No offerings have been identified for this subject in 2016

AGB301 Agribusiness Marketing (8)


The modern food and fibre system is complex, dynamic and international. The changes taking place in this system are nothing short of revolutionary. The system is becoming highly demand-driven with marketing being of the utmost importance. The purpose of this subject is to examine the question of agriproduct marketing (raw commodities, food, fibre and agricultural services) in this new global environment. Agriproducts can be categorized into undifferentiated products (also called commodities) and differentiated products. The marketing of these two different types of agriproducts are examined in detail, focusing on both conceptual and practical aspects.

+ Subject Availability Modes and Location

Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: AGB301
Where differences exist between the handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sesssionHD/FLSchool of Agricultural and Veterinary Sciences

Learning Outcomes

Upon successful completion of this subject, students should:
Upon completing this subject students should be able to understand:
how and why agriproduct marketing has undergone such revolutionary change in recent times
(b) how commodity markets work, how futures markets work and how to go about analysing price movements in commodity market
how differentiated product markets work and how to go about market planning of differentiated agriproducts.


The subject will cover the following topics:
This subject will cover the following topics: The Agriproduct System Coordination of the Agriproduct System Agriproducts in the Global Environment Consumption Trends and Consumer Attitudes Market Research and Market Segmentation Managing The Product And New Product Development Pricing Agriproducts Promotion Marketing Planning Economics of Commodity Markets Commodity Price Mechanisms and Futures Markets


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.