The Interuniversity Master's Degree in Agri-Food Marketing and Entrepreneurship responds to the need to train professionals capable of tackling the current challenges of the agri-food sector, integrating advanced marketing, digitalisation, innovation and sustainable entrepreneurship. Its academic structure is based on global trends and on the strategic competencies identified as priorities for improving the sector's competitiveness.

The programme is backed by the Campus de Excelencia Internacional Iberus, which brings together the universities of La Rioja, Zaragoza, Navarra and Lleida, with the participation of CIHEAM Zaragoza, an international benchmark in agri-food postgraduate training. This institutional support ensures academic excellence, interuniversity coordination, consolidated quality assurance mechanisms and the joint issuing of the official degree.

The main objectives of the Interuniversity Master's Degree in Agri-Food Marketing and Entrepreneurship are:

• To provide a solid theoretical foundation in marketing and entrepreneurship, as well as mastery of the most up-to-date tools, methods and approaches applied to the agri-food sector. This knowledge makes it possible to understand the specific features of the agri-food system, its institutional environment and its market dynamics.
• To develop criteria and skills to integrate the different components of a marketing and entrepreneurship programme, assessing the advantages and implications of different strategies and methodologies according to economic objectives, market circumstances and institutional constraints.
• To gain experience in analysing and designing marketing and entrepreneurship plans and strategies applied to agri-food companies, understanding how they are developed, implemented and evaluated in real contexts.
• To facilitate entry into the labour market, enabling students to critically apply the knowledge, skills and competencies acquired to the analysis and resolution of agri-food marketing and/or entrepreneurship problems in public and private organisations in the sector.
• To develop advanced skills to communicate rigorously and effectively the reasoning, results and conclusions derived from academic or professional work, through report writing and the preparation and defence of technical oral presentations.

Competencies achieved

The master's trains professionals capable of designing, implementing and evaluating advanced marketing and entrepreneurship strategies in the agri-food sector. Key competencies developed include:

• Advanced analysis of the agri-food system, its stakeholders, trends and regulatory environment.
• Design and execution of strategic and operational marketing plans adapted to complex environments, including product management, packaging, branding, pricing, distribution, supply chain management and communication from an agri-food perspective.
• Market research and data analytics, including advanced methodologies, AI and big data.
• Development of entrepreneurship projects, validation of business models and associated legal analysis.
• Cross-cutting competencies: sustainability, gender equality, teamwork, professional communication and decision-making in real contexts.