Unit Code: AEC522

Unit Name: Agricultural Marketing

Description: This course includes: definition of marketing, goals, approaches of marketing; marketing strategies, marketing mix; product pricing, factors affecting pricing; marketing environment, marketing research; market research, major source of marketing information, components of marketing information system; enterprise budget, gross income gross margin; promotion, elements of promotion, how promotion influence demand; enterprise budgeting and breakeven budgeting; farm efficiency, bench marking and partial budget; types of food market and institution, production and marketing problems, marketing opportunities; marketing channel, market margin and marketing costs; planning for market; agricultural price and income policies, type of land tenure system in Fiji; service marketing; product distribution; economic principles, choosing production levels; direct marketing, elements of direct marketing; management risk and uncertainty; consumer behaviour and demand, cash flow budgeting, retail marketing, classification of retailers; circular flow payments, human resource management; whole farm planning; management and decision making and decision making process in farm management.

Learning Target Outcomes:

Prerequisite: N/A

Prerequisite Sentence: Student must be enrolled in the programme.

Credit Point: 15

Offered In: Semester 2