{"id":669,"date":"2025-10-07T13:05:50","date_gmt":"2025-10-07T12:05:50","guid":{"rendered":"https:\/\/unv-ebolowa.cm\/?p=669"},"modified":"2025-10-07T13:06:20","modified_gmt":"2025-10-07T12:06:20","slug":"marketing-agricole-i","status":"publish","type":"post","link":"https:\/\/unv-ebolowa.cm\/index.php\/en\/2025\/10\/07\/marketing-agricole-i\/","title":{"rendered":"MARKETING AGRICOLE I"},"content":{"rendered":"\n

ESA 325-2 : Marketing agricole I<\/strong><\/p>\n\n\n\n

Marketing agricole 1<\/strong><\/p>\n\n\n\n

    \n
  1. Informations concernant les cours<\/strong><\/li>\n<\/ol>\n\n\n\n

    Nom du cours : MARKETING AGRICOLE I<\/strong><\/p>\n\n\n\n

    Unit\u00e9 d\u2019enseignement : ESA325-2<\/strong><\/p>\n\n\n\n

    Niveau : <\/strong>Licence 3 ESVA<\/p>\n\n\n\n

    Responsable : <\/strong>Dr. NDZIE NDZOBO Andr\u00e9 Marie<\/p>\n\n\n\n

    Disponibilit\u00e9 et contact : <\/strong>+237 693367705\/ +237 678097034<\/p>\n\n\n\n

    Date du cours et p\u00e9riode du cours : <\/strong>du 20 au 25 Janvier 2025<\/p>\n\n\n\n

    D\u00e9coupage du cours : <\/strong>CM = 20 heures ; TD= 5 heures : TP = 5 heures ; TPE = 0 heure<\/p>\n\n\n\n

    Nombre de cr\u00e9dits : 2<\/strong>

    <\/p>\n\n\n\n

      \n
    • Description du cours<\/strong><\/li>\n\n\n\n
    • La vis\u00e9e g\u00e9n\u00e9rale du cours<\/strong><\/li>\n<\/ul>\n\n\n\n

      Ce cours vise \u00e0 enseigner aux \u00e9tudiants le r\u00f4le du marketing dans l’agriculture.
      En fait, ces derniers devraient \u00eatre capables d\u2019\u00e9tablir un lien entre la production et la consommation des produits agricoles compte tenu de leurs sp\u00e9cificit\u00e9s.<\/p>\n\n\n\n

        \n
      • Le contenu du cours<\/strong><\/li>\n\n\n\n
      • Pr\u00e9senter le r\u00f4le et l\u2019importance du marketing dans l\u2019agriculture ;<\/li>\n\n\n\n
      • Enoncer quelques approches du marketing et les fondamentaux du marketing agricole ;<\/li>\n\n\n\n
      • \u00a0Identifier la structure et les types de march\u00e9s ;<\/li>\n\n\n\n
      • Etudier le marketing strat\u00e9gique et marketing op\u00e9rationnel <\/li>\n\n\n\n
      • Elaborer la strat\u00e9gie commerciale d\u2019une exploitation agropastorale ;<\/li>\n\n\n\n
      • Organiser le conditionnement et le stockage des produits agricoles en vue de leur commercialisation\u00a0;<\/li>\n\n\n\n
      • Etudier le e-marketing, son r\u00f4le le d\u00e9veloppement agricole et des contraintes li\u00e9es \u00e0 son d\u00e9veloppement en contexte africain<\/li>\n\n\n\n
      • Apprentissage vis\u00e9<\/strong><\/li>\n<\/ul>\n\n\n\n

        Dans ce cours, il s\u2019agit d\u2019aborder la d\u00e9finition du marketing dans son ensemble, la sp\u00e9cificit\u00e9 du marketing agricole et d\u2019analyser les activit\u00e9s li\u00e9es au marketing agricole en contexte africain. Les apprenants doivent s\u2019approprier des notions indispensables au marketing agricole et l\u2019importance de cette activit\u00e9 dans l\u2019\u00e9conomie rurale ainsi que des opportunit\u00e9s entrepreneuriales y aff\u00e9rentes.<\/p>\n\n\n\n

