Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
Level of Course Unit
First Cycle
Objectives of the Course
To teach modern marketing principles and applying this principles to agricultural marketing with some case studies. To create opportunities to gain skills about market organization and market efficiency for agricultural products.
Name of Lecturer(s)
Prof. Dr. F. Akın OLGUN
Learning Outcomes
1To be able to understand the definition of marketing and the changes occurring in the marketing concept from past the present
2To have a general insight on supply and demand characteristics of agricultural products
3To be able to calculate elasticity of demand and supply of agricultural products and to be able to interpret how the elasticity will be used in the marketing of agricultural products.
4To be able to understand how agricultural prices is occured in different market conditions.
5To be able to understand the pricing of and pricing strategies in agricultural products.
6To be able to understand functioning form of marketing channels for agricultural products and to be able to interpret the factors which show efficiency of marketing channels.
7To be able to understand the concept of marketing margin for agricultural products and to be able to interpret calculated margin.
8To be able to evaluate the concept of new product development and to be able to analyze the new product development strategies in agricultural sector.
9To be able to understand the brand concept and branding decision and strategies in agricultural sector.
10To be able to analyze the concept of promotion in marketing and promotion strategies in marketing of agricultural products.
11To be able to understand the concept of marketing research for agricultural products and to be able to relate between its’ stages
12To have a general insight on the grading and standardization of agricultural products and their applications in marketing.
13To be able to understand the concept of target market for agricultural products and to be able to evaluate the strategies to be followed in selecting target market.
Mode of Delivery
Face to Face
Prerequisites and co-requisities
Recommended Optional Programme Components
Course Contents
The concept of marketing, the analysis of classic and modern marketing; the concept of supply and demand, the factors affecting supply and demand for agricultural products, formation of prices; to examine the concept of elasticity in agricultural products (supply elasticity, price and income elasticity of demand, cross elasticity); to examine the marketing channels and channel efficiency in agricultural products; to be calculated marketing margin (absolute and relative margins); new product development and new product development strategies; to examine promotion activities for the use of agricultural marketing practices; to examine the function and contribution of brands and branding in agricultural marketing and; to examine the stages of marketing research in agricultural products; to examine the grading and standardization on the bases of products; to put forth market segmentation strategies in agricultural marketing;
Weekly Detailed Course Contents
1Course description and content, rules and requirements Acquaintance
2Marketing, agricultural marketing concepts, marketing environmentDiscussion
3Developments and changes in the marketing conceptDiscussion
4The concepts of supply and demand, supply and demand analysis of agricultural productsExamples
5Price and income elasticity of demand for agricultural products, the supply elasticity and cross elasticityProblem solving
6Marketing channels for agricultural products, vehicle characteristics and channel activityCase study
7Calculation of absolute and relative marketing marginsProblem solving
9New products and new product development concepts, strategies and the importance for agricultural marketingCase study
10The concept of promotion in marketing and promotion strategies to be hold of agricultural products in the marketCase study
11The concept of brand and branding, creating brand strategies for agricultural products.Case study
12The concept of marketing research in agricultural products and its’ stagesCase study
13The concept of standardization and grading of agricultural products and examples from some agricultural productsCase study
14Market segmentation in agricultural products and target market selection and strategies Case study
15Student presentation about agricultural marketingPresentation
16Final Exam
Recommended or Required Reading
1. İslamoğlu,A.H,1999, Pazarlama Yönetimi (Marketing Management), Beta Basımevi,İstanbul 855s 2. Yükselen, C., 2008, Pazarlama, İlkeler, Yönetim, Örnek Olaylar (Marketing, Principles, Management, Case Studies), Detay Yayıncılık, Ankara, 478s. 3. Güneş, T., 1996, Tarımsal Pazarlama (Agricultural Marketing), A.Ü. Zir. Fak. Halkla İlişkiler ve Yayın Ünitesi, Ankara, 339s. 4. Pedberg, D.I., Titson, C., and Albisu, L.M., 2002, Agro-food marketing, Cab International, Zaragoza-Spain, 492s.
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
End Of Term (or Year) Learning ActivitiesQuantityWeight
Language of Instruction
Work Placement(s)
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination111
Final Examination111
Attending Lectures14228
Report Preparation11010
Self Study14228
Individual Study for Mid term Examination155
Individual Study for Final Examination155
Contribution of Learning Outcomes to Programme Outcomes
LO13   45
LO23   45
LO33   45
LO43   4 
LO53   4 
LO63   4 
LO73   4 
LO83   4 
LO93   4 
LO103   4 
LO113   4 
LO123   4 
LO133   4 
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: