Training Course on Marketing for Small Agribusiness

INTRODUCTION

Marketing is a critical component for the success of small agribusinesses. Despite producing high-quality products, many small-scale agribusinesses face challenges accessing markets, understanding customer needs, and building sustainable value chains. This training course is designed to empower farmers, agro-entrepreneurs, cooperatives, and extension officers with practical marketing knowledge and skills to improve profitability, market access, and competitiveness.

The course focuses on understanding market dynamics, customer segmentation, branding, value addition, pricing, and digital marketing strategies tailored for the agricultural sector. Through interactive sessions, real-life case studies, group work, and hands-on exercises, participants will learn how to develop effective marketing strategies and grow their agribusiness ventures.

Participants who successfully complete the course will receive Certificate of Participation.

OBJECTIVES

By the end of the course, the participant should be able to;

• Understand the fundamentals of agricultural marketing and its role in agribusiness development.
• Identify and analyze market opportunities for agricultural products.
• Develop market-driven production and customer-centric approaches.
• Apply branding, packaging, and value addition techniques to increase product appeal.
• Set competitive pricing strategies and understand the cost-value relationship.
• Utilize digital platforms and tools to market products effectively.
• Strengthen linkages with buyers, traders, and value chain actors.
• Create a basic marketing plan for their agribusiness.
• Assess operational planning and management in agribusiness for SMEs;
• Gain knowledge in technological skills applied in agriculture for SMEs;
• Understand the need for record keeping in agriculture production;
• Evaluate contract farming;
• Realize the export market for agriculture produce;
• Properly understand agribusiness accounting, sales, management and law in SMEs

DURATION

This course will take 5 days

WHO SHOULD ATTEND?

This course targets:

• Stakeholders linked to agribusiness
• Food processors,
• Traders and intermediaries
• Production Managers
• Smallholder farmers and farmer groups
• Agribusiness entrepreneurs and start-ups
• Cooperative leaders and producer organizations
• Agricultural extension officers and rural development agents
• NGO staff supporting livelihoods and agriculture
• Business development service providers in agriculture
• Youth and women in agri-enterprise

COURSE OUTLINE

Module 1: Introduction to Agribusiness Marketing

• What is marketing in agriculture?
• Unique challenges and opportunities in agribusiness marketing
• Understanding the agricultural value chain
• The role of marketing in improving farm income and livelihoods
• Key marketing concepts: demand, supply, market segmentation, 4Ps of marketing

Module 2: Market Research and Analysis

• Identifying potential markets and customer needs
• Tools for conducting market surveys and competitor analysis
• SWOT analysis for agribusinesses
• Trends in consumer behavior for agricultural products
• Understanding local, regional, and export markets

Module 3: Branding, Value Addition, and Product Development

• Value addition techniques for farm products
• Branding essentials: name, logo, messaging, and identity
• Designing attractive and safe packaging
• Food safety and quality standards
• Developing new products based on market demand
• Building a unique selling proposition (USP)

Module 4: Pricing, Promotion, and Distribution Strategies

• Costing and pricing strategies for profitability
• Sales techniques and customer relationship management
• Promotion channels: traditional media, word of mouth, events
• Introduction to digital marketing: social media, SMS, WhatsApp, e-commerce
• Distribution strategies and building market linkages
• Working with aggregators, cooperatives, and retailers

Module 5: Developing a Marketing Plan for Agribusiness

• Components of a simple agribusiness marketing plan
• Budgeting and setting marketing goals
• Monitoring and evaluating marketing performance
• Group work: Develop and present a marketing plan for a selected agribusiness
• Course review, participant reflections, and certificate awarding

GENERAL NOTES

• The instructor led trainings are delivered using a blended learning approach and comprises of presentations, guided sessions of practical exercise, web-based tutorials and group work. Our facilitators are seasoned industry experts with years of experience, working as professional and trainers in these fields.
• The participants should be reasonably proficient in English as all facilitation and course materials will be offered in English.
• Upon successful completion of this training, participants will be issued with a certificate.
• The training will be held at Kincaid Training Centre. The course fee covers the course tuition, training materials, two break refreshments and lunch.
• All participants will additionally cater for their, travel expenses, visa application, insurance, and other personal expenses.
• Accommodation and airport pickup are arranged upon request. For reservations contact the Training coordinator at Email: training@kincaiddevelopmentcenter.org or Tel: +254 724592901
• This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our Kincaid Training Centre or at a convenient location.

For further inquiries, please contact us on Tel: +254 724592901 or send mail to training@kincaiddevelopmentcenter.org

Payments are due upon registration. Payment should be sent to our Bank account before commencement of training and proof of payment sent to training@kincaiddevelopmentcenter.org