ABM603

AGRIBUSINESS MARKETING

 

Content:

This course focuses on the application of contemporary marketing theory and practice to agribusiness products and services.  It can be applied to all stages of the agribusiness value chain including; input suppliers of finance, fertilisers, seeds and farm machinery; primary producers of food and fibre; food processors and food retailers.

The course uses the market planning process as an integrating feature of learning and the major assignment is the production of a detailed marketing plan for an agribusiness product or service.

The course has five main sections:

  • The marketing concept
  • The marketing management process
  • Analysis for marketing decisions
  • Strategy and planning for marketing decisions
  • Implementing marketing strategy

Learning outcomes:

  1. Develop competence in the application of analytical concepts and techniques relevant for marketing decision making with an emphasis on creating, capturing and sustaining customer value.
  2. Acquire a working understanding of the important concepts, processes and managerial frameworks of marketing
  3. Develop insight into the importance of the marketing concept in the strategic direction of modern organisations.

Assessment: 

  1. Marketing Foundations assignment – 2500 words (35%)
  2. Marketing Strategy assignment - 4000 words (65%)