AGRI 207 - Agricultural Marketing

PROGRAM: Agriculture
CREDIT HOURS MIN: 3
LECTURE HOURS MIN: 3
DATE OF LAST REVISION: Spring, 2019

Includes principles of demand, supply and price determination in agricultural markets. Examines effects of costs and margins, market structure, marketing channels and systems, horizontal and vertical integration, government regulations, government programs, and cooperatives on farm marketing decisions. Also examines the difference between marketing commodities and differentiated products.

MAJOR COURSE LEARNING OBJECTIVES: Upon successful completion of this course the student will be expected to:

Define marketing in an agricultural context.
Profile a customer using demographic, geographic and psychographic information.
Understand concepts of perceived value.
Describe how a product’s features create benefits to fill customer needs.
Conduct a competitive analysis.
Understand how to evaluate the effectiveness of and return on a marketing plan.
Understand the role of advertising, public relations and personal sales in an agribusiness marketing plan.
Understand the importance of customer relationship management and customer lifetime value in agricultural industries.
Describe a market channel, value chain.
Understand the concept of added value.
Identify the players in the agricultural market channel.
Describe the impact of vertical and horizontal integration on an agricultural industry.

COURSE CONTENT: Topical areas of study include -

Market Channel/Value chain
Logistics
Demographics
Psychographics
Perceived value
Integration, vertical and horizontal
Marketing strategy
Marketing plans
Market segmentation
Pricing
Competitive analysis
Commodity vs. differentiated products
Market mix
Customer relationship management
Target markets
Market research
Features vs. benefits
Product positioning
Competitive advantage

Course Addendum - Syllabus (Click to expand)

Costs

Payments

AGRI 207 - Agricultural Marketing