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B-SC-HONS-AGRICULTURAL-MARKETING-COOPERATION in General at University of Agricultural Sciences, Bengaluru
Bengaluru, Karnataka
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About the Specialization
What is General at University of Agricultural Sciences, Bengaluru Bengaluru?
This Agricultural Marketing & Cooperation program at University of Agricultural Sciences, Bangalore focuses on the critical dynamics of agricultural markets and the cooperative movement in India. It aims to equip students with a deep understanding of market forces, supply chain management, and the principles governing agricultural cooperatives, which are vital for sustainable growth in the Indian agrarian economy. The program uniquely blends theoretical knowledge with practical skills essential for navigating the complex agricultural value chain.
Who Should Apply?
This program is ideal for aspiring professionals seeking to contribute to the agricultural sector''''s economic backbone. It caters to fresh 10+2 graduates (with science backgrounds) eager to pursue careers in agribusiness, agricultural finance, and rural development. It also suits individuals passionate about rural upliftment and entrepreneurship, providing them with the necessary managerial and cooperative insights. Prerequisite backgrounds typically include a strong foundation in science subjects (PCM/PCB/PCMB) or agriculture diploma.
Why Choose This Course?
Graduates of this program can expect diverse career paths in the rapidly evolving Indian agribusiness landscape. Roles include agricultural marketing managers, supply chain specialists, cooperative development officers, market analysts, and rural finance executives. Entry-level salaries typically range from INR 3.5 Lakhs to 6 Lakhs annually, with significant growth potential up to INR 15+ Lakhs for experienced professionals in leading agri-companies or government agencies. The program also fosters entrepreneurial skills, enabling graduates to establish their own agri-ventures.
Student Success Practices
Foundation Stage
Master Core Agricultural Fundamentals- (Semester 1-2)
Develop a strong understanding of foundational subjects like Agronomy, Soil Science, Plant Physiology, and Principles of Economics. These form the bedrock for understanding agricultural markets and production systems.
Tools & Resources
University library resources, NPTEL agricultural courses, Agricultural journals, Peer study groups, Agri-Exam, Agriculture Notes online platforms
Career Connection
A solid base in agriculture is crucial for credibility and effective decision-making in any agri-marketing or cooperative role. It enhances analytical skills needed for market dynamics and product understanding.
Develop Communication & Data Skills- (Semester 1-2)
Actively participate in presentations, group discussions, and academic writing to hone communication skills. Simultaneously, learn basic data analysis using tools like MS Excel for interpreting agricultural statistics and reports.
Tools & Resources
Toastmasters (if available), University language labs, Online tutorials for Excel (e.g., YouTube, Coursera basic courses), University cultural and technical fests
Career Connection
Effective communication is paramount for marketing, client interaction, and team leadership. Basic data analysis skills are essential for market research, strategic planning, and understanding economic trends.
Engage with Rural Ecosystem- (Semester 1-2)
Seek opportunities for short-term visits to local farms, farmer markets, and rural cooperatives to gain firsthand experience of agricultural practices, market challenges, and the lives of farmers.
Tools & Resources
University extension centers, Local KVKs (Krishi Vigyan Kendras), Agricultural fairs and expos, Discussions with local farmers and cooperative members
Career Connection
Early exposure builds empathy and practical understanding of ground realities, invaluable for roles in rural development, farmer producer organizations (FPOs), and cooperative management.
Intermediate Stage
Specialize in Agribusiness Management Tools- (Semester 3-5)
Focus on mastering concepts in Agricultural Finance, Agri-business Management, and Market Research. Apply theoretical knowledge through case studies, simulations, and small projects.
Tools & Resources
Harvard Business Review cases (agri-focused), Financial modeling software (e.g., Tally for basic accounting), Statistical software tutorials (e.g., R, SPSS basics), Industry workshops and webinars
Career Connection
These skills are directly applicable to roles in agri-finance, marketing strategy, and entrepreneurial ventures, preparing students for managerial positions and informed decision-making.
Actively Pursue Internships & Projects- (Semester 4-5 summer breaks, during ELP modules)
Undertake internships with agribusiness companies, cooperatives, or government agricultural departments. Initiate small-scale market research projects or value-addition initiatives to gain practical experience.
