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Sustainable Agri-food Marketing

Jeffrey Frohwein

The learner will explore sustainable marketing and incorporate the motivations, drivers, and impacts of food innovation to create effective marketing strategies and plans that support the sustainability of the agri-food industry. They will take the long-term view that includes multiple scales local, national, and global, envisioning different possibilities for the future of food. Leveraging the best communication and media to eliminate the old while promoting the new products, programs, and systems matters immensely in getting the population to adopt a sustainable food futures model.

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The learner will explore sustainable marketing and incorporate the motivations, drivers, and impacts of food innovation to create effective marketing strategies and plans that support the sustainability of the agri-food industry. They will take the long-term view that includes multiple scales local, national, and global, envisioning different possibilities for the future of food. Leveraging the best communication and media to eliminate the old while promoting the new products, programs, and systems matters immensely in getting the population to adopt a sustainable food futures model.

Learners will imagine, create, and promote the food futures they want for their organizations, their communities, and the world. Learners will also identify target audiences and needs, and develop authentic positioning, distribution, promotion and communications for sustainable agri-food systems.

Enroll now

What's inside

Learning objectives

  • Apply concepts of marketing to sustainable agriculture and food innovation
  • Identify creative market entry strategies
  • Utilize economic principles to formulate pricing strategies

Traffic lights

Read about what's good
what should give you pause
and possible dealbreakers
Develops concepts applicable to the sustainability of the agri-food industry
Taught by Jeffrey Frohwein, an industry expert
Helps learners create effective marketing strategies and plans for the agri-food industry
Explores creative market entry strategies and economic principles
Examines multiple scales of sustainability, including local, national, and global
Taught by Jeffrey Frohwein, a recognized expert in sustainable marketing
Appropriate for learners with an interest in sustainable marketing and food innovation

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Reviews summary

Strategic sustainable agri-food marketing

According to learners, this course offers a highly relevant and timely exploration of sustainable marketing within the agri-food industry. It provides a strong conceptual foundation, particularly in areas like market entry and economic pricing strategies for sustainable products. Many found the content insightful and visionary, helping them grasp the broader implications of food innovation and future food systems. While praised for its theoretical depth, a segment of learners suggested it could benefit from more real-world case studies and actionable details, wishing for a less theoretical approach to fully apply strategies. Overall, it's considered a solid course for professionals seeking to deepen their understanding of sustainable practices in agri-food marketing.
Provides strong concepts but some desire more direct application.
"A very solid foundation for understanding sustainable marketing in the food sector. The conceptual framework was strong..."
"...though I would have loved more real-world case studies or practical exercises to solidify the concepts."
"I felt the course lacked practical tools. It was very theoretical, and I struggled to see how to apply some of the strategies directly to my work."
"Disappointing. Too much general theory and not enough focus on actual market entry or pricing strategies as advertised."
Effectively covers market entry and pricing strategies.
"The sections on market entry strategies for sustainable products were insightful, providing practical frameworks I can immediately apply."
"I appreciated the economic principles behind pricing strategies. The content felt current and well-researched."
"For someone with some marketing background, it might feel a bit slow at times, but still covers good principles."
Addresses crucial current trends in agri-food sustainability.
"This course was incredibly relevant for my role in agricultural marketing. The sections on market entry strategies for sustainable products were insightful..."
"The focus on long-term food futures is really visionary and helped me think beyond current trends."
"Excellent deep dive into marketing principles specifically tailored for sustainable agri-food. The content felt current and well-researched."
Some content felt high-level, lacking specific actionable guidance.
"The course covers interesting topics, but I found some of the content a bit high-level without enough actionable detail."
"I was hoping for more specific examples related to different global regions or market types, but it generally stayed at a broader level."
"Expected more hands-on guidance on creating marketing plans."

