Lehre

Students get to know and understand the structural characteristics of the industry, which is the focus of agricultural science studies. They learn key skills for their further studies and later practical work, and are able to work out and solve further problems on th

Students will know the basics of sensory research in the food market and will be able to apply this knowledge to food marketing. They will be able to take on responsible roles in research and development and product management in the product development and marketing of food companies.

Students will be familiar with market- and customer-oriented business policies and be able to recognise these in practice. They learn the basics of classical marketing as well as the specifics of the agri-food industry. In a market research project, they are able to apply statistical analysis methods to a practical case study and to transfer and apply the knowledge they have learnt in practice.

Learn qualitative and quantitative methods of market, consumer and media research and apply them in a project. Understand selected current research findings on societal expectations of business. CSR management strategies and tools. Approaches to business ethics and public relations.

By the end of this module, students will be able to complete an empirical project independently, from defining the objective and developing the theory-based research model to analysing and presenting the data. This not only qualifies them for relevant careers in agricultural marketing, but also provides an important foundation for empirical M.Sc. theses.

Students first gain an in-depth knowledge of the structures at the various stages of the value chain. On this basis, marketing analysis and planning techniques are introduced and developed through case studies and projects. Key professional skills include Target group analysis, quantitative planning techniques, controlling, negotiation, marketing organisation.

Students learn the fundamentals and tools of online marketing and how to work in the digital environment. This includes understanding how digital markets work (economic characteristics), what channels are available and how to use them. channels and how to use them. Students will also learn how to identify and target customers on the Internet. Other learning objectives are the importance of a digital mindset, digital leadership and how the value chains of off- and online products work. and online products are changing.

Students know the structures of agriculture and the agribusiness supply chain. They understand the purchasing behaviour of farmers and other customer groups and the marketing strategies of suppliers for the various intermediate products. On this basis, they will be able to evaluate different marketing concepts and apply them appropriately. This includes knowledge of sales and purchasing organisational structures, sales tools, database and customer relationship management, sales controlling and sales incentive systems. The module enables students to successfully enter the agribusiness sales sector, which offers many professional positions for graduates.

Students will be introduced to key areas of sports marketing and the relevant planning methods. They are thus prepared for the demands of the professional fields in the sports industry and the sports service sector. The module focuses on equestrian sport as an example, but knowledge of other sectors of the sports industry is also taught. Overall, the course prepares students for academic employment in sport marketing and for employment in the sport industry or sport institutions.