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AGRICULTURAL MARKETING BAG304

Duration (approx) 100 hours
Qualification
Statement of Attainment

Learn Online Market Agricultural Services or Products

  • A gap filler for staff or professionals who work in agriculture off farm, or on farm
  • Learn the fundamentals of marketing in the context of the agriculture industry
  • Cover theory and practical aspects of the subject, both online/at your desk, and off line in the field, learning from directed practical and research work
  • Teaching agriculture since the 1980's. All tutors and course developers are highly experienced and qualified.

The core activity of any farm is producing animals or crops, but if the produce is not marketed at the right time for the right price, the whole financial viability of the farm can become unstable. A successful rural manager also needs to understand their unique markets, and how to capitalise on market forces to maximise business profit.

It's easy to enrol...

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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

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

 
Learn to Sell Farm Produce Better

Being a successful rural businessperson 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. 

Marketing is not just selling! It involves:

  1. Attracting customers
  2. Persuading them to buy
  3. Selling
  4. 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 you to maximise the added value.

Why Study This Course?

This course is suitable for anyone working within the farming industry or wanting to sell farm produce.

A niche course to update and improve your knowledge of marketing, specifically focusing on agricultural marketing. 

The course can be studied online or by e-learning.

It is self-paced and can be studied from anywhere in the world.

This course is suitable for different people including:

  • Farmers
  • Farm workers
  • Hobby farmers
  • Market gardeners
  • Small holders
  • Farmer's market sellers
  • Farm produced retailers
Courses can be started anytime from anywhere in the world!

Meet some of our academics

Alison Pearce (animal)B.Sc.(Hons) in Animal Science. Masters Degree in Ecotourism. P.G.Cert. Ed. (Science). Alison's first job was in 1982 as a stockwoman, working with pigs in Yorkshire. Within a few years she of that she was working for the University of Western Australia as a Research Technician and instructor with their school of Agricultural Science.In 1989 she moved to Melbourne University as Unit Manager and Instructor in Animal Husbandry. By the mid 1990's she moved back to England to work in Animal Care and Veterinary Nursing at Cambridgeshire College of Agriculture. Throughout her career, Alison has developed and delivered courses in veterinary nursing and animal sciences for vocational colleges and universities in Australia, New Zealand and Australia. She has built a high level of expertise and an outstanding international reputation as an expert in animal sciences.
Dr. Gareth PearceGraduated from the University of Nottingham in 1982 with a B.Sc.(Hons) in Animal Science. Between 82 and 85 worked as Research Assistant and Demonstator in Animal Science at the University of Leeds. Over more than 30 years he has furthered his studies, obtaining eight significant university qualifications including degrees in Veterinary Science, Wildlife Conservation and Animal Behaviour. Gareth has significant teaching experience around the world as a faculty member at eight different universities including Associate Professor at Murdoch University and Director of Studies in Veterinary Science at Cambridge University. He has over 100 prestigious research papers published, and enjoys an outstanding international reputation in the fields of animal and veterinary science.
Marius Erasmus Subsequent to completing a BSc (Agric) degree in animal science, Marius completed an honours degree in wildlife management, and a masters degree in production animal physiology. Following the Masters degree, he has worked for 9 years in the UK, and South Africa in wildlife management, dairy, beef and poultry farming.


Check out our eBooks

Marketing PsychologyThe Marketing Psychology ebook will provide you with an understanding of the psychology behind the consumer decision making process. With 52 pages of insight into marketing psychology and consumer behaviour, this ebook help you understand consumers much more effectively. Marketing psychology is about understanding people’s purchasing behaviour and applying that understanding to the advertising, marketing and ultimately the selling of products or services.
Modern MarketingThis book explores new approaches to marketing, how to adapt to a continually changing world both through online marketing, and more. Some aspects of marketing never change; but many of the well established approaches used in the past simply do not work any more. This book lays a foundation for thinking about marketing in a different way
Profitable FarmingDiscover new ways to make money from your farm and broaden your perspective on the farming industry. A few things in life are certain; change is inevitable and people need to eat. Learn to embrace change as an opportunity and improve your ability to forge a sustainable career in farming.
Project ManagementThis ebook is designed to help improve your capacity to manage any type of project in any type of industry. It may be read as a stand- alone book; used as something to refer to during the process of managing projects, or used as a complementary reference to help enhance the overall learning experience when studying a project management course.