Agriculture Marketing (Faculty: Dr. Sanjeev Kapoor)
Course Outline
1. Objective:
The course has been divided in to two parts; Part A deals with Agriculture Input Marketing and Part B will be dealing the Agriculture Output Marketing.
Part A: Agriculture Input Marketing
The course would apply the understanding of various marketing concepts in the context of Agriculture Input Marketing in India. The objective of the course is to enhance the understanding and analytical capabilities with respect to products, market environment, and operational issues in marketing of agricultural inputs. The emphasis of the course would not be on the basic marketing concepts, but on their application to the context of the environment of major marketed agricultural inputs.
Part B: Agriculture Output Marketing
Marketing of agricultural products is an integral part of any policy for agricultural development. The course provides an incisive analysis on agricultural output marketing with special emphasis on marketing functions, efficiency and institutions. The objective of this course is to assist the students in understanding the structure and working of the agriculture and food marketing system, to examine how this system affects the farmers, consumers and middlemen, and to illustrate how this dynamic marketing system should respond to changing agribusiness environment over time.
2. Pedagogy:
The course uses a mix of lectures and classroom discussion. The course would use a number of cases/exercises to supplement the lecture sessions. The students have to do a project assignment on marketing strategy and operational issues with an agriculture input firm and would have to make a detailed presentation on the same.
3. Evaluation:
1. Assignment/cases : 50%
2. End-term Exam : 50%
5. Content:
Part A: Agriculture Input Marketing
Introduction:
Session 1: The Rural Environment and Agri-business Consumer
Session 2: A Framework for understanding Agriculture Input Marketing Environment
Functional Issues:
Session 3: Market Segmentation
Case: Quick Pest Control
Session 4: Channel Selection
Case: Nitin Power Dilemma
Session 5: MIS for Marketing Agriculture Inputs
Case: Kashyap’s Dilemma
Session 6: Market Research
Case: Mahesh Agro Chemicals
Session 7: Marketing Planning
Case: Hindustan Vora Ltd.
Session 8: Marketing Strategy
Case: Getting Rid of Pest (A)
Session 9: Strategy Implementation
Cases: Getting Rid of Pest (B)
Angad Tractor
Session 10: Communication strategy for Marketing Agriculture Inputs
Case: Novartis India Ltd.
Session 11: Information Technology in Agriculture Input Marketing
Case: Nagarjun Fertilizers and Chemicals Ltd.
Session I2and 13: Corporate Farmers Partnership in Agriculture Input Marketing
Cases:
Godrej Agrovet
Tata Chemicals Ltd,
Coromondal Fertilizer and Chemicals Ltd
Hariyali Kissan Bazar
Part B: Agriculture Output Marketing
Introduction:
Session1: Understanding Agriculture and Food Marketing System – Perceptions of Stakeholders
Session 2: Agriculture-Market Linkages
Session 3: Interlinking Agriculture Production and Marketing
Functional Issues:
Session 4: Approaches for Analyzing Agriculture and Food Markets
Session 5: Agriculture Marketing – Channel Selection
Session 6: Evaluation of Agriculture Markets – Marketing Cost and Efficiency
Session 7and 8: Designing Market Information System
Session 9: Agriculture Price Analysis
Session 10: Government Intervention in Agriculture Marketing
Session 11and 12: International Trade in Agriculture Commodities