In todays highly informed society, the agricultural market structure has become fragmented, necessitating effective marketing strategies that encourage customer participation, promote customer value, and improve public relations to meet market demands. This course is designed to provide comprehensive knowledge of agricultural marketing practices and planning through classroom lectures, group presentations, and field trips. The course covers a wide range of marketing concepts, including environmental analysis, consumer behavior, agricultural product attributes, and product development and innovation. In addition, branding strategies, agricultural product certification, pricing strategies, channel strategies, e-commerce, and the Internet of Things (IoT), promotion and communication, advertising, public relations, and leisure marketing are also discussed in depth. By the end of the course, students will have a strong understanding of the essential marketing strategies needed to succeed in todays competitive agricultural market.