AGB 440 - Agricultural Niche Marketing

Credits: 3
Lecture Hours: 3
Lab Hours: 0
Practicum Hours: 0
Work Experience: 0
Course Type: Voc/Tech

The marketing of agricultural products in a niche market requires an understanding of the challenges for marketing a product or service in small portions to a consumer who is not being readily served by the mainstream product or service providers. This course will explore the opportunities available and identify procedures for establishing niche markets.
Competencies

Learn how to recognize niche marketing opportunities.
1. Determine the needs of the community.
2. Evaluate the opportunities for expansion.
Determine the necessary steps in starting and establishing a niche market in agriculture.
1. Research the different alternative market delivery systems.
2. Interpret the marketing alternatives for establishing a niche market.
3. Analyze benefits from each alternative market choice.
Identify the regulations and licensing requirements for the marketing of agricultural products in a non-traditional retail and wholesale system.
1. Review the state regulations for marketing wholesale agricultural products.
2. Review the state regulations for marketing retail agricultural products.
3. Identify licensing procedures for niche marketing.
Establish a customer analysis approach for the niche market.
1. Understand the relationships between buyer and sellers.
2. Explain the differences between segmentation, target and niche markets.
3. Incorporate a customer relationship management system plan.
Develop a promotional strategy for a niche market.
1. Explain budgeting needs for a market promotion.
2. Identify the different types of promotional activities available to place product in market.
Design a business/marketing plan for an agricultural niche market.
1. Establish business goals.
2. Develop a product target market.
3. Determine the competive products that will impact the niche market.
4. Recognize the variety of alternative choices for consumers.
5. Design a financial analysis instrument to measure business profitability.
6. Identify benchmarks within business plan to safeguard against inadequate planning.
Implement a niche market plan utilizing the agricultural production of the college farm location as the model.
1. Review the current strategies for marketing of agricultural product at the college farm.
2. Analyze the benefits of the marketing program.
3. Enhance the current marketing program with a well formulated plan.

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