Module Identifier RS31110  
Academic Year 2000/2001  
Co-ordinator Professor Michael Haines  
Semester Semester 2  
Pre-Requisite RS30910  
Assessment Exam   2 Hours   50%  
  Case study   To be presented by week 11.   50%  

Aims of the module
To examine the methodology of strategic marketing planning with special reference to the agrifood sector and critically discuss concepts and models for marketing strategies.

Learning outcomes
By the end of the course, through a combination of lectures and case studies, the student should understand:

i) how to structure a strategic marketing plan;

ii) the importance of considering buyer behaviour and competitive behaviour when elaborating marketing strategies.

Syllabus / Curriculum design
Areas of study include:

1. Planning process.
2. Market analysis.
3. Analysis of strengths/weaknesses, opportunities/threats as they affect the business.
4. Strategic planning.

Reading Lists
P. Kotler. (1997) Marketing management, analysis, planning, implementation and control. 9th.
Baker M. (1994) Marketing strategy and management.. 2nd.
McDonald M. (1999) Marketing plans: how to prepare them, how to use them. 4th. Butterworth