          \n
        • Comp\u00e9tences vis\u00e9es<\/strong><\/li>\n\n\n\n
        • Maitriser le concept de marketing, marketing agricole et des activit\u00e9s du marketing agricole\u00a0;<\/li>\n\n\n\n
        • Etudier le marketing strat\u00e9gique (m\u00e9thode SWOT, Mix marketing)\u00a0;<\/li>\n\n\n\n
        • Analyser les contraintes et les opportunit\u00e9s du marketing agricole en Afrique\u00a0;<\/li>\n\n\n\n
        • Montrer l\u2019importance du marketing agricole dans le d\u00e9veloppement rural en Afrique notamment dans le secteur agricole\u00a0;<\/li>\n\n\n\n
        • Etudier les nouvelles formes du marketing\u00a0et leurs opportunit\u00e9s entrepreneuriales : e-marketing.<\/li>\n\n\n\n
        • Programme et calendrier<\/strong><\/li>\n<\/ul>\n\n\n\n
          Semaines\/ Dates<\/strong><\/td>Contenu\/ Objectifs<\/strong><\/td>Activit\u00e9s<\/strong><\/td>Travail pr\u00e9alable<\/strong><\/td><\/tr>
          21\/01\/2025<\/strong><\/td>S\u00e9ance 1 : Introduction g\u00e9n\u00e9rale et chapitre 1 :<\/strong> d\u00e9finitions du marketing agricoles et des notions corollaires, sp\u00e9cificit\u00e9 et importance du marketing agricole<\/td>Expos\u00e9 magistral<\/td>Lecture+ Explication+ Exemples pratiques<\/td><\/tr>
          22\/01\/2025<\/strong><\/td>S\u00e9ance 2 : Structure de march\u00e9 et strat\u00e9gie marketing (Chapitre 2) : <\/strong>d\u00e9finition de march\u00e9, march\u00e9s agricoles, classification et structure de march\u00e9s agricoles notamment en contexte africain, les indicateurs de la strat\u00e9gie marketing (segmentation et m\u00e9thodes de segmentation, ciblage, le positionnement<\/td>Expos\u00e9 magistral<\/td>Explication du chapitre 2 + Exercices d\u2019application (sur les m\u00e9thodes de segmentation notamment la m\u00e9thode 20\/80 et ABC)<\/td><\/tr>
          23\/01\/2025<\/strong><\/td>S\u00e9ance 3 :<\/strong> Chapitre 3 et 4 : <\/strong>produit et offre globale (classification des produits, couple produit-march\u00e9, cycle de vie d\u2019un produit, emballage, conditionnement, marque, design, gamme, fixation du prix) et marketing strat\u00e9gique et op\u00e9rationnel (Analyse SWOT, les 4P : Produit, place, promotion, prix) et son adaptation dans le secteur agricole<\/td>Expos\u00e9 magistral<\/td>Explication du Chapitre 3 et chapitre 4<\/td><\/tr>
          24\/01\/2025<\/strong><\/td>S\u00e9ance 4 :<\/strong> Les techniques de vente et concurrence (circuits et canaux de distribution, les canaux de communication, la concurrence : d\u00e9finition, type et structure) le conditionnement et conservation des produits agricoles et le e-marketing (importance, sp\u00e9cificit\u00e9, opportunit\u00e9s et contraintes en Afrique)<\/td>Expos\u00e9 magistral<\/td>Explication des chapitres 4, 5 et 6<\/td><\/tr>
          25\/01\/2025<\/strong><\/td>S\u00e9ance 5 : <\/strong>Etablissement d\u2019un guide d\u2019entretien pour la TPE qui consiste \u00e0 l\u2019administrer aupr\u00e8s d\u2019une entreprise agropastorale dans la ville d\u2019Ebolowa afin d\u2019appliquer les m\u00e9thodes de segmentation (20\/80 ; A,B,C) et les strat\u00e9gies marketing qui en d\u00e9coulent pour l\u2019efficacit\u00e9 de son activit\u00e9 de distribution ; Contr\u00f4le Continu (CC)<\/td>Elaboration d\u2019un guide d\u2019entretien et Contr\u00f4le Continu (CC)<\/td>CC<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
            \n
          • Mode d\u2019\u00e9valuation\u00a0<\/strong><\/li>\n<\/ul>\n\n\n\n
            Dates<\/strong><\/td>Type d\u2019examen\/comp\u00e9tences vis\u00e9es<\/strong><\/td>Pourcentage<\/strong><\/td><\/tr>
            20\/01\/2025<\/strong><\/td>Travail 1 : Administrer aupr\u00e8s d\u2019une entreprise agropastorale dans la ville d\u2019Ebolowa afin d\u2019appliquer les m\u00e9thodes de segmentation (20\/80 ; A,B,C) et les strat\u00e9gies marketing qui en d\u00e9coulent pour l\u2019efficacit\u00e9 de son activit\u00e9 de distribution (TPE)<\/td>10%<\/td><\/tr>
            20\/01\/2025<\/strong><\/td>Travail 2 : Contr\u00f4le Continu (CC) : v\u00e9rification de la maitrise des concepts et du processus marketing en agriculture<\/td>20%<\/td><\/tr>
            12\/03\/2025<\/strong><\/td>Examen Session Normale (SN) : application des m\u00e9thodes de segmentation, strat\u00e9gie marketing et \u00e9tude de march\u00e9<\/td>70%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
              \n
            • R\u00e8gles de fonctionnement du cours<\/strong><\/li>\n\n\n\n
            • La pr\u00e9sence au cours est obligatoire, par cons\u00e9quent, l\u2019absent\u00e9isme est sanctionn\u00e9 par la r\u00e9duction des points sur les notes d CC et TP\u00a0;<\/li>\n\n\n\n
            • Le d\u00e9lai de remise des TP doit \u00eatre respect\u00e9 sinon soit les travaux ne sont plus pris en compte et les \u00e9tudiants concern\u00e9s \u00e9copent une note de 00\/20, soit les travaux sont accept\u00e9 avec sursis et les \u00e9tudiants concern\u00e9s \u00e9copent d\u2019une r\u00e9duction des points selon la gravit\u00e9 de la situation\u00a0;<\/li>\n\n\n\n
            • La participation des \u00e9tudiants au cours est not\u00e9e sur 3 points dans la rubrique TP et CC\u00a0;<\/li>\n\n\n\n
            • Le cours est anim\u00e9 par un jeu de question r\u00e9ponse et le niveau d\u2019engagement des \u00e9tudiants \u00e0 ce jeu constitue la r\u00e8gle de notation de la rubrique participation.<\/li>\n\n\n\n
            • Bibliographie<\/strong><\/li>\n<\/ul>\n\n\n\n

