Fisheries and Aquaculture Marketing Management

Overview

This course will develop a students understanding of the dynamics and challenges of marketing aqua products and services globally. Following an overview of the principles of marketing, the module covers the stages involved in strategic marketing analysis with the aim of equipping the student with the skill for strategic marketing decisions. The student will be able to assess the key factors determining the success of an international aquabusiness marketing campaign, including choosing the most appropriate route to market.

On completion of this course, students should be able to:

• Evaluate key theorists, concept and models in marketing to guide the development and execution of marketing strategies;
• Assess the Marketing Environment of a business and its implications for business and marketing strategy;
• Develop a strategic marketing plan to deliver superior customer value;
• Assess the elements of an effective international marketing strategy;
• Assess an appropriate international route to market;
• Outline and present the skills involved in selling an sales.