Undergraduate

modules

Modules

ACE2010 : Agricultural Markets

Semesters
Semester 2 Credit Value: 10
ECTS Credits: 5.0

Aims

To provide an understanding of the special characteristics of the marketing of agricultural products in a UK context. The module begins with an overview of the subject of marketing and identifies why the subjects have progressed along different paths. The main UK agricultural products sections are then considered in depth.

Outline Of Syllabus

Introduction to the module
Marketing principles and special characteristics of the marketing of agricultural products.

The Food Consumer
Factors affecting the behaviour of food consumers; changing patterns of demand for food products in the UK; consumer attitudes to food safety.

Livestock (red meat) Marketing
Covering the UK marketing system; trends in production and consumption; auction markets and electronic marketing; role of the MLC; and impact of current issues (BSE and Foot & Mouth); the role of UK marketing agencies (AHDB/EBLEX/BPEX).

Cereals Marketing
Covering the UK cereals marketing system; trends in production, consumption and trade; impact of EU cereals regime; the use of futures contracts; and the role of the Home Grown Cereals Authority.

Milk Marketing
Covering the changing structure of Milk Markets; the role of co-operatives and the impact of EU Dairy Policy.

Organic Products
The marketing system for organic products and the consumer market for organics.

Sugar Beet and Potatoes
Including contracts, grading and impact of EU Sugar Regime

Oilseeds and Pigment
Including farm assurance schemes

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion110:0010:00Simulation Exercise
Guided Independent StudyAssessment preparation and completion114:0014:00Revision and completion of Semester 1 examination
Scheduled Learning And Teaching ActivitiesLecture201:0020:00N/A
Guided Independent StudyDirected research and reading112:0012:00Directed reading; use of recommended supplementary reading resources to extend knowledge
Guided Independent StudyIndependent study221:0022:00Writing up lecture notes.
Guided Independent StudyIndependent study221:0022:00Background reading for lecture preparation.
Total100:00
Teaching Rationale And Relationship

The specialist nature of much of the material makes it appropriate for this to be a lecture-based module with contributions from staff with experience of work, related to the different commodity sectors. Linked to Intended Knowledge Outcomes 1,2,3 and Intended Learning Outcome 2.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Exams
Description Length Semester When Set Percentage Comment
Written Examination1202A70Exam 50% essay (no choice of questions) and 50% short-answer (choice of answers)
Other Assessment
Description Semester When Set Percentage Comment
Written exercise2M30Simulation Exercise
Assessment Rationale And Relationship

The examination is designed to assess the students' knowledge of UK agricultural commodity marketing channels, and their awareness of the special aspects of the marketing of these commodities.
The simulation exercise allows student's to demonstrate their understanding and practice trading agricultural commodity in a real time circumstance.

Reading Lists

Timetable