Agricultural Marketing

Lesson Structure: Agricultural Marketing BAG304

There are 8 lessons in this course:

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 the academy, marked by the academie's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.


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
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
The Goals of Marketing
Managing the Marketing Process
Marketing An Evolutionary Process
Farm Marketing Objectives and Strategies
Supply And Demand
The Marketing Mix
Developing a Farm Marketing Plan
Organising the Planning Process
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
Handling Produce
Developing the Marketing Mix
The ‘Product’ Element
The ‘Price’ Element
The ‘Promotion’ Element
The ‘Place’ Element
Product Life Cycle
Customer Relations
Customer Service
Care Policy
Customer Care - Levels of Involvement
Effective Communication
Dealing with Complaints
Maximising Customer Service
Market Research
The Importance of Market Research
The Research Process
Analysing Costs and Benefits
Promotions
Promoting Products
Channels of Communication
Publicity Marketing
Advertising
Structuring an Advertisement or Promotion
Copywriting in Advertising
Managing Marketing
Managing the Marketing Plan
Sales and the MarketLesson Structure: Agricultural Marketing BAG304

There are 8 lessons in this course:

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 the academy, marked by the academie's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.


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
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
The Goals of Marketing
Managing the Marketing Process
Marketing An Evolutionary Process
Farm Marketing Objectives and Strategies
Supply And Demand
The Marketing Mix
Developing a Farm Marketing Plan
Organising the Planning Process
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
Handling Produce
Developing the Marketing Mix
The ‘Product’ Element
The ‘Price’ Element
The ‘Promotion’ Element
The ‘Place’ Element
Product Life Cycle
Customer Relations
Customer Service
Care Policy
Customer Care - Levels of Involvement
Effective Communication
Dealing with Complaints
Maximising Customer Service
Market Research
The Importance of Market Research
The Research Process
Analysing Costs and Benefits
Promotions
Promoting Products
Channels of Communication
Publicity Marketing
Advertising
Structuring an Advertisement or Promotion
Copywriting in Advertising
Managing Marketing
Managing the Marketing Plan
Sales and the MarketLesson Structure: Agricultural Marketing BAG304

There are 8 lessons in this course:

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

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 the academy, marked by the academie's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.


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.

Practicals:

Agricultural Marketing Concepts
The Role of Marketing
Approaches to Marketing
The Production Approach: 1820's to 1910s
The Sales Approach: 1920s to 1960
Financial Capacity
Analysis of Innovative Potential
Selecting Target Markets Market Segmentation
Physical Basis for Segmenting the Market
Behavioural Basis for Segmenting the Market
Handling Produce
Developing the Marketing Mix
The ‘Product’ Element
The ‘Price’ Element
The ‘Promotion’ Element
The ‘Place’ Element
Product Life Cycle
Customer Relations
Customer Service
Care Policy
Customer Care - Levels of Involvement
Effective Communication
Dealing with Complaints
Maximising Customer Service

There are 8 lessons in this course:

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
...