Description

Being a successful rural businessman or woman is a difficult managerial role. Very few non-rural businesses are presented with the continuing changes and variations that confront a rural business. The impact of climate means the rural manager has to continually consider, evaluate, assess (and reassess) often on a daily or even hourly basis, the numerous changes and types of information that may affect the rural business success. A successful rural manager also needs to understand his unique markets, and how to capitalise on market forces to maximise business profit.

This course develops your ability to analyse and manage marketing problems in an agricultural enterprise. Topics covered include: market research, management of your marketing, promotions, handling produce, packaging, distribution, customer relations and more.

Lesson Structure

There are 8 lessons in this course:

1. Agricultural Marketing Concepts

2. Farm Marketing Strategies

3. Target Marketing

4. Handling Produce

5. Customer Relations

6. Market Research

7. Promotions

8. Managing Marketing

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims

• Explain the role of marketing in business and the importance of marketing in the business plan.

• Assess the relative importance of marketing planning and to determine marketing strategies in relation to farming.

• Identify target markets to select suitable marketing methods.

• Explain the physical handling of products in the marketing process including packaging, labeling, presentation and transportation.

• Plan to maintain sound customer relations in an agricultural business.

• Conduct market research into a product or service in the agricultural industry.

• Plan to manage the promotional program for an agricultural business.

• Develop strategies to manage the marketing of an agricultural enterprise.

What You Will Do

• Agricultural Marketing Concepts

  • The Role of Marketing

  • Approaches to Marketing

• The Production Approach: 1820sto 1910s

• The Goals of Marketing

  • Managing the Marketing Process

  • Marketing An Evolutionary Process

• Farm Marketing Objectives and Strategies

  • Supply And Demand

  • The Marketing Mix

  • Developing a Farm Marketing Plan

  • Organising the Planning Process

• Target Marketing

• Handling Produce

  • Developing the Marketing Mix

  • The ‘Product’ Element

  • The ‘Price’ Element

  • The ‘Promotion’ Element

  • The ‘Place’ Element

  • Product Life Cycle

• Customer Relations

• Market Research

• Promotions

• Managing Marketing