Agricultural And Food Marketing Management-I

Teacher

Prof Anil Kumar J

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Core Courses

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Course Code: CUTM2790 Course Credit: 2 (1-0-1)

Course Outcomes

  • Market Analysis and Research: Students will acquire skills to conduct comprehensive market analysis and research within the agricultural and food industries, allowing them to identify market trends, consumer preferences, and opportunities for agribusinesses.
  • Development of Effective Marketing Strategies: Students will be able to develop and implement effective marketing strategies tailored to the unique characteristics of agricultural and food products, considering factors such as seasonality and perishability.
  • Brand Management and Positioning: Students will learn how to manage and enhance the brand image of agricultural and food products, including strategies for brand positioning, product differentiation, and consumer engagement.
  • Supply Chain and Distribution Management: Students will gain insights into supply chain management within the agribusiness context, understanding the logistics, transportation, and distribution challenges specific to agricultural and food products.
  • Regulatory and Sustainability Compliance: Students will understand the regulatory framework for marketing agricultural and food products, including food safety standards, labeling requirements, and sustainability certifications, ensuring compliance with industry regulations and ethical practices.
    # Course Outcome Programme Outcome Mapping
    CO1 Market Analysis and Research: Students will acquire skills to conduct comprehensive market analysis and research within the agricultural and food industry, allowing them to identify market trends, consumer preferences, and opportunities for agribusinesses. PO6: Research-related skills
    CO2 Development of Effective Marketing Strategies: Students will be able to develop and implement effective marketing strategies tailored to the unique characteristics of agricultural and food products, considering factors such as seasonality and perishability. PO2: Critical Thinking and Analytical Skill
    CO3 Brand Management and Positioning: Students will learn how to manage and enhance the brand image of agricultural and food products, including strategies for brand positioning, product differentiation, and consumer engagement. PO3: Problem-Solving and Innovation
    CO4 Supply Chain and Distribution Management: Students will gain insights into supply chain management within the agribusiness context, understanding the logistics, transportation, and distribution challenges specific to agricultural and food products. PO4: Communication
    CO5 Regulatory and Sustainability Compliance: Students will understand the regulatory framework for marketing agricultural and food products, including food safety standards, labelling requirements, and sustainability certifications, ensuring compliance with industry regulations and ethical practices. PO8: Environment and Sustainability
 Course Curriculum Block 1: Overview of Marketing Management Unit 1: Introduction and Concepts/Philosophies of Marketing Management; Product Management: The product, The product mix, Product line extensions, Product line deletions, Branding products, The advantages and disadvantages of branding, Branding decisions Brand loyalty models, Homogenous first-order Markov models, higher-order Markov models Packaging, The functions of packaging, Packaging technology, Recent developments in packaging Block 2: Pricing Decisions Unit 2: Pricing objectives, the laws of supply and demand, Elasticity of demand Cross-price elasticity of demand, Practical problems of price theory, Cost-revenue-supply relationships, the meaning of price to consumers, Price as an indicator of quality, Pricing strategies, Cost-plus methods of price determination, Breakeven analysis, Market-oriented pricing, psychological pricing, Geographical pricing, Administered pricing. Block 3: Channel Management and Physical Distribution Unit 3: Channel decisions about marketing strategy, the value of middlemen, Key decisions in channel management, Types of distribution system, Marketing to middlemen, Power and conflict in distribution channels, Physical distribution, Customer service levels, Developing a customer service policy, The total distribution concept, Warehouse management, Inventory management, Calculating the economic order quantity, Transport management, Technological advances in physical distribution, Vehicle scheduling and routing, Fixed and variable routing systems, Vehicle scheduling tools, Vehicle scheduling models, Computer-based vehicle scheduling. Block 4: Marketing Communications Unit 4: The nature of marketing communications, setting marketing communication objectives, Factors influencing the communications mix, the marketing communications mix, Advertising, Sales promotion, Public relations, Personal selling, Digital Marketing, Mobile Marketing, Social Marketing, and Social Media Marketing Training the sales force, changing agents, selecting the media, establishing the promotional budget, and monitoring the effectiveness of marketing communications.  Unit 5: Marketing Costs and Margins: Assessing the performance of a marketing system, Marketing efficiency and effectiveness, Operational efficiency, pricing efficiency, Identifying marketing costs and margins, The reference products concept, Handling costs, packaging costs, transport costs, storage costs, processing costs, and capital costs.

 Teaching methods/activities

  • Lectures
  • Case studies from recent marketing trends from agri- and food organizations
  • Assignments (group or individual)
  • Live projects based upon marketing practices adopted by various organizations
  • Group discussions on contemporary marketing practices
 Learning outcome After successful completion of this course, the students are expected to be able to:
  • Understand the basics of marketing, with a specific emphasis on managing the product details.
  • Get detailed insight into pricing techniques and managing the demand-supply relationship profitably.
  • Develop an understanding of the marketing channels and intermediaries involved.
  • Understand the promotional strategies and communication development tools and methods.
 Suggested Reading
  • Kotler P, Keller KL, Alexander C, Sheth JN, and G Shainesh. 2022. Marketing Management, 16th Edition, Pearson Education.
  • Ramaswamy VS. 2017. Marketing Management: A Strategic Decision-Making Approach, McGraw Hill Education
  • Saxena R. 2009. Marketing Management. McGraw Hill, 4th Edition
  • William Perreault Jr., Mccarthy E. Jerome., 2006, Basic Marketing: A Global Marketing Approach, Tata McGraw Hill
  • Gay R, Cjarlesworth A, Esen R. (2014), Online Marketing, Oxford University Press
  • Mohammed, Fisher, Jaworski and Cahill: Internet Marketing: Building Advantage in a networked economy Tata McGraw-Hill
  • Strauss J and Frost R. 2013. E-Marketing, Prentice-Hall
  • Roberts M. 2018. Internet Marketing, Cengage Learning
  • Vassos: Strategic Internet Marketing: Practical e-commerce and branding Tactics, Que Books
  • Chaffey, Meyer, Johnston, and Ellis-Chadwick, 2009. Internet Marketing, Prentice-Hall or Financial Times

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Prof Anil Kumar J

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