Tools & Resources
University placement cell, LinkedIn for industry connections, Agricultural magazines (e.g., AgriBusiness & Food Industry), Local agri-startups and incubators
Career Connection
Internships provide crucial industry exposure, networking opportunities, and a chance to apply classroom knowledge, often leading to pre-placement offers and clearer career paths.
Network with Industry Professionals- (Semester 3-5)
Attend agricultural conferences, seminars, and guest lectures to interact with industry leaders, policymakers, and successful agri-entrepreneurs. Actively build and nurture a professional network.
Tools & Resources
Industry events (e.g., Agri-Tech India, Krishi Darshan), Professional associations (e.g., Indian Society of Agricultural Marketing), LinkedIn groups and alumni network
Career Connection
Networking opens doors to mentorship, job opportunities, and insights into emerging trends, providing a competitive edge in the job market and facilitating career growth.
Advanced Stage
Excel in Experiential Learning (RAWE/ELP)- (Semester 7-8)
Maximize learning during the Rural Agricultural Work Experience (RAWE) and Experiential Learning Programme (ELP) in semesters 7 and 8. Take initiative in projects, document findings meticulously, and demonstrate leadership and problem-solving skills.
Tools & Resources
RAWE/ELP mentors and supervisors, Field guides and project management tools, Survey apps and data collection platforms, Presentation software for project reports
Career Connection
RAWE and ELP are direct pathways to placements, showcasing practical skills, problem-solving abilities, and commitment to the agricultural sector. Strong performance can attract top recruiters.
Master Advanced Agri-Business Strategies- (Semester 6-8)
Deepen understanding of International Agricultural Trade, Supply Chain Management, and Intellectual Property Rights. Engage in critical analysis of agricultural policies, market trends, and global trade dynamics.
Tools & Resources
Trade journals (e.g., WTO publications, EXIM policy documents), Supply chain simulation software, Advanced Excel for financial modeling, Industry reports and market analysis tools
Career Connection
These advanced skills are vital for strategic roles in multinational agri-companies, export-import firms, and policy-making bodies, commanding higher salaries and leadership positions in the agri-food sector.
Prepare for Placements & Entrepreneurship- (Semester 6-8)
Actively participate in mock interviews, resume building workshops, and aptitude test preparation offered by the university. For entrepreneurial aspirations, refine business plans and seek mentorship from incubators and agri-startups.
Tools & Resources
University placement cell services, Career counseling and mentorship programs, Online platforms for aptitude tests and interview practice, Startup incubators (e.g., specific agri-incubators)
Career Connection
Targeted preparation significantly increases the chances of securing desirable placements in leading agri-companies or successfully launching an agri-startup immediately after graduation, building a strong foundation for future career growth.
Program Structure and Curriculum
Eligibility:
- Pass in PUC/10+2 with PCM/PCB/PCMB/Inter-Agriculture/Agriculture-Diploma
Duration: 8 semesters / 4 years
Credits: 160 Credits
Assessment: Internal: 30% (Theory), 50% (Practical), External: 70% (Theory), 50% (Practical)
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| AMCO 101 | Introduction to Agricultural Marketing | Discipline Specific Core (DSC) | 2 | Agricultural marketing concepts, Market structure, conduct and performance, Marketing efficiency, Agricultural price policy, Market demand and supply |
| AMCO 102 | Fundamentals of Agricultural Co-operation | Discipline Specific Core (DSC) | 2 | Co-operative movement in India, Principles of cooperation, Types of cooperatives, Role of NABARD and NCDC, Challenges in cooperative sector |
| AGRON 101 | Agronomic Principles and Practices | Supporting Course (SC) | 3 | Crop production principles, Tillage and sowing methods, Nutrient management practices, Weed management strategies, Irrigation water management |
| HORT 101 | Fundamentals of Horticulture | Supporting Course (SC) | 3 | Branches of horticulture, Plant propagation techniques, Cultivation of fruit crops, Cultivation of vegetable and flower crops, Post-harvest management basics |
| PBT 101 | Principles of Genetics | Supporting Course (SC) | 3 | Mendelian genetics laws, Gene interactions, Chromosome structure and function, Population genetics, Mutation and its types |
