Agriculture Marketing
Teacher
Prof J Anil Kumar
Category
Core Courses
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Course Name: Agricultural Marketing
Code (Credit) : CUTM1247 (2-0-2)
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Course Outcome |
MBA-Program Outcome Mapped |
CO1 |
Understand and appreciate the structure and working of the agricultural marketing system in India. |
PO1- Disciplinary Knowledge |
CO2 |
Learn how the agriculture marketing system affects the farmers, consumers, and intermediaries. |
PO2- Critical Thinking and Analytical Skill |
CO3 |
Develop strategies through which the dynamic marketing system will respond to create a win-win situation for all the stakeholders. |
PO3- Problem-Solving and Innovation |
CO4 |
Appreciate the possible changes in the agriculture input, output, and food market because of the pandemic Covid 19 and the need for the appropriate measures. |
PO8- Environment and Sustainability |
Course Objectives
- Enable students to gain knowledge on agricultural marketing, challenges and prospects for improving agricultural marketing system.
- Provides an incisive analysis on agricultural input and output marketing with particular emphasis on marketing functions
- Gain skills to analyze Marketing Functions, Market Information and Intelligence
- Imparting knowledge of the marketing efficiency and agricultural prices
- Learn the Markets and Market Structure
- Provide the platform to the students of Marketing of Agricultural Inputs
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 19 days.
References Recommended
Required Text Books and Reading Material
- Agricultural Marketing in India by S.S. Acharya and N.L. Agarwal, CBS Publishers and Distributors, New Delhi 2021
- Marketing of Agricultural Products by Richard L. Kohls and Joseph, Prentice Hall of India, New Delhi, 2018
- Agriculture and Food Marketing in Developing Countries by Abbott, John Cave, Oxford, London, 2007
- State of Indian Farmer: Agriculture Marketing by S.S. Acharya, Academic Foundation, New Delhi 2004
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 2 (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 in Data Driven Services in Agriculture.
http://courseware.cutm.ac.in/wp-content/uploads/2020/06/IFFCO-Kisan-Agriculture-App-Video-1.mp4
Session 5
Session 6 (Field Visit)
- Regulated Primary Market (RPM) at Paralakhemundi to study type and quantity of arrival of commodities (cotton, maize, cashew nut, and jackfruit), their entry, quality assessment, bidding and sale process.
- 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)
Session 9 (Caselet)
Unfold story of Araku organic coffee
Session 10
Institutions: NAFED, FCI, Warehouse corporations, FSSAI, STC, Contract farming.
Food Corporation of India- An Insight: http://courseware.cutm.ac.in/wp-content/uploads/2020/06/Food-Corporation-of-India-An-Insight.mp4
STCI_Corporate Presentation (PPT)
Warehousing (PPT)
Session 11 (Caselet)
ITC eChoupal –Taking E-Business to farmer
http://courseware.cutm.ac.in/wp-content/uploads/2020/06/20-years-of-ITC-e-Choupal-1.mp4
Session 12 (Caselet)
Innovative Agricultural Extension for Women: A Case Study in Cameroon
Session 13
Value chain management, agribusiness, agricultural cooperative, production costs, supply chain,coordination.
Value Chain and Distribution of Food (PPT)
Session 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 (Field Visit)
Visit to NSDC production unit and collecting date regarding marketing cost, margins and price spread and presentation or report in the class
Session 17
Session 18 (Caselet)
Farmer Producer Organizations as Farmer Collectives: A Case Study from India.
Session 19
Food marketing in during or post Covid 19 days
Session 20 (Field Visit)
Visit to marketing institutions- Horn work co-operative society, ORMAS, RMC etc to study their organization function
- 4 caselets will be video recorded to increase student’s participation.
- Student will prepare field visit report and present in group.
Project Work on RNR (15048) to Diafit
Agribusiness is a complex system consists of four major sub-components – input supply, agricultural production, processing & value addition and marketing and distribution. These components are very much influenced by various internal and external factors and centered to “the farmer/ producers”, who are considered to be primary stakeholders in agribusiness process. The agribusiness firms participating any of the agribusiness system components need to understand socio-cultural & economic background of farming communities and rural settings for effective decision-making.
Therefore, agribusiness students need to be exposed about the rural realities, agricultural production system, local resources, and constraints faced by the farmers related to their income and livelihoods.
During these visits, they are given assignments to document various aspects of local institutions, local governance, socio-economic condition of farmers, business opportunities, agricultural practices, surplus generation, technology adoption, diversification, allied/ supplementary activities, non-farm activities, rural infrastructure, crediting etc.
The assignment themes are notified in advance and requisition of preference will be invited from the students. To increase the geographical coverage of each assignment, not more than two students of a particular theme are allowed to participate in a group.
Our Main Teachers
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