Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to recognise the role of marketing and marketing management as it relates to agribusiness; identify marketing management tasks and how marketing fits into the agribusiness organisational environment; understand the theoretical principles upon which the practice of marketing is bases and apply these principles in analysing a range of agribusiness, strategic marketing and management problems.
Synopsis This subject is designed to develop an in-depth understanding of the fundamental concepts of marketing and the marketing activities undertaken by agribusiness and related organisations; the marketing concept and its application to agribusiness; the development of corporate strategic plans and organisational marketing plans, product strategies and project development; using of marketing decision-making tools; distribution, pricing and communication mix strategies; services marketing, individual and organisational buyer behaviour, marketing research and market analysis; the process and procedures required for marketing management, implementation and control of marketing within the agribusiness environment.
Assessment Assignment 1: 15% + Assignment 2: 45% + Examination (2 hours): 40%