| SSAC 101 | Fundamentals of Soil Science | Supporting Course (SC) | 3 | Soil formation processes, Physical properties of soil, Chemical properties of soil, Soil fertility and plant nutrients, Soil organisms and their role |
| PHYSIO 101 | Fundamentals of Plant Physiology | Supporting Course (SC) | 3 | Photosynthesis mechanism, Respiration in plants, Plant water relations, Nutrient uptake and transport, Plant growth regulators |
| EXTN 101 | Fundamentals of Extension Education | Supporting Course (SC) | 3 | Extension education philosophy, Principles of extension, Communication process and models, Diffusion of innovations, Rural development programs |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| AMCO 201 | Agricultural Finance and Co-operation | Discipline Specific Core (DSC) | 2 | Agricultural finance concepts, Credit institutions in rural India, Rural indebtedness, Co-operative credit structure, Microfinance and SHGs |
| AMCO 202 | Agricultural Marketing Management | Discipline Specific Core (DSC) | 2 | Marketing management principles, Marketing mix (4Ps), Market segmentation and targeting, Product life cycle, Marketing strategies |
| AGMET 201 | Agricultural Meteorology | Supporting Course (SC) | 2 | Weather elements and their measurement, Climate change and agriculture, Agroclimatic zones of India, Weather forecasting for agriculture, Crop-weather relationships |
| AGRON 201 | Production Technology of Field Crops | Supporting Course (SC) | 3 | Cultivation of major cereals (rice, wheat), Production of pulses and oilseeds, Cultivation of fiber and sugar crops, Forage crop production, Cropping systems and patterns |
| ECON 201 | Principles of Economics | Supporting Course (SC) | 3 | Basic economic concepts, Demand, supply and market equilibrium, Production theory and costs, Market structures (perfect, monopoly), National income accounting |
| ENT 201 | Principles of Entomology | Supporting Course (SC) | 3 | Insect morphology and anatomy, Insect classification and taxonomy, Pest management strategies, Beneficial insects in agriculture, Insecticides and their use |
| PATH 201 | Principles of Plant Pathology | Supporting Course (SC) | 3 | Concepts of plant disease, Types of plant pathogens, Disease cycles and epidemiology, Plant disease management, Fungicides and their application |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| AMCO 301 | Agricultural Prices and Futures Trading | Discipline Specific Core (DSC) | 2 | Agricultural price analysis, Price trends and determinants, Agricultural price policy in India, Futures trading and commodity exchanges, Price risk management |
| AMCO 302 | Agri-business Management | Discipline Specific Core (DSC) | 2 | Agribusiness environment and scope, Business planning and strategy, Financial management in agribusiness, Human resource management, Entrepreneurship development |
| AGRON 301 | Farming System and Sustainable Agriculture | Supporting Course (SC) | 3 | Farming system components, Sustainable agriculture concepts, Organic farming practices, Integrated farming systems, Resource conservation technologies |
| CSB 301 | Crop Improvement | Supporting Course (SC) | 3 | Plant breeding objectives, Methods of selection, Hybridization techniques, Variety release and notification, Seed production and quality |
| ECON 302 | Rural Development and Poverty | Supporting Course (SC) | 3 | Concepts of rural development, Poverty alleviation programs, Rural institutions and governance, Social change in rural areas, Rural employment schemes |
| HORT 301 | Production Technology of Horticultural Crops | Supporting Course (SC) | 3 | Cultivation of important fruit crops, Production of major vegetable crops, Cultivation of flower crops, Spice and plantation crop management, Nutrient and water management in horticulture |
| LPM 301 | Livestock and Poultry Management | Supporting Course (SC) | 3 | Breeds of livestock and poultry, Nutrition and feeding practices, Housing and management systems, Disease prevention and health care, Poultry production and economics |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| AMCO 401 | Agricultural Marketing Channels and Supply Chain | Discipline Specific Core (DSC) | 2 | Marketing channels for agricultural products, Supply chain management concepts, Logistics and transportation, Warehousing and storage, Cold chain management |
| AMCO 402 | Export-Import Management in Agriculture | Discipline Specific Core (DSC) | 2 | International trade theories, Export procedures and documentation, Import regulations and policies, Trade agreements (WTO), EXIM policy for agricultural commodities |
