SUKKUR INSTITUTE OF BUSINESS ADMINISTRATION

SUKKUR

Faculty of Business Administration

PRINCIPLES OF AGRIBUSINESS MANAGEMENT

Programs & Class: BBA-V Semester: Fall 2015

Credit Hours: 03 Instructor: Mr. Nabeel Nisar / Javed Ali

Pre-requisite Courses: None Post-requisite Courses: None
e-mail: nabeel.nisar@iba-suk.edu.pk javedali@iba-
Co-requisite Courses: None
suk.edu.pk
Consulting Hours: Monday & Wednesday 3:30 to
Office Hours: 9AM-5PM
5:00 PM
Office Location: Room No: 102 Block II

EVALUATION
1. Agribusiness Plan 15%
2. Participation in business simulation game 10%
3. Participation in class activities 05%
4. First Term 15%
5. Second Term 15%
6. Final Examination 40%

RECOMMENDED BOOKS:

Publisher Name & Edition

I Book Name Author/s Name

Principles of Agribusiness James G. Beierlein, Kenneth C.

1. Schneeberger & Donald D. Waveland Press Inc.
Management
Osburn
V. James Rhodes, Jan L. Dauve
The agricultural Marketing
2. & Joseph L. Parcell Holcomb Hathaway Publishers
System

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 Philip Kotler
Principles of Marketing Gary Armstrong
3. Pearson, Prentice Hall – 13th Edition
Prafulla Y. Agnihotri &
Ehsan ul Haq
Entrepreneurship
Robert D Hisrich,
4. Michael P Peters and Dean MacGraw-Hill

5. The Business Recorder The Business Recorder Group

DIGITAL & WEB RESOURCES:

1. http://pakagrifarming.blogspot.com/
2. http://www.cnfa.org/
3. http://www.brecorder.com
4. http://www.agricorner.com/
5. http://www.agribusiness.com.pk/
6. http://www.infodev.org/agribusiness
INTRODUCTION TO COURSE:

This course is an introduction to agribusiness management principles and the application of economic
principles, budgeting techniques, and principles of marketing and management strategy in agribusiness. The
primary focus of the course is based upon agribusinesses operating in the Pakistan and will highlight Pakistani
businesses in focused discussions. For the purpose of understanding advancements in agribusiness field,
examples from developed countries would also be discussed. During this course, students will be exposed to
financial and tax management strategies and to the requirements imposed on agribusiness management by
local, state and federal government regulatory agencies.
In this course, introductory principles of finance and management are integrated to solve problems faced by
local, rural and/or agricultural firms and agribusinesses. Topics are presented in a logical sequence built
around the four functions of management--planning, organizing, directing and controlling. Everything a
manager does is related to efficiently, effectively maximizing long-term profits by profitably satisfying
customers' needs. Students will gain insight into the skills and attributes necessary for success as a domestic
business professional. The course also serves as an introduction to understanding and appreciating
entrepreneurship, the importance of interpersonal (oral and written) communication capabilities, and the role
of ethics and morality in the business environment. These skills and attributes are essential to all professional
careers.

COURSE OBJECTIVES:

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 Upon completion of the course the students should be able to:
1. To explore and discuss the agribusiness based enterprises.
2. To make students aware of the importance of the agribusiness sector.
3. To prepare student on what it means to set up an agribusiness of their own and the risks that are
involved.
4. To guide students in understanding the role of marketing, management, basic accounting, finance and
supply chain management fields are, and the use of specific tools related to these fields in order to
improve decision-making within an agribusiness firm.
5. Assist students in planning and organizing agribusiness enterprises.

