Unit LEGISLATION AND MARKETING IN THE FOOD INDUSTRY
- Course
- Food technology and biotechnology
- Study-unit Code
- 80121012
- Curriculum
- In all curricula
- Teacher
- Andrea Marchini
- CFU
- 11
- Course Regulation
- Coorte 2021
- Offered
- 2022/23
- Type of study-unit
- Obbligatorio (Required)
- Type of learning activities
- Attività formativa integrata
ECONOMICS AND MARKETING OF FOOD PRODUCTS
| Code | 80121106 |
|---|---|
| CFU | 5 |
| Teacher | Andrea Marchini |
| Teachers |
|
| Hours |
|
| Learning activities | Caratterizzante |
| Area | Discipline della produzione e gestione. |
| Academic discipline | AGR/01 |
| Type of study-unit | Obbligatorio (Required) |
| Language of instruction | Italian language |
| Contents | The contents of the course aim to provide in-depth knowledge of marketing management applied to small and medium agri-food enterprises. Particular attention will be paid to professional tools for marketing analysis: consumer behaviour, analysis of markets and competitors, marketing plans, new product launches, sales analysis and forecasting. |
| 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. Foglio A. (2011) Il marketing agroalimentare. Mercato e strategie di commercializzazione. Franco Angeli, Milano |
| Educational objectives | The main educational objective is to provide students with in-depth knowledge of marketing applied to small and medium agri-food enterprises (SME). The course aims to increase marketing management skills and competences for SMEs and to develop a corporate culture. Following the theoretical and conceptual schemes of marketing management, particular attention will be paid to marketing analysis: consumer behaviour, analysis of markets and competitors, launch of new products, analysis of regulatory constraints, control and evaluation of marketing choices, relationship management contractual, web marketing strategies. The operational contents of the course will be developed to identify and analyze the specificities of small and medium enterprises in the main agri-food supply chains. |
| Prerequisites | The student must have a basic knowledge of microeconomics, with particular reference to the economic theory of the exchange of goods and services, fundamental to deal with the topics of the course. The student must have passed an exam of Institutions of Economics (or equivalent), which is already present in the course of studies, or in other first-level university courses. |
| Teaching methods | Face-to-face lectures, alternated with: -Small groups of teacher /student work -Classroom discussion of group homework -Seminars with managers and sector consultants -Frequency: recommended |
| Other information | No supported teaching activities are provided. Check the site http://dsa3.unipg.it/: timetables, exam schedule and supplementary seminars. |
| Learning verification modality | The student's verification is carried out mainly by passing a written test with the possibility of improving the valuation through an oral exam. The written test allows the evaluation of the knowledge and skills acquired. However, these can be subject to further evaluation if the student believes he/she possesses a higher level of preparation than demonstrated in passing the written test. The nature of the written test is applicative and professional and consists of two parts: one is organized in open answers, while the other is reserved for carrying out exercises and analyzing case studies. The written test is made in the computer room. The oral test has a maximum duration of 30 minutes. It should be noted that the oral exam is mandatory for those students who did not have passed the written exam. |
| Extended program | Program: The role and evolution of Agri-food marketing (1 ECTS) - The role of marketing in the economic system - Consumer Marketing - The specificity of the agri-food marketing The Typology of trade in agri-food system (1 ECTS) - Basic of microeconomics: market models - Types of exchange in different markets: origin, wholesale - Analysis of channel, commodity and specialty - Buyer and consumer: characteristics and needs The analysis of consumer behavior (1 ECTS) - Information Source: MIS and its management - Consumer quantitative analysis - Consumer qualitative analysis Strategic Marketing (1 ECTS) - Development of marketing strategy - Analysis of the attractiveness of markets - The Marketing Plan for products - The Marketing Plan for services The execution of the marketing plan (1 ECTS) - Product and market segments and the role of food law - 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 - Contracts - International marketing |
FOOD LAW
| Code | 80121006 |
|---|---|
| CFU | 6 |
| Teacher | Massimo Billi |
| Teachers |
|
| Hours |
|
| Learning activities | Caratterizzante |
| Area | Discipline della produzione e gestione. |
| Academic discipline | IUS/03 |
| Type of study-unit | Obbligatorio (Required) |
| Language of instruction | Italian |
| Contents | The fundamental principles of EU food law and the ECJ jurisprudence. The Marrakech Treaty, the precautionary principle and the EU. The food market. Rules about geographical indications, labelling, flavourings, additives, etc. New rules about GMOs and the "novel foods". EC Regulation no. 178/2002, its basic definitions (food, food business, etc.), its effectiveness and the limits of its implementation. The general aims of food law: risk assessment, precaution, protection of health and consumer interests, transparency. Safety requirements of food and feed, traceability, duties of agri-business operators. European Food Safety Authority: its structure, functions and the basic principles. The crisis management from a general point of view. |
| Reference texts | L. Costato - P. Borghi - S. Rizzioli - V. Paganizza - L. Salvi, Compendio di diritto alimentare, 10th edition, Wolters Kluwer - CEDAM, 2022. |
| Educational objectives | Knowledges to be acquired by students: This course aims at providing the future legal experts of the food business field with a wide knowledge of the EU law concerning food, its quality and safety, free trade inside and outside the EU, with an overview of the rules about production and trade, and particularly at analyzing in-depth the food law principles and requirements contained in EC Regulation no. 178/2002 and its implementation rules.Skills to be acquired by students: the theoretical and practical instruments to find solutions in the broad field of the food law, combining the national (including regional), the European and the international rules on food production and on food trade, by solving the main interpretative problems, taking into account the relationship among legal rules, scientific data and technical rules. |
| Prerequisites | None |
| Teaching methods | Traditional lessons lasting 54 hours in total. |
| Other information | Attendance at classes is highly recommended. |
| Learning verification modality | At the end of the course, the student will undergo an exam where he/she is expected to demonstrate the ability to face some problems arising from the food sector, and to find the legal solutions applying both EU and national rules. |
| Extended program | Legal fundamentals; the concept of State; the fundamental elements of national and E.U. law and national (general features and main components); the system of sources of law (type, production, principles).Food law: the sources of food law, national, EU and international principles; the market for agricultural products and agri-foodstuffs (the common agricultural policy and the competition rules; the names of the foodstuffs, PDO, PGI and TSG; the organic production method; the rules of production and marketing of food products, the quality of food products; general aspects and details of labelling; sales descriptions and principles of mutual recognition; the G.M.O.s; the traceability of food products; the alert system, the recall-withdrawal of products; the liability of the producer for defective products and the system of sanctions in the food sector, the activities of the social control of food, The samples for analysis and the defensive guarantees, criminal liability for non-compliance with the parameters of law; rules on penalties in the field of objects and materials intended to come into contact with foodstuffs and food Law Decree 10 February 2017 n. 29; rules on hygiene of foodstuffs the "hygiene package"; the HACCP system; the traditional food products; products of the mountain; the new food Reg. Eu 2283/2015; the main rules on feed hygiene.Some parts of the program can be carried out also at the request of the students, in the form of exercise and/or seminar, in the course of which will be analyzed in depth and the positions jurisprudence doctrinal and relating to the topic under consideration. |