Course Details
Course Outline
10 days course
Agricultural Marketing Concepts
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Marketing
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Goods and Services
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The Marketing Concept
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Managing the Marketing Process
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The Role of Marketing
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Approaches to Marketing
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The Goals of Marketing
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Organising, analysing, selecting target markets
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Developing the Marketing Mix
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Managing the Market Effort
Farm Marketing Objectives and Strategies
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Supply and Demand
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Developing the Farm Marketing Plan
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Organising the Planning process
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Reviewing the Business’s Situation
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Establishing Marketing Objectives
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Developing Strategies
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Market Penetration
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Price Advantages
Target Marketing
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Preliminary Research
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Target Markets in Agriculture
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Defining the Target
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Resources
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Analysing Market Opportunities
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External Influences
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General Economic Conditions
Government Policy and Regulations
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Government Policy
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Overseas influences
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Demographic Patterns
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Technological Change
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Customer Values and Attitudes
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Alternative Marketing Methods
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Internal Influences
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Selecting Target Markets
Market Segmentation
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Handling Produce
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Developing the Marketing Mix
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The “Product” element of the Marketing Mix
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Logos, packaging, positioning and image etc
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The “Price” Element of the Marketing Mix
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Pricing objectives and methods
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The “Promotion” element of the marketing Mix
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Publicity and Public Relations
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Advertising, sales and personal selling
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The “Place” element of the Marketing Mix
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Market coverage
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Determining Emphasis with the Marketing Mix
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Impact of Product Life-cycle
Customer Relations
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Customer Care Policy
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Levels of Involvement
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Effective Communication
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Becoming an effective communicator
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Dealing with complaints
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Self evaluation
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Maximising customer service
Market Research
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The Importance Of Market Research
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What to Research?
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The Research process
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Analysing Costs and Benefits
Promotions
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Promoting Product
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Creating customer awareness
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Promotional Campaign Strategy
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The Promotional Message
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Promotional Material
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Making Promotions Cost Effective
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Channels of Communication
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Publicity Marketing
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Advertising
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Structuring an Advertisement or Promotion
Managing Marketing
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Market Retention
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Balancing Strategy
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Market Development
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Market Growth
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Managing the Marketing Plan
Agricultural marketing techniques
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Reviewing
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Case study
