Content (Syllabus outline)
Agricultural market. Supply (factors, general supply law, price elasticity) and demand (factors, general demand law, atypical forms, price and cross price and income elasticities, buying decision) of agricultural product. Size, structure (monopolistic competitiveness) and typology of agricultural market (determination criteria). Assessment of the attractiveness of a market.
Tools of agricultural marketing. Structure of marketing mix and its positioning into market oriented business concept. Marketing product (product core, enriched and developed product). Price (determination, discovering, fixing-factors and methods), marketing channels (dimensions and intensity, operations, operators, marketing margin). Public relations (communications, promotion mix, attending a fair).
Marketing strategies based upon product life cycle (introduction, growth, maturity, decline). Marketing planning and monitoring.
Agriculture market research (planning, executing, reporting)
Prerequisites
Conditions for inclusion in the work:
Enrolment in the appropriate academic year.
Conditions for performing study obligations
As a prerequisite for a written exam student has to present publicly a research project.