The marketing of agricultural inputs, though having a huge potential, is becoming increasingly challenging and competitive over the years. The objective of the programme is to impart a clear foundation of professional marketing skills & knowledge to the participants for successful marketing of agricultural inputs. The programme builds an overview and in-depth awareness of the input market environment. It proceeds with specific knowledge & applications of various marketing management concepts to agricultural inputs including consumer behaviour, segmentation-targeting, product differentiation & positioning, pricing, distribution & channel management, logistics management, financing, and effective communication & promotion methods. Integrative sessions focus on comprehensive marketing strategy formulation and its implementation. The product domain seeks to include seeds, fertilizers, plant protection products, farm machinery & equipment, water & input management devices, and livestock feed.
Segmentation & Targeting
Distribution & Logistics Management
Market Research Methods
Policy Environment & Emerging Challenges
Marketing Strategy Formulation & Implementation
The sessions will be a blend of concepts and applications. The sessions will use a variety of cases & teaching materials on agricultural input marketing and will involve substantial discussion & sharing among the participants. Study of the reading material before the class sessions will be a must. There would also be a group project exercise on marketing strategy formulation & implementation, and will involve comprehensive presentations by the participants.
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