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

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

Enrol Today

For any Questions or to Enrol please call 01233 280 703