UNIQUE SERIES AKTU Syllabus
BAG074

Agricultural Marketing Management

L-T-P3-0-0 Credits3 Session2025-26 TypeTheory
Appears in 1 semester

B.Tech Agricultural Engineering · Sem 7 (Departmental Elective-IV)

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Pre-requisites: Basic knowledge of marketing and entrepreneurship development concepts..

Syllabus

5 units
Unit1

Unit 1

Agricultural marketing, agricultural marketing and economic development, Agricultural market structure, components and dynamics of market structure, Marketing strategy, formulation of marketing strategy.

Unit2

Unit 2

Agribusiness marketing environment, design of marketing mix, market segmentation and targeting, Determinants of consumer’s behavior, Product management, product management process and decisions

Unit3

Unit 3

New product development- significance and classification of new product, Stages and estimation of demand of new product, product life cycle, Pricing policies and practices for agribusiness - determinants of price, objectives of pricing policies and pricing methods

Unit4

Unit 4

Logistics- concepts, factors affecting logistics, objectives of logistics management, activities of logistics function order, processing, packaging, transport management inventory, warehousing etc.

Unit5

Unit 5

Promotional management, advertising, planning and execution, Sales promotion, grading and standardization, Distribution management- storage & warehousing, transportation, Management for agricultural products, Marketing agencies/intermediaries, roles and functions of marketing agencies

Course Outcomes (COs)5 outcomes

After completion of the course student will be able to:

  1. CO1Understand the fundamentals of agricultural marketing, its role in economic development, market structures, and the formulation of effective marketing strategies.K1
  2. CO2Analyze the agribusiness marketing environment, develop marketing mixes, segment and target markets, and comprehend consumer behavior and product management decisions.K2&K4
  3. CO3Evaluate the process of new product development, demand estimation, product life cycle, and pricing strategies specific to agribusiness.K2&K5
  4. CO4Explain logistics concepts, objectives, and activities, and assess factors influencing logistics management in the agricultural sector.K2
  5. CO5Apply principles of promotional management, advertising, sales promotion, grading, standardization, and distribution management, including the roles of marketing agencies in agribusiness.K2&K3

Suggested Readings

  1. Acharya, S. S. and Agarwal, N.L.. 2004. Agricultural Marketing in India. 4th Ed. Oxford & IBH.
  2. Kohls, R. L & Uhl, J. N. 2005. Marketing of Agricultural Products. 9th Ed. Prentice Hall.
  3. Kotler, P. 2002. Marketing Management – Analysis, Planning, Implementation and Control. Pearson Edu.
  4. Krishnamacharyulu, C & Ramakrishan, L. 2002. Rural Marketing. Pearson Edu.
  5. Ramaswamy, V. S & Nanakumari, S. 2002. Marketing Management. 2nd Ed. Mac Millan India.
  6. Beri, G.C. Marketing Management, Tata McGraw Hill Publishing Company Ltd, New Delhi.

Suggested Reading

  1. CAD/CAM Lab Manual (Prepared by Staff)
  2. Bathe K.J, (2007), Finite Element Procedures, Prentice-Hall of India Pvt. Ltd., third edition ISBN: 978-0- 979-00490-2
  3. Zienkiewicz O.C.( 1979), The Finite Element Method, McGraw-Hill, ISBN- 978-0-750-66431-8 4. ANSYS Help manual Hyper mesh Help manual
  4. Yorem Koren (1983), Computer Integrated Manufacturing Systems, McGraw Hill, ISBN- 978-0-891- 16874- 4
  5. Ranky, Paul G.( 1986), Computer Integrated Manufacturing, Prentice Hall International, ISBN- 978- 0-131- 656550
  6. R.W. Yeomamas, A. Choudry and P.J.W. Ten Hagen (1985.), Design rules for a CIM system, North Holland Amsterdam, ISBN - 978-0-444-87812-0

Official AKTU syllabus

This subject is on page 12, 13 of the original AKTU PDF.

Official AKTU syllabus PDF ↗