AKTU Sales and Retail Management in Agribusiness (BMBAB306) Syllabus PDF – MBA (Agribusiness Management) 3rd Semester
Sales and Retail Management in Agribusiness BMBAB306
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Syllabus — Sales and Retail Management in Agribusiness
Download PDFBMBAB306 · 3 credits · L-T-P 3-0-0
Course Outcomes
| CO Code | Course Outcome Statement | Bloom’s Level (K- Level) |
|---|---|---|
| CO1 | Explain the sales process and personal selling techniques relevant to agribusiness and rural contexts. | K2 – Understanding |
| CO2 | Apply negotiation and persuasion strategies to manage agricultural market interactions. | K3 – Applying |
| CO3 | Build and manage effective agribusiness sales organisations, including recruitment and performance monitoring. | K6 – Creating |
| CO4 | Analyse retail structures, planning methods, and operational models suited to the agri-retail sector. | K4 – Analysing |
| CO5 | Evaluate customer relationship management, brand positioning, and value chain strategies in agricultural retail. | K5 – Evaluating |
Unit I: Introduction to Sales in Agribusiness (4 Hours)
Role of selling in agribusiness marketing; Personal selling for agricultural inputs and produce; Types of sales personnel in agribusiness sector (rural sales agents, cooperative sales force, dealers);
Characteristics of successful agribusiness salespersons; Process of effective selling in rural and agricultural contexts
Unit II: Negotiation and Bargaining in Agricultural Markets (7 Hours)
Negotiation strategies suited for farmers, traders, and agribusiness firms; Conflict resolution in rural and commodity markets; Stages of negotiation in farm input supply and produce marketing; Listening and emotional control in agribusiness sales; Persuasion techniques, ethics, and building trust in rural markets; Bargaining and closing sales in agricultural transactions
Unit III: Building and Leading Agribusiness Sales Organizations (9 Hours)
Types of sales organizations in agribusiness (cooperatives, agri-input companies, commodity aggregators); Functions and responsibilities of agribusiness sales personnel; Recruitment, training, and development for rural sales teams; Motivation and compensation strategies tailored to rural sales challenges; Sales forecasting, budgeting, quota setting, and territory management for agribusiness;
Sales performance monitoring and appraisal in agricultural markets
Unit IV: Retailing in Agribusiness Context (10 Hours)
Factors influencing retailing of agricultural inputs and processed products; Strategic retail planning for rural and semi-urban markets; Retail organization models relevant to agribusiness (input dealers, farmer service centers, rural retail chains); Modern retail formats in agri-food sector and their growth in India; Site selection and store location analysis in rural areas; Store design principles suited for agricultural products
Unit V: Retail Operations and Customer Management in Agribusiness (10 Hours)
Store layout, space planning, and visual merchandising for agri-inputs and products; Inventory control and loss prevention in rural retail outlets; Managing logistics, warehousing, and transportation in agricultural retailing; Responsibilities of store managers in agribusiness retail; Promotion, CRM, and brand management focused on farmer and rural customers; Agricultural Value Chain Analysis
Suggested Readings
- Johnston, M. W., & Marshall, G. W. (2021). Sales force management: Leadership, innovation, technology (14th ed.). Routledge.
- Berman, B., & Evans, J. R. (2018). Retail management: A strategic approach (13th ed.). Pearson Education.
- Acharya, S. S., & Agarwal, N. L. (2011). Agricultural marketing in India (5th ed.). Oxford and IBH Publishing.
- Sontakki, C. N. (2010). Marketing management (Revised ed.). Kalyani Publishers.
- Singh, S. (2019). Retail management in India: Text and cases. Vikas Publishing House.
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