| Inst. for Jordbrugsvidenskab | |||
| Tidligst mulig placering | |||
| Varighed | 2 semestre | ||
| Pointværdi | 15 (ECTS) | ||
| Kursustype | Fælleskursus | ||
| Eksamen | skriftlig prøve uden hjælpemidler Beskrivelse af eksamen: 13-skala, ekstern censur | ||
| Rammer for undervisning | 1 November 2004 - 18 January 2005 | ||
| Blokplacering | outside schedule | ||
| Undervisningssprog | Engelsk | ||
| Anbefalede forudsætninger | 120700 Horticultural Economics and Management | ||
| Kursets målsætning | |||
| The aim of the course is to give an insight in models of marketing and brand management from a horticultural point of view. The students should gain and learn how to use theoretical knowledge for the solving of specific marketing problems. | |||
| Kursusindhold | |||
| The course puts the consumer in the focus of the activities of the horticultural firm. The starting point is the foundations of marketing management theory including marketing instruments, branding and product differentiation, pricing principles, promotion and market communication. The specific nature of horticultural products is discussed along with the organisation of and co-operation between horticultural firms. The large-scale marketing system is compared to local systems with more direct marketing activities. Consumer attitudes and behaviour are important concepts. | |||
| Undervisningsform | |||
| Teaching and learning methods: Case studies in small groups, lectures, oral and written presentation of marketing plans and marketing campaigns for horticultural or related firms, with opponents. | |||
| Litteraturhenvisninger | |||
| Required reading is assigned by the responsible department. Current information about course literature should be available at the latest one month before the start of the course. | |||
| Kursusansvarlig | |||
| Lena Ekelund, Lena.Ekelund@vv.slu.se, Institut for Jordbrugsvidenskab/DSH gæster, Tlf: 3528 | |||
| Studienævn | |||
| Studienævn DSH | |||
| Kursusbeskrivelsesomfang | |||
| |||