AGB310 Agricultural Marketing (8)

The modern food and fibre system is complex, dynamic and international. The changes taking place in this system are revolutionary. The system is becoming highly demand-driven with marketing being very important. 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 is examined in detail, focusing on both conceptual and practical aspects.

Availability

Session 1 (30)
On Campus
Wagga Wagga Campus
Online
Wagga Wagga Campus

Continuing students should consult the SAL for current offering details: AGB310. Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System

HD/FL

Duration

One session

School

School of Agricultural and Wine Sciences

Enrolment Restrictions

Student who have completed AGB410 are not eligible to enrol into this subject

Incompatible Subjects

AGB410

Learning Outcomes

Upon successful completion of this subject, students should:
  • Be able to accurately explain how and why agriproduct marketing has undergone such revolutionary change in recent times
  • Be able to demonstrate how commodity markets work, how futures markets work and how to go about analysing price movements in commodity market
  • Be able to accurately explain how differentiated product markets work and how to go about market planning of differentiated agriproducts

Syllabus

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 and International Trade
- Commodity Price Mechanisms and Futures Markets

Indicative Assessment

The following table summarises the assessment tasks for the online offering of AGB310 in Session 1 2019. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Title
Value %
1
Engagement quizzes
20
2
Marketing a differentiated agriproduct
30
3
Final exam
50

The information contained in the CSU Handbook was accurate at the date of publication: July 2020. The University reserves the right to vary the information at any time without notice.

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