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AEA304Agricultural Sciences2 Unitsintermediate

Agricultural Marketing And Price

This course introduces the principles and practices of agricultural marketing and price analysis. It covers the scope and nature of agricultural marketing, including its evolution and relationship with production. The course explores various approaches to marketing analysis, such as functional, institutional, and commodity approaches. It also examines market structures, conduct, performance, marketing margins, costs, efficiency, and the role of government and marketing institutions.

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156h

Study Time

13

Weeks

12h

Per Week

basic

Math Level

Course Keywords

Agricultural MarketingPrice AnalysisMarket StructureCommodity ExchangeInternational Trade

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level

Builds on foundational knowledge

65%

intermediate

➕

Math Level

Basic Math

📖

Learning Type

Theoretical Focus

Course Topics

Key areas covered in this course

1

Agricultural Marketing Definitions

2

Evolution of Agricultural Marketing

3

Approaches to Marketing Analysis

4

Market Structures

5

Marketing Margins and Costs

6

Marketing Efficiency

7

Role of Government in Marketing

8

Marketing Boards and Cooperatives

9

International Trade

Total Topics9 topics

Ready to Start

No specific requirements needed

This course is designed to be accessible to all students. You can start immediately without any prior knowledge or specific preparation.

Assessment Methods

How your progress will be evaluated (3 methods)

Assignments

Comprehensive evaluation of course material understanding

Written Assessment

Tutor-Marked Assignments (TMAs)

Comprehensive evaluation of course material understanding

Written Assessment

Final Examination

Comprehensive evaluation of course material understanding

Written Assessment

Career Opportunities

Explore the career paths this course opens up for you

Agricultural Marketing Manager

Apply your skills in this growing field

Commodity Trader

Apply your skills in this growing field

Market Analyst

Apply your skills in this growing field

Agribusiness Consultant

Apply your skills in this growing field

Agricultural Policy Advisor

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

AgribusinessFood ProcessingCommodity TradingGovernment AgenciesAgricultural Cooperatives

Study Schedule Beta

A structured 13-week journey through the course content

Week

1

Module 1: Scope and Nature of Agricultural Marketing

2h

Unit 1: Agricultural Marketing Defined

2 study hours

•Define agricultural marketing from micro and macro viewpoints.
•Describe the evolution of agricultural marketing from barter to modern systems.
•Explain the relationship between marketing and production, emphasizing utility creation.

Week

2

Module 1: Scope and Nature of Agricultural Marketing

2h

Unit 2: The Role of Agricultural Marketing

2 study hours

•Explain the strategic position of the consumer in marketing.
•Describe the pivotal role of the farmer in agricultural marketing.
•Discuss the economic importance of marketing and markets, including specialization and foreign exchange.

Week

3

Module 2: Approaches to Agricultural Marketing

2h

Unit 1: The Five Approaches To Agricultural Marketing Analysis

2 study hours

•Describe the functional approach to agricultural marketing analysis.
•Explain the institutional approach and its focus on marketing agencies.
•Discuss the commodity, behavioral systems, and structure-conduct-performance approaches.

Week

4

Module 2: Approaches to Agricultural Marketing

2h

Unit 2: The Functional Approach: Physical and Pricing Functions

2 study hours

•Explain the physical functions of agricultural marketing: assembly, transportation, processing, and packaging.
•Discuss the pricing and exchange functions, including buying, selling, and price determination.

Week

5

Module 2: Approaches to Agricultural Marketing

2h

Unit 3: The Functional Pproach: Facilitating Functions

2 study hours

•Describe the facilitating functions: sorting, grading, standardization, risk bearing, insurance, financing, market intelligence, and promotion.
•Discuss the advantages of uniform grading of farm produce and the merits/demerits of individual vs. collective promotion.

Week

6

Module 2: Approaches to Agricultural Marketing

2h

Unit 4: Ware housing and Marketing Policies

2 study hours

•Explain warehousing and its relationship to marketing policies.
•Describe different modes of distributing agricultural products in Nigeria: rail, road, water, and air.
•Discuss the impact of freight charges on agricultural produce and the costs of physical distribution.

Week

7

Module 3: Marketing Agencies

2h

Unit 1: Marketing Agencies

2 study hours

•Identify and describe the various types of market middlemen: merchant, agent, speculative, processors, and manufacturers.
•Explain the roles and functions of each type of middleman in the agricultural marketing system.

Week

8

Module 3: Marketing Agencies

2h

Unit 2: Market Organization and Expansion

2 study hours

•Describe market channels and marketing chains for different agricultural products.
•Explain market integration (vertical and horizontal) and growth by diversification.
•Discuss the advantages and disadvantages of market integration.

Week

9

Module 4: Market Structure Analysis

2h

Unit 1: Characteristics of Market Structure

2 study hours

•Define market structure and its characteristics: number and size of firms, nature of the product, entry and exit conditions, and market knowledge.
•Explain how these characteristics influence competition and pricing within the market.

Week

10

Module 4: Market Structure Analysis

2h

Unit 2: Types of Market Structures

2 study hours

•Describe the four basic types of market structures: atomistic competition, monopolistic competition, oligopolistic competition, and pure monopoly.
•Explain the conditions and characteristics of each market structure and provide examples.

Week

11

Module 4: Market Structure Analysis

2h

Unit 3: Market Conduct and Performance

2 study hours

•Describe market conduct and its linkage to market structure.
•Explain market performance and its linkage to market structure and conduct.
•Discuss the possible achievements that market structure, conduct, and performance can produce.

Week

12

Module 5: Marketing Margins, Costs and Efficiency

4h

Unit 1: Marketing Margins

2 study hours

•Determine marketing margin and explain factors causing variability.
•Discuss the incidence of margin changes and their effects on producers and consumers.

Unit 2: Marketing Costs

2 study hours

•Define marketing costs and explain the various components: transfer costs, processing costs, storage costs, and sales promotion costs.

Week

13

Module 5: Marketing Margins, Costs and Efficiency

2h

Unit 3: Marketing Efficiency

2 study hours

•Define marketing efficiency and explain how to estimate it.
•Identify and describe the various types of efficiency: operational and pricing efficiency.

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

Course PDF Material

Read the complete course material as provided by NOUN.

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Thoroughly review definitions and concepts from Units 1 and 2 of Module 1 to build a solid foundation.

2

Create comparative tables summarizing the five approaches to agricultural marketing analysis (Module 2, Unit 1).

3

Practice identifying different market structures (Module 4, Unit 2) using real-world examples from the agricultural sector.

4

Solve numerical problems related to marketing margins, costs, and efficiency (Module 5) to reinforce understanding.

5

Focus on understanding the roles and functions of various Nigerian organizations involved in international marketing (Module 10, Units 3 and 4).

6

Review past TMAs and assignments to identify areas needing further study.

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