735337 Business administration and marketing in Austrian agriculture

Semester hours
Lecturer (assistant)
Thur, Magdalena , Kirner, Leopold
Offered in
Wintersemester 2023/24
Languages of instruction


Calculation of specific case studies to evaluate the performance of organic farming

Marketing: Market segmentation, product positioning and purchasing behaviour for organic products; selected marketing instruments for practical applications (case studies) and marketing theory (scientific marketing research articles)

Previous knowledge expected

Business: Knowledge of the agrarian production, knowledge of the socio-economic basics of agriculture, Basics of organic farming
Marketing: no requirements

Objective (expected results of study and acquired competences)

After successful completion of the course, the students have acquired the skills to …
•Apply micro-economic methods within case studies
•Calculate and interpret economic indicators for practical cases
•Calculate und interpret case studies for primary production and diversification
•Implement and reflect complex planning scenarios

After successful completion of the course, the students have acquired the skills to …
•Describe the elements of the marketing environments, explain their functions and their relevance for a business’ success
•Explain the process of market segmentation at the example of the consumer’s market of organic products
•Distinguish between various determinants of purchasing behavior (needs, motives, attitudes, values), and formulate their relevance for the market of organic foods
•Illustrate selected methods for strategic marketing and marketing implementagion, and apply them to simplified business cases from the organic food economy
•Explain selected concepts and methods from marketing research
•Discuss the results of an academic marketing research articles and contextualize their relevance for marketing practices
You can find more details like the schedule or information about exams on the course-page in BOKUonline.