Number Objectives Focus Coverage

1 2.1 Given real or simulated business situation; students Business simulation T,AA
should be able to identify relevant issues, rigorously game
analyze those issues, generate viable solutions to the Group project
issues and implement the solutions. Case studies
2 4.1 Given responsibilities in teams, students should be Group project T,AA
able to perform their respective responsibilities with Case studies
team spirit and good professional relationship with other
members and the supervisors of the teams.
3 6.3 Students should demonstrate basic understanding of Group Project AA, PP
how information technologies and management Class discussions
information systems could be used in business setting.
4 7.1 Students should demonstrate the higher level of Lectures TT, PP,AA
understanding of the concepts, theories, researches and Group projects
practices of management of organizations across the Business simulation
globe and should be able to properly apply them in game
business situations. Case studies/activities

5 7.2 Students should demonstrate the higher level of Lectures TT, PP,AA
understanding of the concepts, theories, researches and Group projects
practices of marketing of products, services and entities Business simulation
of the organizations across the globe and should be able game
to properly apply them in business situations. Case studies/activities

6 7.3 Students should demonstrate basic understanding of Lectures TT, PP,AA

how information technologies and management Group projects

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 information systems could be used in business setting. Business simulation
game
Case studies/activities

7 7.4 Students should demonstrate the higher level of Lectures TT, PP,AA
understanding of the concepts, theories, researches and Group projects
practices of human resource management of the Business simulation
organizations across the globe and should be able to game
properly apply them in business situations. Case studies/activities

8 7.5 Students should demonstrate the higher level of Lectures TT, PP,AA
understanding of the concepts, numerical procedures, Group projects
theories, models, researches and practices of financial Business simulation
decision making in the organizations in different game
financial markets across the globe and should be able to Case studies/activities
properly apply them in business situations.

9 7.8 Students should demonstrate basic understanding of Lectures TT, PP,AA

concepts and principles of financial accounting, Group projects
procedures of record keeping and making financial Business simulation
statement, analysis of financial statement and taking game
good business decisions based upon financial Case studies/activities
information.

10 7.9 Students should demonstrate abilities to calculate Lectures TT, PP,AA

and analyze cost, revenue and profit of an organization, Group projects
estimate the budget and take costing and pricing Business simulation
decisions of an organization. game
Case studies/activities

11 8.1 Given strategic issues of an organization, Group projects PP,AA

students should be able to analyze them with integrative Business simulation
and strategic perspective and develop effective game
strategies.

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12 10.3 Students should be able to develop a Group projects PPP,AAA
comprehensive and persuasive business plan for an Business simulation
entrepreneurial opportunity and to start and manage new game
business ventures.

13 11.2 Students should be aware of micro and Lectures TT, PP,AA

macroeconomic conditions, Government's fiscal and Group projects
monetary policies, and issues in economic progress and Articles
stability in Pakistan.

ILO Covering BBA Level of

Objectives learning
Number
To explore and discuss the agribusiness based enterprises. 2.1, 10.3, 11.2 Applying
1

To make students aware of the importance of the 7.1, 7.2, 7.3, 7.4, 7.5, Understanding
2
agribusiness sector. 7.8, 7.9

3 To prepare student on what it means to set up an 2.1, 7.1, 7.2, 7.3, 7.4, Understanding
agribusiness of their own and the risks that are involved. 7.5, 7.8, 7.9, 10.3
4. To guide students in understanding the role of marketing, 7.1, 7.2, 7.3, 7.4, 7.5,
management, basic accounting, finance and supply chain 7.8, 7.9
management fields are, and the use of specific tools
related to these fields in order to improve decision-
making within an agribusiness firm.
Assist students in planning and organizing agribusiness 2.1, 4.1, 8.1, 10.3 11.2 Applying
5
enterprises.

PROJECTS & ASSIGNMENTS DETAILS ALONGWITH PREDEFINED ASSESSMENT CRITERIA

(RUBRICS)

Active Participation in Class Activities and Case Studies

Each chapter of the course is backed with a mini case study and some activity to create an environment of
heated discussion and learning. Students will be randomly marked based on the individual as well as group
performance in the activity/case discussion. An average of five random evaluations conducted will be counted

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in the final grade of the students.

Active Participation in Business Simulation

To provide a real market experience business simulation game will be played. Three rounds of game will be
played with each next round bringing more excitement and challenges for the participants. Students will be
divided in three groups to play the business simulation game. The extensive learning nature of game requires
students to play game in evening hours from 3:00-7:00pm. Moreover, the morning sessions will be replaced
by evening sessions for those particular weeks only. Students will be evaluated on the basis of group marks.

