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Ag Marketing Curriculum(1)

By Stephen Robinson,2014-01-20 22:50
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Ag Marketing Curriculum(1)

    Agriculture Business Master Curriculum

AG-AB 16 Agricultural Marketing (reviewed/revised 2003)

TOP Code: 0112.00

    Hours/Wk Lecture: 2 Lab: 3 (18 week semester)

Units: 3 Semester

Catalog Description:

     This course offers a survey of marketing aspects of the agricultural industry. It is an

    overview of the structure and institutional aspects of the marketing system including global

    agricultural markets. Industry studies of the marketing of selected locally grown commodities will

    be made.

Objectives:

    The student will:

    ? Define the function of marketing, where and how they are performed.

    ? Identify general problems in the marketing system.

    ? Identify problems of specific commodities in local area.

    ? Discuss and diagram how to use marketing channels in our area.

    ? Identify current trends in marketing.

    ? Define the role of government in agricultural marketing.

    ? Define the role of marketing cooperatives.

    ? Define risk and develop plans for reducing risk.

    ? Identify the marketing alternatives available to individual firms.

    ? Collect and analyze marketing information.

    ? Identify and design a marketing strategy for a specific commodity.

    ? Chart and interpret market information.

    ? Analyze market structure of specific agricultural commodities of local region. AG-AB 16 Agricultural Marketing

AG-AB 16 Agricultural Marketing

Content:

    1. The framework of agricultural markets

     a. Food Marketing

     b. Analyzing marketing performance

     c. Agricultural production and marketing

    2. Food markets and institutions

     a. Food consumption and marketing

     b. Food processing and manufacturing

     c. Food wholesaling and retailing

3. Prices and marketing costs

     a. Price analysis

     b. Competition in food markets

     c. The behavior of farm prices

     d. Food marketing costs

    4. Functional and organizational issues.

     a. Organization of food markets

     b. Cooperatives in the food industry

     c. Market power and bargaining associations

     d. Market information

     e. Standardization and grading

     f. Transportation

     g. Storage

    5. Government and food marketing

     a. Price, income, and marketing programs

     b. Forward contracting

     c. Price risk management

6. Specific Commodity Marketing

     a. Overview of U.S. Production

     b. Overview of California Market

     c. Overview of U.S. Market

     d. Overview of Global Market

     e. Implications

    AG-AB 16 Agricultural Marketing

AG-AB 16 Agricultural Marketing

    Texts/References: Market and Price Analysis: The Agricultural Industries Dahl, Dale

     C. and Hammond, Jerome W., New York, McGraw-Hill, 1977

     Marketing of Agricultural Products, Kohls, Richard L. and th Uhl, Joseph L., 8 ed. 1998

     Agricultural Product Prices, Tomek, William G. and Robinson, rd Kenneth L., 3 ed, Ithaca, New York, Cornell University Press 1990

SCANS CompetencyValidation

    SCANS COMPETENCY Objective (The student will…) 1. Students identify, organize, plan and allocate ? Define risk as it pertains to agricultural

     resources marketing and develop plans for reducing

     risk.

    ? Identify the marketing alternatives available

     to individual firms.

    ? Analyze market structure of specific

     agricultural commodities of local region. 2. Interpersonal skills ? Discuss and diagram how to use marketing

     channels in area.

    3. Acquires and uses information ? Define the function of marketing, where and

     how it is performed.

    ? Identify current trends in marketing.

    ? Define the role of government in

     agricultural marketing. 4. Understands complex interrelationships ? Chart and interpret market information.

    ? Identify general problems in the marketing

     system.

    ? Identify problems of specific commodities

     in local areas.

    ? Define the role of co-ops.

    ? Collect/analyze marketing information.

AG-AB 16 Agricultural Marketing

     AG-AB 16 Agricultural Marketing

     California Articulation Number (CAN) Descriptor for Agriculture

CAN IDENTIFIER: CAN TITLE:

    AG-AB 16 (2004) Agricultural Marketing CURRENT CAN DESCRIPTOR: PROPOSED CAN DESCRIPTOR:

    Survey of marketing aspects of the agriculture

    industry and overview of the structure and

    institutional aspects of the marketing system,

    including global agricultural markets. Industry

    studies of the marketing of selected locally

    grown commodities. (2004)

    Prerequisite(s): No Prerequisite Course Titles: Co-Requisite(s): No Co-Requisite Course Titles: Minimum Units: _3_ Semester

    Objectives:

The student will be able to:

    ? Define the function of marketing, where and how they are performed.

    ? Identify general problems in the marketing system.

    ? Identify problems of specific commodities in local area.

    ? Discuss and diagram how to use marketing channels in our area.

    ? Identify current trends in marketing.

    ? Define the role of government in agricultural marketing.

    ? Define the role of marketing cooperatives.

    ? Define risk and develop plans for reducing risk.

    ? Identify the marketing alternatives available to individual firms.

    ? Collect and analyze marketing information.

    ? Identify and design a marketing strategy for a specific commodity.

    ? Chart and interpret market information.

    ? Analyze market structure of specific agricultural commodities of local region.

     .

    AG-AB 16 Agricultural Marketing

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