Unit Code: FAS700

Unit Name: Forestry Business and Entrepreneurship

Description: The syllabus covers; roots of forest business, log management, benefits of entrepreneurship, business plan, marketing: creating and capturing customer value; what is marketing? , what is the scope of marketing, defining marketing?s role; marketing perspective of forest products, marketing environments-micro-environment & macro-environment-demographic, economic, natural, technology, political, social cultural environment; marketing research & forecasting demand; defining the problem & research objectives, developing the research plan, wood products; wood products viewed a package of benefits; customers; who are the customers?, market segmentation, industrial markets, consumer buyer behaviours; markets/Fijian hardwoods; niche markets, developing niche markets, -levels of market segmentation; -bases for segmenting consumer market;, -market targeting; product differentiation ; techniques for differentiating products, developing product differentiation, positioning; competitions; competitive forces, identifying competitors, analyzing competitors, competitive strategies for market leaders, forest product competition in Fiji; service marketing; -nature of the service, -marketing strategies for service companies; pricing, -understanding pricing;, setting the price, adapting the price, initiating & responding to price changes; marketing channel; marketing channels and value network, role of marketing channels, advertisements and promotion/Communication; role of marketing Communication, developing effective Communications, deciding on the marketing Communications.

Learning Target Outcomes:

Prerequisite: N/A

Prerequisite Sentence: Student must be enrolled in the programme.

Credit Point: 15

Offered In: Semester 1