Agricultural Marketing

Abstract

The modern food and fibre system is complex, dynamic and international, with revolutionary changes taking place. The system is becoming highly demand-driven with marketing being very important. The purpose of this subject is to examine agriproduct marketing (raw commodities, food, fibre and agricultural services) in this new global environment. Agriproducts can be categorised into undifferentiated products (also called commodities) and differentiated products. Students will examine the marketing of these two types of agriproducts in detail, focusing on both conceptual and practical aspects. Students will also develop a marketing plan and carry out real-time research for a selected agriproduct.

Syllabus

This subject will cover the following topics: The Agriproduct System;Coordination of the Agriproduct System;Agriproducts in the Global Environment;Consumption Trends and Consumer Attitudes;Market Research and Market Segmentation;Managing The Product And New Product Development;Pricing Agriproducts;Promotion;Marketing Planning;Economics of Commodity Markets and International Trade; andCommodity Price Mechanisms and Futures Markets.

This subject will cover the following topics:

The Agriproduct System;
Coordination of the Agriproduct System;
Agriproducts in the Global Environment;
Consumption Trends and Consumer Attitudes;
Market Research and Market Segmentation;
Managing The Product And New Product Development;
Pricing Agriproducts;
Promotion;
Marketing Planning;
Economics of Commodity Markets and International Trade; and
Commodity Price Mechanisms and Futures Markets.

Assessment items

1. Engagement Quizzes

2. Marketing Plan

3. Market Research

4. Final Exam

Learning outcomes

Upon successful completion of this subject, students should:

identify how and explain why agriproduct marketing has undergone such revolutionary changes in recent times;

review how commodity markets work, how future markets work and how to analyse price movements in commodity markets; and

create a marketing plan and conduct primary research for differentiated agriproducts.

Enrolment restrictions

Incompatible