Agricultural Marketing

Maximize your business and improve your marketing with this course. Explore innovative and different approaches to improve sales and profit for any agricultural enterprise, on or off farm.

Course Code: BAG304
Fee Code: S2
Duration (approx) Duration (approx) 100 hours
Qualification Statement of Attainment
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LEARN TO SELL YOUR FARM PRODUCE

Meat, Livestock or Crops

Very few non-rural businesses are presented with the continuing changes and variations that confront a rural business.

The impact of climate and the environment requires the rural manager has to continually consider, evaluate, and reassess (often on a daily or even hourly basis,) the numerous changes and types of information that affect his or her business. The successful rural manager understands his or her unique markets, and how to capitalise on market forces to maximise business profit.

Controlling the Farm's Future depends upon Controlling the Farm's Marketing

This course develops your ability to analyse and manage marketing problems in an agricultural enterprise. Topics covered include: market research, management of your marketing, promotions, handling produce, packaging, distribution, customer relations and more.

 

Do You Understand the Process that a Buyer Goes Through?

 

Lesson Structure

There are 8 lessons in this course:

  1. Agricultural Marketing Concepts
    • Marketing
    • Goods and Services
    • The Marketing Concept
    • Managing the Marketing Process
    • The Role of Marketing
    • Approaches to Marketing
    • The Goals of Marketing
    • Organising, analysing, selecting target markets
    • Developing the Marketing Mix
    • Managing the Market Effort
  2. Farm Marketing Objectives and Strategies
    • Supply and Demand
    • Developing the Farm Marketing Plan
    • Organising the Planning process
    • Reviewing the Business's Situation
    • Establishing Marketing Objectives
    • Developing Strategies
    • Market Penetration
    • Price Advantages
  3. Target Marketing
    • Preliminary Research
    • Target Markets in Agriculture
    • Defining the Target
    • Resources
    • Analysing Market Opportunities
    • External Influences
    • General Economic Conditions
    • Government Policy and Regulations
    • Overseas influences
    • Demographic Patterns
    • Technological Change
    • Customer Values and Attitudes
    • Alternative Marketing Methods
    • Internal Influences
    • Selecting Target Markets
    • Market Segmentation
  4. Handling Produce
    • Developing the Marketing Mix
    • The "Product" element of the Marketing Mix
    • Logos, packaging, positioning and image etc
    • The "Price" Element of the Marketing Mix
    • Pricing objectives and methods
    • The "Promotion" element of the marketing Mix
    • Publicity and Public Relations
    • Advertising, sales and personal selling
    • The "Place" element of the Marketing Mix
    • Market coverage
    • Determining Emphasis with the Marketing Mix
    • Impact of Product Life-cycle
  5. Customer Relations
    • Customer Care Policy
    • Levels of Involvement
    • Effective Communication
    • Becoming an effective communicator
    • Dealing with complaints
    • Self evaluation
    • Maximising customer service
  6. Market Research
    • The Importance Of Market Research
    • What to Research?
    • The Research process
    • Analysing Costs and Benefits
  7. Promotions
    • Promoting Product
    • Creating customer awareness
    • Promotional Campaign Strategy
    • The Promotional Message
    • Promotional Material
    • Making Promotions Cost Effective
    • Channels of Communication
    • Publicity Marketing
    • Advertising
    • Structuring an Advertisement or Promotion
  8. Managing Marketing
    • Market Retention
    • Balancing Strategy
    • Market Development
    • Market Growth
    • Managing the Marketing Plan
    • Sales and the Market

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims

  • Explain the role of marketing in business and the importance of marketing in the business plan.
  • Assess the relative importance of marketing planning and to determine marketing strategies in relation to farming.
  • Identify target markets to select suitable marketing methods.
  • Explain the physical handling of products in the marketing process including packaging, labeling, presentation and transportation.
  • Plan to maintain sound customer relations in an agricultural business.
  • Conduct market research into a product or service in the agricultural industry.
  • Plan to manage the promotional program for an agricultural business.
  • Develop strategies to manage the marketing of an agricultural enterprise.

Marketing is complex and fast changing -Branding Can Help

Most processors and manufacturers will attempt to differentiate their products through branding. Some farms also brand their own products -and this can be a very smart idea.  If you own the brand name (eg. Smith's Meat) and the public gets to know and want that brand; you can have a more secure market for your produce.

Generic brands are products with no brand name at all (and having no brand can become a "brand" in itself.

They carry only the product name and are in plain packaging. Examples can be found in supermarkets.

To guard against other businesses using its brand name or symbol, businesses can apply to have their name registered. This gives the business exclusive rights to use the name or symbol and protect it from infringement. The symbols TM or R at the end of a brand name signify that the name or symbol is a registered trademark.

Branding is beneficial to both the business and the consumer. It assists consumers in identifying the products they like or dislike. It helps a business to make its products stand out against those of its competitors. If the brand name becomes well recognised, the business will also enjoy a carry-over effect when new products are introduced. This gives it a distinct competitive advantage.

