A learner achieving this unit standard will be able to pro-actively analyse, strategise, plan and manage an integrated marketing. The learner will also be able to monitor progress and apply corrective measures should it be necessary. In addition the learner will be well positioned to extend his/her learning into the auditing field, thereby allowing the profession to benefit from the application of strategic and systems thinking within the marketing plan. 

Learners will understand the importance of the application of business principles in agricultural production with specific reference to marketing. 
They will be able to operate farming practices as businesses and will gain the knowledge and skills to move from a subsistence orientation to an economic orientation in agriculture. Farmers will gain the knowledge and skills to access mainstream agriculture through a business-orientated approach to agriculture.