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, important for success in the marketing of agricultural inputs. The programme builds an overview and in-depth awareness of the input market environment. It then 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 then focus on comprehensive marketing strategy formulation and strategy implementation. The product domain would seek to include seeds, fertilizers, plant protection agro-chemicals, herbicides, organic products, biotech products, farm machinery & equipment, water & input management devices, feeds & animal products.
Segmentation & Targeting
Distribution & Logistics Management
Finance & Entrepreneurship
Market Research Methods
Policy Environment & Emerging Challenges
Marketing Strategy Formulation & Implementation
Nominations are welcomed from Executives/Managers/Officers dealing with marketing of agricultural inputs such as seeds, fertilizers, crop protection products, farm machinery and equipments, water management equipment, feeds, organic products, biotech products and other agricultural inputs.
The sessions will be a blend of concepts and applications typical of the Harvard method of teaching business. The sessions will use a variety of cases and teaching materials on agricultural input marketing and will involve substantial discussion & sharing across 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 working on and making of comprehensive presentations by the participants.