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Sustainable Agri-food Marketing with these activities:
Attend a conference on sustainable food systems
Learn about the latest research and developments in sustainable food systems from experts in the field.
Browse courses on Sustainable Food Systems
Show steps
  • Find a conference on sustainable food systems
  • Attend the conference
Volunteer at a local food bank
Gain hands-on experience in the sustainable food system and learn about the challenges faced by food insecure communities.
Browse courses on Sustainability
Show steps
  • Find a local food bank
  • Contact the food bank and inquire about volunteer opportunities
  • Volunteer at the food bank
Attend a webinar on sustainable marketing
Learn about the latest trends and best practices in sustainable marketing from experts in the field.
Browse courses on Sustainable Marketing
Show steps
  • Find a webinar on sustainable marketing
  • Attend the webinar
Ten other activities
Expand to see all activities and additional details
Show all 13 activities
Read the articles on sustainable marketing
Learn about sustainable marketing and the motivations, drivers, and impacts of food innovation to create effective marketing strategies and plans that support the sustainability of the agri-food industry.
Browse courses on Sustainable Marketing
Show steps
  • Read the article on sustainable marketing
  • Read the article on the motivations, drivers, and impacts of food innovation
Explore case studies of successful sustainable marketing campaigns
Analyzing successful campaigns will provide you with practical insights and best practices for sustainable marketing.
Browse courses on Sustainable Marketing
Show steps
  • Identify case studies of sustainable marketing campaigns
  • Analyze the strategies and tactics used in these campaigns
  • Identify the key factors that contributed to their success
Attend industry events focused on sustainable food systems
Networking events will connect you with professionals in the field and provide valuable insights into current trends and best practices.
Browse courses on Sustainable Food Systems
Show steps
  • Identify industry events focused on sustainable food systems
  • Attend these events and engage with speakers and attendees
  • Share your knowledge and experiences with others
Practice pricing strategies for sustainable food products
Utilize economic principles to formulate pricing strategies for sustainable food products.
Browse courses on Pricing Strategies
Show steps
  • Research the cost of producing sustainable food products
  • Analyze the market demand for sustainable food products
  • Develop a pricing strategy that meets the needs of both the producer and the consumer
Practice Pricing Strategies
Performing these exercises will reinforce your understanding of concepts related to pricing strategies in sustainable marketing.
Browse courses on Pricing Strategies
Show steps
  • Review the pricing strategies taught in the course.
  • Identify the key factors that influence pricing decisions.
  • Practice applying different pricing strategies to real-world scenarios.
Create a sustainable marketing plan for a local food business
Developing a marketing plan will help you apply the concepts of marketing to sustainable agriculture and food innovation.
Browse courses on Marketing
Show steps
  • Identify a local food business that aligns with your sustainability values
  • Conduct market research to understand the target audience and their needs
  • Develop a marketing strategy that incorporates sustainable practices
  • Implement the marketing plan and track its effectiveness
Create a marketing plan for a sustainable food product
Apply concepts of marketing to sustainable agriculture and food innovation to identify creative market entry strategies and utilize economic principles to formulate pricing strategies.
Browse courses on Marketing Plan
Show steps
  • Identify the target market for the product
  • Develop a marketing strategy to reach the target market
  • Create a marketing budget
  • Implement the marketing plan
  • Evaluate the results of the marketing plan
Develop a blog post or article on a topic related to sustainable marketing
Creating content will help you synthesize your understanding of sustainable marketing and share your knowledge with others.
Browse courses on Sustainable Marketing
Show steps
  • Choose a topic related to sustainable marketing
  • Research the topic and gather relevant information
  • Develop an outline for your blog post or article
  • Write and edit your content
  • Share your blog post or article on social media or other platforms
Form a study group with other students
Discuss the course material with other students and learn from each other's perspectives.
Browse courses on Collaboration
Show steps
  • Find other students who are taking the course
  • Form a study group
  • Meet regularly to discuss the course material
Contribute to an open-source project on sustainable food systems
Get involved in the open-source community and contribute to the development of tools and resources that support the sustainable food system.
Browse courses on Open Source
Show steps
  • Find an open-source project on sustainable food systems
  • Contact the project maintainers and inquire about how you can contribute
  • Contribute to the project

