AGS 212 Introduction to Agribusiness Marketing


Campus Location:
Georgetown
Effective Date:
2020-51
Prerequisite:
AGS 102, AGS 104, AGS 209
Co-Requisites:
None
Course Credits and Hours:
3.00 credits
3.00 lecture hours/week
0.00 lab hours/week
Course Description:

This course introduces agriculture marketing and all of the activities that are required to put the commodity in the hands of the consumer. Topics include the structure and function of the marketing system, supply and demand, and research and development.

Required Text(s):

Obtain current textbook information by viewing the campus bookstore online or visit a campus bookstore. Check your course schedule for the course number and section.

Additional Materials:

None

Schedule Type:
Classroom Course
Online Course
Disclaimer:

None

Core Course Performance Objectives (CCPOs):
  1. Discuss marketing and its importance to agribusiness. (CCC 1, 2, 5; PGC 1, 2, 3)
  2. Identify how supply and demand affect the marketing environment. (CCC 1, 2, 5; PGC 1, 2, 3)
  3. Explain how demographics and target markets are used to develop a marketing plan in an agribusiness. (CCC 1, 2, 4, 5; PGC 2, 3)
  4. Explain processes used in the development of an agricultural commodity. (CCC 1, 2, 3, 4, 5; PGC 2, 3)
  5. Examine various methods of product distribution. (CCC 1, 2, 3, 4, 5, 6; PGC 2, 3)
  6. Explain how a product’s packaging plays a role in its success. (CCC 1, 2, 3, 4, 5; PGC 1, 2, 3)

See Core Curriculum Competencies and Program Graduate Competencies at the end of the syllabus. CCPOs are linked to every competency they develop.

Measurable Performance Objectives (MPOs):

Upon completion of this course, the student will:

  1. Discuss marketing and its importance in agribusiness.
    1. Explain the roles and functions of marketing in agribusiness.
    2. Explain how competition plays a role in marketing an agricultural commodity.
    3. Explain the four P’s of marketing (product, place, price, and promotion) and how they affect the marketing mix.
  2. Identify how supply and demand affect the marketing environment.
    1. Define supply and demand as it relates to agriculture in the United States.
    2. Identify the causes of price fluctuations in the agriculture market.
  3. Explain how demographics and target markets are used to develop a marketing plan in an agribusiness.
    1. Discuss the importance of targeting the correct market for the specific commodity.
    2. Describe how demographics play a role in selecting the correct target market.
    3. Discuss means of acquiring information needed to select the correct target market.
  4. Explain processes used in the development of an agricultural commodity.
    1. Identify strategies for developing a new product.
    2. Select appropriate steps to pursue development of a new agriculture product for the market.
  5. Examine various methods of product distribution.
    1. Explain the available channels of distribution as they relate to agricultural commodities.
    2. Compare major components of a physical distribution system.
    3. Analyze non-traditional methods of distribution such as using the Internet.
  6. Explain how a product’s packaging plays a role in its success.
    1. Examine means of evaluating a package’s effectiveness.
    2. Design packaging for an agricultural commodity to be distributed to a specific target market.
Evaluation Criteria/Policies:

Students must demonstrate proficiency on all CCPOs at a minimal 75 percent level to successfully complete the course. The grade will be determined using the Delaware Tech grading system:

92 100 = A
83 91 = B
75 82 = C
0 74 = F

Students should refer to the Student Handbook for information on the Academic Standing Policy, the Academic Integrity Policy, Student Rights and Responsibilities, and other policies relevant to their academic progress.

Final Course Grade:

Calculated using the following weighted average

Evaluation Measure

Percentage of final grade

Exams (2-3) (summative) (equally weighted)

20%

Integrated assignments  (summative) (equally weighted)

20%

Quizzes (formative) (equally weighted)

10%

Assignments/Activities/Discussion Boards (formative) (equally weighted)

30%

Marketing Plan (summative)

20%

TOTAL

100%

Core Curriculum Competencies (CCCs are the competencies every graduate will develop):
  1. Apply clear and effective communication skills.
  2. Use critical thinking to solve problems.
  3. Collaborate to achieve a common goal.
  4. Demonstrate professional and ethical conduct.
  5. Use information literacy for effective vocational and/or academic research.
  6. Apply quantitative reasoning and/or scientific inquiry to solve practical problems.
Program Graduate Competencies (PGCs are the competencies every graduate will develop specific to his or her major):

AGSAASBMT

  1. Distinguish among business career areas in agribusiness.
  2. Examine current agricultural issues.
  3. Prepare a business plan for an agricultural enterprise.
  4. Apply management theories to agricultural business operations through practical experience.
  5. Apply basic recordkeeping and accounting procedures to agribusiness operations.
Disabilities Support Statement:

The College is committed to providing reasonable accommodations for students with disabilities. Students are encouraged to schedule an appointment with the campus Disabilities Support Counselor to request an accommodation needed due to a disability. A listing of campus Disabilities Support Counselors and contact information can be found at the disabilities services web page or visit the campus Advising Center.

Minimum Technology Requirements:
Minimum technology requirements for online, hybrid, video conferencing and web conferencing courses.