- -  AGRICULTURE CORE CURRICULUM  - -

(CLF1000)  Advanced Core Cluster:  AGRICULTURAL BUSINESS MANAGEMENT

   (CLF1450)  Unit Title:  MARKETING

            UNIT DIRECTORY:

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     Code        Topic Title                        Hours         Year(s)
__________________________________________________________________________

     (CLF1451)  Introduction to Marketing             2            3/4

     (CLF1452)  Key Factors in Marketing              2            3/4

     (CLF1453)  Marketing Strategies: Hedging
                and Speculation                       2            3/4

     (CLF1454)  Developing  a Marketing Plan          3            3/4

     (CLF1455)  Trading in International Markets      2            3/4

     (CLF1456)  Introduction to World Trade           1            3/4

     (CLF1457)  Agricultural Exports and 
                Trade Policies                        2            3/4

     (CLF1458)  Marketing Procedures in World Trade   2            3/4


                            TOTAL TIME FOR UNIT =    16

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UNIT GOALS:  Students will understand the elements of marketing and marketing 
             concepts.
______________________________________________________________________________

UNIT OBJECTIVES:  Upon completion of this unit, students will be able
                  to:

 1.  Explain what is meant by the term, "free enterprise system". 

 2.  Describe key factors involved in marketing. 

 3.  Describe types of markets. 

 4.  Describe the importance of grades and standards. 

 5.  Distinguish between hedging and speculation. 
 6.  Develop a marketing plan for a commodity. 

 7.  Describe the purpose and function of local markets. 

 8.  Define the terms, "developing" and "developed country," and explain how 
     the level of development affects agriculture and agricultural trade. 

 9.  Describe the culture and lifestyle of people in another country and 
     explain the impact these have on the agriculture in that country. 


10.  Describe the basic principles underlying the international agriculture 
     market. 

11.  Become familiar with agricultural marketing terminology. 

12.  Compare and contrast the trade policies of the U.S. and other important 
     trading partners. 

13.  Describe the importance of agricultural exports to the economy of 
     California and the United States.

14.  Compare and contrast the marketing systems of the United States and other
     selected trading partners. 

15.  Compare and contrast the food distribution systems of the United States 
     and Japan.

______________________________________________________________________________

REFERENCES:..Cramer, J. L., &  Jensen  C.W. (1988).   AGRICULTURAL
             ECONOMICS AND  AGRIBUSINESS (4th ed.).  New York, NY:
             J. Wiley & Sons.

             Luening, R. A., Klemme, R. M., & Mortenson, W. P.
             (1991).  THE FARM MANAGEMENT  HANDBOOK (7th ed.).
             Danville, IL: Interstate Publishers.

______________________________________________________________________________

RESOURCES:  Deere & Company.  (1987).  FARM AND RANCH
            BUSINESS MANAGEMENT (2nd ed.).  Available from: 
            John Deere Technical Services, Department F, John
            Deere Rd., Moline, IL  61265.

            Chicago Mercantile Exchange.  (1990).  AN INTRODUCTION TO
            COMMODITY MARKETING (Teacher  Guide).  Available from:
            FFA Supply Services, P.O. Box 15160, Alexandria, VA  22309-0160

            California Department of Food and Agriculture.  (1989).
            California Agriculture Statistical Review and
            California Agricultural Exports.  Available from:  1220
            "N" St., Sacramento, CA  95814.



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