explores sales channels, working with retail, direct sales, and pricing principles in agribusiness.

Lessons

Introduction 1. Product Value and Positioning 2. Sales Channels and Working with the Market References

Digital Communication and Information Technology in Agribusiness

Module 3. The third module explains how to build effective digital communication and turn content into a sales tool. It covers AI, CRM, personalization, blockchain, and digital marketing in agribusiness.

Lessons

Introduction 1. Effective Communication and Digital Marketing 2. Digital Technologies in Agribusiness: AI and Blockchain References

Business Models, Strategy and Regulatory Requirements in EU Agribusiness

Module 4. The module examines the creation of business models and strategic management of agricultural businesses. It explores value chains, partnerships, risks, and business sustainability. It emphasizes the importance of EU standards, certification, contracts, and strategies for entering the European market.

Lessons

Introduction 1. Business Model and Strategic Decisions 2. EU Regulations and Market Entry References

Sustainable Agribusiness Management: From Strategy to Market

Module 5. The module is dedicated to sustainable development trends, future strategies, promising circular business models, and the digitalization of agribusiness. It explores waste recycling, innovation, Agro 4.0, AI, and blockchain.

Lessons

Introduction 1. Strategy and Business Model in Circular Agribusiness 2. Development of Digital & Sustainable Agribusiness References Course Evaluation

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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.