The Importance of Packaging

Packaging is more than simply putting the product in a container or wrapping it up. Packaging involves the development of a container and the brand image for a product.

Packaging can be just as important as the product itself, when deciding what to choose. Well designed packaging can give a positive impression of the product and can encourage first-time consumers. As well as helping to preserve, inform, protect and promote a product, packaging can also create an image of luxury, sensuality and exclusiveness.

When developing new packaging, a business needs to take into account a number of factors. Cost in one major consideration. Good quality packaging is another. Consumers are prepared to pay more for quality packaging however there is a limit as to how much consumers will pay. Nowadays, with increasing community awareness of the environment and pollution, marketers need to be sensitive to the problems caused by throw-away packaging. Recyclable and biodegradable packaging is the go!

 

Product Positioning and Image

Product positioning refers to the development of a product image as compared with the image of competing products. For example, No Frills, Porsche, Rolex and NOW brand names can immediately evoke an image of the product’s quality. This automatically gives the product its position with the market.

In very competitive markets, sales may be difficult to achieve. For this reason, a business will attempt to create an image that differentiates its product from another. The business will decide on an image it wishes to create for a product and will use other elements of the marketing mix to shape and maintain this image.

WHY STUDY THIS?

Marketing skills are all too often a weakness for people involved in agriculture.

Without good marketing though, sales are weak, and that means income is weak, and ultimately the viability of farm production begins to suffer.

This course will strengthen your understanding of marketing and give you a greater awareness of how you can sell agricultural products.

This course can provide a foundation for anyone selling produce from a farm or to a farm. This may include:

  • Farmers seeking to be more effective at selling their produce

  • Sales officers who sell farmers their equipment materials and any other services or supplies

  • Agents, Farm Cooperatives or any others who sell raw or processed produce from farms



 

ACS Global Partner - Affiliated with colleges in seven countries around the world.

Since 1999 ACS has been a recognised member of IARC (International Approval and Registration Centre). A non-profit quality management organisation servicing education.

ACS is an organisational member of the Future Farmers Network.

UK Register of Learning Providers, UK PRN10000112


How can I start this course?

You can enrol at anytime and start the course when you are ready. Enrolments are accepted all year - students can commence study at any time. All study is self paced and ACS does not set assignment deadlines.

Please note that if a student is being assisted by someone else (e.g. an employer or government subsidy), the body offering the assistance may set deadlines. Students in such situations are advised to check with their sponsor prior to enrolling. The nominal duration of a course is approximately how long a course takes to complete. A course with a nominal duration of 100 hours is expected to take roughly 100 hours of study time to complete. However, this will vary from student to student. Short courses (eg. 100 hrs duration) should be completed within 12 months of enrolment. Certificates, Advanced Certificates and Awards (eg. over 500 hours duration) would normally be completed within 3 -5 years of enrolment. Additional fees may apply if a student requires an extended period to complete.
If a student cannot submit their assignments for 6 months to ACS, they should advise the school to avoid cancellation of their student
registration. Recommencement fees may apply.

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What do I need to know before I enrol?

There are no entry requirements that you need to meet to enrol in our courses, our courses are for everyone.
If you are under 18, we need written permission from your parent/ guardian for your enrolment to continue, we can arrange that after you have enrolled.

You don’t need to purchase any additional resources to complete our courses.

We aim to teach you the essentials without you having to purchase any specific computer program.
We recommend that you have access to a word processing program, such as Microsoft Word or Google Docs, so that you can easily complete and submit your assignments.

You sure can. We are here to help you learn whatever your abilities.

Yes, if you are enrolling in a Certificate or Advanced Certificate, you might be eligible for credits if you have evidence of your previous studies or relevant experience. More information is here.

We recommend that you are able to browse websites, send emails and conduct online research. You will need to be able to type and submit your assignments.
If you have limited computer skills, we can make special arrangements for you.

This is possible, it depends on the institution. We recommend that if you would like to use our courses that you contact the institution first. Our Course Handbook is a good resource for this.

Our courses are written in English and we only have English speaking academic staff. If you can read and complete your assignments in English, our courses are ideal for you.

Our courses are designed to build knowledge, hands on skills and industry connections to help prepare you to work in the area, running your own business, professional development or as a base for further study.

This course has been designed to cover the fundamentals of the topic. It will take around 100 hours to complete, which includes your course reading, assignment work, research, practical tasks, watching videos and anything else that is contained in the course. Our short courses are a great way to do some professional development or to learn a new skill.

It’s up to you. The study hours listed in the course are a rough guide, however if you were to study a short course (100 hours) at 10 hours per week, you could finish the course in 10 weeks (just an example). Our courses are self-paced, so you can work through the courses in your own time. We recommend that you wait for your tutor to mark and return your assignment before your start your next one, so you get the benefits of their feedback.

The course consists of course notes, videos, set tasks for your practical work, online quizzes, an assignment for each lesson (that you receive feedback from your tutor from) and ends in an exam (which is optional, if would like to receive the formal award at the end), using our custom built Learning Management System - Login.Training.

