Agricultural Marketing

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Abstract

The modern food and fibre system is complex, dynamic and international. The changes taking place in this system are revolutionary. The system is becoming highly demand-driven with marketing being very important. The purpose of this subject is to examine the question of agriproduct marketing (raw commodities, food, fibre and agricultural services) in this new global environment. Agriproducts can be categorized into undifferentiated products (also called commodities) and differentiated products. The marketing of these two different types of agriproducts is examined in detail, focusing on both conceptual and practical aspects.

Syllabus

The Agriproduct SystemCoordination of the Agriproduct SystemAgriproducts in the Global EnvironmentConsumption Trends and Consumer AttitudesMarket Research and Market SegmentationManaging The Product And New Product DevelopmentPricing AgriproductsPromotionMarketing PlanningEconomics of Commodity Markets and International TradeCommodity Price Mechanisms and Futures Markets

Learning outcomes

Upon successful completion of this subject, students should:

Be able to accurately explain how and why agriproduct marketing has undergone such revolutionary change in recent times

Be able to demonstrate how commodity markets work, how futures markets work and how to go about analysing price movements in commodity market

Be able to accurately explain how differentiated product markets work and how to go about market planning of differentiated agriproducts

Enrolment restrictions

Incompatible