Syllabus (BUSINESS ADMINISTRATION)

Course Type: ME-4

Semester: 4

Course Code: BBBAMEA24T

Course Title: Agri Business Management

(L-P-Tu): 4-0-1

Credit: 4

Practical/Theory: Theory

Course Objective: Course Objectives This course is developed with the basic objective of installing required understanding among the students about the basic concepts, issues and various aspects like structure of agricultural market, production planning, promotion, government regulations etc. relating to the agri-business management in context of India.

Learning Outcome: Course Outcomes After the successful completion of this course, the student will be able to know the kinds of agricultural products and their movement, understand the types, structure and functioning of agricultural marketing system, comprehend related skills and apply them in sample situations, extend this knowledge and skills to their production/consumption environment and understand the rural markets and rural marketing needs.

SEMESTER IV

Paper 1: Agri Business Management

(4 Credits)

Course Objectives

This course is developed with the basic objective of installing required understanding among the students about the basic concepts, issues and various aspects like structure of agricultural market, production planning, promotion, government regulations etc. relating to the agri-business management in context of India.

Course Outcomes

After the successful completion of this course, the student will be able to know the kinds of agricultural products and their movement, understand the types, structure and functioning of agricultural marketing system, comprehend related skills and apply them in sample situations, extend this knowledge and skills to their production/consumption environment and understand the rural markets and rural marketing needs.

Course Contents

Unit 1: Introduction of Agriculture and agricultural products (including agriculture, horticulture, sericulture, floriculture, aquaculture- genetic culture and dairy product) – Concept of Agribusiness Management, Nature of Agribusiness Management, Need and Scope of Agribusiness Management, Agricultural Marketing - Role of marketing - Concepts - Goods and services - Movement of product from farm to consumer –Middlemen – Moneylenders - Types of agricultural markets. (Lectures: 10)

Unit 2: Basic structure and facilities of an agricultural market – Primary, secondary and tertiary markets–Functioning of Market Yards–Market information – Rythu Bharosa Kendras (RBK) – Govt. policies and regulations- Contract farming -Govt Apps for marketing of agri products. (Lectures: 10)

Unit 3: Planning production – assembling – grading - transportation– storage facilities. Price fixation. Dissemination of market information –and role of ICT. Marketing - Mix- Product element- Place element- Price element- Promotion element. Selection of target market. Government programs in support of Agricultural marketing in India. (Lectures: 10)

Unit 4: Profiles of Rural markets, Rural segmentation, Rural Marketing Research, Targeting and Positioning, Rural Marketing strategy, Rural product: PLC, rural product strategy, rural packaging strategy, rural branding. Rural pricing objectives, rural pricing strategies, Rural distribution: physical distribution, channel of distribution, rural sales force management, types of rural media, problems of rural communication. (Lectures: 15)

Suggested Readings:

Agricultural Business Management - Nagaraja.H.L. Murthy – Himalaya Publishing House

Ramkishan Y. New Perspective in Rural and Agricultural Marketing. JAICO Publishing House

Agribusiness Management: Theory and Practice Paperback – Shoji Lal Bairwa and Chandra Sen and L K Meena and Meera Kumari – Write and Print Publications

A Textbook of Agribusiness Management- Mahadeo Kadam, Ranjit S. Patil – Kalyani Publication.