Distance Learning Agricultural Marketing Course
Learn to sell farm produce
Being a successful rural businessman or woman is a difficult managerial role. Very few non-rural businesses are presented with the continuing changes and variations that confront a rural business. The impact of climate means the rural manager has to continually consider, evaluate, assess (and reassess) often on a daily or even hourly basis, the numerous changes and types of information that may affect the rural business success. A successful rural manager also needs to understand his unique markets, and how to capitalise on market forces to maximise business profit.
Marketing is not just selling! It involves:
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Attracting customers
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Persuading them to buy
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Selling
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Keeping customers satisfied (so they come back!), by using the above and other strategies.
This course develops your ability to analyse and manage marketing problems in an agricultural enterprise. Topics covered include: market research, management of your marketing, promotions, handling produce, packaging, distribution, customer relations and more.
Agricultural marketing is concerned with relating the supply of products to its potential demand in such a way as to satisfy the needs and wants of buyers and create a profit for the supplier. The process of marketing is that of transferring goods and/or services from producer to consumer at a profit. It should add maximum value to the product at minimum cost. Marketing is thus concerned with such activities as:- pricing, selling, merchandising, advertising, promotion, packaging, market research, transport, destination, placement, planning, and accounting. In fact all those processes which will enable he/she to maximise the added value.
Course Structure
This course is comprised of eight lessons, outlined below:
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, and 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
- Market Segmentation
4. 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
What qualification will I achieve for completing this course?
This is an individual module course. The individual module courses are 100 hour long usually and can be taken on their own or as part of a larger program of study.
If you wish to take an individual module course as a stand alone course, you can elect to sit an optional exam at the end of it.
If you successfully pass the exam and all assignments, you will receive a Statement of Attainment. You can take examinations at a time and location to suit you. If you enrol, you will be sent further information on how to arrange examinations at the end of the course.
If you do not wish to take the exam, you will receive a Course Completion letter when you have passed all assignments.
There is an assignment at the end of each lesson. So for example, if an individual module course contains ten lessons, you will need to complete ten assignments. Assignments can be sent to us via email, post or fax.
Other qualifications, such as certificates, diplomas etc may require examinations to be taken as part of the overall assessment process.
You can find further information on the examinations process by clicking on the “Enrolment” link above.
You can find further information on other courses by clicking on the “Courses” link above.
Aims
- 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.
Duration: 100 hours
Set Your Target Market First
Who are you going to try and sell to?
Some farmers aim to sell direct to the public (eg. Through farmers markets, roadside stalls etc; while others sell to distributors, retailers or factories)
If you are a distributor, retailer or manufacturer, you may be receiving produce from a farmer, packaging/repackaging, processing and/or transporting it; and then selling it on to a retailer, the public or someone else. If you are in this position, you may not be a farmer; but you are still very much involved in agricultural marketing.
Sometimes you may be aiming to sell to a variety of target markets.
Defining the Target
There are many different ways you might define a target market; for example:
Example: If you aim to sell direct to the public, your target might be tourists and householders, mature adults of all ages. Alternatively it might be a particular demographic income and age group living locally who will regularly purchase from you.
More Information on A.C.S Distance Education and our courses
Who are our tutors?
Our tutors are all highly experienced and professional, knowledgeable in their field of study. We have staff from around the world, enabling us to gain a wide variety of perspectives. We have a school in the UK and in Australia. If you would like to have a look at our tutors, then click on the “The School” in the boxes above and choose “The Staff” option.
Sample Course Notes
Our courses are all written by highly qualified tutors and writers, who also teach on the courses, so know them well. We strive to update our courses and improve them with new information, methods and knowledge on an ongoing basis. If you would like to see examples of some of our courses, then choose the “Enrolment” option above, and then click on “Sample Course Notes”.
What learning method should I choose?
We offer three learning methods – e-learning, correspondence and online. If you are not sure which is the right choose for you, then click on the “Enrolment” box above, then “Learning Methods.”
How Long will it take to complete the course?
This obviously varies from student to student. Some students will have more time for study than others. Some students may work quicker than others, so it is an individual thing. We estimate that most students will take, for example, 4 – 6 months to complete a 100 hour individual module, but we allow up to 12 months for you to complete it.
Longer courses will obviously take longer. You can find more information on the length of time required and so on the “Enrolment” box, then selecting “Terms and Conditions of Enrolment.”
What Do Our Students think of us?
If you would like to read comments from our previous students, then choose the “Enrolment” option above, then “Student Testimonials”.
I don’t think this is the right course for me.
If you’re not sure about this course, then why not look at our wide range of other courses. Click on the “Courses” box above.
You may also wish to design your own course to fit in with exactly what YOU want. To do so, click on the “Enrolment” box, then “Design your Own Course”.
If you would like more advice on a course, then you can contact us and ask a tutor about the courses. You can contact us by calling 0800 328 4723 or +44(0) 384 442752 or emailing info@acsedu.co.uk
Recognition and Accreditation
For more information on our recognition and accreditation, click on “The School”, then “Recognition”.
Who is ACS Distance Education?
If you want to know more about ACS and our history, then please click on “The School”, then “About us.”
