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ACE8109 : Agri-Food Economics and Marketing

  • Offered for Year: 2018/19
  • Module Leader(s): Dr Diogo Monjardino De Souza Monteiro
  • Owning School: Natural and Environmental Sciences
  • Teaching Location: Newcastle City Campus
Semester 2 Credit Value: 10
ECTS Credits: 5.0


This module introduced students to the basic principles of economics informing consumer, business and markets. The course schedule has two main sections. In the first section students will be introduced to the principles of economics analysis, focusing on consumer demand, supply and markets. Also in this section will have a brief introduction to non-competitive markets, which is the basis for the marketing model. Then in the second part of the course will cover applications of the principles to food marketing decisions. Specifically this section covers the following topics: private and public standards (organic and GAPs), brands and labels, food quality marketing,
This module aims to provide students with:

a) An understanding of the economic foundations of consumer demand
b) An appreciation of the determinants of food supply
c) An understanding of markets and of conditions on which markets fail
d) An ability to apply the principles and understand food quality standards and quality assurance
e) Brands and food quality labels

Outline Of Syllabus

The illustrative outline syllabus is:

1. Economic principles of agro-food markets:
1.1 Consumer demand
1.2 Food supply
1.3 Competitive markets

2. Market distortions (Monopolies, oligopolies and their impact of food markets)

3. Applications
3.1 Food quality and marketing
3.2 Branding and marketing communication in food markets
3.3 Private and public food standards

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture43:0012:00Lectures on core module material by teaching staff and visiting speakers
Guided Independent StudyAssessment preparation and completion110:0010:00Preparation for essay assessment
Guided Independent StudyAssessment preparation and completion110:0010:00Exam revision and completion.
Guided Independent StudyDirected research and reading125:0025:00Lecture preparation
Scheduled Learning And Teaching ActivitiesWorkshops22:004:00Case study session or visit to an invited speaker on one of the topics covered
Guided Independent StudyIndependent study139:0039:00Lecture follow-up and reading materials beyond taught materials
Teaching Rationale And Relationship

Lectures will deliver the core knowledge based material to achieve the learning outcomes 1-7 above. Students will be provided with directed reading prior to each lecture to facilitate in-class group discussion where appropriate, and context to guest speakers. Attendance, oral contributions within class discussions will facilitate written and oral communication skills.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination1202A70Exam based on material presented in class, 2 answers out of 4.
Other Assessment
Description Semester When Set Percentage Comment
Essay2M30Students will have to write an essay based on a topic proposed by the instructor (1000 word max).
Assessment Rationale And Relationship

The two assessment formats are designed to assist, enhance and promote analytical and critical skills. The essay provides students with the opportunity to analyse and critique and agri-food issue (according to a brief provided by the instructor). The exam is designed to test students aprehension of the theoretical material in this module.

Reading Lists