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HU Credits:
3
Degree/Cycle:
1st degree (Bachelor)
Responsible Department:
Environmental Economics & Management
Semester:
1st Semester
Teaching Languages:
Hebrew
Campus:
Rehovot
Course/Module Coordinator:
Dr. Yael Kachel
Coordinator Office Hours:
by appointment
Teaching Staff:
Dr. Yael Kachel
Course/Module description:
The course focuses on marketing and the analysis of markets for fresh agricultural products. Special characteristics of products and markets are discussed, as well as problems in marketing and market failures. We will study possible solutions, including branding, cooperation of farmers and government intervention.
Course/Module aims:
• Provide an understanding of the markets for fresh agricultural products and tools for analyzing these markets.
• Understand the special problems in the marketing of fresh agricultural products.
• Study possible solutions.
Learning outcomes - On successful completion of this module, students should be able to:
- Identify the changes in the marketing environment for agricultural and food products and outline a marketing strategy.
- Identify possibilities to brand fresh agricultural products.
- Explain the special characteristics of fresh agricultural product markets.
- Analyze the problems facing farmers in marketing agricultural products and outline strategies to cope with these problems.
- Identify market failures and possible solutions.
Attendance requirements(%):
80
Teaching arrangement and method of instruction:
Lectures using presentations and examples, questions and discussions.
5 exercises aim to rehearse and apply the acquired knowledge.
Course project: analysis of market, the marketing environment or a marketing problem (in groups of 2 students, about 5 pages of text)
Course/Module Content:
1.Introduction
2.The marketing environment (analysis of changes, e.g. increasing demand for environmental friendly products, demographic and regulatory changes)
3.Products (the product concept, quality and branding)
4.Consumer behavior in markets of agricultural fresh products
5.Prices
6.Promotion
7.Distribution (horizontal and vertical structure of the marketing system, types of middlemen)
8.Summary of marketing problems facing growers of horticultural products
9.Marketing margins
10.The role of government in increasing the efficiency of trade in fresh agricultural products
11.Voluntary and forced cooperation of farmers to resolve the existing problems in marketing their products
Required Reading:
Selected chapters from: Crawford. Agricultural and Food Marketing Management, FAO
Heiman, A., The use of brands for marketing agricultural products.
Melamed, A. The Geographical Family Brand.
Additional Reading Material:
at course website
Course/Module evaluation:
End of year written/oral examination 50 %
Presentation 5 %
Participation in Tutorials 0 %
Project work 35 %
Assignments 10 %
Reports 0 %
Research project 0 %
Quizzes 0 %
Other 0 %
Additional information:
None
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