Unit FOOD MARKETING

Course
Food science and technology
Study-unit Code
80016706
Curriculum
In all curricula
Teacher
Andrea Marchini
Teachers
  • Andrea Marchini
Hours
  • 54 ore - Andrea Marchini
CFU
6
Course Regulation
Coorte 2020
Offered
2022/23
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.
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 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
- 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
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