|Module Title||AGRIFOOD MARKETING PLANNING|
|Co-ordinator||Professor Michael Haines|
|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.
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.
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