Economics experimental learning modules

1. EXPERIENTIAL LEARNING MODULE (VII )
Information and Communication Technology
B.Sc.(Agri.)-VIII Semester Academic Year 2010-11
Agricultural Economics
Title of Module : Marketing of Agricultural Products
(EXL- 473)
Credit : 0+6

3. Course No. : EXL- 473- Unit- I (0+2)
Course Title : Marketing of Agricultural
Products- Food grains,
Fruits and Vegetables

4. Objectives
1. To examine the production status of major foodgrains,
which have marketable and marketed
surplus
2. To study the trends in supply, demand and prices of major
foodgrains in the locality/region
3. To study various agencies involved, functions carried
out by these agencies/ functionaries
4. To study exports, export procedures and study of EXIM
policies for selected/ major foodgrains,
major fruits and vegetables
5. To study marketing costs, margins and price spread of
selected/ major fruits and vegetables in the locality/region
6. To study the important problems in the marketing
of major foodgrains, major fruits and vegetables
relating to - Producers, Traders, Exporters etc.

5. PRACTICALS
No. Title Week(s)
1 Orientation of the Experiential Learning 1
2 To identify the agricultural products- major foodgrains which
have marketable and marketed surplus
2-11
3 Estimation of trends in supply, demand and prices of major
foodgrains in the locality/region
2-11
4 Identification of the various agencies involved, functions carried
out by these agencies/ functionaries
2-11
5 Channels of distribution of major foodgrains in the foodgrains
markets
2-11
6 Marketing functions to be performed in the marketing of major
food- grains
2-11
7, 8
& 9
Estimation of marketing costs, margins and price spread of
selected foodgrains - Cereals
2-11
10 ,
11 &
12
Estimation of marketing costs, margins and price spread of
selected food grains- Pulses and Oilseeds
2-11

6. No. Title Week(s)
13 & 14 Study of supply chains in the marketing of major
foodgrains, fruits and vegetables
2-11
15 & 16 Estimation of the projection/forecasting based on demand
function for selected/ major foodgrains
2-11
17 Selection of proper commodities for exports, export
procedures and study of EXIM policies for selected/
major foodgrains in the locality/region
2-11
18 Estimation of trends in supply, demand and prices of
major fruits and vegetables in the locality/region
2-11
19 Marketing functions to be performed in the marketing of
fruits and vegetables in the locality/region
2-11
20 Estimation of marketing costs, margins and price spread of
selected/ major fruits and vegetables in the locality/region
12 -19
21 Estimation of the projection/forecasting for major fruits
and vegetables in the locality/region
12 -19
22 Study of Exports, Export procedures and EXIM policies
for selected/ major fruits and vegetables
12 -19
23 Study of Grading and Standardization machineries and 12 -19

7. No. Title Week(s)
24 Study of Grading and Standardization machineries and units
of major fruits and vegetables in the locality/region
12 -19
25 Study of various marketing Institutions/organizations in the
locality/region
12 -19
26 Study of important problems in the marketing of major
foodgrains relating to - Producers, Traders, Exporters etc.
12 -19
27 Study of important problems in the marketing of major
foodgrains relating to - Producers, Traders, Exporters, etc.
12 -19
28 Visit to the important foodgrains markets in the
locality/region
12 -19
29 Visit to the important fruits and vegetable markets in the
locality/region
12 -19
30 Visit to the Exports centers of major foodgrains, fruits and
vegetables
12 -19
Report writing and examination 20

8. Suggested Readings
1. Acharya, S.S. and Agarwal, N.L. 2004. Agricultural Marketing in India.
4th Ed. Oxford and IBH Publishing Co. PVT. LTD., New Delhi.
2. Chandha, K.L. and Pareek O.P. 1993. Advances in Horticultural. Vols.
I- IV, Malhotra Pub. House.
3. Chadha, K.L. and Choudhary .B. Ornamental Horticulture in India. ICAR
4. Kader, A. A.1992. Post-Harvest Technology of Horticultural Crops.
University of California Division of Agril and Natural Resources.
5. Kohls R.L. and Uhl. J.N. 2005. Marketing of Agricultural products. 9th
Ed.Prentice Hall of India, New Delhi.
6. Randhawa, G.S, and Mukhopadhyay. A. Floriculture in India. Allied
Pubs. New Delhi.

9. Programme
The students will undertake the survey of major foodgrains and
fruits and vegetables produced in the locality/region. Selection of major
foodgrains, fruits and vegetables produced in the locality/region in
consultation with the course teacher will be carried out by the student.
They will collect the information frequently and throughout the semester
on marketing of major foodgrains, fruits and vegetables produced in the
locality/region. Similarly, they will study the exports, export procedures,
documentations involved in the exports of major foodgrains, fruits and
vegetables produced in the locality/region and problems in the marketing
and exports of these commodities.

