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.