208-212 Agribusiness Marketing

207-114 Land, Food and Resource Economics

This subject approaches agribusiness marketing by ensuring students are familiar with the relationship of the Australian agribusiness sector with the global environment, and the importance of these relationships and international trade to the sector and the economy. Students thus develop an understanding of the complex system required to supply food products to the final consumer. Building on economic concepts, this subject introduces students to the economic importance of marketing activities.

The subject includes:

• the evolution of marketing and its impact on the marketing of agricultural products (from commodity marketing to branded product);

• basic marketing concepts of price, promotion, place and product, with marketing developed as the physical distribution and economic link between producers and consumers;

• the potential of marketing to add value by providing form, place, time and possession utility;

• environmental analysis of the factors, both internal and external, that impact on the success of the agribusiness firm;

• marketing channels, including the factors contributing to marketing efficiency, an awareness of the alternative channels for marketing food and fibre products, and the impact of power relationships in the agribusiness channel;

• the importance of quality and grading/classification to agricultural marketing;

• analysis of consumer needs as well as consumer and industrial buyer behaviour in food marketing; and

• contemporary issues in marketing of Australia's major food and fibre products, including food safety, genetically modified foods, and ethically and socially responsible production and marketing.

A three-hour examination (60%), and two assignments equivalent to 3000 words (each worth 20%).

• D J Schaffner, W R Schroder and M D Earle, Food Marketing: An International Perspective. McGraw-Hill, 1998.