Regional Marketing (152094)

Course coordinator

Course description

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

Type of course

ECTS: 3.00

E-learning: L1

Teaching hours: 30
Lectures: 22
Seminar: 8

Lecturer
Associate teacher for exercises
Grading

Sufficient (2): 60-70%
Good (3): 71-80 %
Very good (4): 81-90%
Excellent (5): 91-100%

General competencies

The course enables students to understand the concept of regional marketing and to development a regional marketing plan.

Types of instruction

  • Lectures
  • Field work
  • Seminars

Learning outcomes

Learning outcome Evaluation methods
Understanding of regional marketing concept. Oral exam, seminar
Understanding of intellectual property concepts, rules and mechanisms for branding of regions and products. Oral exam, seminar
Understanding of European protection scheme for geographical indications. Oral exam, seminar
Capability to develop and present basic regional marketing plan or marketing plan of regional product. Seminar

Working methods

Teachers' obligations

Holding lectures
Helping students in preparation of their seminars
Assessment of students’ seminars and exams

Students' obligations

Attendance of lectures
Writing a seminar paper

Methods of grading

Evaluation elements Maximum points or Share in evaluation Grade rating scale Grade Direct teaching hours Total number of average student workload ECTS
Pohađanje nastave (predavanja + vježbe) 56 45 1
Aktivno sudjelovanje na nastavi* Korektivni bodovi (30) (1)
Seminarski rad Struktura sadržaj pisanog rada 40% Uvjerljivost prezentacije 60% 4 25 1
Parcijalni ispit (P/1) 25 <60%
60-70 %
71-80 %
81-90 %
91-100 %
Insufficient (1)
Sufficient (2)
Good (3)
Very good (4)
Excellent (5)
0 25 1
Parcijalni ispit (P/2) 25 <60%
60-70 %
71-80 %
81-90 %
91-100 %
Insufficient (1)
Sufficient (2)
Good (3)
Very good (4)
Excellent (5)
0 25 1
(Nadoknada) ** (25%) (25) (1)
Usmeni ispit (U) 50 <60%
60-70 %
71-80 %
81-90 %
91-100 %
Insufficient (1)
Sufficient (2)
Good (3)
Very good (4)
Excellent (5)
0 60 2
UKUPNO 100% (S+P/1+P/2+UI)/4 60 180 6
Evaluation elements Description Deadline Recoupment
Aktivno sudjelovanje na nastavi* Aktivno sudjelovanje na nastavi korigira ocjenu naviše

Weekly class schedule

  1. Introduction L - Introduction to the course, Repetition of basic marketing concepts.
  2. Market trends in agribusiness L - Consumer trends regarding (regional) foods and tourism, Short supply chains.
  3. Regional marketing system L - Regional markets and marketing, Benefits of regional marketing, Success factors for regional marketing systems, Steps to regional marketing system.
  4. Regional branding L - Brands’ functions, Regional branding types, Quality agricultural products schemes (EU/ National/ Private food quality schemes ).
  5. Regional marketing planning process L - Site marketing analysis, regional SWOT-analysis, regional strategy analysis, development of marketing plan.
  6. Branding of rural regions and foods linked to geographical origin L - World- or European-wide intellectual property concepts, rules and mechanisms for branding of rural regions and autochthon agricultural products linked to geographical origin.
  7. Geographical indications of agricultural and food products 1 L - Introduction on the European protection scheme for geographical indications, economic significances.
  8. Geographical indications of agricultural and food products 2 L - Clarification of terms, analysis of the legal framework, current trends in the EU policy.
  9. Cooperative regional marketing L - Partners in regional marketing initiatives, Structure for cooperative regional marketing initiatives, Financing regional marketing initiatives.
  10. Case study analysis L - Presentation of successful regional food marketing cases and evaluation of pros and cons.
  11. Case study analysis L - Presentation of successful regional food marketing cases and evaluation of pros and cons.
  12. Seminar S - Independent work of students on their assignment (regional marketing plan)
  13. Seminar S - Independent work of students on their assignment (regional marketing plan)
  14. Seminar S - Independent work of students on their assignment (regional marketing plan)
  15. Presentation of seminars + exam S - Presentation of seminars + exam

Obligatory literature

  1. FAO (2009a): Linking people, places and products - A guide for promoting quality linked to geographical origin and sustainable geographical indications. Rome: Food and Agriculture Organization of the United Nations (FAO), Rome. ISBN 978-92-5-106374-3.
  2. FAO (2009b): Rural–urban marketing linkages. An infrastructure identification and survey guide. FAO Agricultural services bulletin 161. Food and Agriculture Organization of the United Nations (FAO), Rome. ISBN 92-5-105387-1
  3. Petra van de Kop, Denis Sautier and Astrid Gerz (eds) (2006): Origin-based products. Lessons for pro-poor market development. Royal Tropical Institute (KIT) and CIRAD. KIT Bulletin no. 372. ISBN: 90 6832 1688.
  4. Tischer, M., Ansbacher, P., Seyfert, A. (2008): RegioMarket - Guideline for Cooperative Regional Marketing. LUBW Landesanstalt für Umwelt, Messungen und Naturschutz, Baden-Württemberg.1st edition, ISBN – 978-3-88251-331-8

Recommended literature

  1. Echols, M. A. (2008): Geographical Indications for Food Products. Kluwer Law International. ISBN-13: 978-9041125484. 328 pages
  2. Nair L.R. &amp; Kumar , R. (2005): Geographical Indications: A search for identity. Lexis Nexis India. ISBN: 81-8038-102-1
  3. O’ Connor, B. (2007): The Law of Geographical Indications. Cameron May. ISBN: 97818474698999.
  4. Bureau, J. C. and Valceschini, E. (2003) ‘European Food-Labeling Policy’, Journal of Food Distribution Research, 34(3), 70–6.
  5. Moschini, G., Menapace, L. and Pick, D. (2008) ‘Geographical Indications and the Competitive Provision of Quality in Agricultural Markets’, American Journal of Agricultural Economics, 90(3), 794–812.
  6. Parrot, N., Wilson, N. and Murdoch, J. (2002) ‘Spatializing Quality: Regional Protection and the Alternative Geography of Food’, European Urban and Regional Studies, 9(3), 241–62.
  7. Zago, A. and Pick, D. (2004) ‘Labeling Policies in Food Markets: Private Incentives, Public Intervention, and Welfare Effects’, Journal of Agricultural and Resource Economics, 29(1), 150–65.

Similar course at related universities

  • Regional and Local Marketing, Slovak University of Nitra

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