Agricultural Marketing and Prices
Teacher
Dr. Saddam Hossen Majumder
Category
Core Courses
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Code (Credit) : ASEC 2103 (1-1-0)
Course Objectives
- Understand the fundamentals of agricultural marketing and the role of prices in the agricultural industry.
- Analyze the factors influencing agricultural prices and their impact on supply and demand dynamics.
- Develop skills in market research and analysis to effectively evaluate agricultural market conditions.
- Explore marketing strategies and techniques to maximize profitability and sustainability in agricultural businesses.
CO - PO Mapping
COs |
Course Outcomes |
Cos mapping with POs |
| CO1 | Students will gain a comprehensive understanding of agricultural marketing systems, price determination mechanisms, and the role of information technology and market intelligence in agricultural marketing. |
PO1 |
| CO2 | Students will be able to develop effective marketing strategies for agricultural products, including market segmentation, product positioning, branding, pricing strategies, and distribution channels. |
PO3 |
| CO3 | Students will explore the policy implications of agricultural marketing and prices, examining the role of government interventions, trade policies, and market regulations, and their impact on market efficiency, farmer welfare, and food security. |
PO1, PO2 |
Course Syllabus
Theory
Agricultural Marketing: Concepts and definitions of market, marketing, agricultural marketing, market structure, marketing mix and market segmentation, classification and characteristics of agricultural markets; demand, supply and producer’s surplus of agri-commodities: nature and determinants of demand and supply of farm products, producer’s surplus – meaning and its types, marketable and marketed surplus, factors affecting marketable surplus of agri-commodities; product life cycle (PLC) and competitive strategies: Meaning and stages in PLC, characteristics of PLC, strategies in different stages of PLC; pricing and promotion strategies: pricing considerations and approaches – cost based and competition based pricing; market promotion – advertising, personal selling, sales promotion and publicity – their meaning and merits & demerits; marketing process and functions: Marketing processconcentration, dispersion and equalization; exchange functions – buying and selling; physical functions – storage, transport and processing; facilitating functions – packaging, branding, grading, quality control and labeling (Agmark); Market functionaries and marketing channels: Types and importance of agencies involved in agricultural marketing; meaning and definition of marketing channel, number of channel levels, marketing channels for different farm products; Integration, efficiency, costs and price spread: Meaning, definition and types of market integration; marketing efficiency, marketing costs, margins and price spread; factors affecting cost of marketing, reasons for higher marketing costs of farm commodities, ways of reducing marketing costs; Role of Govt. in agricultural marketing: Public sector institutions- CWC, SWC, FCI, CACP & DMI – their objectives and functions, cooperative marketing in India; Risk in marketing: Types of risk in marketing, speculation & hedging, an overview of futures trading; Price forecasting models- techniques and applications, construction of price indices. Role of information technology and market intelligence in agricultural marketing.
Practical
Plotting and study of demand and supply curves and calculation of elasticities; Study of relationship between market arrivals and prices of some selected commodities; Computation of marketable and marketed surplus of important commodities; Study of price behaviour over time for some selected commodities; Construction of index numbers; Visit to a local market to study various marketing functions performed by different agencies, identification of marketing channels for selected commodity, collection of data regarding marketing costs, margins and price spread and presentation of report in the class; Visit to market institutions – NAFED, SWC, CWC, cooperative marketing society, etc. to study their organization and functioning; Application of principles of comparative advantage of international trade; Price forecasting models- techniques and applications, construction of price indices. Role of information technology and market intelligence in agricultural marketing.
References
- Subba Reddy, S. and P.Raghuram,P., Sastry,T.V.N. and Bhavani Devi, I. 2016. Agricultural Economics. Oxford &IBH Publishing Company Private Ltd., New Delhi
- S.S.Acharya and N.L.Agarwal. 2012. Agricultural Marketing in India. Oxford &IBH Publications Co.Pvt Ltd., New Delhi
- S.S.Acharya and N.L.Agarwal. Agricultural Price: analysis and Policy. Oxford &IBH Publications Co.Pvt Ltd., New Delhi
- Kahlon,A.S. and Tyagi, D.S. 1983. Agricultural price policy in India. Allied Publishers Pvt. Ltd.,New Delhi
- Mamoria,C.B. and Joshi,R.L. 1995.Principles and Practices of Marketing in India. Kitab Mahal, Allahabad
- Philipkumar, Kevin Lane Keller, Abraham Koshy and Mithileswar Jha. 2009. Marketing Management. A South asian Perspective. International 13th edition. Pearson Prentice Hall.
