6. DIPLOMA COURSE IN AGRICULTURAL   MARKETING

 

Duration                                Six months.

 

Qualification                          Graduate with sufficient knowledge of English,  sponsored    

                                               by the concerned Deptts. Qualification is relaxable, if recommended by the sponsoring  

                                              authority. Private candidates may also be admitted, provided they are suitably

                                              qualified and willing to incur the cost of training

 

Unit wise details of the syllabus

Unit 1: Basic Concepts of Agricultural Marketing

Definition of market and agricultural marketing, historical development, approaches, classification of markets, types of marketing functions and services, futures trading, marketing channels, marketing institutions - rule of

the games - formal/informal, agricultural marketing system - then and now, market integration, contract

farming, marketing development and planning, modem infrastructural facilities, cooperative/ group marketing systems, value addition and, agro-processing, post harvest technology, marketed  and marketable surplus, marketing costs and margins, marketing efficiency and input marketing.

Unit ll: Agril. Marketing Organizational Management

Structure and Model of Agri-Marketing Organizations with functions, market planning, management of

agri- marketing personnel, role of leadership, motivation and human relations in improving organizational

efficiency, various communication methods, effective co-ordination of various marketing functions,

management of finance, man-power and hygienic conditions in the markets and food supply chain management..

Unit III: Legal Framework of Agricultural Marketing:

A.P (G & M) Act, PFA, MFPO, FPO, Weights and Measures, Packaged Commodity Rules; 1S0-9000,

Consumer Protection Act, Storage and Warehousing Act,. Comparative study of State Agricultural Produce

Market Acts, Market regulation, Model Act, Land Acquisition, Public Premises Eviction Act, unauthorized occupation, Forward Contracts Act, Grading and Standardization, formulation and enforcement of grade standards, grading under Agmark and at Producer's level, modernisation of grading at farm/mandi level,

Model Act and reforms suggested.

Unit IV: Key. Agricultural Marketing Organizations:

Role, Functions and Schemes of NAFED, NCDC, CCI, JCI, IIP,CFTRI, MPEDA, APEDA, NHB, Directorate of Economics & Statistics, DMI, NIAM, BIS, CWC, SWC, Commodity Boards, Export Inspection Council, State Cooperative Marketing Federations, Forward Markets Commission.

Unit V: Market Information.

Role, importance and concepts of market intelligence, agricultural price terminology, administered prices including support prices, methodology of data collection, critical review of market intelligence and news

service, role of  IT and tele- communication, on line market information service, electronic auctions,

commodity information system, e-chaupal model, dissemination of market intelligence through various

 media, importance and limitations of statistics, market information schemes, index numbers and cost of

living, cyber trading/e-commerce, market Information Service (AGMARKNET) and infrastructure development schemes launched by DMI.

Unit VI: Marketing Extension:

Role and importance of extension service, challenging role of market extension in global agri-trade, role of leadership in market extension, improving the communication skills of the extension personnel, role of

 effective coordination in marketing extension, role of communication, role of IT and newspaper and radio

talks, art of public speaking, marketing information service, role of information, publicity and propaganda, advantages of direct marketing, pledge finance, forward marketing, role of private sector in extension.

Unit VII: Survey and Research in Agricultural Marketing:

 Importance, techniques and methodology of survey, drafting of questionnaire and schedule, testing of schedule, sources

of primary and secondary data, opinion survey, statistical methods of sampling, sampling errors, mean, mode, median, correlation and regression, time series analysis, index numbers, median, correlation and regression, time series analysis, index numbers, documentation of reference material, guidelines of drafting of reports, estimation of marketable/marketed surplus & post harvest losses, price behaviour, cost and margin studies, economics of storage, surveys for market development projects, evaluation and feasibility studies

Unit VllI: Exim of Agricultural Commodities:

Overview of export and Imports, WTO, AAO, export procedures and documentation, export credit, codex, standards, HACCP, sanitary and phyto-sanitary measures, tariff and non tariff barriers to trade, AEZs, Food Parks, Export promotion schemes

 

Practicals:

 

(i) Hand on experience

Practical training in inspection, sampling analysis and grading of selected agricultural commodities, practical training in storage and ware-housing and post-harvest technological practices, processing and preservation of fruits and vegetables,

(ii) Field level practical during all India study tours:

The trainees are to compulsorily undergo two short duration study tour's to study the operational aspects

of selected regulated markets, marketing boards, institutions concerning various aspects of agricultural marketing, processing, grading and packing of agricultural commodities, post harvest units etc.

(iii)  Field level practical during local study tours.

