Workshop on Agricultural Marketing in Tbilisi

Program Overview

The modern food and fiber system is increasingly complex, dynamic, and globally interconnected. In today’s competitive agribusiness landscape, success depends on the ability to market farm products strategically and access high-value, resilient supply chains.

Risalat’s Agricultural Marketing Workshop in Tbilisi, Georgia unites producers, agribusiness executives, marketers, and supply-chain professionals to master the principles and practices of effective agricultural marketing. Participants will explore how to:

• Develop and position compelling value propositions for agricultural products.
• Design efficient distribution networks and enter regional and export markets.
• Leverage pricing strategies, branding, and digital marketing tools to maximize profitability.
• Conduct data-driven market research, segmentation, and promotional planning for high-growth crops.

Through interactive sessions, case studies, and group simulations, the workshop ensures learning is practical, results-oriented, and immediately applicable. Whether managing fresh produce, value-added goods, or agribusiness services, participants will gain the tools and insights to transform agricultural potential into sustainable commercial success.

Target Audience

Workshop on Agricultural Marketing in Tbilisi, Georgia is the best-fit for marketing professionals or entry level graduates, who are willing to work with agri-products. In addition, the course is highly beneficial for general managers, business development managers, producers & sales stuff of agricultural goods and services. There is no prerequisite for enrollment, as the program will be covering the marketing of agriproducts from very basics to advanced level.

Program Objectives

Upon the successful completion of this short term training program the attendees will be able to:

• Appreciate the role and the importance of marketing in agricultural business
• Select Appropriate Marketing Strategies in the field of Farming
• Define Target Markets and effective ways to access them
• Develop and Implement relevant strategies in order to manage the marketing of agricultural enterprise
• Deal with the aspects of product physical handling
• Conduct effective market research in the agricultural industry
• Plan and manage promotional campaigns for agricultural products.

Program Contents

• The concepts & the role of agricultural marketing
• Managing the marketing process for Agri products
• Organizing, analyzing & selecting the target markets
• The agricultural food distribution marketing channel/ system
• Role/function of the actors within the agricultural marketing system
• Supply and Demand
• Developing the Farm Marketing Plan
• Reviewing the Business’s Situation
• Establishing Marketing Objectives & Developing Strategies
• Market Penetration & Price Advantages
• Target Markets in Agriculture
• Customer Values and Attitudes
• Alternative Marketing Methods & Market Segmentation
• Logos, packaging, positioning and image
• Pricing objectives and methods
• Advertising, sales and personal selling
• Market coverage
• Promoting Product & Promotional Campaign Strategy
• Creating customer awareness
• Market Retention & Balancing Strategy
• Market Development & Growth
• Managing the Marketing Plan.

Program Methodology

Workshop on Agricultural Marketing in Tbilisi, Georgia is an interactive training course that requires the active participation of attendees. The trainer will be applying modern adult learning training techniques while leading the sessions. The practical examples and case studies will be shown, discussed and analyzed together with the participants.

Program Methodology

Georgia lies at the crossroads of Europe and Asia and is rapidly emerging as a gateway for agribusiness and value-added agricultural exports. With over 1 million hectares under cultivation and recently ambitious reform policies to transform the sector, the country offers a unique mix of traditional farming know-how and export-oriented innovation. Tbilisi, the vibrant capital, provides an ideal setting for the workshop, you’ll benefit from insights drawn from Georgia’s experience in introducing international standards, navigating export markets and restructuring agri-food value chains. From hazelnuts and wine to niche horticulture, Georgia demonstrates how agricultural marketing can become a growth driver for developing economies. Participants will gain exposure to real-world challenges and opportunities in a context where agribusiness transformation is actively underway.

Course Deliverables

Participants will enjoy a full-service experience that covers everything needed before, during, and after the program:

Before the Program

During the Program

• Risalat Training Kit, including: bag, water bottle, coffee mug, t-shirt, cap, passport cover, pens, notebook, magnet, keychain
• Lunch Provided Daily during training days
• Comprehensive Course Manual & Training Materials
• Project-Based Templates, Tools, and Worksheets
• Mini Pad / Tablet for convenient access to digital resources
• Digital Case Studies, Reading Packs & Reference Materials
• Access to Sample Datasets & Practical Exercises
• Field Visit (where applicable)
• Complimentary Refreshments & Full Training Venue Facilities
• Access to Online Learning Resources
• Entertaining City Tour
• Certificate of Completion
• Risalat Program Participation Recognition Award

After the Program

• Post-Training Support & Follow-Up Guidance
• Program Report