AGRIBUS 7055 - Global Food and Agricultural Markets

North Terrace Campus - Semester 2 - 2015

International food and agricultural markets have changed dramatically over the last several decades due to technological change, increased international trade, industry integration, consolidation and regulation, and issues such as increasing disposable incomes, food safety and environmental concerns. The agri-food system has evolved from producing and selling primarily homogeneous agricultural commodities to focusing more on value-adding, differentiation and coordination with other firms in the food chain. In order to remain competitive, some agribusiness firms are developing more of a marketing orientation, focusing increasingly on product development to meet heterogeneous consumer preferences and distinct market segments. The dynamic and increasingly global nature of food systems increases the need for sophisticated skills in market analysis, market planning and marketing management. This course approaches global food and agricultural marketing from a managerial perspective. The unique technical aspects of food and agricultural production, processing, distribution, wholesaling and markets are integrated with business marketing principles and strategy. Students will gain an understanding of the unique and changing structural, institutional, organizational and political aspects of food chains, as well as the fundamental economic theories and concepts necessary for analysis of global food and agricultural markets. Business marketing principles are then applied with strategic marketing extensions, and a focus on the final consumer of food products.

  • General Course Information
    Course Details
    Course Code AGRIBUS 7055
    Course Global Food and Agricultural Markets
    Coordinating Unit Centre for Global Food and Resources
    Term Semester 2
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Assumed Knowledge Basic understanding of Agriculture & food production &/or business principles
    Course Description International food and agricultural markets have changed dramatically over the last several decades due to technological change, increased international trade, industry integration, consolidation and regulation, and issues such as increasing disposable incomes, food safety and environmental concerns. The agri-food system has evolved from producing and selling primarily homogeneous agricultural commodities to focusing more on value-adding, differentiation and coordination with other firms in the food chain. In order to remain competitive, some agribusiness firms are developing more of a marketing orientation, focusing increasingly on product development to meet heterogeneous consumer preferences and distinct market segments. The dynamic and increasingly global nature of food systems increases the need for sophisticated skills in market analysis, market planning and marketing management. This course approaches global food and agricultural marketing from a managerial perspective. The unique technical aspects of food and agricultural production, processing, distribution, wholesaling and markets are integrated with business marketing principles and strategy. Students will gain an understanding of the unique and changing structural, institutional, organizational and political aspects of food chains, as well as the fundamental economic theories and concepts necessary for analysis of global food and agricultural markets. Business marketing principles are then applied with strategic marketing extensions, and a focus on the final consumer of food products.
    Course Staff

    Course Coordinator: Dr Risti Permani

    Name: Dr. Risti Permani
    Location: Room 5.21, Level 5 Nexus 10
    Telephone: 8313 1782 (work, email preferred)
    Email: risti.permani@adelaide.edu.au
    Consultation hours: TBA
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    Course aims are to provide students with:

    1. An understanding of the fundamental principles of economics and marketing as they relate to global food markets;
    2. An understanding of the relationship between food marketing, domestic and international trade policy, food security, nutrition, and resource and environmental issues from a global and business management perspective;
    3. The ability to apply relevant conceptual frameworks and analytical tools necessary to predict and explain market and consumer behaviour and make business management decisions;
    4. A sound understanding of the principles and methods necessary to interpret and evaluate research projects and results relating to marketing and the operation of international agricultural and food markets.
     
    Course objectives are for students to gain knowledge and skills to:

    1. Understand and identify the characteristics and economic functions of the various upstream and downstream firms and institutions involved in various global food and agricultural marketing systems;
    2. Appreciate the importance and the complexity of the agricultural and food marketing system to the global economy;
    3. Analyse, evaluate and explain the market forces that affect agricultural commodity and food product supply, demand and price discovery;
    4. Understand the role of markets and marketing in coordinating economic activities within the global food and agricultural marketing system;
    5. Analyse and evaluate the relationship and impact on selected food and agricultural sectors of different types of market structure on market conduct and market performance;
    6. Understand the role and effects of government policy and regulation in food and agricultural marketing;
    7. Understand the increasingly important role of product differentiation and product marketing rather than commodity marketing as consumers and supermarkets become more demanding of global food and agricultural marketers;
    8. Apply their understanding of economic and marketing theory and analytical tools in order to evaluate various marketing issues, explain consumer behaviour and commodity and food product prices.
    9. Improve their written and oral communication abilities to help them work effectively in an agribusiness environment;
    10. Develop teamwork and leadership skills, solve problems and anticipate opportunities in international agribusiness.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1-7
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 8-10
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 2,3,8-10
    Skills of a high order in interpersonal understanding, teamwork and communication. 10
    A proficiency in the appropriate use of contemporary technologies. 9
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 8-10
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. 10
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 2, 10
  • Learning & Teaching Activities
    Learning & Teaching Modes
    The course will use a participatory approach. Students are expected to attend all lectures and engage positively. The 3-hour lecture will use a combination of a regular lecture format, group discussion sessions, interactive games and guest lecturer sessions. The course will make extensive use of MyUni. Students must check MyUni and their email account regularly.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This translates to 12 hours per week for a semester course.
    Learning Activities Summary
    Topics:
    1. Overview of the food system and global food markets
    2. Economics of the food system and market structure
    3. Food and agricultural price analysis
    4. Impact of changing structure of agricultural markets
    5. International trade and comparative advantage
    6. Strategic market planning and the business plan
    7. Agriculture and food product market research
    8. Market risks and regulation
    9. Future challenges for agrifood markets 

    A list of the topics covered each week will be posted on MyUni.
                                                                                                                                      


  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment
    Task

    Collaborative
    /Individual
    Weighting Word count
    / Time
    Due date Learning
    Outcome
    Essay 1 Individual 15% 1500 words 3:45pm Tuesday
    Week 6
    CLO 1-5,9
    Essay 2 Individual 15% 1500 words 3:45pm Tuesday
    Week 11
    CLO 6-9
    Group
    assignment 1:
    Handout and
    presentation

    Collaborative 15% 2- 3 page handout
    and 15 minutes
    presentation
    To be decided in Week 1;
    handout and ppt 5pm on
    presentation day
    CLO 1-10
    Group
    assignment 2:
    TWO blog posts

    Collaborative 20% (10% for
    each blog)
    TWO 500-600
    word blog posts
    and an image
    1st blog post by 9am
    Week 5; 2nd blog post
    by 9am Week 10
    CLO 1-10
    Quiz

    Individual 5% 30 minutes Lecture time in Week 8 CLO 1-5
    Final examination

    Individual 30% 3 hours Lecture time in Week 13 CLO 1-8

    Note that two marks deduction (out of the marks for each assignment) will be given for every working day elapses after the deadline.



    Assessment Detail
    Please refer to 'Attachment to the Course Outline' on MyUni.
    Submission

    No information currently available.

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

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