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See updated information at

www.iamz.ciheam.orgINFORMATION

CONTINUESOVERLEAF

Instituto Agronómico Mediterráneo de ZaragozaAvenida de Montañana 1005, 50059 Zaragoza, SpainTel.: +34 976 716000, Fax: +34 976 716001E-mail: iamz@iamz.ciheam.org

Advanced Course

CIHEAMMediterranean Agronomic Institute of Zaragoza

E-BUSINESS AND E-MARKETING ALONGTHE AGRO-FOOD SUPPLY CHAIN:

RECENT DEVELOPMENTS

Zaragoza (Spain), 8-12 June 2015

1. Objective of the course

The agro-food supply chain has evolved substantially due to theadoption of new technologies. A great deal of those technologiesclearly facilitates the management of the whole supply chain, thusimproving marketing and commerce. Goals have changed fromsingle product approaches to integrated processes from producers toconsumers.Among the technologies, online marketing tools are becoming moreimportant and accessible to small and medium enterprises,producers’ associations and public organizations operating in theagro-food sector. However, technological advances are movingforward faster than firms’ awareness and it becomes essential toacquire the most recent knowledge to remain competitive innational and international markets.This course provides participants with the latest developments in e-business and e-marketing applied to the agro-food sector. Inparticular, the course introduces recent tools for supply chainmanagement, promotion, communication, customer attraction,sales and services, and discusses trends and opportunities.At the end of the course participants will:– Understand the modern functioning of the agro-food supply

chain and how processes are integrated and optimized throughthe use of e-technology.

– Be conscious of the importance of the social, local and mobileinternet environment affecting current business success.

– Better understand online consumers’ behaviour and apply e-marketing tools to attract and engage them.

– Acquire skills in the use of existing free and open source softwareand solutions for supply chain management and shopping.

– Gain first-hand experience through real case studies of successfulinitiatives that can be extrapolated to other environments.

– Be aware of the emerging developments that might have apositive impact in the agro-food sector.

2. Organization

The course will take place at the Mediterranean AgronomicInstitute of Zaragoza (IAMZ) of the International Centre forAdvanced Mediterranean Agronomic Studies (CIHEAM), andwill be given by well qualified lecturers from research centres,universities and private companies.

The course will be held over a period of 1 week, from 8 to 12 June2015, in morning and afternoon sessions.

3. Admission

The course is designed for 25 participants with a university degree.It is intended for professionals from small and medium enterprises,producers’ associations and entrepreneurs already engaged in agro-food e-business and e-marketing or willing to explore theirpossibilities, as well as to professionals of the administrationassisting the agro-food sector initiatives in their countries. Thecourse is also open to technical advisors and researchers that wishto widen their expertise in these subjects.

Given the diverse nationalities of the lecturers, knowledge ofEnglish, French or Spanish will be valued in the selection ofcandidates, since they will be the working languages of the course.IAMZ will provide simultaneous interpretation of the lectures inthese three languages. Documentation used in the group work willbe in English.

4. Registration

Application forms may be obtained from:Instituto Agronómico Mediterráneo de Zaragoza

Avenida de Montañana 1005, 50059 Zaragoza (Spain)Tel.: +34 976 716000 - Fax: +34 976 716001

e-mail: iamz@iamz.ciheam.orgWeb: www.iamz.ciheam.org

Candidates should send the completed application form to theabove address, accompanied by a detailed curriculum vitae, statingdegree, diplomas, experience, professional activities, languageknowledge and reasons for applying to the course. Copies ofcertificates should be enclosed with the application.

The deadline for the submission of applications is 16 March 2015.

Applications from those candidates who cannot present theircomplete records when applying, or those requiring authorizationto attend the course, may be accepted provisionally.

Registration fees for the course amount to 450 euro. This sumcovers tuition fees only.

