UEH Standard programs in English (20% English)

Agribusiness Marketing

Tiếng Việt

ECO501153

3

This course aims to equip students with a strong foundation in digital marketing, particularly within the context of modern agribusiness. Students will gain a deep understanding of fundamental concepts, emerging trends, and the role of digital marketing in enhancing the efficiency of agricultural production, distribution, and consumption. Additionally, they will learn how to analyze online markets, identify consumer behavior, and assess competition across digital platforms, enabling them to develop comprehensive marketing strategies tailored to the agricultural sector. In terms of skills, the course emphasizes practical application and the use of digital tools. Students will learn to design and execute communication campaigns, manage online branding, and build long-term customer relationships through platforms such as social media, CRM systems, and marketing automation tools. Special focus is placed on data analysis and performance evaluation, ensuring that students can make informed decisions to optimize business strategies. Regarding autonomy and responsibility, the course fosters independent work and effective teamwork in real-world projects. Students will develop accountability in strategic marketing decisions, risk assessment, and business performance improvement based on market feedback. As a result, the course not only prepares students to become skilled marketing professionals but also visionary leaders ready to meet the demands of the agricultural sector in the digital era.

This course equips students with fundamental knowledge and skills in digital marketing to enhance modern and efficient agribusiness operations. It begins with an introduction to digital marketing concepts, popular tools, and their applications in the agricultural sector. Students will learn how to analyze online markets, including consumer behavior research, competitor analysis, and agricultural product consumption trends across digital platforms.

The course focuses on developing a comprehensive digital marketing strategy, covering digital branding and the application of the marketing mix (4Ps) in an online environment. Students will explore how to build and maintain long-term customer relationships through modern digital platforms such as CRM systems, chatbots, and email marketing. Additionally, it emphasizes the importance of delivering an exceptional online customer experience to increase satisfaction and loyalty.

Furthermore, students will practice planning and executing digital communication campaigns, effectively utilizing channels such as social media, online advertising, and e-commerce. A key aspect of the course is mastering marketing performance metrics (KPIs) and analytical tools to optimize marketing strategies in real-world applications. By combining theoretical foundations with hands-on skills, this course prepares students to tackle the challenges of the agricultural industry in the digital era.