12/27/2024 9:00:26 AM	AGBU 61 Course Outline as of Summer 2025	Changed Course
CATALOG INFORMATION
Discipline and Nbr:  AGBU 61	Title:  AGRICULTURAL MARKETING
Full Title:  Agricultural Marketing
Last Reviewed:9/24/2018

Units		Course Hours per Week			Nbr of Weeks	Course Hours Total
Maximum	3.00	Lecture Scheduled	3.00		17.5 max.	Lecture Scheduled	52.50
Minimum	3.00	Lab Scheduled	0		6 min.	Lab Scheduled	0
		Contact DHR	0			Contact DHR	0
		Contact Total	3.00			Contact Total	52.50
		Non-contact DHR	0			Non-contact DHR Total	0

Total Out of Class Hours:  105.00

Total Student Learning Hours: 157.50

Title 5 Category:  AA Degree Applicable
Grading:  Grade Only
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 
Formerly:  AGBUS 61

Catalog Description:

Survey of marketing aspects of the agriculture industry. An overview of the structure and institutional aspects of the marketing system including global agricultural markets. Develop and present effective marketing plans for value-added commodities. Conduct industry studies of the marketing of selected locally grown commodities.

Prerequisites/Corequisites:

Recommended Preparation:
Eligibility for ENGL 100 or ESL 100

Limits on Enrollment:

Schedule of Classes Information
Description:

Survey of marketing aspects of the agriculture industry. An overview of the structure and institutional aspects of the marketing system including global agricultural markets. Develop and present effective marketing plans for value-added commodities. Conduct industry studies of the marketing of selected locally grown commodities.

(Grade Only)
Prerequisites:
Recommended:Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Transfer Credit:CSU;
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP

ARTICULATION, MAJOR, and CERTIFICATION INFORMATION

Associate Degree:		Effective:		Inactive:
Area:
CSU GE:	Transfer Area			Effective:	Inactive:
IGETC:	Transfer Area			Effective:	Inactive:
CSU Transfer:	Transferable	Effective:	Fall 1981	Inactive:
UC Transfer:		Effective:		Inactive:
C-ID:

Certificate/Major Applicable: Both Certificate and Major Applicable

COURSE CONTENT

Student Learning Outcomes:
At the conclusion of this course, the student should be able to:

1.  Analyze the agricultural marketing system as related to selected locally and globally grown

    commodities.

2.  Identify and apply marketing principles and skills to agricultural marketing problems.

3.  Develop and present effective marketing plans for a value-added product.

 

Objectives:

At the conclusion of this course, the student should be able to:

1.   Define the functions of marketing, where and how they are performed locally and globally.

2.   Identify general problems in the marketing system.

3.   Identify problems of specific commodities in local area.

4.   Discuss and diagram marketing channels for a specific agricultural product in a given region.

5.   Identify current trends in agriculture marketing.

6.   Describe strategies for developing customer-driven marketing strategies.

7.   Identify and design a marketing strategy for a specific agriculture commodity.

8.   Define the role of government in agricultural marketing.

9.   Define the role of marketing cooperatives.

10. Define marketing risk and develop plans for reducing risk.

11. Identify the marketing alternatives available to individual firms.

12. Collect and analyze marketing information.

13. Chart and interpret market information.

14. Analyze market structure for specific agricultural commodities in a local or global region.

15. Design and implement simple marketing research.

16. Develop an effective marketing plan for an agricultural product or commodity.

17. Make effective marketing presentations.

Topics and Scope

I. Marketing and the Marketing Process

    A. Definition of marketing

    B. Marketing process in agriculture

    C. Nine functions of marketing

    D. Four utilities of marketing

II. Agricultural Marketing System

    A. Input industries

    B. Production agriculture

III. Analyzing the Agricultural Marketing Environment

    A. Microenvironment

    B. Macroenvironment

IV. Understanding the Agricultural Marketing Environment

    A. Consumer demand for agricultural goods and services

    B. Agricultural producers and suppliers

    C. Market prices and consumer demand

V. Market Planning

    A. Market analysis

    B. Analyzing customer needs

    C. Planning, direction, objectives and marketing support

VI. Market Planning and Marketing Plan

    A. Steps in the market planning

    B. Components of a marketing plan

    C. Tips for developing an effective marketing plan

VII. Marketing Research

    A. Overview of marketing research

    B. Types of marketing research

    C. Developing a marketing research plan

    D. Determining research objectives

    E. Designing and administering a marketing survey

    F. Analyzing marketing survey data

    G. Analyzing and using marketing information

VIII. Marketing Strategy

    A. Define marketing strategy

    B. Components of a marketing Strategy (Segmentation, Positioning, Value addition)

    C. Market Segmentation

    D. Market targeting

    E. Differentiation and positioning

    F. Customer-driven marketing strategy

IX. Marketing Mix and Customer Strategy

    A. Components of the marketing mix (product, price, place, promotion and people)

    B. Managing the marketing mix

    C. Customer-driven marketing mix

    D. Marketing mix and marketing strategy

X. Agricultural Marketing Channels

    A. Types of marketing channels

    B. Channel design and decision making

    C. Channel management

    D. Public policy and channel decision

XI. Retailing and Wholesaling

    A. Types of retailers

    B. Retail market decisions

    C. Types of wholesale

    D. Wholesale market decision

XII. Agricultural Products and Brands

    A. Definition of products and brands

    B. Branding strategy

    C. New product development

    D. New product development strategy

    E. Product life-cycle

    F. Product life-cycle strategies

XIII. Communicating Customer Value

    A. Promotion mix

    B. Steps in developing an effective promotion mix

    C. Integrated marketing communication

XIV.  Advertising and Public Relations in Agriculture Marketing

    A. Setting advertising objectives

    B. Setting advertising budgets

    C. Developing advertising strategy

    D. Evaluating the effectiveness of advertising

    E. Roles of Public Relation in Agriculture Marketing

XV. Direct and Social Media Marketing

    A. Forms of direct marketing in agriculture

    B. Digital and social media marketing

     C. Social media marketing and policies

XVI. Functional and Organizational Issues

    A. Organization of food and fiber markets.

    B. Cooperatives in the food and fiber industry

    C. Market power and bargaining associations

    D. Market information

    E. Standardization and grading

    F. Transportation

    G. Storage

XVII. Global Marketing

    A. Global marketplace

    B. International trade

    C. Opportunities and challenges of global trade

XVIII. Marketing Presentation

    A. Types of presentation

    B. Content of presentation

    C. Audience and presentation styles

    D. Presentation tools

Assignments:

1. Problem sets; marketing case studies

2. Term paper of approximately five to seven pages

3. Mid-term and final exam

4. Marketing research

5. Group marketing plan and presentation

Methods of Evaluation/Basis of Grade.

Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.		Writing 20 - 25%
Marketing case study reflections, term paper
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.		Problem Solving 15 - 20%
Marketing situation problem sets
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.		Skill Demonstrations 15 - 20%
Group marketing plan, presentation skills
Exams: All forms of formal testing, other than skill performance exams.		Exams 30 - 40%
Mid-term and final exam: multiple choice, true/false, matching items, completion, essay
Other: Includes any assessment tools that do not logically fit into the above categories.		Other Category 0 - 10%
Attendance and participation

Representative Textbooks and Materials:

The Marketing Plan Handbook. 5th ed. Chernev, Alexander. 2016

Principles of Marketing. 16th ed. Kotler, Philip and Armstrong, Gary. Pearson. 2015

Marketing of Agricultural Products. 10th ed. Kohls, Richard and Uhl, Joseph and Hurt, Chris. 2007 (classic)

Print PDF