10. Analytical Tools
Cost analysis to be carried out with the help of standard cost
concepts adopted in the estimation of marketing costs, marketing efficiency
and export costs, export competitiveness etc .
Financial Implications
Provision for visiting the different markets of foodgrains, fruits and
vegetables will have to be made by the institute/ college, either through
vehicle or by giving T. A. to students.
For a of Batch of 25-30 students: Approximate expenditure will be
Rs.1.50 Lakh (Expenditure will vary depending upon the number of students
and number of batches)
***********

12. Course No. : EXL- 473- Unit- II (0+2)
Course Title : Marketing of Agricultural
Products- High-tech agricultural
Products and Livestock products

13. Objectives
1. To obtain the information on types of protected cultivation units in the study
area and the crops grown.
2. To work out the cost of erection of selected protected cultivation units and its
management.
3. To estimate the cost of production of crops grown in the unit.
4. To examine and study the management aspects of marketing of crops grown and
their profitability.
5. To study the problems in management of production and marketing of crops
under high tech agriculture.
6. To study the methods and sale of different kinds of livestock products.
7. To identify the various agencies involved, functions carried out and channels of
distribution in marketing of livestock and livestock products.
8. To estimate the cost of marketing of livestock, milk and milk products, meat,
eggs, wool, skin and hides etc.

14. No. Title Week(s)
1 Orientation of the Experiential Learning 1
2 & 3
Identification of High-tech agricultural products- major flowers
and fruits/ vegetables in the locality/region
2- 11
4 & 5
Study of supply trends of major high-tech agricultural
products- Flowers and fruits/ vegetables in the locality/region
2- 11
6 & 7
Estimation of demand and prices major high-tech agricultural
products- Flowers and fruits/ vegetables
2- 11
8 & 9
Study of various agencies involved, functions carried out by these
agencies/ functionaries in the marketing of major high –tech
agricultural products in the locality/region
2- 11
10 &
11
Study of channels of distribution of in the marketing of major
high –tech agricultural products (major flowers and fruits/
vegetables) in the locality/region
2- 11
12 &
13
To work out the cost of erection of High-tech agricultural
products cultivation units and its management in the
locality/region
2- 11
PRACTICALS

15. No. Title Week(s)
14
Marketing functions performed in the marketing of major high –
tech agricultural products in the locality/region
2- 11
15
Estimation of marketing costs, margins and price spread of
selected/ major high- tech agricultural products in the locality /region
2- 11
16
Study of Exports, Export procedures and EXIM policies for
selected/ major high- tech agricultural products (major flowers
and fruits/ vegetables)
2- 11
17
Study of status of production of livestock products in the
locality/region
2- 11
18
To identify the various agencies involved, functions carried out
and channels of distribution in marketing of livestock and
livestock products
2- 11
19 Study of milk cooperatives in the locality/region 12-19
20 Economic analysis of dairy, sheep and poultry enterprises in the
locality/region
12-19
21 Marketing channels of meat, chicken, poultry and fish 12-19
22 Collection and analysis of data on livestock, poultry and marine
products exports
12-19

16. No Title Week(s)
23 Estimation of marketing costs involved and market margins in the
marketing of major/selected livestock products in the
locality/region
12-19
24 Study of Exports, Export procedures and EXIM policies for
major / selected livestock products
12-19
25 Study of Grading and Standardization machineries and units of
major/selected livestock products in the locality/region
12-19
26 Study of international organization- CODEX, OIE, ETC for
quality standards for livestock products
12-19
27 Constraints in marketing of live animals (Sheep, goat, Cattle) and
meat- processing, canning) and its scope
12-19
28 Visit to APDDDC processing plant (Meat, beef, marine etc.
products in the locality/region
12-19
29 Visit to pasteurization plant (Dairy Industry) in the locality/region 12-19
30 Visit to the Export Centres/Units of major/selected livestock
products
12-19
Report writing and examination 20

17. Suggested Readings
1. Acharya, S.S. and Agarwal, N.L. 2004. Agricultural Marketing in
India. 4th Ed. Oxford and IBH Publishing Co. PVT. LTD., New
Delhi.
2. Chadha, K.L. ant choudhary .B. Ornamental Horticulture in India.
ICAR
3. Kohls R.L. and Uhl. J.N. 2005. Marketing of Agricultural
products . 9th E
Prentice Hall of India, New Delhi
4. Randhawa, G.S, and Mukhopadhyay. A. Floriculture in India.
Allied Pubs.
5. Robestson, G.L. 1993. Food Packaging Principles and Practices.
Marcel Dekker.
6. Pearson, A. M. and Gillett. T.A. 1996. Processed Meat. 3 rd Ed.
Chapman and Hall.
7. Sukumar, De. 1980. Outlines of Dairy Technology. Oxford
University Press.

