This course is the basic introductory course in the concepts of marketing and sales techniques of agricultural and food products and market research. The course aims to introduce students to the basic concepts of supply, demand and market theory, while contributing to the understanding of consumer behaviour. It also analyses the marketing mix and the marketing environment, so that the student has an overall understanding of the processes and methodologies of the formulation of the promotion strategies of the products of the companies, while an extensive reference is made to the analysis of market research and the promotion of products of the primary sector of the economy, taking into account the qualitative dimension of production.