Agribusiness marketing for farm products describing and analyzing agribusiness marketing functions to have a comprehensive understanding of the principles of agribusiness marketing.
Athena Title
Agribusiness Marketing
Prerequisite
AAEC 2580 or AAEC 2580E or ECON 2106 or ECON 2106E or ECON 2106H
Semester Course Offered
Offered fall
Grading System
A - F (Traditional)
Student Learning Outcomes
Students will be able to critically evaluate and synthesize marketing-related information for a specific agribusiness sector to make data-driven recommendations.
Students will be able to assess and diagnose an agribusiness company’s marketing strategy by applying analytical frameworks to identify strengths, weaknesses, and opportunities for growth.
Students will be able to collaborate effectively in a team setting to develop and to formulate innovative and sustainable marketing propositions that enhance an agribusiness marketing strategy.
Students will be able to collaborate effectively in a team setting to develop and design a well-structured, stand-alone executive summary that communicates key insights and recommendations concisely and professionally.
Topical Outline
I. Marketing, marketing competition, and consumer markets
A. Agricultural marketing: an introduction
B. The competitive environment
C. Functions, Structure, and Alternatives in the agricultural marketing system
D. Domestic Market
II. The marketing system
A. An introduction to futures markets
B. Matching quantitites supplied and demanded: the process of price determination
C. Pricing and exchange systems and alternatives within the marketing-procurement
channel
D. Providing the optimum varieties and qualities
E. Processor marketing and wholesale-retail and food service stucture and
procurement
F. Food retail and food service marketing
G. The international market
Institutional Competencies
Analytical Thinking
The ability to reason, interpret, analyze, and solve problems from a wide array of authentic contexts.
Creativity & Innovation
The capacity to combine or synthesize existing ideas, images, or expertise in original ways and the experience of thinking, reacting, and working in an imaginative way characterized by innovation, divergent thinking, and risk taking.
Critical Thinking
The ability to pursue and comprehensively evaluate information before accepting or establishing a conclusion, decision, or action.
Leadership & Collaboration
The capacity to engage in the relational process of optimizing personal and collective strengths toward a common goal.
