Agricultural And Food Marketing Management-II

Teacher

A Avinash

Category

Core Courses

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Course Code: CUTM2793

Course Credit: 2 (1-0-1)

 

Course Objectives

To develop learning about the basic concept of marketing with a major emphasis on agri- and food marketing by equipping the students with an understanding of the ecosystem in which the agri-organization functions to meet the requirements of the customer profitably.
# Course Outcome Programme Outcome Mapping
CO1 Understanding Market Liberalisation in Agriculture: Students should grasp the concepts of market liberalisation in agriculture, including the impact of policy changes, trade agreements, and globalisation on the agricultural and food sectors PO7: Moral and ethical awareness/reasoning
CO2 Marketing Strategy Planning and Control: Students should be able to develop comprehensive marketing strategies for agricultural and food products, integrating elements such as market segmentation, targeting, positioning, and the marketing mix (4Ps). PO5: Leadership and Teamwork
CO3 New Product Development in Agribusiness: Students should gain expertise in the process of new product development specific to the agricultural and food industry. This includes identifying market needs, conducting feasibility studies, and launching successful products. PO3: Problem Solving and Innovation:
CO4 Commodity Marketing and Risk Management: Students should understand the intricacies of commodity marketing, including pricing mechanisms, risk management strategies, and the role of futures and options in agricultural markets. PO1: Disciplinary Knowledge
CO5 Application of Technology in Agricultural Marketing: Students should be familiar with the latest technologies in agricultural marketing, such as digital marketing, precision agriculture, and data analytics, and understand how these can be applied to enhance marketing effectiveness. PO2: Critical Thinking and Analytical Skills

Course Curriculum

Block 1: Agricultural and Food Marketing Unit 1: The importance of agricultural and food marketing to developing countries, the marketing concept and marketing systems, Marketing sub-systems Marketing functions, Links between agriculture and the food industry Agricultural and food marketing enterprises, Marketing boards in developing countries, Cooperatives in the agriculture and food sectors, Control and management of secondary co-operatives, The weaknesses of co-operatives, Selling arrangements between cooperatives and their members. Unit 2: Market Liberalisation: Economic structural adjustment programs, Macro-economic stabilization, The role of the state in liberalized markets, Strategies for reforming agricultural marketing, Obstacles to be overcome in commercialization and privatization of agricultural marketing, Dealing with accumulated deficits, Encouraging private sector involvement in agricultural marketing, Impediments to private sector participation in agricultural markets, the impact of the macro-economic environment on private traders, Government action to improve private sector performance. Block 2: Marketing Strategy, Planning and Control  Unit 3: Marketing Strategy, Planning, and Control: Strategy, policy, and planning, Strategic business units, the need for marketing planning, the process of marketing planning, Contents of the marketing plan, Monitoring, evaluating, and controlling the marketing planning, Marketing controls, marketing plan control, and efficiency control.  Unit 4: New Product Development: The impetus to innovation, new product development process, The adoption process, The effect of product characteristics on the rate of adoption, Buyer behavior: The influences on buyer behavior, Exogenous influences on buyer behavior Endogenous influences on buyer behavior, the consumer buying decision process, Buyer behavior, and market segmentation, Lifestyle segmentation, Organisational markets Industrial markets, Industrial buyer characteristics.  Block 3: Commodity Marketing  Unit 5: Stages in a commodity marketing system, Grain marketing, Challenges for grain marketing systems, fruits and vegetables, Livestock, and meat marketing, Poultry and egg marketing; marketing of fresh milk. Session Plan     Session-1 The importance of agricultural and food marketing to developing countries, the marketing concept and marketing systems, Marketing sub-systems, and Marketing functions Session-2 Links between agriculture and the food industry; Agricultural and food marketing enterprises; Marketing boards in developing countries Session-3 Cooperatives in the agriculture and food sectors, Control and management of secondary co-operatives, The weaknesses of cooperatives, and Selling arrangements between cooperatives and their members. Session-4 Economic structural adjustment programs, Macro-economic stabilization, The role of the state in liberalized markets Session-5 Strategies for reforming agricultural marketing, Obstacles to be overcome in the commercialization and privatization of agricultural marketing and dealing with accumulated deficits. Session-6 Encouraging private sector involvement in agricultural marketing, impediments to private sector participation in agricultural markets, the impact of the macro-economic environment on private traders, and government action to improve private sector performance. Session-7 -Strategy, policy, and planning; Strategic business units, the need for marketing planning, the process of marketing planning Session-8 Contents of the marketing plan: monitoring, evaluating, and controlling the marketing plan; marketing controls; marketing plan control; and efficiency control. Session-9 The impetus to innovation, the new product development process, the adoption process, and the effect of product characteristics on the rate of adoption. Session-10 Buyer behaviour: The influences on buyer behaviour, Exogenous influences on buyer behaviour Endogenous influences on buyer behaviour, and the consumer buying decision process. Session-11 Buyer behaviour and market segmentation, Lifestyle segmentation, Organisational markets Industrial markets, industrial buyer characteristics. Session-12 Stages in a commodity marketing system, Grain marketing, Challenges for grain marketing systems Session-13 Challenges for fruits and vegetables, Session-14 livestock and meat marketing, poultry and egg marketing Session-15 marketing of fresh milk 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 agricultural and food marketing concepts and systems.
  • Get an insight into the marketing planning and strategies for developing products to meet the specific needs of the final customers.
  • Develop a clear view of the commodity marketing practices in India and international markets.

Suggested Reading

  • Acharya SS and Agarwal NL, 2022. Agricultural marketing in India. 7th CBS Publishers and Distributors
  • Kohls RL and Uhj JN, 2015. Marketing of agricultural products. 9th Pearson Education India.
  • Mohan J. Agri-Marketing Strategies in India, NIPA
  • Sharma Premjit, 2010. Agri-Marketing Management, Daya Publishing House

Reference Material

Agricultural Marketing_2023_New Agricultural Marketing in India

Sample Project Titles

  • Challenges and Opportunities in marketing organic food products in Odisha
  • Market Potential Analysis for Hybrid Paddy Seeds in Odisha
  • Study of Potential of Mushroom-based products in Andhra Pradesh
  • Analysis of the Export potential of the Cashew cluster in the Palasa and Gajapati areas
  • Behavioural analysis of Diafit rice consumers in Odisha
  • Marketing Strategies and Brand Loyalty Study of Brittania Industries Consumers of Visakhapatnam

Our Main Teachers

A Avinash

Asst Professor
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A.Avinash working as Assistant Professor, Dept of CSE, Centurion University of Technology and Management, Andhra Pradesh . Interested to work on Machine learning,Natural Language Processing,Problem Solving Methodologies , and ChatBot. Programming Skill: C Programming Data Structure Object Oriented Programming using C++ Formal Language Automata Theory Python Web Development(HTML,CSS,PHP) Database Management Systems Compilers