793-408 Agricultural Marketing

Credit Points

HECS Band

Coordinator

Semester

Contact

Subject Description

On completion of this subject students will be able to demonstrate the ability to:

• understand the 'marketing concept', recognise the interdependence of the marketing mix components (planning, product development, pricing, promotion and distribution) and be able to develop an effective strategy for an agricultural product taking account of both production and marketing requirements;

• detail a marketing plan and associated research for an agricultural product for sale in the domestic and international market;

• assess the effectiveness and efficiency of existing marketing systems;

• understand and be able to analyse the effectiveness of agricultural marketing institutions;

• recognise and understand the changing patterns of product demand, consumption and food retailing and analyse the possible implications of these for future structure of the farm business; and

• analyse the ways in which a producer can draw benefit from the deregulation of the marketing of products and services in Australian agriculture.

The content includes: Introduction to marketing; agricultural marketing; marketing strategy; application to agricultural products; marketing channels; producer application; risk management; key success factors; methods of delivery.

Assessment

An essay of 2000 words (40%); marketing plan (60%).