(iv)  Marketing Survey and reporting:

Trainees have to conduct survey on either selected commodity marketing case studies or marketing problems as a compulsory requirement and submit the survey report.

 

7. SYLLABUS OF TWO YEARS POST GRADUATE DIPLOMA COURSE IN  AGRI- BUSINESS

                                                    TRIMESTER PLAN

Trimester – I

 1. Communication and Presentation Skills

2. General Management Principles

3. Principles of Marketing Management

4. Micro Economics

5. Business Mathematics

6. Financial Management –I

7. Organizational Behaviour -1

8. Basic Computer Skills

 

Trimester – II

 1. Business Statistics

2. Marketing Management –I

3. Micro Economics

4. Organizational Behaviour – II

5. Financial Accounting

6. Marketing Research

 

Trimester –III

 1. Human Resource Management

2. Operational Research

3. Financial Management –II

4. Agri – Input Marketing

5. Research Methodology

6. Management Information System

7. Project Planning & Management

 

Trimester – IV

 1. summer Project

  Trimester –V

    1. Procurement Management

2. Farm Production Management

3. Sales and Distribution Management

4. Commodity Futures Trading

5. Participatory Extension Management

6. ERP

 Trimester –VI

    1. Strategic Management

2. Rural Marketing

3. Supply Chain Management

4. Customer Relations Management

5. Quality Management

6. Agri-Output Marketing

7. Export Management

 Trimester – VII

    1. Advertising and Communication

2. Business Law and Ethics

3. Rural Finance and Agri-Insurance

4. Agri-Risk Management

  

Sectoral electives

 Management of Food Processing Industry (MFPI)

Management of Oil Seeds Industry (MOSI)

Management of Seeds Industry (MSDI)

Management of Agro Chemicals Industry (MACI)

Management of Fertilizers Industry (MFI)

Management of Horticulture Industry (MFLI)

Management of Floriculture Business (MFLI)

Management of Sugar Industry (MSGI)

Management of Farm Equipment Industry (MFEI)

Management of Dairy & Poultry Industry (MDPI)

 

8.       SENSITIZATION PROGRAMME OF EMPLOYEES OF DIRECTORATE OF AGRICULRURAL MARKETING, WEST BENGAL STATE MARKETING BOARD AND REGULATED MARKET COMMITTEES.

 

The primary aim of training is to improve the capabilities and potential of personnel by facilitating their acquisition of knowledge, development of skills and cultivation of proper attitudes and behavior. The fulfillment of above aim will enhance their efficiency and effectiveness of discharging their duties. The importance of training has to be viewed in the context of enabling the officials to discharge their duties and responsibilities most efficiently. The training should also help the individual to develop their Mental, Moral and Spiritual capacities, so as to instill in him a sense of dedication. Ideal marketing environment not only depends upon the successful and efficiency of the officers and staff of the marketing department but also depends upon the efficient functioning of other market functionaries and the marketing agencies. Therefore to provide such an environment following trainings are proposed:

 

1.     Inservice education

2.     Academic and Research Activities

3.     Capacity Building

a.     Grass root level individuals (Farmers, SHGs)

b.     Facilitators (NGOs, Groups)

 

In service educations are detailed below:

Target group: Officials of the Directorate of Agricultural Marketing, West Bengal State marketing Board and Regulated market Committees.

We have restricted our discussion as per direction with in inservice training.

