Lesson Structure:   Agricultural Marketing BAG304

There are 8 lessons:

1. Agricultural Marketing Concepts

• Marketing
• Goods and Services
• The Marketing Concept
• Managing the Marketing Process
• The Role of Marketing
• Approaches to Marketing
• The Goals of Marketing
• Organising, analysing, selecting target markets
• Developing the Marketing Mix
• Managing the Market Effort

2. Farm Marketing Objectives and Strategies

• Supply and Demand
• Developing the Farm Marketing Plan
• Organising the Planning process
• Reviewing the Business’s Situation
• Establishing Marketing Objectives
• Developing Strategies
• Market Penetration
• Price Advantages

3. Target Marketing

• Preliminary Research
• Target Markets in Agriculture
• Defining the Target
• Resources
• Analysing Market Opportunities
• External Influences
• General Economic Conditions
• Government Policy and Regulations
• Overseas influences
• Demographic Patterns
• Technological Change
• Customer Values and Attitudes
• Alternative Marketing Methods
• Internal Influences
• Selecting Target Markets

4. Market Segmentation

• Handling Produce
• Developing the Marketing Mix
• The “Product” element of the Marketing Mix
• Logos, packaging, positioning and image etc
• The “Price” Element of the Marketing Mix
• Pricing objectives and methods
• The “Promotion” element of the marketing Mix
• Publicity and Public Relations
• Advertising, sales and personal selling
• The “Place” element of the Marketing Mix
• Market coverage
• Determining Emphasis with the Marketing Mix
• Impact of Product Life-cycle

5. Customer Relations

• Customer Care Policy
• Levels of Involvement
• Effective Communication
• Becoming an effective communicator
• Dealing with complaints
• Self evaluation
• Maximising customer service

6. Market Research

• The Importance Of Market Research
• What to Research?
• The Research process
• Analysing Costs and Benefits

7. Promotions

• Promoting Product
• Creating customer awareness
• Promotional Campaign Strategy
• The Promotional Message
• Promotional Material
• Making Promotions Cost Effective
• Channels of Communication
• Publicity Marketing
• Advertising
• Structuring an Advertisement or Promotion

8 Managing Marketing

• Market Retention
• Balancing Strategy
• Market Development
• Market Growth
• Managing the Marketing Plan
• Sales and the Market

Please Note:  Each lesson culminates in an assignment, which is submitted to your Tutor for grading and returned to you with tailored feedback, any relevant suggestions, comments, and extra reading if necessary.

Learning Goals:   Agricultural Marketing BAG304

• Explain the role of marketing in business and the importance of marketing in the business plan.
• Assess the relative importance of marketing planning and to determine marketing strategies in relation to farming.
• Identify target markets to select suitable marketing methods.
• Explain the physical handling of products in the marketing process, including packaging, labelling, presentation and transportation.
• Plan to maintain sound customer relations in an agricultural business.
• Conduct market research into a product or service in the agricultural industry.
• Plan to manage the promotional program for an agricultural business.
• Develop strategies to manage the marketing of an agricultural enterprise

Practicals:

• Agricultural Marketing Concepts
  • The Role of Marketing
  • Approaches to Marketing
• Copywriting in Advertising
  • Managing Marketing
  • Managing the Marketing Plan
  • Sales and the Market
• Analysing Costs and Benefits
  • Promotions
  • Promoting Products
  • Channels of Communication
  • Publicity Marketing
  • Advertising
  • Structuring an Advertisement or Promotion
• Market Research
  • The Importance of Market Research
  • The Research Process
• Handling Produce
  • Developing the Marketing Mix
  • The ProductElement
  • The Price Element
  • The PromotionElement
  • The PlaceElement
  • Product Life Cycle
  • Customer Relations
  • Customer Service
  • Care Policy
  • Customer Care – Levels of Involvement
  • Effective Communication
  • Dealing with Complaints
  • Maximising Customer Service
• Target Marketing
  • Preliminary Research
  • Analysing Market Opportunities
  • External Influences
  • Overseas Influences
  • Internal Influences
  • Analysis of Business Resources
  • Analysis of Market Share
  • Analysis of Product Characteristics
  • Analysis of Advertising
  • Analysis of Price
  • Financial Capacity
  • Analysis of Innovative Potential
  • Selecting Target Markets Market Segmentation
  • Physical Basis for Segmenting the Market
  • Behavioural Basis for Segmenting the Market
• Farm Marketing Objectives and Strategies
  • Supply And Demand
  • The Marketing Mix
  • Developing a Farm Marketing Plan
  • Organising the Planning Process
• The Goals of Marketing
  • Managing the Marketing Process
  • Marketing An Evolutionary Process
• The Production Approach: 1820’s to 1910s
  • The Sales Approach: 1920s to 1960s
  • The Marketing Approach: Stage One 1960s to 1980s
  • The Marketing Approach: Stage Two 1980s to Present

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