Course ID: AC115
Study this course if you want to develop in depth knowledge of agricultural marketing and you want to improve your own business success or start a new career in this field.
- 100 hours
- self paced study
- friendly supportive tutors
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.
Course 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, labeling, 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.
Course Outline
There are 8 lessons in this course:
- 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
- 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
- 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
- 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
- Customer Relations
- Customer Care Policy
- Levels of Involvement
- Effective Communication
- Becoming an effective communicator
- Dealing with complaints
- Self evaluation
- Maximising customer service
- Market Research
- The Importance Of Market Research
- What to Research?
- The Research process
- Analysing Costs and Benefits
- 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
- Managing Marketing
- Market Retention
- Balancing Strategy
- Market Development
- Market Growth
- Managing the Marketing Plan
- Sales and the Market