Career center

Learners who complete Sustainable Agri-food Marketing will develop knowledge and skills that may be useful to these careers:
Environmental Manager
An Environmental Manager develops and implements environmental management strategies. This course may be useful for developing the skills needed to develop and implement environmental management strategies for the agri-food industry, which is facing increasing pressure to reduce its environmental impact.
See salaries and explore the career path for Environmental Manager
Corporate Social Responsibility Manager
A Corporate Social Responsibility Manager develops and implements corporate social responsibility strategies. This course may be useful for developing the skills needed to develop and implement corporate social responsibility strategies for the agri-food industry, which is facing increasing pressure to reduce its environmental impact.
See salaries and explore the career path for Corporate Social Responsibility Manager
Regulatory Affairs Manager
A Regulatory Affairs Manager develops and implements regulatory compliance strategies. This course may be useful for developing the skills needed to develop and implement regulatory compliance strategies for the agri-food industry, which is facing increasing pressure to comply with environmental and food safety regulations.
See salaries and explore the career path for Regulatory Affairs Manager
Sustainability Analyst
A Sustainability Analyst analyzes data to identify and assess sustainability risks and opportunities. This course may be useful for developing the skills needed to analyze data to identify and assess sustainability risks and opportunities in the agri-food industry, which is facing increasing pressure to reduce its environmental impact.
See salaries and explore the career path for Sustainability Analyst
Quality Assurance Manager
A Quality Assurance Manager develops and implements quality assurance management systems. This course may be useful for developing the skills needed to develop and implement quality assurance management systems for the agri-food industry, which is facing increasing pressure to ensure the quality of its products.
See salaries and explore the career path for Quality Assurance Manager
Food Safety Manager
A Food Safety Manager develops and implements food safety management systems. This course may be useful for developing the skills needed to develop and implement food safety management systems for the agri-food industry, which is facing increasing pressure to ensure the safety of its products.
See salaries and explore the career path for Food Safety Manager
Sustainability Consultant
A Sustainability Consultant helps organizations improve their environmental and social performance. This course may be useful for developing the skills needed to develop and implement sustainability strategies for the agri-food industry, which is facing increasing pressure to reduce its environmental impact.
See salaries and explore the career path for Sustainability Consultant
Supply Chain Manager
A Supply Chain Manager plans and manages the flow of goods and services from suppliers to customers. This course may be useful for developing the skills needed to manage the supply chain for sustainable agri-food products and services, which requires careful planning and coordination.
See salaries and explore the career path for Supply Chain Manager
Product Manager
A Product Manager develops and manages products and services. This course may be useful for developing the skills needed to develop and manage sustainable agri-food products and services, which are becoming increasingly important to consumers.
See salaries and explore the career path for Product Manager
Business Development Manager
A Business Development Manager identifies and develops new business opportunities. This course may be useful for developing the skills needed to identify and develop new business opportunities in the sustainable agri-food industry, which is growing rapidly.
See salaries and explore the career path for Business Development Manager
Social Media Manager
A Social Media Manager develops and executes social media campaigns to promote products and services. This course may be useful for developing the skills needed to create and implement social media campaigns for sustainable agri-food products and services, which can help companies reach a wider audience.
See salaries and explore the career path for Social Media Manager
Marketing Manager
A Marketing Manager plans and executes marketing campaigns to promote products and services. This course may be helpful for developing the skills needed to create and implement marketing campaigns for sustainable agri-food products and services, which are becoming increasingly popular with consumers.
See salaries and explore the career path for Marketing Manager
Sales Manager
A Sales Manager leads and manages a team of sales representatives. This course may be useful for developing the skills needed to sell sustainable agri-food products and services, which are becoming increasingly popular with consumers.
See salaries and explore the career path for Sales Manager
Marketing Research Analyst
A Marketing Research Analyst gathers and analyzes data to help companies understand their target audience. This course may be useful for developing the skills needed to conduct research on sustainable food products and services, which can help companies develop more effective marketing campaigns.
See salaries and explore the career path for Marketing Research Analyst
Brand Manager
A Brand Manager develops long-term marketing strategies to build brand awareness and cultivate relationships with consumers. This course may be useful for developing the skills needed to manage a brand that is focused on sustainability in the agri-food industry, which many consumers value.
See salaries and explore the career path for Brand Manager

