The importance of marketing to farmers has become increasingly important as support for agriculture has moved away from production ,provenance of food has become an issue and food markets have become increasingly competitive at a national and international level for those producing arable crops but also for livestock farmers . This module identifies the requirements of different agricultural markets and evaluates the supply chains of different arable and livestock products from the farm to the consumer. Appropriate marketing concepts will be applied to agriculture and the quality requirements for different products in different markets will be discussed. Much of the module will use a case study approach to specific products and their route to market while students will be required to investigate and justify strategies in the marketing of these products.
- Module leader: Henry Matthews