Agribusiness Sales and Marketing

Catalog description

The first half focuses on food and consumer products marketing at an intermediate level. Covers strategic concepts such as situational analysis, planning and objectives and target marketing and positioning. Illustrates both the theory and application of strategic decision making through case analysis. The second half focuses on selling and sales management in the agricultural and food industries. The sales function is a critical function within all companies. Covers the sales process; examining the elements of an effective sales force; sales force structure; customer relationship management (CRM); uses of technology to improve sales force effectiveness; and issues in recruiting, selecting, training, motivating, compensating and retaining salespeople. Students engage in an interactive project which further teaches and reinforces key selling concepts.