Meaning and Scope, Agricultural Marketing and economic development; Agricultural Market Structure – Meaning, Components and dynamics of market structure; Marketing Strategy – Meaning and Significance; Formulation of Marketing Strategy; Agribusiness Marketing Environment, Design of Marketing Mix, Market Segmentation and Targeting, Determinants of Consumer’s behaviour

Product Management - Product Management process and decisions, New product development – Significance and Classification of new product, Stages, and estimation of demand of new product; Product life cycle

Pricing Policies and Practice of Agribusiness – Determinants of Price, Objectives of Pricing Policies and Pricing Methods

Promotional Management – Advertising Planning and execution; Sales Promotion; Grading and Standardization. Brand Management – Agro Branding, Product Mix. Developing Social Media and Marketing Communications for Agro Brand.

Distribution Management – Storage and Warehousing and Transportation Management for Agricultural Products; Marketing Agencies/ Intermediaries – Roles and Functions; Distribution Channels involved in Agribusiness.