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GUEST LECTURERS

L. AISA, CeConBe Marketing Services, Zaragoza (Spain)L.M. ALBISU, CITA-GA, Zaragoza (Spain)M. GALVE, Pymemarketing, Zaragoza (Spain)R. LOP, Aceros de Hispania, Teruel (Spain)S. LÓPEZ NAVARRO, Hiberus Tecnología, Zaragoza (Spain)M. LÓPEZ VALDÉS, Bitbrain, Zaragoza (Spain)L.M. MANZANEDO, Ingeos, Bilbao (Spain)C. MARÍN, Impulsatec, Zaragoza (Spain)O. MOZÚN, Tactis Europe, Madrid (Spain)

A. OLIVÁN, Grupo Pastores, Zaragoza (Spain)E. PAZ, Comercio Electrónico Global, Zaragoza (Spain)C. REVOREDO, Scotland’s Rural College (SRUC), Edinburgh (UK)J. SÁNCHEZ BARRICARTE, Vodafone M2M, Madrid (Spain)R. TAYAR, FLAT 101, Zaragoza (Spain)F. TOMÁS, IDOM, Zaragoza (Spain)C. URBANO, Cominton, Asesoría Internacional,

Zaragoza (Spain)

International Centre for AdvancedMediterranean Agronomic Studies

Mediterranean Agronomic Institute of Zaragoza

5. Scholarships

Candidates from CIHEAM member countries (Albania, Algeria,Egypt, France, Greece, Italy, Lebanon, Malta, Morocco, Portugal,Spain, Tunisia and Turkey) may apply for scholarships coveringregistration fees, and for scholarships covering the cost of travel andfull board accommodation in the Hall of Residence on the Aula DeiCampus.

Candidates from other countries who require financial supportshould apply directly to other national or international institutions.

6. Insurance

It is compulsory for participants to have medical insurance validfor Spain. Proof of insurance cover must be given at the beginningof the course. Those who so wish may participate in a collectiveinsurance policy taken out by the IAMZ, upon payment of thestipulated sum.

7. Teaching organization

The course requires personal work and interaction amongparticipants and with lecturers. The course favours the exchange ofdiverse experiences and points of view.

The course has an applied approach. Formal lectures arecomplemented with debates, case studies presented by professionals,and tutored practicals that will provide participants with hands-onexperience in the use of relevant and powerful tools. Furthermore,participants will work in groups on the analysis of different e-marketing strategies.

Participants will be asked to prepare a brief report before thebeginning of the course on experiences on the use of onlinetechnologies in supply chains and agro-food marketing in theircountries/regions. These reports will be shared with lecturers andparticipants.

8. Programme

1. The agro-food supply chain (2 hours)1.1. Characteristics of the main actors of the supply chain in the

agro-food sector1.2. Characteristics of the main business partners and service

providers in the agro-food supply chain1.3. Supply chain integration1.4. Streamlining the value chain in the agro-food sector1.5. Debate about experiences on the use of online technologies

in supply chains in the participants’ countries/regions

2. Introduction to e-business and e-marketing (2 hours)2.1. The information society2.2. Clarifying the concepts

2.3. E-business and e-marketing categories2.4. On/off synergies in the marketing plan: strategies and

tactics2.5. E-commerce: advantages and limits2.6. Security, confidentiality and legal implications

3. E-business (7 hours)3.1. M2M (Machine to Machine), a new technology to optimise

processes and reinvent businesses3.2. Buying processes3.3. The electronic supply chain. Successful examples3.4. E-commerce: B2B, B2C and e-procurement3.5. Free and open software for e-business and e-commerce3.6. Enterprise Resource Planning (ERP) for the management

of supply, demand and inventories3.7. Practical work on ERP use3.8. Case study – Grupo Pastores: an example of e-business

integration of production and distribution. Presentationand debate

4. E-marketing (13 hours)4.1. Online consumer behaviour4.2. Neuromarketing4.3. Inbound marketing versus outbound marketing: from

attraction to engagement4.4. Content marketing4.5. Main e-marketing tools

4.5.1. Search Engine Optimization (SEO) and SearchEngine Marketing (SEM)

4.5.2. Social media marketing: blogs and social networks4.5.3. Video marketing4.5.4. E-mail marketing4.5.5. Web based marketing4.5.6. App marketing4.5.7. Metrics and analytics4.5.8. Practical work on social media and professional

networking4.6. Case studies

4.6.1. “Aceites de Oliva de España”: an example of a publicinitiative to launch a generic promotion using thelatest e-marketing tools

4.6.2. E-platform of local food producers for internationalsales

4.6.3. Agro-food e-entrepreneurship4.6.4. Drop shipping4.6.5. Debate

5. Group work on the analysis of e-marketing strategies basedon real examples (7 hours)

6. Round table discussion: the future of e-business and e-marketing (2 hours)Trends: big data handling, digital money, Internet of things, 3Dfood printers, wearable technologies, Beacon and others

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