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The main objective of this module is to develop your understanding and skills to successfully manage the marketing of agricultural and food products in a global, ever-changing, competitive and sometimes even in a hostile environment. The module specifically aims at:

  • Acquainting you with the generic concepts of Marketing Management.

  • Providing you with an overview of marketing of agricultural commodities and products.

  • Making you appreciate the important decisions to take during the management of each element of the marketing mix: product, pricing, place, and promotion.

  • Making you recognise the power and influence of consumers on market segmentation.

  • Imparting you with skills to assess the performance of the marketing systems of agricultural commodities and products.

Creators: 
Makerere University, School of Agricultural Sciences
Year: 
2011
License Condition: Creative Commons: Attribution 3.0  
Type: 
Courseware
Publisher/Source: 
Makerere University