208-162 Agribusiness Marketing

207-274 Agricultural Economics and Policy

The student should be able to:

• characterise marketing decisions for an individual firm;

• develop marketing plans for specific agribusiness firms;

• develop strategic plans for a specific agribusiness firms;

• apply market research techniques;

• develop effective communication tools;

• exhibit awareness of the major bodies and conventions controlling world trade;

• understand the legal aspects of importing and exporting;

• appreciate the role of culture in international trade;

• analyse and conduct a trade negotiation;

• analyse and select a suitable option for a commodity trading contract;

• chart and analyse commodity price information; and

• describe the market channel and major operation for a range of major agricultural commodities.

The content includes:

• market planning;

• strategic marketing;

• marketing research;

• marketing project;

• total quality marketing;

• forecasting;

• competitive forces;

• market logistics;

• understanding economic influences on world trade and international agribusiness;

• sourcing primary and secondary market data;

• commodity trading options;

• market entry strategies;

• legal/political influences;

• socio-cultural influences;

• financing international trade;

• physical and financial risk management strategies;

• marketing channels and related organisations;

• interpreting trading contracts;

• market information services and market charting; and

• financing commodity trading and risk management.

One 2.5-hour written examination worth 40% of final marks, two assignments equivalent to 3000 words and worth 30% of final marks each.

• M R Czinkota, I A Ronkainen and M H Moffett, International Business. 3rd edition, The Dryden Press, Fort Worth, Texas, 1996.
• Padberg, Ritson and Albisu (eds), Agri-food marketing. CAB International, New York, 1997.