Our courses are designed for adults to gain professional development and skills to further their careers and start businesses.

Our custom online learning portal allows you to conduct your learning online. There may be practical tasks that you can do offline. You have the option of downloading your course notes or print them to read later.

There is also the option to pay an additional fee for printed course notes and or USB (availability limited to location and deliverability).

Yes, if you don’t have access to the internet, you can receive the course as paper notes or on a USB stick for an additional fee. We can also make alternative arrangements for you to send your assignments to us.

We offer printed notes for an additional fee. Also, you can request your course notes on a USB stick for an additional fee.

Yes, your tutor is here to help you. Simply post any questions you have in your login.training portal or contact the office and we can pass on a message to your tutor.

We are more learning focussed, rather than assessment focussed. You have online quizzes to test your learning, written assignments and can complete an exam at the end of the course (if you want to receive your certificate). You will not receive a pass/ fail on your course work. If you need to add more details on your assignment, we will ask you to resubmit and direct you where you need to focus. If you need help, you can ask your tutor for advice in the student room.

Each module (short course) is completed with one exam.

Exams are optional, however you must sit an exam if you would like to receive a formal award. You will need to find someone who can supervise that you are sitting the exams under exams conditions. There is an additional cost of $55 (AUS) $50 (O/S) for each exam.
More information is here

There are practical components built into the course that have been designed to be achieved by anyone, anywhere. If you are unable to complete a task for any reason, you can ask your tutor for an alternative.

When you complete the course work and the exam and you will be able receive your course certificate- a Statement of Attainment. Otherwise, you can receive a Letter of Completion.

You can bundle the short courses to create your own customised learning bundle, Certificates or Advanced Certificates. More information is on this page.

Yes, our courses are built to be applicable for people living anywhere in any situation. We provide the fundamentals, and each student can apply their own unique flair for their own interests, region and circumstances with the one-on-one guidance of a tutor. There is also a bit of student directed research involved.

Employers value candidates with industry skills, knowledge, practical skills and formal learning. Our courses arm you with all of these things to help prepare you for a job or start your own business. The longer you study the more you will learn.

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ACS Distance Education have been educating people for over 40 years.

We are established and safe- we have been in education for over 40 years.
We are focused on developing innovative courses that are relevant to you now and what you will need to know in the future.
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Course Contributors

The following academics were involved in the development and/or updating of this course.

Dr. Lynette Morgan

Broad expertise in horticulture and crop production. She travels widely as a partner in Suntec Horticultural Consultants, and has clients in central America, the USA, Caribbean, South East Asia, the Middle East, Australia and New Zealand.

Dr. Gareth Pearce

Veterinary scientist and surgeon with expertise in agriculture and environmental science, with over 25 years of experience in teaching and research in agriculture, veterinary medicine, wildlife ecology and conservation in the UK, Australia and New Zealand

Cheryl Wilson

Cheryl has spent two decades working in agriculture, equine and education industries, across England, Scotland, Australia and New Zealand. She graduated with a B.Sc.(Hons), HND Horse Mgt, C&G Teaching Cert.
For several years, Cheryl managed the distance





Tutors

Meet some of the tutors that guide the students through this course.

Alison Pearce

Alison brings a wealth of knowledge and experience to ACS Agriculture, Wildlife and Ecotourism students.

She has worked as a University Lecturer, a Quality Assurance Manager, a Research Technician, and has also run a veterinary operating theatre; responsible for animal anaesthesia, instrument preparation, and assistance with surgical techniques and procedures. She has worked in the UK, Australia and New Zealand.

She has extensive experience of handling, husbandry, and management of a wide range of both small and large animals and has a particular love for nature and wildlife

Robert Browne

B.Sc., PhD

Robert’s science employment has included consultancy with biotechnology corporations and in response to the global biodiversity conservation crisis, and has focused on amphibian conservation and sustainability. Working with zoos in Australia, the USA, Europe, and as Research Officer for the IUCN has led Robert to work with collaborative conservation programs in the USA, Peoples Republic of China, Australia, Russian Federation, Islamic Republic of Iran, and Cameroon.

Robert has experience in a wide range of research fields supporting herpetological conservation and environmental sustainability. He has published in the scientific fields of nutrition, pathology, larval growth and development, husbandry, thermo-biology, reproduction technologies, and facility design. In addition to his work in research and other international projects for the conservation of amphibians, other vertebrates, and invertebrates, Robert is establishing a sustainability project with a research facility based in the region of a coastal village in Belize.

Megan Cox

Megan has completed a Bachelor of Science (Environmental Conservation) with Honours from Writtle University College, as well as a Master of Science Degree in Countryside Management from Manchester Metropolitan University.

Her experience includes working as a Botanist, Ecologist, Head Gardener, Market Gardener and a Farming and Conservation Officer.

She has worked in various roles in Horticulture, Agriculture and Ecology since 2005. Megan has worked for the Natural Environment Research Council (NERC) and the Centre for Environment and Rural Affairs among other organisations in the UK, as well as in Australia and Cambodia.

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