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MAM3130 Agriculture Marketing

Advanced · 1 credit · BIT - Business, Admin, Finance and IT

Description
Students apply knowledge of marketing principles focusing on materials and services offered to the consumer through open and closed marketing structures and techniques that influence the supply of a commodity, product or service.
Prerequisite
None
Parameters
None
Supporting courses
MAM1010: Marketing & Management

Outcomes The student will:

  • 1 investigate factors that influence open agriculture marketing

    • 1.1 illustrate the laws of supply and demand, and factors that cause changes in supply, demand and pricing of the commodity, product or service including:

      • 1.1.1 imports and exports

      • 1.1.2 environmental factors

      • 1.1.3 consumer choices

      • 1.1.4 economic conditions

      • 1.1.5 technology

    • 1.2 examine competition in both domestic and international markets, and barriers/restrictions on free trade including:

      • 1.2.1 cultural, ethical, political and legal

      • 1.2.2 economic systems

      • 1.2.3 international organizations

      • 1.2.4 trade agreements

    • 1.3 identify marketing structures used to facilitate commodity exchange; e.g., Winnipeg Commodity Exchange, Omaha Market Exchange, Chicago Grain Exchange

    • 1.4 describe the stages through which the agriculture/horticulture product moves en route to the consumer including:

      • 1.4.1 inputs assembly

      • 1.4.2 processing

      • 1.4.3 brokering of product

      • 1.4.4 transport

    • 1.5 describe factors that influence consumer preferences and the development of new products and markets within the industry including:

      • 1.5.1 ethical, cultural and religious

      • 1.5.2 demographic

      • 1.5.3 environmental

      • 1.5.4 economic

    • 1.6 outline market conditions leading to, and steps in, altering the product or service or developing a related product or service

  • 2 describe general characteristics and applications of marketing within a closed, supply managed marketing structure

    • 2.1 describe past and present trends in the regulated marketing of an agricultural commodity, product or service

    • 2.2 describe factors that have affected marketing practices within the industry including:

      • 2.2.1 consumer trends

      • 2.2.2 trade liberalization

      • 2.2.3 globalization of markets

      • 2.2.4 environmental concerns

      • 2.2.5 subsidy policies

    • 2.3 compare approaches used to market the commodity, product or service in Canada with approaches used in other nations; e.g., United States, Pacific Rim, Europe

    • 2.4 explain the role and impact of regulatory systems and strategies used in marketing the commodity, product or service including:

      • 2.4.1 marketing boards and cooperatives

      • 2.4.2 quota systems and monopolies

    • 2.5 describe the impact of government policies and legislation on marketing activities within the industry including:

      • 2.5.1 provincial, federal and international trade agreements

      • 2.5.2 transportation policies

      • 2.5.3 nontrade standards; e.g., health and safety

    • 2.6 explain the function of income stabilization programs and their effect on long- and short-term market trends

  • 3 assess the benefits and costs of open, free enterprise and closed, supply managed marketing systems

    • 3.1 explain the concept of supply management and differences between non-regulated (open) and regulated (closed) marketing systems

    • 3.2 identify economic factors that affect marketing activities within the industry including:

      • 3.2.1 law of supply and demand

      • 3.2.2 price determination and the futures market

      • 3.2.3 comparative advantage

  • 4 explain factors that affect decisions to produce and market an agriculture commodity within an open or closed, supply managed marketing structure

    • 4.1 identify factors that influence decisions to market the commodity, product or service including:

      • 4.1.1 commodity supply, quality and pricing

      • 4.1.2 financial constraints, including capital, credit and cash flow

      • 4.1.3 time constraints on perishable products

      • 4.1.4 transportation requirements

    • 4.2 identify ways in which relevant trade policies and regulations may influence marketing decisions including:

      • 4.2.1 international and domestic trade rules

      • 4.2.2 transportation policies

      • 4.2.3 income support programs and subsidies

    • 4.3 identify and assess viable alternatives for marketing the commodity, product or service; e.g., marketing board, cooperative, direct sale

  • 5 develop and present a plan for marketing an agriculture/horticulture commodity, product or service through a particular marketing structure

    • 5.1 explain the goals of marketing an agriculture/horticulture commodity, product or service including:

      • 5.1.1 market position and profit margin

      • 5.1.2 image creation and industry strength

      • 5.1.3 price discovery

      • 5.1.4 product exposure

    • 5.2 compare potential strategies that might be used to distribute the product or service in the marketplace including:

      • 5.2.1 extensive; e.g., open

      • 5.2.2 selective; e.g., niche

      • 5.2.3 exclusive; e.g., franchise

      • 5.2.4 processing

      • 5.2.5 brokering of product

      • 5.2.6 transport

    • 5.3 describe one or more strategies that may be used to promote an agriculture/horticulture commodity, product or service; e.g., advertising, personal sales, telemarketing, display, in-store samples, trade shows

    • 5.4 use market research and product development in adapting the commodity, product or service to meet present and future market needs; e.g., consumer polls, surveys, focus groups

  • 6 demonstrate basic competencies

    • 6.1 demonstrate fundamental skills to:

      • 6.1.1 communicate

      • 6.1.2 manage information

      • 6.1.3 use numbers

      • 6.1.4 think and solve problems

    • 6.2 demonstrate personal management skills to:

      • 6.2.1 demonstrate positive attitudes and behaviours

      • 6.2.2 be responsible

      • 6.2.3 be adaptable

      • 6.2.4 learn continuously

      • 6.2.5 work safely

    • 6.3 demonstrate teamwork skills to:

      • 6.3.1 work with others

      • 6.3.2 participate in projects and tasks

  • 7 create a transitional strategy to accommodate personal changes and build personal values

    • 7.1 identify short-term and long-term goals

    • 7.2 identify steps to achieve goals

Program of Studies 2009. Source document, © Alberta Education.