Organic Marketing

University of Guelph, Department of Agricultural Economics and Business
Winter 2004

Performance Evaluation:

A major term assignment, worth 30% of the final grade, will focus on the alternative marketing venues for organically-produced commodities (OPCs). Students need to collaborate by forming groups of up to but not more than 8 people, based on commodity of interests. Each group should choose an OPC line for marketing through any one of - but ONLY ONE of - producer-retail direct sales; producer co-operatives; vertical integration; strategic alliances; contractual arrangements; joint ventures; marketing boards -- and evaluate the strengths and limitations of that marketing venue in the contexts of market power, marketing costs, marketing margins, value added, risk management and supply chain management. Written submissions should be made by week 10 of the 12-week course. Instructor's assessment will comprise 67% of the 30% allocated the group major assignment, and group members' peer assessments will comprise the remaining 33%.

A smaller assignment, to be done on an individual basis, will be worth 18% of your final grade. The focus of this assignment will be on management of the food supply chain, the subject matter of Module IV. The written submission is due at the end of week 7 of the course.

A series of 4 group discussions, each worth 3% of your final grade, will be worth 12% each of the final grade.

A final examination will be worth 40% of the final grade. In preparation for the final examination, all students are strongly encouraged to read and absorb each of the group major term assignments, which will be posted on the course web on or about week 11 of the course.