Organic Marketing

University of Guelph, Department of Agricultural Economics and Business
Winter 2009

Description:
Economic theory of markets principles are applied to the marketing of organically-produced and processed products, through exploring open market price formation, value added, marketing margins, alternative marketing outlets and branding. Adherence to organic production and marketing standards, market price premia, quality management, supply chain management, advertising and promotion, and opportunities for Canadian organic agri-food sector expansion issues are also addressed.

Topics:

• Origins of market price premia for organically-produced commodities (OPCs)
• Canada Organic Standard and comparison internationally
• Open Market price formation and the supremacy of the consumer
• Supply chain components, attributes and management
• Marketing venue alternatives for OPCs and impacts on market power, marketing
  costs, marketing margins, value added and supply chain management
• Branding and its importance for marketing OPCs domestically and internationally
• Advertising and promotion as strategies for increasing market demand

Modules:

• MODULE I
  THE ORGANIC AGRI-FOOD SECTOR: AN OVERVIEW
• MODULE II
  CHARACTERISTICS OF ORGANICALLY-PRODUCED COMMODITIES AND ORGANIC AGRI-FOOD MARKETS
• MODULE III
  THE MECHANISM OF AN OPEN MARKET SYSTEM
• MODULE IV
  SUPPLY CHAIN MANAGEMENT
  
• MODULE V
  ALTERNATIVE MARKETING VENUES
  
• MODULE VI
  INFLUENCING CONSUMER BEHAVIOUR

About the Instructors

Performance Evaluation

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