- www.wto.org
- www.agricoop.nic.in
Course Syllabus
Module: I
Understanding Agricultural Marketing System – Perception of stakeholders, Agriculture – Marketing Linkages, Approaches of analysing Agricultural Markets, Food Consumption and Marketing,
Module: II
Agriculture input marketing and agriculture output marketing: Comparison, strategies pertaining to product, price, place and promotion. Institutions: NAFED, FCI, Warehouse corporations, FSSAI, STC, Contract farming.
Module: III
Value chain management, agribusiness, agricultural cooperative, production costs, supply chain,coordination. Channel Players in Agri Market, Marketing Information System in agri-markets, Agricultural Produce Price Analysis, Competition in Food Markets, Costs in Agricultural Markets,
Module: IV
Farmers Producer Organisation (FPO), Government Interventions in Agricultural market, Models of agriculture marketing, Issues and potential of agriculture marketing in post-COVID 19days.
References Recommended
Required Text Books and Reading Material
- State of Indian Farmer: Agriculture Marketing by S.S. Acharya, Academic Foundation, New 2004
- Marketing of Agricultural Products by Richard L. Kohls and Joseph, Prentice Hall of India, New Delhi, 2018
- Agriculture Marketing in India by S. Acharya and N. L. Agarwal, Oxford and IBH, New Delhi. 1999
- Agriculture and Food Marketing in Developing Countries by Abbott, John Cave, Oxford, London, 2007
Session Plan
Session -1
Agricultural marketing: concepts and definitions of market, marketing, agricultural marketing, market structure, marketing mix and market segmentation.
Introduction of Agriultural Marketing (YouTube)
Session 2
classification and characteristics of agricultural markets
Session 3
Approaches of analyzing Agricultural Markets, Food Consumption and Marketing,
Agricultural Production (PPT)
Session 4 (Caselet)
IFFCO Kisan Agriculture App Evolution to Data Driven Services in Agriculture.
References Recommended
Required Text Books and Reading Material
- State of Indian Farmer: Agriculture Marketing by S.S. Acharya, Academic Foundation, New 2004
- Marketing of Agricultural Products by Richard L. Kohls and Joseph, Prentice Hall of India, New Delhi, 2018
- Agriculture Marketing in India by S. Acharya and N. L. Agarwal, Oxford and IBH, New Delhi. 1999
- Agriculture and Food Marketing in Developing Countries by Abbott, John Cave, Oxford, London, 2007
Session Plan
Session -1
Understanding Agricultural Marketing System – Perception of stakeholders, Agriculture – Marketing Linkages,the Indian context.
Overview of Agriculture-1 (PPT)
Introduction of Agriultural Marketing (YouTube)
Session (Caselet)
Digital agriculture holds great promises for agriculture- Kalgudi.
Session 3
Approaches of analyzing Agricultural Markets, Food Consumption and Marketing,
Agricultural Production (PPT)
Session 4 (Caselet)
IFFCO Kisan Agriculture App Evolution to Data Driven Services in Agriculture.
Session 5
Session 6 (Field Visit)
Uppalda Market to study relationship between market arrival and prices of some selected commodities
Session 7
Session 8
Agriculture output marketing: Comparison, strategies pertaining to product, price, place and promotion.
Output and Food Marketing (PPT)
Marketing Efficiency (PPT)
Marketing Efficiency, Producer and consumer surplus (YouTube)
Pricing (PPT)
Cost based and Competition based pricing (YouTube)
Session 9 (Caselet)
Unfold story of Araku organic coffee
Session 10
Institutions: NAFED, FCI, Warehouse corporations, FSSAI, STC, Contract farming.
STCI_Corporate Presentation (PPT)
Warehousing (PPT)
Session 11 (Caselet)
ITC eChoupal –Taking E-Business to farmer – An initative of ITC.tore
Session 12 (Caselet)
Innovative Agricultural Extension for Women: A Case Study in Cameroon
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Practical 13
Value chain management, agribusiness, agricultural cooperative, production costs, supply chain,coordination.
Practical 14
Channel Players in Agri Market, Marketing Information System in agri-markets, Agricultural Produce Price Analysis, Competition in Food Markets, Costs in Agricultural Markets,
Session 15 (Caselet)
Agriculture Value Chain as an Alternative to Increase Better Income’s Distribution.
Session 16
Our Main Teachers
Proficiency in formulating, developing and implementing programs/ projects strategies; targeting challenging assignments in Corporate Social Responsibilities/ Project & Program Management/ General Administration.
Assistant Professor, Department of Agricultural Economics, M S Swaminathan School of Agriculture