The primary aim of this course is to add significant value to participants from the agri-food industry, in domestic and international markets, through the development of strategic marketing and innovation thinking in an agri-food context.
Such thinking will be developed at conceptual and practical levels for both recent marketing graduates and graduates from other disciplines that can demonstrate an appropriate interest and/or competence in agri-food business. The programme is especially relevant for those managers already working in the agri-food industry at home and abroad who have a specific interest in marketing, innovation and entrepreneurship. The development of knowledge, intellectual qualities, professional and transferable skills, coupled with a pervasive international perspective on strategic marketing and innovation issues, will equip participants for middle management and senior appointments throughout the agri-food supply chain at home and abroad. The programme has been developed in conjunction with senior managers and key policy decision-makers from Northern Ireland (NI) and the United States (USA) agri-food business sectors, as well as leading marketing and entrepreneurship academics from around the world.
Participants are expected to successfully complete eight core modules for the award of the Postgraduate Diploma and those wishing to complete the MSc will be required to also complete an Applied Agri-food Business project. Core modules are: Principles of Food Marketing, Consumer Behaviour and Market Penetration, Fostering Innovation and Entrepreneurship, Leadership, International Agri-food Business Strategy, Food Supply Chain Management, Contemporary Issues in Food Marketing and Agri-business and Entrepreneurship in Agri-Food Markets.
Through an innovative teaching and learning strategy, consisting of three-day teaching blocks with follow-up mentoring, the programme seeks to meet the needs of the agri-food industry in a practical and customer-centric manner. In addition, strategic partnerships and international inputs to the programme from Babson College, Boston; Delaware Valley College, Philadelphia, and St Joseph's University, Philadelphia will help develop an international perspective in food marketing for application within the respective regional agri-food sector.
With financial support from the Department of Agriculture and Rural Development (DARD) through the Northern Ireland's Food Strategy Implementation Partnership (FSIP) and the integrated involvement of highly respected international partners in the participants' learning experience, significant value is added for participants on this programme. Such involvement makes this programme a unique educational offer in Europe. The programme is endorsed by the Chartered Institute of Marketing in Northern Ireland and the Northern Ireland Food and Drink Association (NIFDA).