Course: Marketing of farming products

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Course title Marketing of farming products
Course code KKZP/FMP
Organizational form of instruction Lecture + Lesson
Level of course Bachelor
Year of study not specified
Semester Summer
Number of ECTS credits 5
Language of instruction Czech
Status of course unspecified
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Jirotková Dana, Ing. Ph.D.
  • Kadlec Jaromír, Dr. Ing.
  • Samková Eva, doc. Ing. Ph.D.
  • Vácha František, doc. Ing. CSc.
  • Smetana Pavel, doc. Ing. Ph.D.
Course content
1. Principles of designing small processing capacities and water management at processing plants. 2. + 3. Principles of preserving the properties of agricultural products. 4. Finalization of agricultural products in relation to food legislation. 5. Finalization of plant products (cereals, legumes, oilseeds, potatoe, fruits and vegetables) - equipment, technology and processing. 6. Finalization of fermentation products (malt, beer, wine, spirits, organic acids and yeast) - equipment, technology and processing. 7. Finalization of animal products (milk and dairy products) - equipment, technology and processing. 8. Finalization of animal products (meat and meat products) - equipment, technology and processing. 9 +10. Finalization of animal products (honey, fish, eggs, poultry and other farmed animals) - equipment, technology and processing. 11. Basic concepts and essence of marketing, history and present, marketing mix (product, price, distribution and promotion). 12. Marketing strategies and programs - food (compiling a marketing plan). 13. Characteristics of consumer markets and consumer behavior - food. 14. Current trends in food sales.

Learning activities and teaching methods
Monologic (reading, lecture, briefing)
  • Semestral paper - 30 hours per semester
  • Preparation for classes - 16 hours per semester
  • Class attendance - 56 hours per semester
  • Preparation for exam - 48 hours per semester
Learning outcomes
This course provides students with the knowledge of various marketing issues including the processing of plants and animal products on the farm.
Students understand the basic concepts of food production and sale.
Prerequisites
All students who are required to complete the course will be introduced at the beginning of the semester.

Assessment methods and criteria
Written examination

All students who are required to complete the course will be introduced at the beginning of the semester.
Recommended literature
  • Doležalová, H. Zbožíznalství.. Č. Budějovice: EF JU, 2008.
  • Horovitz, J. Jak získat zákazníka - Kvalita služeb.. Praha, MANAGEMENT PRESS, 1994.
  • Juran, J. M., Gryna, F.M. Juran's quality handbook.. New York, McGraw-Hill book company, 2000.
  • KOTLER, P. 10 smrtelných marketingových hříchů.
  • McCarthy, E. J., Perreault, W. D. Applications in _Basic Marketing. Boston, Irvin, 200 s., 1990.
  • Mizuno, S. Řízení jakosti. Praha, Victoria Publishing, 1. vyd., 1994.
  • Nenadál, J. Měření v systémech managementu jakosti.. Praha, Management Press, 2001.
  • Pešek, M. Hodnocení jakosti, zpracování a zbožíznalství živočišných produktů. Část I a II. České Budějovice: Jihočeská univerzita 1997. České Budějovice, JU ZF, 1997.
  • Pipek, P., Jirotková, D. Hodnocení jakosti, zpracování a zbožíznalství živočišných produktů. Část 3. Hodnocení a zpracování masa, drůbeže, vajec a ryb.. České Budějovice, JU ZF, 2001.
  • Prugar, J. et al. Kvalita rostlinných produktů na prahu 3. tisíciletí.. Praha, VÚPS, 2008.


Study plans that include the course
Faculty Study plan (Version) Category of Branch/Specialization Recommended year of study Recommended semester