              Abou Arrage (2010).<\/strong> D\u00e9veloppement et marketing agricole au Liban : le cas des projets ded\u00e9veloppement de la fili\u00e8re ol\u00e9icole, <\/strong>Th\u00e8se de Doctorat, UNIVERSIT\u00c0 DEGLI STUDI DI MILANO.<\/p>\n\n\n\n

              Ad de Veld (2001).<\/strong> Commercialisation : le marketing pour les producteurs artisanaux<\/strong>, Agromisa et CTA,Wageningen, Pays-Bas,.<\/p>\n\n\n\n

              Caro, M. P., et al. <\/strong>(2018).<\/strong> \u00ab\u00a0Blockchain-based traceability in agri-food supply chain management.\u00a0\u00bb Future <\/strong>Generation Computer Systems.<\/strong><\/p>\n\n\n\n

              Grunert, K. G. (2005).<\/strong> \u00ab\u00a0Food quality and safety: Consumer perception and demand.\u00a0\u00bb European Review of <\/strong>Agricultural Economics.<\/strong><\/p>\n\n\n\n

              IFOAM. (2021).<\/strong> The World of Organic Agriculture.<\/strong><\/p>\n\n\n\n

              Kotler, Philippe., Keller, K., Manceau, D. et Dubois, Bernard., (2009).<\/strong>
              Marketing Management, 13 ed, Pearson Education Inc, Paris,.<\/p>\n\n\n\n

