The marketing concept and marketing systems applied to agriculture and agribusinesses. Links between agriculture and food industry. Marketing functions in the agricultural and food sector. Marketing channels and Marketing costs for agricultural and food products. Marketing Research and Information Systems: concepts and methods in marketing research; approaches to digital marketing for agribusinesses; importance of market research in introducing and maintaining successful products in competitive markets; models of consumer and organisational buyer behaviour using examples of marketing research performed in agrifood markets. Commodity marketing. International trade in agricultural and food products: Focus on environmental analysis, competitive analysis in international markets, strategic options for entering foreign markets, and marketing mix decisions such as pricing and distribution. Framework for the compilation of a strategic international marketing plan. Strategic and operational aspects of supply chain management. Agricultural and food production in the region. Food security in the region.
