Unit FOOD MARKETING
- Course
- Economics and culture of human nutrition
- Study-unit Code
- 80008706
- Curriculum
- In all curricula
- Teacher
- Andrea Marchini
- Teachers
-
- Andrea Marchini
- Hours
- 54 ore - Andrea Marchini
- CFU
- 6
- Course Regulation
- Coorte 2017
- Offered
- 2019/20
- Learning activities
- Caratterizzante
- Area
- Discipline economiche e giuridiche
- Academic discipline
- AGR/01
- Type of study-unit
- Obbligatorio (Required)
- Type of learning activities
- Attività formativa monodisciplinare
- Language of instruction
- Italian
- Contents
- The objective of this module is to provide students with knowledge and skills of marketing applied to small and medium-sized agri-business. The course also aims to increase the skills necessary to implement marketing campaigns and develop a culture of enterprise.
- Reference texts
- LAMBIN JJ: Market-driven management, (2016) McGraw-Hill, Milano, VII° edition.
Grandinetti R. (2008) Marketing: mercati. prodotti e relazioni, Carocci Editore.
Sodano V., Sassi M., Marchini A. (2010) Economia agroalimentare, mercati e politiche, Mc Graw Hill. Milano. - Educational objectives
- The training goal is to provide the student with the basic knowledge of food marketing. Following the theoretical and conceptual frameworks of marketing management, particular attention will be paid to marketing analysis: consumer behavior, market and competition analysis, new product launches, regulatory constraints analysis, communication, control and evaluation of marketing choices, management of contractual relations. The ongoing operational content will be developed with the aim to identify and analyze, the specificities of small and medium-sized enterprises as part of the major food chains.
- Prerequisites
- The student must have basic knowledge of microeconomics with particular reference to the market models and demand theory. This knowledge is referred to address the issues of the course, therefore the student must pass before an exam of basic economics course (or equivalent).
- Teaching methods
- Lectures, group work, case analysis, computer classroom exercises
- Other information
- Check the sites http://www.ecocal.unipg.it/ and http://dsa3.unipg.it/
- Learning verification modality
- The evaluation of the student is carried out through a written test. However, the student has the opportunity to improve their marks with an oral examination on more topics than the written test. The written test assesses the knowledge and skills acquired by the candidate. The oral exam can evaluate the communication skills and the student can defend and improve the level of assessment. The written test is practical application and consists of a first part with open answers and a second part application exercises. The written test is carried out in a computer room and has a duration of 2 hours. The oral test has a maximum duration of 30 minutes and covers topics not addressed in the written test. It should be noted that students who do not achieve sufficient evaluation through written test are required to pass the oral.
- Extended program
- Program:
The role and evolution of Agri-food marketing (1 ECTS)
- The role of marketing in the economic system
- Theoretical Foundations of Corporate Marketing
- The specificity of the agri-food marketing
The Typology of trade in agri-food system (1 ECTS)
- Basic of microeconomics: market forms
- Types of exchange in different markets: origin, wholesale
- Analysis of channel, commodity and specialty
- Buyer industrial and consumer: characteristics and needs
The analysis of consumer behavior (1 ECTS)
- Information Sources
- Methods of quantitative analysis
- Methods of the qualitative analysis
Strategic Marketing in small and medium-sized agri-business (1 ECTS)
- Development of marketing strategy
- Analysis of the attractiveness of markets
- The Marketing Plan for products
- The Marketing Plan for services
The marketing mix (1 ECTS)
- Product and market segments
- Pricing policies
- Food distribution
- The business communication and collective action
Technical exchange and negotiation in agri-food sector(1 ECTS)
- The Trade Marketing
- Merchandising and Logistics Food
- International marketing
Practical exercises and case studies