Syllabus structure and course guides

Structure of the master's

Degree structure by modules, subject areas and courses

The Interuniversity Master's Degree in Agri-Food Marketing and Entrepreneurship (60 ECTS, on-site and taught in English) offers advanced, applied training to analyse, plan and execute marketing strategies and entrepreneurial projects in the agri-food sector, with teaching coordinated between the Universidad de La Rioja, the Universidad de Zaragoza, the Universidad Pública de Navarra, the Universitat de Lleida and CIHEAM Zaragoza within the framework of Campus Iberus, through interconnected hybrid classrooms integrating shared learning across the five sites.

Academic structure (60 ECTS):

Compulsory modules (42 ECTS), with advanced training in: the agri-food sector's system and economic environment; market research and consumer behaviour; digital tools and advanced analytics (AI and big data); strategic and operational marketing (product, pricing, distribution, communication and digital marketing); and entrepreneurship (business ideas, business plans, entrepreneurship pathways and innovative experiences).
External internships (9 ECTS), for the application of competencies in organisations of the sector.
Master's Thesis (9 ECTS), with a public defence before a panel.

This training design combines academic rigour, real case studies, the use of advanced digital tools and applied activities focused on decision-making in agri-food marketing and entrepreneurship, in complex and changing environments. The course “Innovative experiences in agri-food entrepreneurship” (3 ECTS) is designed to include technical visits and meetings with key companies and institutions in the different territories of the participating centres, bringing students closer to real cases of innovation, best practices and networking with the agri-food sector.

The Interuniversity Master's Degree in Agri-Food Marketing and Entrepreneurship is organised into compulsory courses distributed across five modules, together with the External Internships and the Master's Thesis:

Structure
1.Agri-food system and economic environment 1.1 Structure and trends of the agri-food system 1.2 Economic fundamentals applied to the agri-food sector 1.3 Innovation, sustainability and the regulatory framework of the agri-food sector	9
2.Analytical tools applied to agri-food marketing and entrepreneurship 2.1 Market research and consumer behaviour in the agri-food sector 2.2 Digital tools and advanced analytics for decision-making: artificial intelligence, big data and data management	6
3.New trends in agri-food marketing 3.1 Management and planning of strategic and operational marketing in the new agri-food environment 3.2 Product management, packaging and branding in the agri-food sector 3.3 New sales and pricing strategies in agri-food markets 3.4 Distribution channels, logistics and Supply Chain Management in the agri-food sector 3.5 New trends in commercial communication and digital marketing in the agri-food sector	15
4.Agri-Food Entrepreneurship 4.1 Entrepreneurial spirit and business idea generation in the agri-food sector 4.2 Agri-food business plan design and business model validation 4.3 Entrepreneurship pathways and legal aspects in the agri-food sector 4.4 Innovative experiences in agri-food entrepreneurship	12
5.External academic internships 5.1 External academic internships	9
6.Master's thesis 6.1 Master's thesis	9
TOTAL CREDITS:	60

COURSES AND COURSE GUIDES 2026-2027 ACADEMIC YEAR

Single year
Per.	Type	Course			ECTS	Office hours
I	Master's Thesis	5388	Master's thesis	PDF version	9	Office hours
1S	Compulsory	5373	Structure and trends of the agri-food system	PDF version	3	Office hours
1S	Compulsory	5374	Economic fundamentals applied to the agri-food sector	PDF version	3	Office hours
1S	Compulsory	5375	Innovation, sustainability and the regulatory framework of the agri-food sector	PDF version	3	Office hours
1S	Compulsory	5376	Market research and consumer behaviour in the agri-food sector	PDF version	3	Office hours
1S	Compulsory	5377	Digital tools and advanced analytics for decision-making: AI, big data and data management	PDF version	3	Office hours
1S	Compulsory	5378	Management and planning of strategic and operational marketing in the new agri-food environment	PDF version	3	Office hours
1S	Compulsory	5379	Product management, packaging and branding in the agri-food sector	PDF version	3	Office hours
1S	Compulsory	5380	New sales and pricing strategies in agri-food markets	PDF version	3	Office hours
1S	Compulsory	5381	Distribution channels, logistics and Supply Chain Management in the agri-food sector	PDF version	3	Office hours
1S	Compulsory	5382	New trends in commercial communication and digital marketing in the agri-food sector	PDF version	3	Office hours
2S	Compulsory	5383	Entrepreneurial spirit and business idea generation in the agri-food sector	PDF version	3	Office hours
2S	Compulsory	5384	Agri-food business plan design and business model validation	PDF version	3	Office hours
2S	Compulsory	5385	Entrepreneurship pathways and legal aspects in the agri-food sector	PDF version	3	Office hours
2S	Compulsory	5386	Innovative experiences in agri-food entrepreneurship	PDF version	3	Office hours
2S	External Internships	5387	External academic internships	PDF version	9	Office hours

Bridging courses

Per.	Type	Course			ECTS	Office hours
1S	Bridging courses	5389	Fundamentals of marketing and market analysis for the agri-food sector	PDF version	3	Office hours
1S	Bridging courses	5390	Operational marketing in the agri-food sector	PDF version	3	Office hours
1S	Bridging courses	5391	Fundamentals of agri-food business management	PDF version	3	Office hours
1S	Bridging courses	5392	Fundamentals of accounting and finance for agri-food businesses	PDF version	3	Office hours

Master's thesis

What does the master's thesis involve?