Department of Agribusiness & Marketing

Bangladesh Agricultural University

Mymensingh
Syllabus for MS in Agricultural Economics (Agribusiness & Marketing) Degree

AM 506: Agribusiness Marketing (3 credits)

Module 1:
Operating an Agribusiness:
Role of agribusiness in economic development
Type and structure of an agribusiness
Agribusiness in the 21st century
Importance of small business
Overview of BD. Agricultural Trade and Agricultural Trade Policy

Reference:

Module 2:
Planning and Organizing an Agribusiness
Entrepreneur in agribusiness
General characteristics of entrepreneur
Challenges of entrepreneur
Problem solving and decision making
Identify reasons that business fail
Identify the major parts of a business plan
Describe a successful business goal setting procedure

Reference: Introduction to Agribusiness, Ricketts and Rawlins, Chapter 4.

Module 3:
Analyzing the Market
Discover the market opportunities
Estimation market potentials
Product positioning
Other market analysis potential

Reference: Introduction to agribusiness Marketing, Seperich, Woolverton and Beierlein,

Chapter 15.

Module 4:
Consumer Market and Consumer Buyer behavior
Model of consumer buyer behavior
Characteristics affecting consumer behavior
Types of buying decision behavior
The buyer decision process
Consumer behavior across international borders

Reference: Principles of Marketing, Philip Kotler and Gary Armstrong, Chapter 5.

Module 5:
Business Market and Business Buyer Behavior
Business Market
Business buyer behavior
Institutional and government markets

Reference: Principles of Marketing, Philip Kotler and Gary Armstrong, Chapter 6.

Module 6:
Developing the Business Plan
Business plan
Study of the market
Marketing plan
Current market situation
Opportunity analysis
Addition of international dimension to the marketing plan
Market structure and marketing plan

Reference: Introduction to agribusiness Marketing, Seperich, Woolverton and Beierlein,

Chapter 14.

Module 7:
Selling and Sales Management- Professional Selling Skills Series
Professional selling skills
Sales force management
Role of selling in marketing
Buying decision process
Strategic prospecting
Selling strategy
Sales call steps
Professionalism, and ethics.

Reference: Principles of Marketing, Philip Kotler and Gary Armstrong, Chapter 5.

Module 8:
SWOT and PEST Analysis
SWOT Analysis
How do you conduct a SWOT analysis?
Internal and external factors
SWOT analysis in marketing
SWOT analysis template
Example of SWOT Analysis
PEST analysis
The Model's Factors
PEST analysis template
Example of PEST analysis

Reference: Online materials

Module 9:
Management of Market Risk
Types of business risk
Ways of reducing business risk
Ways of managing the market risk

Reference: Introduction to agribusiness Marketing, Seperich, Woolverton and Beierlein,

Chapter 21.

Module 10:
Futures of Agribusiness Marketing
Evolution of agribusiness marketing
Changing environment
Agribusiness marketing careers

Reference: Introduction to agribusiness Marketing, Seperich, Woolverton and Beierlein,

Chapter 23.