Sl. No.	Course	Syllabus	Target groups	Availability of Faculties
1	Single day Orientation	Agricultural marketing Philosophy, Administrative values	All officials of different categories of Directorate, Board and RMCs	Departmental Constitutional authorities, Executives and Academicians
2	3 days Administrative training	Administrative, Accounts, Treasury Rules, WBSR, Relevant Act and Rules including EPF and Income tax rules and legal	All officers not below the rank West Bengal Junior Agricultural Service (Marketing)	Secretary, CEO, Director of Marketing and Director of Institute, Chartered / Cost Accountant, Officers under West Bengal Audit and Accounts Service, Officers from Finance Department, Officers from other Administrative Services, Ld. Law years.
3.	5 days Agricultural Marketing	Marketing Intelligence, Market Regulation, Storage and Warehousing including microclimate management, Grading, Packaging, Standardization, Processing, Market Research, Post harvest technology.	All officers not below the rank West Bengal Junior Agricultural Service (Marketing)	Secretary, CEO, Director of Marketing and Director of Institute, Exports from Indian Institute of Packaging, CFTRI, NIAM, MANAGE, Academicians from Agricultural Universities, Department of Agricultural Economics of C.U. Department of Food technology, Jadavpur University. Refrigeration Engineers from different organization and Directorate of Marketing and Inspection and Warehousing Corporation, NIC officials.
4.	3 days Administrative training	Administrative, Accounts, Treasury Rules, WBSR, Relevant Act and Rules including EPF and income tax rules and legal	Sub Executive level officers including West Bengal Subordinate Agricultural Service (Marketing) grade I & II and Secretaries of RMCs other than different categories of WBAS (Mktg)., WBJAS (Mktg) and WBSAS (Mktg) including Inspectors of different RMCs, Administrative Officers and other officers of WBSMB.	Secretary, CEO, Director of Marketing and Director of institute, Chartered/ cost Accountant, Officers under West Bengal Audit and Accounts Service, Officers from Department, Officers from other Administrative services and Ld. Law years.
5.	5 days Agricultural Marketing	Market intelligence, Market Regulation, storage and Warehousing including microclimate management, Grading , packaging, standardization, processing, Market Research,	Sub Executive level officers including West Bengal Subordinate Agricultural Service (Marketing) grade I & II and Secretaries of RMCs other than different categories of WBAS (Mktg.), WBJAS (Mktg) and WBSAS (Mktg) including inspectors of different grades of RMCs, Administrative Officers and other officers of WBSMB.	Secretary, CEO, Director of Marketing and Director of institute, Experts from Indian Institute of Packaging, CFTRI, NIAM, MANAGE, Academicians from Agricultural Universities, Department of Agricultural Economics of C.U. Department of Food technology, Jadavpur University. Refrigeration Engineers from different organization and Directorate of Marketing and inspection and Warehousing Corporation, NIC officials.
6.	3 days training on RMC service rules and corporate accounts	RMC administration and accounts and book keeping	H.C, Accountants and other office assistants of RMCs and WBSMB	CEO, SMEDO, Chartered/Cost Accountants
7.	3 days training on WBSR, Budget and Govt. Accounts	WBSR, Budget, cash Book and COSA software	DDOs. HCs and UDs/LDs	NIC officials, Finance Dept. officials
8.	3 days training on financial accounting software	Computer based financial accounting and related software for maintenance of RMC accounts	Secretaries, and Accounts staff of RMCs and WBSMB	Tally experts, chartered accountant familiar with computer based accounts.
9.	3 days workshop on enforcement of APMC act, licensing and regulation	Licensing, collection of market fees through return system, legal provisions for defaulters and procedures	Secretaries and inspectors/Spl. Officers/ Admn. Officers/ Dy. Secretary/ Asstt. Enforcement officers	Secretary, Director, CEO, Director of institute, Ld. Law year, Executive Magistrates, Police Officers
10	3 days workshop on civil engineering and computer based drawing	Preparation of cost estimates, plan, computer based drawing, vetting procedures billing etc.	Sub Assistant Engineers/ Work assistants of RMs and WBSMB	Senior Civil Engineers from PWD, Professors from BE colleges, Architects
11	3 days training on special microclimatic storing of Agricultural Procedures	Cold Storage Act and Rules, Technical and non technical inspection of cold storages, potato and multipurpose cold storages, Biotechnological aspects of preservation	All Administrative officers under WBAS (Mktg), WBJAS (Mktg), and WBSAS (Mktg) class 1, mechanical staff, M-R Engineers	Refrigeration Engineers from IIT, BE collages, CFTRI, Agricultural Universities, Corporate Engineers and consultants
12	5 days training on Computer literacy	Computer literacy level I, II, III, with special reference to data dissemination through AGRMRKNET software	All Officers and staff of Directorate, WBSMB and RMCs	NIC officials, NIIT professionals,
13	3 days training on Check post functioning	Check post procedures, check post accounting, relevant sections of APMC act and rules	All check post staff	Senior Officers of Directorate and WBSMB
14	3 days training on processing	Processing, canning, Food technology and biotechnology	All AMOs (Trg & Canning) and Laboratory Assistant	Faculties from CFTRI, Food technology of Jadavpur university
15	3 days workshop on market survey	Market survey, commodity survey, preparation of report, commodity specific report	All Officers and staff of Directorate, WBSMB and RMCs	Agricultural Economists and Statisticians from Agricultural Universities, NIAM, MANAGE, Economics Department, ISI
16	3 days training on Law matters	Legal matters, various entanglements, Writing of statement of facts etc.	Secretaries and RMC Staff	Ld. Advocates

 

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** Training Modules for Certificate & Diploma Courses are being finalised after consulting NIAM, Jaipur and Karnataka State Marketing Training Institute, Mysore