units

MKF2761

Faculty of Business and Economics

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Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedNot offered in 2010

Synopsis

Functional, institutional and managerial approaches to the marketing of food and fibre; marketing efficiency; alternative channels for marketing food and fibre products; introduction to transport economics and logistics; grading; power relationships in the agribusiness channel; consumer and industrial buyer behaviour in food marketing; the development of new food products.

Objectives

The learning goals associated with this unit are to:

  • explain the role and function of marketing and its relationship to agribusiness management and agribusiness planning for competitive advantage
  • apply the process of researching markets and customers to identify opportunities for agribusiness
  • analyse the organisation of agribusiness marketing channels
  • apply the principles of marketing management to the marketing of food, fibre and floriculture products
  • develop a detailed marketing plan to establish a competitive advantage for an agribusiness product or service.

Assessment

Within semester assessment: 50%
Examination (3 hours): 50%

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKF1120 or MKW1120