01227 789 649

Course Title: Agricultural Marketing

Agricultural Marketing

Horticulture Course
Price:£340 Qualification: Certificate

Maximise your profits from farming! Marketing produce is vital for a financially successful agricultural enterprise. You need to market your produce at the right time, for the right price.

This course develops your ability to analyse and manage marketing problems in an agricultural enterprise. Topics covered include: market research, management of your marketing, promotions, handling produce, packaging, distribution, customer relations and more.

Course Structure for Agricultural Marketing

There are 8 lessons in this course:

1.    Agricultural Marketing Concepts

  •         Marketing
  •         Goods and Services
  •         The Marketing Concept
  •         Managing the Marketing Process
  •         The Role of Marketing
  •         Approaches to Marketing
  •         The Goals of Marketing
  •         Organising, analysing, selecting target markets
  •         Developing the Marketing Mix
  •         Managing the Market Effort

2.    Farm Marketing Objectives and Strategies

  •         Supply and Demand
  •         Developing the Farm Marketing Plan
  •         Organising the Planning process
  •         Reviewing the Business’s Situation
  •         Establishing Marketing Objectives
  •         Developing Strategies
  •         Market Penetration
  •         Price Advantages

3.    Target Marketing

  •         Preliminary Research
  •         Target Markets in Agriculture
  •         Defining the Target
  •         Resources
  •         Analysing Market Opportunities
  •         External Influences
  •         General Economic Conditions
  •         Government Policy and Regulations
  •         Overseas influences
  •         Demographic Patterns
  •         Technological Change
  •         Customer Values and Attitudes
  •         Alternative Marketing Methods
  •         Internal Influences
  •         Selecting Target Markets

4.       Market Segmentation

  •         Handling Produce
  •         Developing the Marketing Mix
  •         The “Product” element of the Marketing Mix
  •         Logos, packaging, positioning and image etc
  •         The “Price” Element of the Marketing Mix
  •         Pricing objectives and methods
  •         The “Promotion” element of the marketing Mix
  •         Publicity and Public Relations
  •         Advertising, sales and personal selling
  •         The “Place” element of the Marketing Mix
  •         Market coverage
  •         Determining Emphasis with the Marketing Mix
  •         Impact of Product Life-cycle

5.    Customer Relations

  •         Customer Care Policy
  •         Levels of Involvement
  •         Effective Communication
  •         Becoming an effective communicator
  •         Dealing with complaints
  •         Self evaluation
  •         Maximising customer service

6.    Market Research

  •         The Importance Of Market Research
  •         What to Research?
  •         The Research process
  •         Analysing Costs and Benefits

7.    Promotions

  •         Promoting Product
  •         Creating customer awareness
  •         Promotional Campaign Strategy
  •         The Promotional Message
  •         Promotional Material
  •         Making Promotions Cost Effective
  •         Channels of Communication
  •         Publicity Marketing
  •         Advertising
  •         Structuring an Advertisement or Promotion

8    Managing Marketing

  •         Market Retention
  •         Balancing Strategy
  •         Market Development
  •         Market Growth
  •         Managing the Marketing Plan
  •         Sales and the Market

Please Note:  Each lesson culminates in an assignment which is submitted to the academy, marked by the academy’s tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims of Agricultural Marketing

  • Explain the role of marketing in business and the importance of marketing in the business plan.
  • Assess the relative importance of marketing planning and to determine marketing strategies in relation to farming.
  • Identify target markets to select suitable marketing methods.
  • Explain the physical handling of products in the marketing process, including packaging, labelling, presentation and transportation.
  • Plan to maintain sound customer relations in an agricultural business.
  • Conduct market research into a product or service in the agricultural industry.
  • Plan to manage the promotional program for an agricultural business.
  • Develop strategies to manage the marketing of an agricultural enterprise.

What you will be doing during this Course

  • Agricultural Marketing Concepts
    • The Role of Marketing
    • Approaches to Marketing
  • The Production Approach: 1820sto 1910s
    • The Sales Approach: 1920s to 1960s
    • The Marketing Approach: Stage One 1960s to 1980s
    • The Marketing Approach: Stage Two 1980s to Present
  • The Goals of Marketing
    • Managing the Marketing Process
    • Marketing An Evolutionary Process
  • Farm Marketing Objectives and Strategies
    • Supply And Demand
    • The Marketing Mix
    • Developing a Farm Marketing Plan
    • Organising the Planning Process
  • Target Marketing
    • Preliminary Research
    • Analysing Market Opportunities
    • External Influences
    • Overseas Influences
    • Internal Influences
    • Analysis of Business Resources
    • Analysis of Market Share
    • Analysis of Product Characteristics
    • Analysis of Advertising
    • Analysis of Price
    • Financial Capacity
    • Analysis of Innovative Potential
    • Selecting Target Markets Market Segmentation
    • Physical Basis for Segmenting the Market
    • Behavioural Basis for Segmenting the Market
  • Handling Produce
    • Developing the Marketing Mix
    • The ‘Product’ Element
    • The ‘Price’ Element
    • The ‘Promotion’ Element
    • The ‘Place’ Element
    • Product Life Cycle
    • Customer Relations
    • Customer Service
    • Care Policy
    • Customer Care – Levels of Involvement
    • Effective Communication
    • Dealing with Complaints
    • Maximising Customer Service
  • Market Research
    • The Importance of Market Research
    • The Research Process
  • Analysing Costs and Benefits
    • Promotions
    • Promoting Products
    • Channels of Communication
    • Publicity Marketing
    • Advertising
    • Structuring an Advertisement or Promotion
  • Copywriting in Advertising
    • Managing Marketing
    • Managing the Marketing Plan
    • Sales and the Market

Price: £340
Qualification: Certificate
Estimated Course Duration: 100 hours
Available Learning Methods: Online, USB (+£5) and Correspondence (+£35)
Enrolment Dates: Our courses are self-paced and you can start at anytime

Enrol today and develop your expertise in this subject

Order Agricultural Marketing
Pay securely with PayPal

As soon as payment has been confirmed you will be able to access your course materials online within 24 hours. Any further correspondence will arrive at your address between 3-4 days.

For any Questions or to Enrol please call 01227 789 649