Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to explain the role and function of marketing and its relationship to agribusiness management and agribusiness planning for competitive advantage; apply the process of researching markets and customers to identify opportunities for agribusiness; analyse the organisation of agribusiness marketing channels; apply the principles of marketing management to the marketing of food, fibre and floriculture products; develop a detailed marketing plan to establish a competitive advantage for an agribusiness product or service.
Synopsis Functional, institutional and managerial approaches to the marketing of food and fibre; marketing efficiency; alternative channels for marketing food and fibre products; introduction to transport economics and logistics; grading; power relationships in the agribusiness channel; consumer and industrial buyer behaviour in food marketing; the development of new food products.
Assessment Assignment (5000 words): 50% + Examination (3 hours): 50%