791-001 Agricultural Marketing

Credit Points

Coordinator

Prerequisites

Economics and Policy.

Contact

Subject Description

The objective of this subject is to provide students with a basic understanding of the marketing environment and its elements and enable them to apply these principles in the context of agricultural systems and problem solving in an Agribusiness environment.

The content includes: Introduction to Marketing - An introduction to the concept of marketing and the marketing mix, a basic look at how marketing applies to agricultural produce. Marketing Mix Variables - Product, price, place, promotion. Marketing Environment - Micro environment, macro environment, consumer behaviour, target marketing/segmentation. Market Research. Agricultural Marketing in Australia - Methods of marketing strategies to promote products internationally. Case Studies - Development of marketing strategies in regard to various case studies.

Assessment

Assignment of 2000 words (30%); case study and seminar (20%); two hour examination (50%).