              Kotler, P., & Keller, K. L. (2016).<\/strong> Marketing Management. Pearson.<\/strong><\/p>\n\n\n\n

              Lothor\u00e9, A., Delmas, P., (2009).<\/strong> Acc\u00e8s <\/strong>au march\u00e9 et commercialisation de produits agricoles : Valorisation d\u2019initiatives de producteurs, AFD\/CTA\/Interr\u00e9seaux, Paris, 2009.<\/p>\n\n\n\n

              Qmichchou, Mohammed (2008).<\/strong> La vente : Processus, outils et techniques<\/strong>, ISTA, T\u00e9mara, Maroc, 2008<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

              ESA 325-2 : Marketing agricole I Marketing agricole 1 Nom du cours : MARKETING AGRICOLE I Unit\u00e9 d\u2019enseignement : ESA325-2 Niveau : Licence 3 ESVA Responsable : Dr. NDZIE NDZOBO Andr\u00e9 Marie Disponibilit\u00e9 et contact : +237 693367705\/ +237 678097034 Date du cours et p\u00e9riode du cours : du 20 au 25 Janvier 2025 D\u00e9coupage du cours : CM = 20 heures ; […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[],"class_list":["post-669","post","type-post","status-publish","format-standard","hentry","category-cours"],"yoast_head":"\nMARKETING AGRICOLE I - Universit\u00e9 d'Ebolowa<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/unv-ebolowa.cm\/index.php\/en\/2025\/10\/07\/marketing-agricole-i\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MARKETING AGRICOLE I\" \/>\n<meta property=\"og:description\" content=\"ESA 325-2 : Marketing agricole I Marketing agricole 1 Nom du cours : MARKETING AGRICOLE I Unit\u00e9 d\u2019enseignement : ESA325-2 Niveau : Licence 3 ESVA Responsable : Dr. NDZIE NDZOBO Andr\u00e9 Marie Disponibilit\u00e9 et contact : +237 693367705\/ +237 678097034 Date du cours et p\u00e9riode du cours : du 20 au 25 Janvier 2025 D\u00e9coupage du cours : CM = 20 heures ; […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/unv-ebolowa.cm\/index.php\/en\/2025\/10\/07\/marketing-agricole-i\/\" \/>\n<meta property=\"og:site_name\" content=\"Universit\u00e9 d'Ebolowa\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/profile.php?id=100088178885402\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-07T12:05:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-07T12:06:20+00:00\" \/>\n<meta name=\"author\" content=\"Majoie ATANGANA\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Majoie ATANGANA\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/unv-ebolowa.cm\\\/index.php\\\/en\\\/2025\\\/10\\\/07\\\/marketing-agricole-i\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/unv-ebolowa.cm\\\/index.php\\\/en\\\/2025\\\/10\\\/07\\\/marketing-agricole-i\\\/\"},\"author\":{\"name\":\"Majoie ATANGANA\",\"@id\":\"https:\\\/\\\/unv-ebolowa.cm\\\/#\\\/schema\\\/person\\\/d09da3f56b3ebef4f39faf8f8960acbe\"},\"headline\":\"MARKETING AGRICOLE I\",\"datePublished\":\"2025-10-07T12:05:50+00:00\",\"dateModified\":\"2025-10-07T12:06:20+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/unv-ebolowa.cm\\\/index.php\\\/en\\\/2025\\\/10\\\/07\\\/marketing-agricole-i\\\/\"},\"wordCount\":1021,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/unv-ebolowa.cm\\\/#organization\"},\"articleSection\":[\"Cours\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/unv-ebolowa.cm\\\/index.php\\\/en\\\/2025\\\/10\\\/07\\\/marketing-agricole-i\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/unv-ebolowa.cm\\\/index.php\\\/en\\\/2025\\\/10\\\/07\\\/marketing-agricole-i\\\/\",\"url\":\"https:\\\/\\\/unv-ebolowa.cm\\\/index.php\\\/en\\\/2025\\\/10\\\/07\\\/marketing-agricole-i\\\/\",\"name\":\"MARKETING AGRICOLE I - 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