Introduction of the department

The Department of Agricultural Marketing was established in July 1962 in the Faculty of Agricultural Economics and Rural Sociology with the objective of imparting training to students and conducting research in the field of agricultural marketing. The department trains the students enrolled at undergraduate and postgraduate levels in the subject of agricultural marketing and also offers courses to students of other departments in the university. In addition to teaching and research, the department renders technical and professional assistance to various government organizations, Research institutions and policy makers.

Focus of the department in the past

        Since its establishment, the Department of Agricultural Marketing has rendered useful services in teaching and research. So far 64 students have completed M.Sc. (Hons) degree from this department. The main areas of specialization offered to students, particularly for thesis research include commodity marketing, pricing of agricultural commodities, management of wholesale markets, international trade and World Trade Organization (WTO). Currently four students are enrolled for Ph.D. degree programme in the Department. Two important Research projects on “Impact of WTO Agreements on export of agricultural products from Pakistan” and “Domestic Support to Agriculture under WTO” have been approved by Pakistan Agriculture Research Council (PARC), while two projects on commodity marketing are underway.

        The department has published over two hundred research papers in journals of national/international repute and completed 21 research projects, sponsored by various national and international organizations. There is a close liaison of the department with the Ministry of Food, Agriculture and Livestock (MINFAL), Government of Pakistan, Department of Agriculture and Department of Agricultural Marketing, Government of the Punjab. The Department has rendered necessary professional services to these organizations whenever required. 

Need for Reorganization of the department

        The Department of Agricultural Marketing has now been renamed as Department of Marketing and Agribusiness. This step has been undertaken since Agriculture Sector is becoming rapidly commercialized, which entails many modern concepts like advertising, grading, processing, packing, labeling etc. These concepts need to be taught to the students in a broader perspective of the subject of marketing and agribusiness. This has necessitated that agriculture be treated on scientific and business lines. Moreover, the age old domestic marketing system needs transformation and revival to meet the challenges of trade liberalization at global level. Looking at the future scenario of agricultural marketing and agribusiness at the national and international levels the direction and quality of research and the make-up of trained manpower output, the future trends need to be looked into seriously so as to be able to meet the challenges of 21st century.

The Department of Marketing and Agribusiness shall address to domestic, export marketing and agribusiness related issues in its teaching and research programme. Keeping in view, the changing trends the department has instituted a new degree of MBA in the Marketing & Agribusiness and has also offered Marketing and Agribusiness as a major subject in B.Sc. (Hons.) Agriculture.

Apart from instituting new undergraduate and postgraduate degrees at the Faculty of Agricultural Economics and Rural Sociology, the Department of Marketing and Agribusiness will offer courses in agribusiness and marketing to other faculties in the university.

Future Thrust

         The Department of Marketing and Agribusiness will impart training to undergraduate and postgraduate students in the spheres of Agri. Marketing and Agribusiness Management. The field of agribusiness has opened new horizons in the areas of entrepreneurship and services marketing both within and outside the spheres of agriculture. The Department will render useful contribution to agriculture and related sub sectors of the rural economy by training manpower in the required fields and undertake research in the fields of international trade, WTO and other applied aspects of marketing and agribusiness. The Department will coordinate its marketing and agribusiness development activities and work in close liaison with agro-based industries in Pakistan to promote and develop agribusiness and agro-enterprises. The Department will also develop linkages with other representative bodies in the country in order to recommend to the government and policy makers the measures needed for enhancing value addition and boosting exports of agricultural products.