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| Code: |
ag2702 |
| Course of studies: |
Graduate (Ms) |
| Semester: |
S/W |
| Activities: |
L (18) + A (4) + S (8) = 30 (hrs) | 3 (ECTS) |
| Coordinator: |
Assist. Prof. Marija Cerjak |
| Assistants: |
Alexander Wirsig, Ph.D. |
| Teaching activity: |
Block lectures |
| Examination: |
Written and Oral |
Description of module
An increasingly competitive global marketplace combined with higher input, labour and land prices have put pressure on many small and mid-scale entrepreneurs in rural areas. As a result, many growers are looking to diversify their markets such as taking advantage of local or regional marketing. On the other side, consumers are demanding more food from local growers.
In this module the concept of regional marketing and its benefits will be presented, its success factors in regional food system and food labelling concepts with special emphasis on geographical indications. At the end of the module students will write a seminar on regional marketing and branding
Expected learning outcomes
- Understanding of regional marketing concept.
- Understanding of intellectual property concepts, rules and mechanisms for branding of regions and products.
- Understanding of European protection scheme for geographical indications.
- Capability for development basic regional marketing plan or marketing plan of regional product.
- Capability for independent/group writing and presentation of results.
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