| AMCO 403 | Management of Co-operative Enterprises | Discipline Specific Core (DSC) | 2 | Co-operative management principles, Legal framework for cooperatives, Financial management in cooperatives, Co-operative governance and leadership, Case studies of successful cooperatives |
| AGRON 401 | Dryland Agriculture | Supporting Course (SC) | 3 | Dryland farming systems, Soil and water conservation techniques, Crop selection for drylands, Drought management strategies, Contingency crop planning |
| AENG 401 | Farm Machinery and Power | Supporting Course (SC) | 3 | Farm power sources (animal, mechanical), Tillage equipment, Sowing and planting equipment, Harvesting and threshing equipment, Farm safety and maintenance |
| ECON 403 | Agricultural Production Economics | Supporting Course (SC) | 3 | Production function analysis, Cost and revenue analysis in agriculture, Resource allocation optimization, Farm planning and budgeting, Risk and uncertainty in agriculture |
| SSAC 402 | Soil Fertility and Nutrient Management | Supporting Course (SC) | 3 | Essential plant nutrients, Nutrient cycles in soil, Fertilizer use efficiency, Integrated nutrient management (INM), Biofertilizers and organic manures |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| AMCO 501 | Market Research and Intelligence | Discipline Specific Core (DSC) | 3 | Market research process, Data collection methods (primary, secondary), Statistical analysis techniques, Market intelligence systems, Forecasting market trends |
| AMCO 502 | Post-Harvest Technology and Value Addition | Discipline Specific Core (DSC) | 3 | Post-harvest losses and causes, Principles of food processing, Value addition techniques, Packaging and labeling, Storage structures and food safety |
| AMCO 503 | Computer Application in Agricultural Marketing | Discipline Specific Core (DSC) | 3 | Data analysis software (MS Excel, SPSS), Database management, Internet and e-commerce platforms, Digital marketing tools, Presentation software skills |
| AMCO 504 | Business Communication and Entrepreneurship | Discipline Specific Core (DSC) | 3 | Effective communication skills, Public speaking and presentations, Business report writing, Negotiation and conflict resolution, Business plan development and funding |
| ELP 501 | Experiential Learning Programme (ELP) | Experiential Learning Programme (ELP) | 6 | Hands-on training in agribusiness modules, Practical skill development, Business plan execution, Market survey and analysis, Agri-clinic and extension services |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| AMCO 601 | International Agricultural Trade | Discipline Specific Core (DSC) | 3 | Theories of international trade, Agricultural trade policies, WTO agreements on agriculture, International commodity agreements, Export promotion schemes |
| AMCO 602 | Marketing of Perishables and Live-stock Products | Discipline Specific Core (DSC) | 3 | Marketing challenges of perishables, Cold chain logistics, Dairy marketing and value chain, Meat and poultry marketing, Fisheries marketing |
| AMCO 603 | Supply Chain Management in Agri-business | Discipline Specific Core (DSC) | 3 | Supply chain concepts and components, Logistics management, Inventory management techniques, Warehousing and transportation, Risk management in agri-supply chains |
| AMCO 604 | Intellectual Property Rights (IPR) and Agri-business Ethics | Discipline Specific Core (DSC) | 3 | IPR concepts (patents, trademarks, copyrights), Geographical Indications (GI), Agri-business ethics and values, Corporate social responsibility, Legal framework for IPR in agriculture |
| ELP 601 | Experiential Learning Programme (ELP) | Experiential Learning Programme (ELP) | 6 | Advanced practical exposure to agribusiness ventures, Project management in agribusiness, Market analysis and strategy development, Financial planning for agribusiness, Entrepreneurial skill enhancement |
Semester 7
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| RAWE 701 | Rural Agricultural Work Experience (RAWE) | Rural Agricultural Work Experience (RAWE) | 18 | Village attachment and socio-economic survey, Study of cropping patterns and farm management, Agricultural input and output marketing, Extension activities and farmer interactions, Participation in rural development programs |
Semester 8
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| ELP 801 | Experiential Learning Programme (ELP) | Experiential Learning Programme (ELP) | 10 | In-depth project work in agribusiness, Comprehensive market analysis for a product, Development of a detailed business strategy, Financial modeling and feasibility study, Entrepreneurship and venture creation |
