Handbook

This subject provides an introduction to marketing theory and concepts and their evolution from a strategic and applied agribusiness perspective, in  both local and global contexts. You will develop knowledge and skills in collecting and evaluating market data, distinguishing the characteristics of possible markets, assessing the viability of current operations to take advantage of marketing opportunities and identifying market factors and risks. An understanding of distribution processes, pricing, pricing trends and communication will be developed, including the differing roles of rural producers, marketers and their agents in managing their market risks. The subject also explores the operations of futures markets, use of forward contracts, the influence of foreign exchange rates, and the importance of commercial contract law.