HOLY

CROSS OF DAVAO COLLEGE

Sta. Ana Avenue, Davao City

Bachelor of Science in Business Administration (BSBA)
Major: Marketing Management

COURSE OUTLINE

Agricultural Marketing

I. Course Number: MM-E3



Credit: 3 units

II. Course Title: Agricultural Marketing


Pre-Requisite: MM1

III. Course Description:


The course covers strategies on how to identify and promote new industrial uses for the
countrys agricultural commodities. It includes net working with the private sector to develop
environmentally friendly products and technologies, using raw material produced in agriculture.

IV. Course Objectives:

At the end of the course, the student should be able to:

1. define agricultural marketing and its conduit terms necessary in the study
2. recall the history the Philippine Department of Agriculture
3. identify ASEAN countries, their historical involvement in the evolution and development
of ASEAN Economic Integration
4. better understand the different laws affecting the agricultural sector, R.A. 8435 & E.O.
116 and different Agricultural Good Practices (GAP)
5. realize the importance of Agricultural marketing functions
6. describe the agricultural profile, practices and development intervention of the different
local government units especially in Southern Mindanao
7. recognize the different agricultural practices and development intervention
8. assess self interaction and personal competencies as future player of ASEAN Economic
Integration
9. develop appropriate values among the students
10. describe the best marketing strategy on top agricultural product
11. criticize Philippine economy and Agricultural programs and policies
12. decide an agricultural development plan
13. develop an agricultural development plan

V. Course Outline








No. of Hours

A.









13.5 hours

1. Department of Agriculture: Vision, Mission, Commitment
2. History: Philippine Department of Agriculture
a. History on the Creation of Department of Agriculture
b. List of Different Secretaries of Department of Agriculture
c. Historical Background of Bureau of Statistics (BAS):


Vision, Mission, Functional Thrust
3. Agriculture: Profile
a. Background
b. Climate
c. Land Resources
d. Farm System/Structure
e. Agriculture in the Economy
4. Selected Laws Supporting the Philippine Department of Agriculture
a. Executive Order 116
b. RA No. 8435













B.









1. Economic Integration of ASEAN Countries
a. Introduction
b. Economic Integration
c. The Three Partners
d. The ASEAN Free Trade Area (AFTA)
e. Products Covered Under the SEPT Agreement
f. Acceleration of AFTA
g. Trade Facilitation Initiative
h. Growth of Intra ASEAN Trade
i. Ultimate Target of AFTA
j. Philippines to Lead ASEAN Economic Growth in 2014
(Moodys Analysis)

2. Agri-Business Opportunities
a. Banana
b. Cacao
c. Coconut
d. Coffee
e. Mango
f. Pineapple
g. Seaweeds

3. Agricultural Business Planning
a. Why Formulate Business Plan
b. Motives of Writing Business Plan
c. Ten Keys Steps to Business Plan

No. of Hours
13.5 hours

C.

1.

The Challenge of Sustained Agricultural Growth

in the Philippines
a. The Case of Profitability
b. Infrastructure

13.5 hours

2.

D.

1.

VI.

VII.

c. Technology and Extension Service

d. Rural Credit
e. Post Harvest and Storage
f. Market Access
g. Conclusion
Good Agricultural Practices
a. Definition of GAP
b. Criteria for GAP
c. Guidelines on the Certification of GAP

13.5 hours

The Agricultural Marketing System

a. Introduction
b. Market Participants and Intermediaries
c. Types of Market
d. Marketing Functions and Services
e. Support Infrastructure Legal Frameworks, Policies and Regulation
f. Marketing Chain, Lost and Margin
g. Efficiency of Marketing System
h. Determinants of Agricultural Marketing Efficiency
Determinants of Agricultural Marketing Efficiency

2.






References

A. Bibliography

Bisuas Subrataj Dattar, Mj Ngachan, SV -1st edition, 2012 ISBN 938-81-2034994-5-
MUSHROOMS- A manual for cultivation

Hilot, Primitiva B. PhD, CPM (2014) Agricultural Marketing: A worktext ASEAN Economic
Integration with Philippine Perspective

Hilot, Primitiva B. Phd, CPMy (2010). Agricultural Marketing Mindanao as Food Basket,1st
edition

Majundar, Dilip Kumar 2011 edition ISBN-978-81-203-4176-0 Pulse Coop Production,
Principles & Technologies

Research updates on Philippine Agriculture and other economic updates (Jan-Mar 2007)

The Philippines Yearbook 2008: A Year of Adventure.


Course Requirements


A.
B.
C.
D.
E.
F.

VIII.

Examinations
Case Study Analysis
Product Profiling: Chosen agricultural product
Classroom Presentation
Educational field trip exposure
Agri trade fair

Grading System
Midterm Grade

Prelim Examination
Midterm Examination
Class Standing
Total




Final Grade
=

25%

25%

50%
100%

Final Grade

Semi-final Examination 25%

Final Examination

25%
Class Standing

50%
Total

100%

Midterm Grade + Final Grade

2