Agricultural Marketing and Prices

Teacher

Dr.Durga Prasad Padhi

Category

Core Courses

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Course Name : Agricultural Marketing and Prices

Code (Credit) : CUTM1307 (1-1-0)

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

Learning Outcomes

At the end of this course, students will:

  • Understand and appreciate the structure and working of the agricultural marketing system in
  • Learn how agriculture marketing system affects the farmers, consumers and intermediaries.
  • Develop strategies through which the dynamic marketing system will respond to create a win-win situation for all the
  • Appreciate the possible changes in the agriculture input, output and food market because of pandemic Covid 19 and need for the appropriate

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

Understanding Agricultural Marketing System – Perception of stakeholders, Agriculture – Marketing Linkages,the Indian context.

 

 

Overview of Agriculture (PPT)

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)

Factor Affecting Farming (YouTube)

Session 4 (Caselet)

IFFCO Kisan Agriculture App Evolution to Data Driven Services in Agriculture.

Session 5

Agriculture input marketing

Agri-Input Marketing (PPT)

Agri Input Marketing (YouTube)

Session 6 (Field Visit)

Uppalda Market to study relationship between market arrival and prices of some selected commodities

Session 7

Agriculture input marketing.

 

Agri-Input Marketing (PPT)

Seed Processing (YouTube)

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)

NAFED (PPT)

Warehousing (PPT)

FSSAI Registration (YouTube)

NAFED Agri marketing

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,

Channel player in agri Market. (PPT)

Cost, Price & Margins (PPT)

Channel of Distribution (YouTube)

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

Farmers Producer Organisation (FPO)

Farmer Producer Organisation-1 (PPT)

FPO how it works (YouTube)

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

Session 2

Case Studies

Case Studies

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