The course is designed for 25 participants with an Universitiy Degree and will take place at The Mediterranean Agronomic Institute of Zaragoza (Spain). Further information: http://www.iamz.ciheam.org/en/pages/paginas/pag_formacion6.htm Do not hesitate to contact me directly at gestion@carmenurbano.com I will be in charge of general coordination of the course alongwith Eduardo Paz and Luis Miguel Albisu.

1. Please display on a notice board if possible
CIHEAM Mediterranean Agronomic Institute of Zaragoza
Advanced Course
E-BUSINESS AND E-MARKETING ALONG
THE AGRO-FOOD SUPPLY CHAIN:
RECENT DEVELOPMENTS
See updated information at
www.iamz.ciheam.org
INFORMATION
CONTINUES
OVERLEAF
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
Zaragoza (Spain), 8-12 June 2015
1. Objective of the course
The agro-food supply chain has evolved substantially due to the
adoption of new technologies. A great deal of those technologies
clearly facilitates the management of the whole supply chain, thus
improving marketing and commerce. Goals have changed from
single product approaches to integrated processes from producers to
consumers.
Among the technologies, online marketing tools are becoming more
important and accessible to small and medium enterprises,
producers’ associations and public organizations operating in the
agro-food sector. However, technological advances are moving
forward faster than firms’ awareness and it becomes essential to
acquire the most recent knowledge to remain competitive in
national and international markets.
This course provides participants with the latest developments in e-business
and e-marketing applied to the agro-food sector. In
particular, the course introduces recent tools for supply chain
management, 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 through
the use of e-technology.
– Be conscious of the importance of the social, local and mobile
internet 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 software
and solutions for supply chain management and shopping.
– Gain first-hand experience through real case studies of successful
initiatives that can be extrapolated to other environments.
– Be aware of the emerging developments that might have a
positive impact in the agro-food sector.
2. Organization
The course will take place at the Mediterranean Agronomic
Institute of Zaragoza (IAMZ) of the International Centre for
Advanced Mediterranean Agronomic Studies (CIHEAM), and
will 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 June
2015, 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 their
possibilities, as well as to professionals of the administration
assisting the agro-food sector initiatives in their countries. The
course is also open to technical advisors and researchers that wish
to widen their expertise in these subjects.
Given the diverse nationalities of the lecturers, knowledge of
English, French or Spanish will be valued in the selection of
candidates, since they will be the working languages of the course.
IAMZ will provide simultaneous interpretation of the lectures in
these three languages. Documentation used in the group work will
be 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.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 16 March 2015.
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.

2. 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 covering
registration fees, and for scholarships covering the cost of travel and
full board accommodation in the Hall of Residence on the Aula Dei
Campus.
Candidates from other countries who require financial support
should apply directly to other national or international institutions.
6. Insurance
It is compulsory for participants to have medical insurance valid
for Spain. Proof of insurance cover must be given at the beginning
of the course. Those who so wish may participate in a collective
insurance policy taken out by the IAMZ, upon payment of the
stipulated sum.
7. Teaching organization
The course requires personal work and interaction among
participants and with lecturers. The course favours the exchange of
diverse experiences and points of view.
The course has an applied approach. Formal lectures are
complemented with debates, case studies presented by professionals,
and tutored practicals that will provide participants with hands-on
experience in the use of relevant and powerful tools. Furthermore,
participants will work in groups on the analysis of different e-marketing
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 Advanced
Mediterranean Agronomic Studies
Mediterranean Agronomic Institute of Zaragoza
strategies.
Participants will be asked to prepare a brief report before the
beginning of the course on experiences on the use of online
technologies in supply chains and agro-food marketing in their
countries/regions. These reports will be shared with lecturers and
participants.
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 sector
1.2. Characteristics of the main business partners and service
providers in the agro-food supply chain
1.3. Supply chain integration
1.4. Streamlining the value chain in the agro-food sector
1.5. 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 society
2.2. Clarifying the concepts
2.3. E-business and e-marketing categories
2.4. On/off synergies in the marketing plan: strategies and
tactics
2.5. E-commerce: advantages and limits
2.6. Security, confidentiality and legal implications
3. E-business (7 hours)
3.1. M2M (Machine to Machine), a new technology to optimise
processes and reinvent businesses
3.2. Buying processes
3.3. The electronic supply chain. Successful examples
3.4. E-commerce: B2B, B2C and e-procurement
3.5. Free and open software for e-business and e-commerce
3.6. Enterprise Resource Planning (ERP) for the management
of supply, demand and inventories
3.7. Practical work on ERP use
3.8. Case study – Grupo Pastores: an example of e-business
integration of production and distribution. Presentation
and debate
4. E-marketing (13 hours)
4.1. Online consumer behaviour
4.2. Neuromarketing
4.3. Inbound marketing versus outbound marketing: from
attraction to engagement
4.4. Content marketing
4.5. Main e-marketing tools
4.5.1. Search Engine Optimization (SEO) and Search
Engine Marketing (SEM)
4.5.2. Social media marketing: blogs and social networks
4.5.3. Video marketing
4.5.4. E-mail marketing
4.5.5. Web based marketing
4.5.6. App marketing
4.5.7. Metrics and analytics
4.5.8. Practical work on social media and professional
networking
4.6. Case studies
4.6.1. “Aceites de Oliva de España”: an example of a public
initiative to launch a generic promotion using the
latest e-marketing tools
4.6.2. E-platform of local food producers for international
sales
4.6.3. Agro-food e-entrepreneurship
4.6.4. Drop shipping
4.6.5. Debate
5. Group work on the analysis of e-marketing strategies based
on 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, 3D
food printers, wearable technologies, Beacon and others