Agribusiness Feasibility (Bankable) Plan:

The objective of this project is to provide you with experience in applying the concepts and methods of
Agribusiness Management to a real-world opportunity. The project is done in teams (4-5 members
depending on class size). Team composition is due in 3 rd week of semester. Each team will create a
comprehensive agribusiness plan for a new product or service of the group’s choice. It will involve the
following: the group project deadline is SATURDAY 21ST NOVEMBER, 2015. NO EXTENSIONS.

1. Each team will be required to choose a “new” product or service from Food System of Pakistan.
Please note that existing brand names cannot be used. A brief description of the particular product
or service should be submitted for approval by 5 th week. A standard description format is attached
with this course outline to assist groups in articulating the project. The descriptions will be returned to
you with comments the following week.

2. Each group is then required to do the following to complete the project:

 Create a bankable agribusiness plan following the sample agribusiness plan format. This may
include description of the existing situation including target market (highlighting key
customer learning), company objectives and existing competitors in the marketplace,
financial, Supply chain and Human resource plans. Remember changes may be incorporated
as per the requirement of the business plan.
 Identify the customers for the specific product or service and describe these consumers in
relevant ways (demographics, lifestyles, knowledge of product, etc.). Explain why the new
product/service would be appropriate for your target market. This step will involve market
research (one-on-one interviewing of a small group of potential users of the product of
service as well as a follow-up survey of a larger sample of potential users.)
 Outline a marketing strategy for the new product/service. This discussion should include a
description of the product/service and its benefits, pricing and positioning strategy,
advertising and promotional plans, and a consideration of distribution channel(s).

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  A group presentation during the last week. The time limit for this presentation will depend on
the total number of groups in the section, but will be approximately 20 minutes.
 Final written report (your agribusiness plan), must be submitted before the dead line.
 The project requires you to work in a group. A full briefing of the project will be given in
early sessions of the course. It is critical that you should establish co-operative and
collaborative working arrangements within your group early on in the assignment. Although
the tutor will regularly monitor the progress on the assignment and it is your responsibility to
inform the tutor if you encounter any problem in carrying out the project smoothly and
experiencing any issue of coordination from your group member. A meeting register is
supposed to be maintained by group members highlighting the contribution and
discussion by each member. This register will be added in the appendix part of the
marketing plan.

IMPORTANT POLICIES

SUBMISSION OF COURSE WORKS/ASSIGNMENTS/PROJECTS

Students are expected to strictly follow the deadlines of the course works. Late submission will result in
Failure in that particular course work.
Students are expected to submit course works both in hard and soft copy. Students are advised to send soft
copy of the course work through an email to Class Representative before the deadline and mention course
work tile and form (individual/group) in the subject area of email.

CLASS PARTICIPATION

Students are expected to come prepare in the sessions and show their active participation.

EXPECTATIONS

I expect a class atmosphere of respect for your fellow human beings as we travel this road together. I also
expect a class atmosphere of critical thought and your best efforts. Please come prepared to participate.

LEAVING THE SESSION

Leaving the session for any purpose will not be appreciated (apart from some extreme unavoidable cause) and
doer will be strictly marked absent in the ONE SESSION.

READINGS

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You are expected to read the assigned materials before the class/period. This helps you grasp the material
more fully and creates a better classroom environment.

ATTENDANCE

Your attendance in class is critical to fulfillment of course objectives. You will not be eligible to appear in the
exam if you cross six absences. Late coming, more than Five minutes, would strictly be marked as absent. The
time displayed by class room clock will be observed for attendance.

STUDY AND PREPARATION

Allow yourself enough time for thoughtful, unhurried reading of the materials. Reading to "beat the clock"
and complete the materials in time for class is useless. Read with an open but not empty mind to understand
and evaluate class ideas. Please make the time to prepare for discussion ahead of time. Your lack of
preparedness will be painfully obvious to you and the class, so save yourself from the embarrassment and
poor grade.