18. Programme
The student will have to select the specific protected cultivation unit
from among the list of the surveys made. All the information pertaining to
erection of protected cultivation unit from the manager /owner will be
collected along with management practices carried out by the farm unit in
raising and marketing of the crops. The students will also visit the nearby
livestock markets and retail markets of eggs, meat, milk and milk products.
They will collect the information regarding the preparation of livestock for
sale, agencies involved, functions carried out by them. They will estimate the
cost of marketing/exports, the products studied.
Analytical Tools
For estimation of cost of production, amortization technique will have
to be used by the students. Students have to use the financial feasibility
indicators like B: C ratio, IRR, PBP,NPV etc

19. Financial Implications
Provision for visiting the protected cultivation units, livestock
markets, animal products and the processing units/plants etc. will have to
be made by the concerned institute/ college.
For a Batch of 25-30 students : Approximate expenditure will be
Rs. 1.00 Lakh (Expenditure will vary depending upon the number of
students and number of batches)
********

21. Course No. : EXL- 473- Unit- III (0+2)
Course Title : Marketing of Agricultural
Products- Marketing of
Agricultural Inputs, Agricultural
Machineries and Implements

22. Objectives
1. To enlist the various agricultural inputs required in agri. production.
2. To study the channels and their distribution systems of major agricultural
inputs and machineries and implements used by the cultivators.
3. To study the trends in supply, demand and prices of selected agricultural
inputs and machineries and implements used by the cultivators.
4. To examine the various Govt. policies pertaining to use of various agricul-
tural inputs and machineries and implements used by the cultivators.
5. To study the various agencies involved in the marketing of agricultural
inputs and machineries and implements used by the cultivators.
6. To examine the marketing functions carried out by these agencies in the
marketing of the agricultural inputs and machineries and implements.
7. To estimate the cost of marketing and price spread for selected agricultural
inputs and machineries and implements.
8. To study the problems in the management of marketing of various
agricultural inputs and machineries and implements.

23. No. Title Week(s)
1 Orientation of the Experiential Learning 1
2, 3
& 4
Study of major/selected agricultural inputs: Per hectare require-
ments of theseof major/selected inputs in the locality/region.
2 - 11
5, 6
& 7
To study the trends in supply, demand and prices and forecasting
methods of supply and demand major/selected inputs used by
the cultivators in the locality/region
2 - 11
8, 9
& 10
Study of various agencies involved in the marketing of
major/selected agricultural inputs in the locality/region
2 - 11
11,12
& 13
To estimate the cost of marketing and price spread for
major/selected agricultural inputs
2 - 11
14 ,15
& 16
To examine the various functions carried out by these agencies in
the marketing of major/selected agricultural inputs
2 - 11
17 &
18
Study of the various Govt. policies pertaining to use of
major/selected agricultural inputs
2 - 11
19 &
20
Study of problems in the marketing of major/selected
agricultural inputs in the locality/region
12- 19
PRACTICALS

24. No. Title Week(s)
21
& 22
Study of major/selected agricultural machineries and implements
used by the cultivators in the locality/region
12- 19
23 &
24
To examine the trends in supply , demand and prices of
major/selected machineries and implements used by the cultivators
in the locality/region
12- 19
25 &
26
Study of various marketing agencies involved in the marketing of
major/selected machineries and implements used by the cultivators
in the locality/region
12- 19
27 Estimation of the cost of marketing and price spread for
major/selected machineries and implements used by the cultivators
in the locality/region
12- 19
28 Study of problems in the marketing of major/selected agricultural
inputs in the locality/region
12- 19
29 Visit to Marketing Agencies of major/selected machineries and
implements used by the cultivators in the locality/region
12- 19
30 Visit to Manufacturing Factories/Units of major/selected
machineries and implements used by the cultivators in the
locality/region
12- 19
Report writing and examination 20

25. Suggested Readings
1. Acharya, S.S. and Agarwal, N.L. 2004. Agricultural Marketing in India. 4th
Ed. Oxford and IBH Publishing Co. PVT. LTD., New Delhi.
2. Khols, R. L. and Uhj, J.N. 2005. Marketing of Agricultural Products. 9th Ed.
Prentice Hall, New Delhi.
3. Kotler, P. 2002. Marketing Management - Analysis, Planning, Implementation
and Control.
Pearson Education.

26. Programme
Students will study the various agricultural production systems and
the major inputs and
machineries and implements used by the cultivators in the
locality/region used in their production. By visiting the various suppliers
of agricultural inputs, students will trace their channels. They have to visit
the various Govt. agencies and markets for getting acquainted with the
market and Government policies in respect of various inputs and will
have to analyse the information as per the objectives.
Analytical Tools
Standard techniques to be used in estimation of marketing cost and
price spread for the major inputs and machineries and implements used
by the cultivators in the locality/region.

27. Financial Implications
Financial implications will have to be made for the visit by the
concerned institute/ college.
For a Batch of 25-30 Students : Approximate expenditure will be
Rs. 1.25 Lakh (Expenditure will vary depending upon the number of
students and number of batches)
*********