Agricultural Product and Natural Resource Marketing

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EA 311
Agricultural Product and Natural Resource Marketing

Instructor: Dr. Jennifer Keeling Bond


B-329 Clark

[email protected]

Office Hours:
Monday, Wednesday, Friday 11-12 p.m.


MWF 9:00-9:50, Eddy 1


Principles of Marketing, 12th edition by Kotler and Armstrong, Prentice-Hall, ISBN:0-13-

If you do not check your RamCT account on a regular basis, please be sure to forward your emails to
your regular email account as occasionally announcements and reminders will be sent via RamCT.

This course exposes students to the theory and practice of marketing differentiated agricultural products
and natural resource amenities. Specific topics include agricultural marketing organizations, legislation,
pricing and branding strategies, as well as market and consumer trends. Appreciation for the role niche
marketing can play in rural vitality is gained through in-depth analysis of several Colorado agricultural
industries and the growing agro-tourism sector. Students will apply learned concepts by writing and
presenting a marketing plan based on a new (or modified) product or service of their choosing.

The primary objectives are to foster an understanding of key agricultural and natural resource markets
and marketing topics, to equip the student with analytical skills that may be utilized in evaluating
different marketing problems, and to prepare students to apply their knowledge in careers at rural and
urban agribusinesses. Specific course objectives include the following:

Develop an understanding of the major organizations and laws that shape U.S. agricultural
markets and marketing.

Explore and analyze selected Colorado agricultural industries including dairy, natural meats,
fresh produce, and wine.

Gain familiarity with the marketing of natural resource amenities including topics of agri-
tourism, state and national park promotion, green labeling programs, and state sponsored tourism

Learn the market research and analysis tools used to develop marketing plans including:
statistical analysis of consumer data, internal/external/consumer environment analysis, and
SWOT analysis.

Enhance critical thinking, teamwork, oral and written communication skills through individual
and group projects.


*Please note time line is approximate and subject to fluctuation

I. Introduction to Differentiated Agricultural Product and Natural Resource Amenity Marketing
Week 1
A. Course Overview
B. Definition and Description of Agribusiness and Natural Resource Marketing
C. The Role of Agribusiness and Natural Resource Marketing in Rural Development
D. U.S. Agricultural Marketing History

II. Agricultural Product Markets and Supply Chain Management

Week 2
A. Definitions and Significance
B. The Supply/Demand Chain
C. Horizontal Coordination and Vertical Integration
D. The Role and Function of Middlemen
E. Input and Inventory Management
i. The Roles of Contracts in Agricultural Marketing

III. Review of Agricultural Marketing Organizations and Legislation

Week 3
A. Marketing Orders and Agreements
B. Check-Off Programs
C. Bargaining Associations
D. New Generation Cooperatives
E. Agricultural Marketing Legislation


IV. The Role of Prices in Agricultural Product Marketing

Week 4
A. Seller and Buyer Perspectives
B. Perfect, Imperfect Competition, and Price Flexibility
C. Producer Market Power Tools
Week 5
A. Pricing Objectives
B. Pricing Strategies: Business and Consumer Markets
C. Product Life Cycle: Prices, Competition, and Consumer Response
D. Legal and Ethical Issues in Pricing Strategy

V. Market Research and Plans
Week 6
A. Gathering and Analyzing Market Information
i. Estimation and Use of Consumer Willingness to Pay
ii. Consumer Data Analysis Project
B. Structure and Development of the Marketing Plan
Week 7
A. Micro and Macro-Marketing Environment Analysis
B. SWOT (IFAS/EFAS) & TOWS Matrix Analysis


VI. In-Depth Analysis and Discussion of Selected Colorado Niche Agricultural Industries
Week 8
A. Artisan Cheeses-Guest Speaker: Robert Poland, Owner-MouCo Cheese
B. Value-Added Beef-Guest Speaker: Roy Moore, Owner-Maverick Natural Meats and
Robin Nick, Director of Marketing and Communication, Coleman Natural Meats
Week 9
A. Organic Vegetables -Guest Speaker: Lou Grant, Owner-Grant Family Farms
B. Colorado Wine - Guest Speaker: Doug Caskey, CO Wine Promotion Board

