733105 Business administration and marketing in Austrian agriculture

Type
Lecture
Semester hours
1
Lecturer (assistant)
Kirner, Leopold , Thur, Magdalena
Organisation
Offered in
Wintersemester 2024/25
Languages of instruction
Deutsch
Content

Business: Economic Characteristics of organic farming practises, role of organic farming in agrarian policy, economic indicators of organic farms, economic performance of the conversion to organic farming, economic comparisons between organic and conventional farming systems, potentials of optimisation of organic practises.

Marketing: Marketing environment and competition; determinants of purchasing behavior; market segmentation and product positioning; selected instruments for marketing implementation; (product policy, distribution policy, communication policy).
Previous knowledge expected

BWL: 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)

Business:
After successful completion of the course, the students have acquired the skills to …
•Know the framework conditions and specific characteristics of organic farming in relation to economy
•Evaluate farms by means of economic indicators
•Identify key factors for the economic success of organic farms
•Apply methods and tools for the assessment of organic farms
•Recognize potentials for the optimisation of organic farming practises

Marketing:
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
•Name basal competitive strategies and their goals, tasks and risks
•Distinguish between various determinants of purchasing behavior (needs, motives, attitudes, values), and formulate their relevance for the market of organic foods
•Explain the process of market segmentation at the example of the consumer’s market of organic products
•Illustrate selected methods for product placement, and apply them to simplified business cases from the organic food economy
•Define selected marketing implementation tools, compare their functions and apply them to simplified business cases from the organic food economy
You can find more details like the schedule or information about exams on the course-page in BOKUonline.