AGR 1505 Foundations of Agricultural Marketing
This course introduces students to the fundamental principles of agricultural marketing, focusing on how agricultural products move from farm to consumer. Students will explore the various components of marketing, including market analysis, product pricing, distribution channels, promotion strategies, and consumer behavior, all within the context of the agricultural industry. Emphasis will be placed on both traditional and emerging markets, as well as the impact of global trade, technology, and sustainability on agricultural marketing. By the end of the course, students will be able to develop effective marketing plans for agricultural products, understand the role of market trends and supply chains, and apply marketing strategies to enhance profitability and sustainability. This course is ideal for students pursuing careers in agricultural business, management, or entrepreneurship.
Division: Business and Public Services
Department: Agriculture
Repeatable Credit: No
Offered Online: No
Prereqs: NONE
Outcomes
- Explain key agricultural marketing concepts and understand the importance of marketing within the agricultural sector. Analyze the evolution of agricultural markets and recognize how changes in technology, consumer behavior, and global trade have shaped the modern agricultural marketplace.
- Understand the structure of agricultural supply chains, including the roles played by intermediaries such as wholesalers, retailers, and processors. Analyze the concepts of vertical and horizontal market integration and evaluate how these structures impact the efficiency and profitability of agricultural markets.
- Develop value-added agricultural products and understand the importance of effective branding and labeling in the agricultural industry. Evaluate marketing strategies focused on organic, sustainable, and local products, and apply these concepts to enhance product differentiation and market competitiveness.
Credit Hours: 3
Classroom Hours: 3