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AG ECON 530 AGRICULTURAL MARKETING                                                                            (2L +1P) I

Objective
  The course will attempt to make students understand the basic functions performed by agricultural and food marketing systems and the behaviour of various participants in the marketing system. The problems associated with the marketing of agricultural products and the initiatives taken to mitigate these problems will be discussed. Emerging developments such as marketing reforms, revisions in regulatory process and futures trading which relate to emerging issues in agricultural marketing will be covered to provide a holistic view of agricultural marketing.

Theory

UNIT I
  Review of agricultural marketing concepts - Characteristic of agricultural product and production; problems in agricultural marketing – demand, supply and institutions. Market intermediaries and their role; Need for regulation in the present context; Marketable and marketed surplus estimation. Marketing efficiency.

UNIT II
  The competitive environment - market structure, conduct and performance analysis; Demand and supply of agricultural products. Determination of prices; administered prices.

UNIT III
  Marketing co-operatives; APMC regulated markets; direct marketing; contract farming and retailing; supply chain management; state trading, warehousing; Gover nment intervention; market infrastructure needs, performance and Government role; value chains.

UNIT IV
  Role of information technology and telecommunications in marketing of agricultural commodities; Market research; Marketing information and intelligence services - electronic auctions (e-bay), e- Chaupals, Agmarknet; Market extension.

UNIT V
  Theory of storage - Introduction to commodities markets and future trading; Basics of commodity futures, operation mechanism of commodity markets; price discovery; hedging; Role of Government in promoting commodity trading and regulatory measures.

Practicals
  Supply and demand elasticities in relation to problems in agricultural marketing. Price spread and marketing efficiency analysis. Marketing structure analysis through concentration ratios. Performance analysis of regulated markets. Analysis of futures trading; Price forecasting.

Suggested Readings