AAEC-3200, Selling in Agribusiness

Spring 2003
M - W - F, 9:05 - 9:55 am
210 Conner Hall

Instructor:

Dr. Forrest E. Stegelin
313-B Conner Hall
Office Phone: 706-542-0850
E-Mail: fstegelin@agecon.uga.edu
Office Hours: 10:00 - noon, M - W - F, or by appointment

Text: AgriSelling Principles and Practice, W. David Downey, Marilyn Holschuh, and Michael A. Jackson (1999)

Course Objectives:

"Until somebody sells something, nothing happens." Regardless of whether the agribusiness is a manufacturer, a marketer, or a service provider, until the products or services are sold, the business cycle is static and incomplete. Selling is a people activity, as goods and services do not sell themselves, and only people (customers) buy goods and services. Therefore, personal selling techniques and strategies will be emphasized. Students will observe a professional salesperson in action and write of the skills and performance observed. Students will also prepare and present a personal sales presentation on the product or service of their choice.

Other selling tools, techniques and strategies will be discussed with homework opportunities for the students to show and practice their selling skills and market analysis tools, especially as they relate to retailing. Topics will include market and consumer analysis, location theory, queuing theory, pricing psychology, floor planning and layouts, displays and point of purchase materials, logos, advertising budgets, etc. The success of the agribusiness relies on the selling performance of the management and employees of the agribusiness.

Course Activities and Grading:

Students will be extremely busy in this course B reading the text, six quizzes, five homework projects, observing a professional salesperson, preparing and presenting and individual sales call, and two major exams. The reading assignments are in AgriSelling; the best five scores of the six in-class quizzes will be recorded; and five homework projects, plus a Study-A-Salesperson and a Professional-Sales-Presentation project will be require out-of-class time and effort. The mid-term exam will focus on personal selling and will be completed during a scheduled class period, and the final exam will be taken during the scheduled final exam period and will cover the retailing portion of the course. Mini-cases will be the thrust of the final exam.

As many of the students enrolled in this course may not be majoring in the Department of Agricultural and Applied Economics, the instructor may not be fully aware of judging trips, field days, etc., that students may be expected to attend for other College of Agricultural and Environmental Sciences= departments. Therefore, prior to missing a class period for such an event, the student must provide the instructor with correspondence from the department or faculty sponsor of the event, so that in the possibility of a quiz being scheduled, a make-up quiz can be arranged. Otherwise, quizzes are not rescheduled nor made up at later times. Homework assignments, out-of class projects, and exams will be due or completed on the scheduled dates, without exception. Absences for personal reasons (illness of self or family, medical appointments, transportation woes, funerals, over-sleeping, studying for other courses, etc.) are not excused for rescheduling quizzes unless a signed letter from the Vice-President for Student Affairs is provided.

Points and grades will be assigned as follows:

Spring 2003 Tentative Topic Agenda