MCCCD Program Description

Marketing of Agricultural Products

Course: AGB231

First Term: 2016 Spring

Lecture 3 Credit(s) 3 Period(s) 3 Load
Subject Type: Occupational
Load Formula: S- Standard

Description: Principles of agricultural marketing including consumer demand, economic system fundamentals, functions and methods of marketing agricultural commodities, market planning, and promoting and selling in the agricultural domain.

MCCCD Official Course Competencies
1. Analyze the types and processes related to the agricultural marketing environment. (I,II) 2. Investigate the agricultural/food supply chain marketing strategies. (IV) 3. Examine emerging factors affecting Food and Agricultural Markets. (VI) 4. Assess and incorporate product and pricing strategies for agricultural products. (III, VI) 5. Compare and contrast the 4 P`s (Product, Price, Place, and Promotion) and 4 C`s (Consumer, Cost, Convenience, and Communication) marketing formulae. (III) 6. Forecast and plan for market trends. (VI) 7. Investigate the process for effective consumer marketing. (II, V) 8. Develop a niche marketing plan. (III, V, VI, VII) 9. Evaluate the role of social media as a marketing tool. (VIII) 10. Predict opportunities to scale effective marketing operations. (VII)
MCCCD Official Course Competencies must be coordinated with the content outline so that each major point in the outline serves one or more competencies. MCCCD faculty retains authority in determining the pedagogical approach, methodology, content sequencing, and assessment metrics for student work. Please see individual course syllabi for additional information, including specific course requirements.

MCCCD Official Course Outline
I. Contemporary Agricultural Marketing Environment A. Overview of the agricultural marketing process B. Types of agricultural marketing environments II. Types of Markets and Market Needs A. Markets and Target Markets 1. Farm Direct, Farmer`s Markets, Community Supported Agricultures (CSA) , Farm Stands 2. Food Hubs 3. Restaurants / Food Service / Institutional B. Distributors/Wholesalers III. Agricultural Product Strategies A. Product Classifications B. Product Development C. Lifecycle for Agricultural Products D. Quality Management of Consumable Products IV. Agricultural and Food Marketing Chain Strategies A. Supplier B. Production C. Assembly D. Ordering E. Warehousing F. Wholesaling G. Retailing H. Consumption V. Communication Strategies A. Advertising Campaign B. Promotion C. Public Relations VI. Pricing Strategies A. Cost versus pricing B. Pricing practices related to supply and demand C. Emerging factors that affect pricing 1. Seasonal 2. Weather-related 3. Food Spoilage D. Pricing for Profitability VII. Agricultural Marketing Management A. Quality and Sustainable Processes B. National and Global Influences C. Controllable and Variable Factors VIII. Technology Factors in Marketing A. Use of Technology in Agricultural Marketing 1. Social Media 2. Website Storefront Marketing B. Competition

MCCCD Governing Board Approval Date: December 8, 2015

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.