Course : Food and Agricultural Marketing

Course Code : BMKT 32733

Credit Value : 3

Status : Optional

Level : Level 3

Semester : Semester II

Overall Learning Outcomes : At the end of the session students should be able to;

  1. evaluate various theoretical concepts and policy initiation of agri-marketing
  2. analyze agri-marketing environmental issues and find effective solutions to local agri business problems
  3. develop creative agribusiness strategies in entering the global market
  4. apply gathered knowledge to enhance the competitive strength of local agri-marketing organizations to face multinational co-operations

Course Content :


Topic No.

Topic

Learning Outcomes

Teaching

and Learning Method

Method of Assessment

1

Agricultural Marketing: An Overview

At the end of the session students should be able to;

  1. appraise the theoretical concepts of agricultural marketing
  2. compare subsistence production with commercial production
  3. evaluate the specialty in agri-marketing


Lectures  Group discussions

End Semester Examination Quiz

2

Agri Food Marketing Policies in Developing Countries

At the end of the session students should be able to;

  1. discuss the concepts in food policies and appraise the implications in Sri Lankan context
  2. analyze the issues in agri-marketing in developing countries and determine the specific situation in Sri Lanka
  3. outline policy formulation including pricing policies in food marketing within

Sri Lankan context

  1. investigate the food security and distribution policies of developing and developed countries with special attention to Sri Lankan context


Lectures Group discussions

Case study

End Semester Examination Assignment

3

Agri-Marketing Environment

At the end of the session students should be able to;

  1. outline the supply structure of agri products
  2. analyze the demand behavior for agri products with special attention to

Sri Lankan context

  1. investigate organizational setup of the agri marketing sector
  2. recognize the socio-economic aspect of the food marketing
  3. recognize the formal informal set up of the agri marketing organizations including types of agri markets

Lectures

Case study

End Semester Examination Class room assignment

4

Agri-Marketing Functions

At the end of the session students should be able to;

  1. analyze the agri marketing functions including buying and selling, transportation, storage, grading, standards, sorting, packaging
  2. evaluate the financing aspect of the agri business
  3. review pricing strategies of agri business products
  4. appraise the sustainable development of agri marketing functions
  5. review the effectiveness of agri marketing functions for a given organization


Lectures Group discussions

End Semester Examination Quiz

5

Agri-Marketing Efficiency

At the end of the session students should be able to;

  1. investigate the importance of efficiency of labour in agri-marketing
  2. appraise management and control of the agri business organizations
  3. inspect the efficiency of refrigeration in agri marketing
  4. design product modifications for agri business


Lectures

Case study

Group discussions

End Semester Examination Quiz

6

Government Intervention in Agri-Marketing

At the end of the session students should be able to;

  1. analyze the reason for government intervention and the role of government in food security
  2. discuss the direct and indirect intervention  by the government
  3. recognize the government intervention in the Sri Lankan context with regard to agri business sector
  4. diagnose the policy formulation by the government at the national level and its impact on the growth of the agri business sector; developed and developing nations
  5. recognize the green marketing responsibility of the government and evaluate its impact on agri business sector


Lectures

Case study

Group assignment

End Semester Examination Group Assignment and Presentations

7

Pricing Behaviour of Agri Products

At the end of the session students should be able to;

  1. appraise market competition and pricing
  2. recognize the prices and pricing behavior
  3. recognize the pricing patterns and trends of the agri business sector in Sri Lanka
  4. investigate the price controls including producer and consumer protection and identify the trends within Sri Lankan context
  5. evaluate the food marketing pricing efficiency
  6. compare global food prices with the local food prices

Lectures

Buzz groups

Case study

End Semester Examination Quiz

8

Marketing Channels Cost and Marketing Margins

At the end of the session students should be able to;

  1. outline the agri marketing channels and its structure
  2. analyze the marketing cost and marketing margins in agri business
  3. review marketing channel efficiency of agri business organizations
  4. assess the agri marketing channel behavior
  5. recognize the importance of sustainable marketing margins for agri products
  6. evaluate the relationship among agri marketing channels, cost and margins


Lectures

Case study

End Semester Examination Assignment

9

Changing Mechanism of Food Marketing in Sri Lanka

At the end of the session students should be able to;

  1. review the traditional food marketing system in Sri Lanka
  2. evaluate marketing structure including the conduct and performance of food marketing mechanisms in Sri Lanka
  3. analyze the changes in food marketing mechanisms
  4. observe the modern trends in food marketing


Lectures Group discussions

Case study

End Semester Examination Quiz

10

Agri-Marketing in Sri Lanka

At the end of the session students should be able to;

  1. observe the historical development of agri business sector in Sri Lanka
  2. appraise vegetable and fruit marketing including paddy and rice marketing
  3. evaluate the grain, poultry, fish and meat marketing
  4. assess structure, conduct and performance of vegetable and fruit marketing, paddy and rice marketing, grains and pulses marketing, poultry marketing, dairy product marketing, and fish and meat product marketing of

Sri Lanka


Lectures

Buzz groups

Case study

End Semester Examination Quiz

11

Global Food Marketing System

At the end of the session students should be able to;

  1. appraise global food markets and food marketing practices
  2. analyze food standards and identify the organizations on food marketing
  3. discuss the role of international organizations in global food markets
  4. evaluate the food market competition in a global context


Lectures Group discussions

End Semester Examination Assignment


Recommended Reading        :


  1. Hingley M., Harness D. and LindgreenA. (2012), “Market Orientation: Food and Agricultural Marketing”, Gower.
  2. Lang, T. and Heasman, M., (2003), “Food Wars: The Global Battle for Mouths Minds and Markets”, 1st edition, Routledge.
  3. Padberg, D. I.,Ritson, C. and AlbisuL.M. (1997), “Agro-food Marketing”,1stedition, CABI.
  4. Abbott J. (1993), “Agricultural and Food Marketing in Developing Countries: Selected Readings”, Oxford University Press.
  5. Lesser W. H., (1993), “Marketing Livestock and Meat: Agricultural Commodity Economics, Distribution, & Market”. 1st edition, CRC Press.
  6. How R.B. (1995), “Marketing Fresh Fruits and Vegetables”, 1st edition, Springer.
 

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