791-001 Agricultural Marketing

Credit Points

HECS Band

Coordinator

Prerequisites

Economics and Policy.

Semester

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; and case Studies: development of marketing strategies in regard to various case studies.

Assessment

Assignment of 2000 words (30%); case study and seminar (20%); 2-hour examination (50%).