The purpose of this subject is to provide an introduction to marketing theory, marketing concepts and its evolution from a strategic and applied agribusiness perspective in local and global contexts. Students will develop introductory knowledge and skills in collecting and evaluating market data, distinguishing the characteristics of possible markets, assessing the viability of current operations to take advantage of marketing opportunities and identifying market factors and risks. Understanding of distribution processes, pricing, pricing trends and communication will be developed, including the role of rural producers, marketers and their agents in risk management strategies. The subject also explores the operation of futures markets, forward selling arrangements, put options, foreign exchange rates, contract law, cash flow and taxation planning, and contingency planning.

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