AGB 2201 Agricultural Marketing and Cooperatives

This course introduces to the learners the concept of marketing in the context of agriculture, evolution and its importance to society, outlines elements of a marketing mix and its relevance to agribusiness. It discusses the relationship between marketing and other organizational activities, market segmentation. It also discusses price analysis and factors affecting prices of agricultural products, source of information relating to production and demand factors, government activities as they relate to prices of agricultural products, methods and problems in price analysis and forecasting.

Course Objectives

• Describe the evolution of modern marketing 
• Explain the role and importance of marketing information
• Conduct market research and segment markets appropriately
• Identify factors that affect consumer decision making
• To enable students to understand the characteristics and behaviour of agricultural prices
• To give students tools to use to analyze and forecast price movements.

Learning Outcomes
At the end of this course the student should be able to:

• Appreciate the importance of marketing in business environment
• Apply marketing and economic principles to decision making in agribusiness
• Conduct market research and identify how markets can be segmented
• Appreciate the importance of price analysis in commodity markets
• Be able to use different tools to analyze and interpret results from price analysis
• Be able to apply economic theory and critical thinking to evaluate and solve problems in commodity price analysis.