INFORMATION ON THE COURSE
APPLICATION
FORM
Advanced Course
NEW PERSPECTIVES ON MARKETING CHAINS IN
SMALL-SCALE
FISHERIES AND AQUACULTURE
Zaragoza (
Objective
of the course
Organization
Admission
Registration
Scholarships
Insurance
Teaching organization
Programme
Guest lecturers
The small-scale fisheries and aquaculture sector in the Mediterranean
plays an increasingly important role within the wider market for foods.
Globalisation of markets, international concerns about the sustainability of
existing supplies and the expansion of the EU promote an ongoing need to review
the role of marketing and trade of aquatic food products within and between
individual countries. Population growth, changing lifestyles and demands for
food quality, safety and sustainability has created a more competitive
environment in which small scale organisations interact.
Seafood markets play a very important role in terms of exchange of
values through production, processing, trade and consumption. In order to
realise the potential added value of fish resources industry professionals in
the small scale sector must be equipped to anticipate, analyse and pro-act to
evolving trends and challenges.
The key aim of the course is to provide small-scale sector participants
with an integrated contemporary vision and understanding of the critical
factors shaping seafood markets, with special emphasis on the Mediterranean and
lessons to be learnt from elsewhere in
The lectures cover topics from the global to the local and are delivered
to enable and encourage discussion of participants’ experiences, whilst
learning about other emergent factors which continue to shape the future fish
marketing environment. Course staff have been drawn
from a range of institutions and networks based upon their qualifications,
experience and common appreciation of the need and importance for dissemination
of best marketing practice in the small-scale sector in fisheries and aquaculture.
Upon
completion of the course participants will have gained improved knowledge of
small-scale fish marketing chains such that they will be better equipped to:
-
Understand the functions and processes
that exist or might be created, including the various sources of data and
information that are available and that can be organised to improve current
awareness and proactive knowledge of markets and their operation.
-
Create the
added values in products and services which are sought by buying organisations
and consumers and incorporate these in their offerings so that producers will be able to compete more effectively and efficiently
within the small scale sector and their markets.
-
Communicate with other channel intermediary
individuals and organisations and prospective buyers to promote awareness and
understanding of added values and how these might provide unique propositions
of satisfaction at an acceptable price.
-
Deliver the values which have been
created and communicated consistently such that consumers’ expectations are at
least satisfied, or exceeded despite the various challenges presented within
the small scale fish marketing environment.
-
Enable dissemination and implementation
of the knowledge acquired on the course such that participants will be able to
extend the learning process to benefit other individuals and organisations
within the small-scale sector.
The course is organized by the International Centre for Advanced
Mediterranean Agronomic Studies (CIHEAM),
through the Mediterranean Agronomic Institute of Zaragoza (IAMZ), with the
collaboration of the Food and Agriculture Organization of the United Nations
(FAO), through its Fisheries and Aquaculture Department, and the Regulation
and Organization Fund for the Fish and Marine Cultures Market (FROM) of the Spanish
Ministry of the Environment and Rural and Marine Affairs. The course will take place at the Mediterranean Agronomic Institute of Zaragoza and will be given by
well-qualified lecturers from international organizations, universities,
government departments and private companies in different countries.
The course will be held over a period of 1 week, from 26 to 30 April
The course is designed for a maximum of 25 professionals
with a university degree. It is intended for policy makers and public
sector agents, managers of organizations involved in small-scale fisheries or
aquaculture, fishing industry representatives, technical advisors and other
specialists who wish to extend their marketing expertise to small-scale
fisheries and aquaculture.
Given the diverse nationalities of the lecturers, knowledge of English
and French will be valued in the selection of candidates, since together with Spanish, they will be the working languages of the course.
However, if necessary, the IAMZ will provide simultaneous interpretation of the
lectures.
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.org
Web:
www.iamz.ciheam.org
Candidates should send the completed application form to the above
address, accompanied by a detailed curriculum vitae, stating degree, diplomas,
experience, professional activities, language knowledge and reasons for
applying to the course. Copies of certificates should be enclosed with the
application.
The deadline for the submission of applications is 10 February 2010.
Applications from those candidates who cannot present their complete
records when applying, or those requiring authorization to attend the course,
may be accepted provisionally.
Registration fees for the course amount to 450 euro. This sum covers
tuition fees only.
Candidates from CIHEAM member countries (
Other candidates who require financial support should apply directly to
other national or international institutions.
It is compulsory for participants to have medical insurance valid for
The course requires
personal work and interaction among participants and with lecturers. The
international characteristics of the seminar favour the exchange of experiences
and points of view.
Formal lectures and case studies are interlinked
with working group sessions in which participants discuss course topics in the
more specific context of their own Mediterranean experience. With the guidance
of course tutors, this provides the opportunity to analyse contemporary topics
and consider possible solutions for implementation.
1.
Introduction and scene setting (2 hours)
1.1. Seafood production and international trade: global
trends
1.2. Status and challenges for small-scale fisheries and
aquaculture
2.
Understanding marketing chains and drivers for
small-scale sector (5 hours)
2.1. Marketing chains: a functional perspective
2.2. Generating marketing chain information
2.3. Case study: using marketing chain information
2.4. Working group discussions: marketing chain analysis of
participant country examples
2.5. Understanding and predicting consumer and buyer
behaviour
3.
Creating values in marketing chains to meet customer
demands (4 hours)
3.1. Responding to changing markets: case studies of new
product development
3.2. Branding and delivering green consumer demands
3.3. Ecolabelling, certification schemes: case studies in aquaculture and fishery
products
3.4. Working group discussions: creating products in
small-scale marketing chains
4.
Communicating in marketing chains (3 hours)
4.1. Communicating in small-scale fish marketing chains:
the promotion mix
4.2. Communicating with new technologies: case studies in
promotion
4.3. Generic promotion campaigns: the case of
5.
Delivering in marketing chains (9 hours + field visit)
5.1. Trends in retail and foodservice demands in the market
for fish
5.2. Field visit: Caladero S.L., fish processing and trade enterprise
5.3. Working group discussions (I): critical reflection on
lessons learnt
5.4. Analysing and organising value chains to deliver
benefits to the small-scale sector
5.5. Systems of exchange in the first hand sale of fish:
auctions, contracts and others
5.6. Seafood logistics: cases of practice and emergent
trends
5.7. Marketing channels infrastructure: cooperatives and
other organisational functions. Case studies
5.8. Working group discussions (II): critical reflection on
lessons learnt
5.9. Quality and safety management: domestic and export
perspectives
5.10.Case studies in
creating and delivering value
6.
Policy and planning in marketing chains (3 hours)
6.1. Strategic planning for policy change
6.2. Marketing and resource management interactions
6.3. Working group discussions: creating and delivering
change in marketing chains in small-scale fisheries and aquaculture
7.
Concluding discussions and closing (1 hour)
J. BANKS, Nielsen,
N. BOUGOUSS, INFOSAMAK, Casablanca (Morocco)
A. FABON, Caladero S.L.,
Zaragoza (Spain)
D. FORRESTER, EAFPA, Quimper
(France)
N. FRANZ, OECD, Paris
(France)
S. GOUIN, Agrocampus Rennes (France)
P. GUILLOTREAU, Univ. Nantes
(France)
I. HERNÁNDEZ, FROM, MARM,
C. MARIOJOULS, AgroParisTech, Paris (
J. MUIR, Univ.
M. NOLTING, GTZ, Eschborn (
J. YOUNG, Univ. Stirling (