Unit ECONOMICS AND AGRI-FOOD MARKETING
- Course
- Sustainable agriculture
- Study-unit Code
- 80916706
- Curriculum
- Bioeconomia
- Teacher
- Andrea Marchini
- Teachers
-
- Andrea Marchini
- Hours
- 54 ore - Andrea Marchini
- CFU
- 6
- Course Regulation
- Coorte 2021
- Offered
- 2022/23
- Learning activities
- Caratterizzante
- Area
- Discipline economico gestionali
- Academic discipline
- AGR/01
- Type of study-unit
- Obbligatorio (Required)
- Type of learning activities
- Attività formativa monodisciplinare
- 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