Module Identifier RS30910  
Academic Year 2000/2001  
Co-ordinator Professor Michael Haines  
Semester Semester 1  
Assessment Exam   2 Hours   70%  
  Case study     30%  

Aims of the module
To provide students with an introduction to the structures of the agrifood marketing system

Learning outcomes
By the end of the course, the student should understand:

i) the functions performed by the agrifood marketing system in a developed country and the institutions which perform them;
ii) the behavioural decision-making processes involved in marketing transactions;
iii) the requirements of consumers, the food industry and distributors;
iv) how to measure the costs and benefits of the system.

Syllabus / Curriculum design
Considers the institutions and processes which make up the agrifood marketing system, principally in a developed country context. The topics include the requirements of consumers and distributors, the marketing problems caused by the specific characteristics of agricultural products and their solution, transaction methods and institutions, marketing costs.

Reading Lists
Haines M. (1998) Marketing for farm and rural enterprise.
(1995) The UK food and drink industry. Euro PA and Associates
Hughes D (ed). (1994) Breaking with tradition - building partnerships and alliances in the European food industry. Wye College