Agribusiness cases and examples are extensively used to illustrate effective marketing principles, strategies and practices. Introduces the student to the marketing concept in business. Business activities are analysed from the point of view of recognition, stimulation and satisfaction of consumer demand. Concentrates on the development of marketing strategies. An operational framework is built for analysing the marketing environment and for selecting among strategic alternatives.
Case analyses predominate.
Considers factors influencing consumer behaviour as a focal point of marketing decision making. Topics include market segmentation and positioning, environmental and individual determinants of consumer behaviour and consumer decision processes. This material is analysed for its usefulness in designing, evaluating and implementing marketing strategies. Examines the principles and procedures associated with the collection and analysis of relevant information in the context of solving practical marketing problems. Deepens the student's understanding of a specialized area in the field of marketing.