Reading list

We've selected ten books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Sustainable Agri-food Marketing.
Cover image
Sustainability Perspectives for Resources and...
Save
Provides a comprehensive overview of sustainable marketing, including its key concepts, principles, and practices.
Sustainability Perspectives for Resources and...
Kindle Edition
$$$
Cover image
Blue Ocean Strategy
Save
Provides a framework for creating new markets and avoiding competition.
Blue Ocean Strategy, Expanded Edition: How to...
Hardcover
$$
Blue Ocean Strategy + Beyond Disruption Collection...
Hardcover
$$
(Español) La estrategia del océano azul: Crear nuevos...
Paperback
$$
The W. Chan Kim and Renée Mauborgne Blue Ocean...
Kindle Edition
$$
Blue Ocean Strategy with Harvard Business Review...
Kindle Edition
$$
Blue Ocean Strategy with Harvard Business Review...
Kindle Edition
$$
Blue Ocean Strategy with Harvard Business Review...
Kindle Edition
$$
Estrategia do Oceano Azul - Blue Ocean Strategy (Em...
Paperback
$$$
Lean Startup: How Today's Entrepreneurs Use...
Save
Provides a practical guide to building a successful startup.
The Lean Startup: How Today's Entrepreneurs Use...
Hardcover
$$
The Lean Startup: How Today's Entrepreneurs Use...
Kindle Edition
$$
Cover image
Managing Customer Relationships
Save
Provides a step-by-step guide to developing a marketing plan.
Managing Customer Experience and Relationships: A...
Hardcover
$$$
Managing Customer Relationships: A Strategic...
Hardcover
$$
Managing Customer Experience and Relationships: A...
Kindle Edition
$$$
Cover image
The Innovator's Dilemma, with a New Foreword
Save
Explores the challenges of innovation and how to overcome them.
The Innovator's Dilemma, with a New Foreword: When...
Hardcover
$$
The Innovator's Dilemma, with a New Foreword: When...
Audio CD
$$
The Innovator's Dilemma, with a New Foreword: When...
Kindle Edition
$$
Cover image
No Happy Cows
Save
Explores the connections between food, health, and sustainability.
No Happy Cows: Dispatches from the Frontlines of...
Kindle Edition
$$
Cover image
The 22 Immutable Laws of Marketing
Save
Provides 22 essential laws of marketing that can help businesses succeed.
The 22 Immutable Laws of Marketing: Violate Them at...
Paperback
$$
The 22 Immutable Laws Of Branding, The 22 Immutable...
Paperback
$$$
The 22 Immutable Laws Of Marketing, The Tipping...
Paperback
$$
The 22 Immutable Laws of Marketing: Exposed and...
Kindle Edition
$$
Cover image
Positioning: The Battle for Your Mind, 20th...
Save
Provides insights into how to position your brand in the minds of consumers.
Positioning: The Battle for Your Mind, 20th...
Hardcover
$$
Positioning: The Battle for Your Mind, 20th...
Kindle Edition
$$
Cover image
Fashion from Victoria to the New Millennium, Second...
Save
Explores the psychological principles that influence consumer behavior.
Fashion from Victoria to the New Millennium, Second...
Paperback
Check
Fashion from Victoria to the New Millennium, Second...
Kindle Edition
Check
Cover image
Winning the Story Wars
Save
Provides insights into the power of storytelling in marketing.
Winning the Story Wars: Why Those Who Tell (and...
Kindle Edition
$$
BY Sachs, Jonah ( Author ) [{ Winning the Story...
Hardcover
$$

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Course image
Effort
10 to 15 hours per week for 8 weeks
Level
Intermediate
Via
edX
Institution
Doane University
Instructor
Jeffrey Frohwein
Language
English
Transcript
English
This course belongs to a collection called Sustainable Agribusiness. It's comprised of seven courses:
  1. Agri-Food Systems Analysis
  2. Environmental and Natural Resources Economics
  3. Sustainable Agri-food Marketing (viewing)
  4. Agricultural Economic Modeling Tools
  5. Global Food Futures and Agri-food Systems Solutions
  6. Sustainable Agri-food Supply Chain Management
  7. Sustainable Agribusiness Comprehensive Exam
Traffic lights
Read about what's good
what should give you pause
and possible dealbreakers
Develops concepts applicable to the sustainability of the agri-food industry
Taught by Jeffrey Frohwein, an industry expert
Helps learners create effective marketing strategies and plans for the agri-food industry
Explores creative market entry strategies and economic principles
Examines multiple scales of sustainability, including local, national, and global
Taught by Jeffrey Frohwein, a recognized expert in sustainable marketing
Appropriate for learners with an interest in sustainable marketing and food innovation
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