Penulis: Nalini Arumugam, Nurul Aisyah Mohd Suhaimi, Nurul Izni Kamarulzaman

Agribusiness marketing is essential for connecting farmers, businesses, and consumers in an increasingly competitive global market. This module provides undergraduate students with a clear and practical understanding of key marketing concepts, including market segmentation, consumer behaviour, pricing strategies, supply chain management, branding, and digital marketing. Designed for students of all backgrounds, this module combines theory with real-world examples and case studies to bridge the gap between knowledge and application. By the end of the course, students will have acquired the skills to analyse market trends, develop strategic marketing plans, and address challenges in the agribusiness sector.  Whether you are new to marketing or seeking to deepen your understanding, this module provides a valuable resource for establishing a strong foundation in agribusiness marketing.