HELP

If you are having trouble in the course please come by the offices (117 & 102) and talk to us (only in
mentioned timings) or make contact on 071-5630272 or drop an email for meeting. I want to help you
improve all of your skills.

ELECTRONICS

Deactivate all electronic pagers, cell phones, etc during class time. These hours are sacred.

EXAM HALL DECORUM

In order to maintain the decorum of exam hall, try to understand everything by yourself. Therefore asking
anything from teacher, fellow or anybody else is strictly prohibited. Bring all required material (pen, pencil,
eraser, scale etc) with you. Exchange of anything in exam hall will be penalized.

PLAGIARISM & REFERENCING

You may be tempted to hand in essays, projects or other pieces of assessed coursework containing work that
you know is not completely your own, hoping that the tutor won’t notice. This may be for several reasons
such as shortage of time, hoping for a better grade than would be achievable under a particular set of
circumstances or perhaps even lack of knowledge regarding how to correctly reference the sources of data

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used. This is plagiarism – it is a matter that the University takes very seriously indeed - and it usually takes
one of four forms.

(a) Copying chunks of text from books, dissertations, journals or the web without acknowledgement. (It is
permissible, even desirable; to quote extensively from the work of other writers on your subject, but all
quotations should be fully referenced).
(b) Paraphrasing ideas from texts without stating their origin. Instead, use phrases such as “According to
Jobber (1995)...” or “Wright & Taylor (1994) propose that ..”, or similar acknowledgement.
(c) Colluding with other students and submitting identical or near identical work.
(d) Copying the work of another student without that student’s consent.

As per the institution’s plagiarism policy, the incorporation of material from other works or a paraphrase of
such material without acknowledgement will be treated as plagiarism subject to the custom and usage of the
subject. ..... Where an examiner identifies a failure to comply fully with the foregoing this will be regarded as
a suspected breach of Regulations by the student concerned and will be the subject of investigation.

Remember ONLY 20% plagiarism is allowed in any course work or assignment provided to you.

SESSION / WEEK WISE DETAILS:

Assignments/
Session Quizzes /
Date / Week Topics Suggested Readings
No. Digital
Library work
 Introduction to course and
expectations
01-02 Week 01 Local articles
 Detailed discussion of course
works
Ch # 01:
The global agri-food system
 Pakistan as an agrarian country
Case Study 01
03-04 Week 01  State of agribusiness in Pakistan
Agro Phobia
 Agri-food system
 Hierarchy of consumer food
preferences
05-06 The global agri-food system (continue) Effectuation Theory
Week 02
 Trends in agri-food system of Entrepreneurship

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 Ch # 02:
The Agribusiness Manager
 The role of management in
Case Study 02
successful businesses
Mike’s Epiphany
 Business decision making
Week 02
07-08  The four functions of
Job Description of
management
Agribusiness
 The agribusiness management
Manager
challenge

Discussion on Effectuation Theory

of Entrepreneurship

09-10 Week 03
Discussion on term project &
groups formation

Ch # 03 & Ch # 04
The Role of Marketing & Marketing
Management

 The misunderstood mission of

marketing
Case study 03 & 04
 The changing role of marketing
Dave’s Dollar
11-12 Week 03 within firm
Dilemma Part I & II
 The role of marketing in the
future of agribusiness
 Marketing and the four functions
of management
 The four Ps of marketing and
marketing mix
 The business plan
13-14 Ch # 05 Case Study 05
Week 04
Understanding the Consumer Demand Tom’s Terrific Ice
 Basics of consumer demand Cream
 Factors influencing consumer
demand

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 Ch # 06
Staying Competitive
 How strategic management fits in Case Study 06
15-16 Week 04  What is strategic management? Steamer’s Burger
 Porter’s five forces model

Ch # 07
Forecasting
Case Study 07
 The basics of forecasting
Joe’s Foray in
17-18 Week 05  Forecasting procedures
Forecasting
 Uses of forecasts
 Use of future markets to forecast
future prices
Ch # 08
Budgeting
 The purpose of budgets
Case Study 08
 Three types of budgets
19-20 Week 05 Going Broke While
 An application of budgeting
Making a Profit
 Benefits of budgets
 Limitations of budgets
 Budget time frames