VII. Marketing Natural Resource Amenities
Week 10
A. Agro-Tourism and Multi-Functionality of Agricultural Land
B. Green Labeling
C. Agriculture and Bioenergy-Wind, Solar, Ethanol, and Biodiesel Opportunities
a. Case studies from Colorado and the Midwest
D. State Tourism Marketing
i. Adopt-A-State Marketing Program Homework
E. Environmental Stewardship and National/State Park Promotion

VIII. Product Development, Differentiation, and Promotion

Week 11
A. Advertising and Personal Selling-Guest Speaker: TBA
B. Public Relations and Sales Promotions
Week 12
A. The 4 P‟s and 4 C‟s of Marketing
B. Product, Service, and Brand Creation and Management Strategies
Week 13
A. State Sponsored Agriculture Promotion Programs
B. Farmers‟ Markets and Community Based Agriculture: Guest Speaker: Nan
Zimmerman, Drake Road Farmers‟ Market Manager and Frank Stonaker, CSU CSA
C. Colorado Proud Marketing Campaign-Guest Speaker: Wendy White, CDA


IX. Group Presentations of Marketing Plans

Week 14

A. Group Marketing Plan Presentations

X. The Changing Agribusiness Marketing Landscape

Week 15
A. Sociocultural, Agricultural, and Food Manufacturing Trends
B. Internet Marketing
C. International Product Marketing, Methods and Key Legislation


Exams: Exams may include multiple choice, short-answer, and problem-solving questions.

Consumer Data Analysis:
You will use Excel to statistically analyze consumer survey data. Based on
the findings, you will report and describe consumer responsiveness to changes in own price, changes in
prices of a complement and/or substitute good(s), and changes in advertising and marketing
expenditures. These findings will inform pricing and marketing recommendations to be made to the
manufacturer or business owner who has hired you to perform these services.

Agribusiness Marketing Plan:
Groups of 4-5 students will develop a marketing plan with the goal of
successfully promoting a new agricultural, natural resource, agro-tourism product or service. Your
group will use concepts presented and learned in this course to write a marketing plan that will be
presented or “pitched” to potential investors or a board of directors (i.e. the class).

In-Class Exercises and Homework: Periodically, exercises will be given in class that are designed to
enhance your understanding of the day‟s lecture material. Homework may also be assigned.

Bonus Points: On selected weekends and/or weeknights throughout the semester optional field trips to
area agribusinesses may be scheduled. Attendance field trips will be worth between 5 and 10 bonus
points. In addition, optional homework and exercises will be offered periodically for extra credit.



400 points

Consumer Data Analysis Project

150 points
Marketing Report and Presentation
300 points
In-class and Homework Assignments
150 points


1,000 points
Bonus Points

up to 50 points

Grade Breakdown in Percentage Terms :

98 - 100.0
93 - 97.9
90 - 92.9
87 - 89.9
83 - 86.9
80 - 82.9
77 - 79.9
70 - 76.9
60 - 69.9

*Grade scale for C and D‟s are university sanctioned-no C-„s, D+‟s, or D-„s are


1. Assignments are due at the beginning of class. Late assignments will be accepted
with penalty: 25% decrease in points within 24 hours of time due, 50% decrease in
points within 48 hours of time due. No assignments will be accepted 48 hours after
time due. Make-up exams will be offered in the event of extraordinary circumstances
(e.g., death in the family, personal incarceration by the state) or for University-
sanctioned extracurricular activities. Students must provide documentation of
University events prior to the missed exam.

2. To request a re-grade of a homework or exam, students must provide a written
argument (typed or clearly printed) attached to the work within a week after the
assignment/exam is passed back. All requests will be reviewed by the TA and/or
myself, however, grades may be subject to both upward and downward revision.

3. Please be on time and respectful of your classmates. This is especially important
during the presentation section of this course. Being respectful includes turning off
cell phones, PDA‟s, beepers, and not talking while others have the floor.

4. Every attempt is made to answer emails and phone messages promptly. However,
just like you, I have many responsibilities outside of class and I may not always be
able to respond immediately. It is reasonable to expect a response within 24 hours.

5. Outside of class, RamCt is our primary form of communication. Be sure to check the
AREC 311 site frequently for new postings and updates. You are responsible for
being aware of posted information and for reviewing your recorded grades on
RamCT. If there are any grade discrepancies, please contact me and I will work with
you to resolve the issue.