Title Introducing Marketing Principles in the Agricultural Sector - FARM INC
Project Number 2013-1-IT1-LEO05-03986
Product R12 Interactive learning tool (M16)
Title R12 Interactive learning tool (M16)
Product Type open and distance learning
Marketing Text Creation of a platform aimed to the self-learning of agricultural entrepreneurs as well as for VET trainers usage as supporting material.
The adaptation and development of the training material of the MTTM was performed at two levels:
At the first level, there was a methodological and content adaptation which is common for all the target countries. The adaptation process was based on the results of the needs analysis carried out in WP3. The consortium identified certain elements in the training material that needed adaptation/development:
1. The need to introduce novel marketing strategies in the training manual and in particular branding and internationalisation. Two new modules has been introduced on
a) “branding of rural areas” which highlights issues such as collective branding (umbrella and area brands), name creation and registration, logo design, link between food and tourism etc. and
b) “internationalisation” which highlights issues such as the setting up of contractual networks in order to obtain economies of scale and economies of scope through: common participation to international fairs, co-marketing activities, joint projects with third-non European countries, etc.
2. An investigation, adaption and localisation of the good practice case studies in branding and internationalisation has been performed (with input from WP3). In addition, the methodology for visits at farms and/or agricultural associations that are good practice examples were redrafted.
3. New additional forms of training delivery was needed: the consortium suggested making use of innovative tools, such as “soft gamification” to be included to increase users' engagement. Through a storytelling scenario with game-like elements, the users are encouraged to think and act as an entrepreneur. Furthermore sers have the possibility to test their agro-entrepreneurial performance concerning branding. This way, users are placed into virtual situations where they will have to act on real-life issues that farmers face.
At the second level, country specificities has been taken into consideration (when present, including training systems, cultural differences, gender/diversity aspects) leading to the refinement and fine tuning of the training material. To this end, the participation of representatives from the target groups in the adaptation and localization process has been encouraged by the partners.
Target group Consortium, funding agency, farmers, agricultural entrepreneurs, VET trainers and any other stakeholder in agricultural sector.
New forms of training delivery has ben developed, such as interactive methods of training, i.e. video, animation, interactive scenarios to make the topics easily useable by the target groups.
Together with the training tool a complementary guidebook for VET experts was developed.
Area of application Self-learning, professionals training, study visits, case studies concerning rural branding and marketing of agrifood products.