Agricultural Marketing And Price

1. Define and explain the scope of agricultural marketing.
2. Analyze different approaches to agricultural marketing analysis.
3. Evaluate market structures and their impact on market conduct and performance.
4. Calculate and interpret marketing margins and costs.
5. Assess marketing efficiency and identify areas for improvement.
6. Understand the role of government and marketing institutions in agricultural marketing.
7. Explain the basis for international trade and its impact on agricultural markets.

13 weeks, about 28 hours in total. Yours will differ.

1. Week 1Module 1: Scope and Nature of Agricultural Marketing

   • Unit 1: Agricultural Marketing Defined · 2 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..

2. Week 2Module 1: Scope and Nature of Agricultural Marketing

   • Unit 2: The Role of Agricultural Marketing · 2 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..

3. Week 3Module 2: Approaches to Agricultural Marketing

   • Unit 1: The Five Approaches To Agricultural Marketing Analysis · 2 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..

4. Week 4Module 2: Approaches to Agricultural Marketing

   • Unit 2: The Functional Approach: Physical and Pricing Functions · 2 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..

5. Week 5Module 2: Approaches to Agricultural Marketing

   • Unit 3: The Functional Pproach: Facilitating Functions · 2 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..

6. Week 6Module 2: Approaches to Agricultural Marketing

   • Unit 4: Ware housing and Marketing Policies · 2 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..

7. Week 7Module 3: Marketing Agencies

   • Unit 1: Marketing Agencies · 2 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..

8. Week 8Module 3: Marketing Agencies

   • Unit 2: Market Organization and Expansion · 2 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..

9. Week 9Module 4: Market Structure Analysis

   • Unit 1: Characteristics of Market Structure · 2 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..

10. Week 10Module 4: Market Structure Analysis

    • Unit 2: Types of Market Structures · 2 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..

11. Week 11Module 4: Market Structure Analysis

    • Unit 3: Market Conduct and Performance · 2 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..

12. Week 12Module 5: Marketing Margins, Costs and Efficiency

    • Unit 1: Marketing Margins · 2 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 hours

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

13. Week 13Module 5: Marketing Margins, Costs and Efficiency

    • Unit 3: Marketing Efficiency · 2 hours

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