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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
- Graduate studies / MS Courses taught in English (Elective course, 1 semester, 1 year)
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 |
|---|---|---|---|---|---|---|
| Seminar | 65 % |
<60% 60-70% 71-80% 81-90% 91-100% |
Insufficient (1) Sufficient (2) Good (3) Very good (4) Excellent (5) |
8 | 60 | 2 |
| Oral exam | 35 % |
<60% 60-70% 71-80% 81-90% 91-100% |
Insufficient (1) Sufficient (2) Good (3) Very good (4) Excellent (5) |
22 | 30 | 1 |
| Total | 100 % | 30 | 90 | 3 |
| Evaluation elements | Description | Deadline | Recoupment |
|---|---|---|---|
| Oral exam | During oral exam, which is held immediately after presentation of seminar, students have to answer on questions covering topics taught during lectures or selected topics from required literature. | After all lectures are finished | Recoupment by agreement between student and teachers |
| Class participation | Students are allowed to miss two lectures. | Last lecture | No recoupment |
| Active participation in the classroom | Student can actively participate in class lectures and discussions | No recoupment |
Weekly class schedule
- Introduction L - Introduction to the course, Repetition of basic marketing concepts.
- Market trends in agribusiness L - Consumer trends regarding (regional) foods and tourism, Short supply chains.
- Regional marketing system L - Regional markets and marketing, Benefits of regional marketing, Success factors for regional marketing systems, Steps to regional marketing system.
- Regional branding L - Brands’ functions, Regional branding types, Quality agricultural products schemes (EU/ National/ Private food quality schemes ).
- Regional marketing planning process L - Site marketing analysis, regional SWOT-analysis, regional strategy analysis, development of marketing plan.
- 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.
- Geographical indications of agricultural and food products 1 L - Introduction on the European protection scheme for geographical indications, economic significances.
- Geographical indications of agricultural and food products 2 L - Clarification of terms, analysis of the legal framework, current trends in the EU policy.
- Cooperative regional marketing L - Partners in regional marketing initiatives, Structure for cooperative regional marketing initiatives, Financing regional marketing initiatives.
- Case study analysis L - Presentation of successful regional food marketing cases and evaluation of pros and cons.
- Case study analysis L - Presentation of successful regional food marketing cases and evaluation of pros and cons.
- Seminar S - Independent work of students on their assignment (regional marketing plan)
- Seminar S - Independent work of students on their assignment (regional marketing plan)
- Seminar S - Independent work of students on their assignment (regional marketing plan)
- Presentation of seminars + exam S - Presentation of seminars + exam
Obligatory literature
- 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.
- 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
- 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.
- 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
- Echols, M. A. (2008): Geographical Indications for Food Products. Kluwer Law International. ISBN-13: 978-9041125484. 328 pages
- Nair L.R. & Kumar , R. (2005): Geographical Indications: A search for identity. Lexis Nexis India. ISBN: 81-8038-102-1
- O’ Connor, B. (2007): The Law of Geographical Indications. Cameron May. ISBN: 97818474698999.
- Bureau, J. C. and Valceschini, E. (2003) ‘European Food-Labeling Policy’, Journal of Food Distribution Research, 34(3), 70–6.
- 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.
- 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.
- 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