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EWUU

The focus of Advanced Management and Marketing (AMM) is on strategic management and marketing. During your career you will deal with strategy and marketing plans; be it in a private or public organisation; being employee, employer, or self-employed. "As a technology driven company, we are short on business skills". The research object in this course are decision-makers in a complex setting, appointed to solve complex problems. Do you recognize a firm's capabilities that outpace competition? To convincingly argue on strategy, marketing, innovations, and entrepreneurship later in life, you'd better now develop competences and skills on topics in strategic and business management and in marketing management!   
Formally, AMM has the following aims:  
- be able to assess complex firm strategy and marketing problems by selecting the relevant concepts and methods and applying them to stakeholders, capabilities, markets, and customers;   
- be able to logically develop business strategies at different levels of analysis (PMC, Business Unit, Corporate, International) and the marketing strategies for different consumer products;  
- be able to assess the implementation trajectory of the chosen strategies, and,  
- be able to understand, use and reflect on the concepts, methods and models provided.

Advanced Management and Marketing

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Agribusiness is an important economic sector. It includes primary agriculture, food processing industries, and input-delivering industries. This course provides a description and analysis of economic behaviour of actors in agribusiness. The linkages between economic actors through national and international markets and through other co-ordination mechanisms such as contracts receive special attention. Microeconomic and institutional theories are the basis for description and analysis. Important subjects are: position of agribusiness within the economy, firm and consumer behaviour, investment, markets of food products, co-ordination mechanisms and imperfect competition in agribusiness, organisation of food production (e.g. family farms), agricultural and environmental policies and regional and international trade in food products. After this course you better understand economic phenomena as nitrogen crisis, future markets, oligopolies, EU policy and family farms in agriculture.

Economics of Agribusiness

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This course gives an overview and insight into the economics of the farm business, with a focus on financial management and accounting. Like corporate managers, farm managers continuously have to make decisions and control their business. There is a need to adapt their business to the current external environment and to anticipate future internal and external developments. For this purpose, farm managers need reliable financial data based on a well-defined accounting system, a good analysis of this data, and information for decision making. Stakeholders like banks, suppliers, and the government also have an interest in reliable data and information from farms. This course deals with the financial management and accounting of farm businesses both from the perspective of the farm manager and the other stakeholders.  
Note: emphasis will be on both qualitative and (particularly) quantitative analysis and explanation.

Financial Management in Agriculture

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Outline of marketing part:  

* understanding marketing management: the marketing concept and holistic marketing; needs, wants and demand; the marketing mix; market oriented strategic planning processes: corporate planning, business unit strategic planning and the marketing plan;
* capturing marketing insights: the marketing information system; fads, trends and mega trends in the macro-environment; how to set-up marketing research; measuring marketing productivity; forecasting demand;
* connecting with customers: customer delivered value; customer relationship management; consumer buying behavior versus organizational buying behavior;
* building strong brands: target marketing and branding; positioning; competition; the product life cycle;
* creating value: product strategies; Services management; new product development; pricing strategies;
* delivering value: marketing channel management; wholesaling; retailing;
* communicating value: integrated marketing communications; advertising, sales promotion, events and experiences, public relations and publicity, direct and interactive marketing, word-of-mouth marketing, and personal selling.

Outline of management part:   

* management and the environment (planning): defining company and environment, external environment components, PESTEL, environmental uncertainty, Porters Five Forces, stakeholder management, basic quantitative decision making tools.
* organizational decision-making & change (planning): how do managers make decisions; different types of decisions; group decision-making; why and how do managers plan; strategic management. Sources of organisational change and handling resistance
* innovation & individual and group creativity: the need to innovate; types of innovation; the role of creativity for individuals and groups
* entrepreneurship & Intrapreneurship: what is entrepreneurship and how do we manage new ventures; corporate venturing and the entrepreneurial organisation
* internal organization, human resource management (HRM) and work groups/teams (organizing): key elements in organizational design; traditional and new organizational structures; human resource management; selecting, retaining and developing human resources; group development; groups vs. teams; team effectiveness and member roles.
* individual behavior, motivation & culture: key issues in organizational behavior; personalities, attitudes and perceptions; traditional and modern theories of motivation; monetary and non-monetary incentives. Organisational culture.
* leadership and communication (leading): leadership styles; leadership theories; importance of emotional intelligence and trust for leadership; processes, channels and barriers to effective communication.
* controlling and operations management (controlling): natu

Management and Marketing

This BSc minor provides an overview of the main marketing, management, and financial concepts and methods in agriculture. By studying the economics of agribusiness, students obtain insights in the environment influencing the current and future position of an agricultural business. This BSc minor is a programme minor.

BSc Minor Agricultural Business Management

Minor

Wageningen University & Research

Language	English
Term *	Semester 1 (period 1-3)