21-22 Week 06 First Mid Term

23-24 Week 06 First Mid Term

Running Business Simulation Game Evening Classes Four

25-26 Week 07
Round I Hours Consecutive

Running Business Simulation Game Evening Classes Four

27-28 Week 07
Round I Hours Consecutive

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 Ch # 09 & Ch # 10
Organizing for Success & Choosing
Legal Structure
 Identifying critical tasks
 Four principles of organizational
Case Study 09
design
Sam’s Success Story
 Ways to organize
 Approaches to decision making
29-30 Week 08 Case Study 10
 Deciding where decisions are
The End of Gene’s
made
Dream
 Selecting the best organizational
structure
 Comparing legal structure (Sole
Proprietorship, Partnership,
Corporations & Limited Liability
Companies)
Ch # 11
Organizing Production Using Economic
Principles
Case Study 11
31-32 Week 08  The production process
Donna’s Dilemma
 The production function

Discussion on Term Project Progress

Ch # 12
Production & Inventory Management
 Management Information System
 Defining cost
Case Study 12
33-34 Week 09  General cost concepts
What Price Progress
 Short term V/s Long term pricing;
the shutdown point
 Break even analysis
 Inventory management
35-36 Ch # 13 & Ch # 14 Case 13 & 14
Week 09
Basic Accounting Documents & Using Fred’s Financial
Accounting Information for Business Phobia part I & II
Control & Planning
 The balance sheet & Profit-Loss
accounts

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  Comparative statement analysis
 Net working capital analysis
 Ratio analysis
 Developing Pro Forma budget
analysis

Running Business Simulation Game Evening Classes Four

37-38 Week 10
Round II Hours Consecutive

Running Business Simulation Game

Round II
Evening Classes Four
39-40 Week 10
Guest Speaker Session on Future of Hours Consecutive
Agribusiness in Pakistan

Ch # 15
Capital Budgeting I: Principles &
Procedures
 The decision frameworks
Case Study
 Capital budgeting procedures that
41-42 Week 11 Nick’s Financial
don’t use time value of money
Future Part I
 Capital budgeting procedures that
use time value of money

Ch # 16
Capital Budgeting II: Applications
Case Study
Nick’s Financial
 Discount rates
43-44 Week 11 Future Part II
 The effect of taxes
 Mutual exclusive investments
 Dealing with uncertainty & risk
 Deciding whether to lease or borrow

45-46 Week 12 Agribusiness Marketing Workshop

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 Ch # 17
Human Resource Leadership
 Understanding human motivation
 How work can fulfill human
needs Case Study 17
47-48 Week 12  Developing a work environment Yakima Valley
to which everyone excels Orchards Part I
 Management styles
 Communication & feedback

Ch # 18
Human Resource Management
 Determining a Firm’s personnel
Case Study 18
needs
49-50 Week 13 Yakima Valley
 Recruiting personnel
Orchards Part II
 Retaining personnel
 Determining pay levels
 Training and education
Ch # 19
Personnel Selling

 Selling as an internal and external

activity Case Study 19
51-52 Week 13
 The eleven elements of successful Mary’s Migraine
personnel selling
 The firm’s value, purpose and
objective
 Sales as a career

53-54 Week 14 MID TERM

55-56 Week 14 MID TERM

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57-58 Week 15 FIELD VISIT

Running Business Simulation Game

Round III
59-60 Week 15

Running Business Simulation Game

61-62 Week 16
Round III

Ch # 20
Developing a Workable Approach to
Agribusiness Management
Case Study 20
63-64 Week 16
Erin’s Epiphany
 Revenues
 Costs
 Information

65-66 Week 17 Group presentations on group project

Group presentations on group project

67-68 Week 17

69-70 Week 18 Group presentations on group project

Group presentations on group project

71-72 Week 18

73-74 Week 19 Final Examination

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75-76 Week 19 Final Examination

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