Module Identifier RS31110  
Academic Year 2001/2002  
Co-ordinator Professor Michael Haines  
Semester Intended for use in future years  
Next year offered N/A  
Next semester offered N/A  
Pre-Requisite RS30910  
Assessment Case study   To be presented by week 11.   50%  
  Exam   2 Hours   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