AERD40020

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Academic Year 2025/2026

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International Food Marketing (AERD40020)

Subject: : Agribus Extension & Rural Dev

College: : Health & Agricultural Sciences

School: : Agriculture & Food Science

Level: : 4 (Masters)

Credits: : 5

Module Coordinator: : Dr Rania Tremma

Trimester: : Autumn

Mode of Delivery: : Blended

Internship Module: : No

How will I be graded? : Letter grades

Curricular information is subject to change.

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. A company that engages in global food marketing focuses resources on global market opportunities and threats. An effective marketing strategy, based on the analysis of global market needs and wants, technology, communication, culture difference, world economic trends, as well as the firm’s own comparative advantage, can enhance firm’s worldwide performance.

About this Module

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What will I learn?

Learning Outcomes:

On completion of the module students are expected to have a better understanding of the global marketing environment and global marketing mix, being able to analyze the comparative advantage of Irish food products, and being able to develop a preliminary international marketing plan for a selected food product and a company.

Indicative Module Content:

• Discuss the driving and restraining forces affecting global marketing decisions\ • Describe how companies in global industries pursue competitive advantage\ • explore cultural environment and global marketing strategy \ • Evaluate global market entry strategies\ • Understand global Market segmentation\ • Explore marketing 4P’s mix decisions in global context\ • Group project-based learning to develop practical understanding for marketing food products internationally \

How will I learn?

Student Effort Hours:

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Approaches to Teaching and Learning:

• Lectures and discussions on related marketing topics, \
• Cases studies\
• Group project-based learning to investigate real marketing strategies and practices\
• Students presentations\

Am I eligible to take this module?

Requirements, Exclusions and Recommendations

Learning Requirements:\

Introductory marketing module such as AERD20060 or equivalent.

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Module Requisites and Incompatibles

Not applicable to this module. \  \

How will I be assessed?

Assessment Strategy

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Carry forward of passed components

Yes

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What happens if I fail?

Please see Student Jargon Buster for more information about remediation types and timing. \

Assessment feedback

Feedback Strategy/Strategies

• Feedback individually to students, post-assessment\ • Group/class feedback, post-assessment\ • Online automated feedback\

How will my Feedback be Delivered?

1. Grading strategies and criteria will be communicated to the students before the assessments.
2. Grades to individual exam/essay will be posted online.
3. Feedback to group assessments will be given either verbally or in written post-assessment.

Reading List

Global Marketing: A Decision-oriented Approach, Svend Hollensen, Prentice Hall.\ \ Global Marketing (6th or 7th edition), Warren Keegan & Mark Green, Prentice Hall. \

When is this module offered?

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.

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