MK400 Agribusiness Marketing

DESCRIPTION

This unit equips students with knowledge of the principles and strategies of marketing agribusiness products by presenting the theory of agribusiness marketing as well as the application to various agribusiness practical applications situations. It is designed to give students an understanding of the marketing concept, managing the marketing mix, the role of the product manager, preparation of the marketing plan, marketing analysis, and formulation of marketing strategies. The unit examines the principles of marketing and provides practical examples, through case studies and an applied marketing project, of how those principles should be and are applied in agribusiness.

RELEVANT COURSES

Master of Business Administration (Agribusiness)*
Master of Agricultural Information Management
Graduate Diploma of Business Administration*
Graduate Certificate in Management

*Core unit
Elective unit

CREDIT POINTS

10

DELIVERY MODE

On campus
Mixed mode
Online
Intensive
Extensive

PREREQUISITE OR CO-REQUISITE

Nil

UNIT LEARNING OUTCOMES

LO1 Demonstrate an understanding of agribusiness marketing terminology

LO2 Analyse external environments considering the roles of institutions and develop appropriate marketing responses to identified opportunities and threats

LO3 Critically analyse the market structure for selected agricultural commodities and food products and identify and prioritise industrial, commercial and consumer market segments for agribusiness

LO4 Create a marketing plan for an agribusiness firm which coordinates the marketing mix for selected market segments

LO5 Formulate marketing strategy to overcome the barriers to successful implementation of marketing plan

CONTENT

  • Introduction to agribusiness marketing
  • Economic theory of agribusiness marketing strategies
  • Market research
  • Development of agribusiness marketing plan
  • Agribusiness forms of utility in the marketing process
  • Agribusiness marketing strategies
  • Product differentiation, packaging, branding, innovation
  • Agribusiness advertising and promotion
  • Topics included in the unit
  • Domestic agriculture and international trade policy and institutions
  • Feasibility analysis, evaluating and projecting performance, marketing audit

ASSESSMENT METHODS

  1. Marketing Plan: Part 1 – 20%
  2. Oral Presentation and Report – 30%
  3. Marketing Plan: Plan 2 – 50%

PRESCRIBED READINGS

Agricultural Marketing. (2020). United States: CALLISTO REFERENCE.
Kotler, P., & Armstrong, G. (2020). Principles of marketing. London: Pearson Education.

Check with the lecturer each semester before purchasing any textbooks