Domestic and Global Marketing
Our Domestic & Global Marketing eCourses will guide you through key marketing concepts relative to the Agriculture Industry and how they are applied within a domestic and global context, enabling you to:
- understand key marketing concepts such as competitive advantage and value chains, and how they can be applied to your farm operation
- explore various marketing models and strategies, and gain an appreciation for the most appropriate approach for your farm business
- gain an understanding of value-added and diversified agriculture as an entrepreneurial mechanism to expand into new ventures and enhance overall profitability
- recognize niche marketing opportunities and brand management strategies for your products
- learn product management strategies and how to bring consumers to the farm gate through direct marketing, Agri-tourism, and E-marketing
- perform market research and learn how to use market and consumer trends to expand your farm business
Reflective questions guide you through the units of study, while a wide range of tools and additional resources allow you to apply concepts to your own business and explore specific topic areas in further depth.
Courses:
eLibrary
To supplement our eCourses, the eLibrary features a compilation of the best resources in agribusiness management. Our resources are continuously vetted by our Industry experts for accuracy and relevancy of information.
The AgriBusiness eCampus is also offering courses in Strategic & Business Planning, Succession Planning, Commodity Marketing, and Human Resources.
Marketing Concepts and Overview
This course is designed to increase your understanding of key marketing concepts and how marketing applies to agriculture and to your business. There will be many opportunities for you to apply the lessons learned to your own operation. This course is self-paced, so you can go through the material on your own schedule.
By the end of the course you will be able to make informed decisions about marketing options that best meet your needs.
More specifically you will be able to:
- Describe the meaning of the marketing concept
- Explain how to implement the marketing concept to agricultural production
- Identify and assess the suitability of different kinds of markets
- Discuss key concepts in contemporary marketing
- Apply the necessary skills to gather and use current and potential market information
Marketing Concepts and Overview is the first in a series of marketing courses offered via the AgriBusiness eSchool. It will provide you with an overview of key marketing concepts such as: marketing orientation, marketing mix, competitive advantage, product differentiation, and value chains.
The marketing courses are designed to provide you with the opportunity to develop a marketing plan for your business. Each course encourages you, with course exercises and activities, to apply the key course concepts to your marketing plan.
Remember, our eCourses have been specially designed to give you the knowledge and skills applicable to your farm business today. As such, they are non-credit, self-interest courses that do not count towards a University of Guelph degree or diploma.
Niche vs Brand Management
The focus of this course is on how to add value to farm products via direct marketing, niche marketing and brand management. There will be many opportunities for you to apply the lessons learned to your own operation. This course is self-paced, so you can go through the material on your own schedule.
After completing this course, you will be able to:
- Explain how a value chain approach differs from a supply chain approach
- Evaluate the relative merits of alternative approaches to agricultural marketing and their problems and issues
- Calculate the risks and success factors of a value chain approach for your own operation
- Assess your personal and business suitability for a value chain approach
The marketing courses are designed to provide you with the opportunity to develop a marketing plan for your business. Each course encourages you, with course exercises and activities, to apply the key course concepts to your marketing plan. This course helps you enhance your marketing plan by evaluating market channels, buyer preferences, buyer demographics, seasonality, and positioning.
Remember, our eCourses have been specially designed to give you the knowledge and skills applicable to your farm business today. As such, they are non-credit, self-interest courses that do not count towards a University of Guelph degree or diploma.
Managing Market Information to Manage Market Risk
Managing market risk is a key element in marketing and is increasingly important in today’s global economy. TWe live in an 'information' society. This will enhance your ability to effectively use market information to support your marketing and business plans.
Upon completion of the course, you will be able to:
- Describe the scope and complexity of managing market information in an agribusiness
- Outline the steps in marketing research
- Assess key industry drivers and their potential impact on the market
- Identify key forces affecting profitability in agriculture
- Explain strategies for setting prices
- Calculate break-even price structures for your commodities.
The marketing courses are designed to provide you with the opportunity to develop a marketing plan for your business. Each course encourages you, with course exercises and activities, to apply the key course concepts to your marketing plan. This course helps you enhance your marketing plan by reviewing the practical application of four kinds of market information:
- Market Analysis
- Market Outlook
- Market Strategies
- Price Information
Remember, our eCourses have been specially designed to give you the knowledge and skills applicable to your farm business today. As such, they are non-credit, self-interest courses that do not count towards a University of Guelph degree or diploma.
Global Marketing
The global market is swiftly changing from a seller's market to a buyer's market in a period of profound social, economic, and political change. To remain competitive globally, businesses and organizations must be aware of all aspects of emerging global marketing concepts. As a farm business operator, you should prepare for the impact of global markets and globalization on your own business. Whether you plan on actively entering the global marketplace or not, your business is already part of the global market and recognizing how you can differentiate your product or service from competitors and capitalize on new market opportunities will better prepare you and your business for future sustainability and profitability.
This course will introduce you to the challenges and opportunities associated with marketing agricultural products and services on a global scale. We will look at general examples and frameworks of global marketing that will allow you to start thinking about how your own farm business operation may perform on a global scale.
We do this in two ways
- provide you with the fundamental principles of global marketing
- introduce you to the internet as a tool for information gathering and market research
Global Marketing will enable you to:
- describe the factors that drive and inhibit global economic development
- use the Internet as a research and information tool to locate and bookmark important Internet sites for future reference
- start to isolate global marketing opportunities for your own business
- experience how global companies are using the Internet as a marketing tool to inform and promote their product(s) and service(s)
- apply various assessment tools to evaluate your readiness to enter a new market
At the end of the course, you will be better-equipped to begin to formulate your own strategy for entering into the global marketplace.
Remember, our eCourses have been specially designed to give you the knowledge and skills applicable to your farm business today. As such, they are non-credit, self-interest courses that do not count towards a University of Guelph degree or diploma.