Unit ECONOMICS AND AGRI-FOOD MARKETING
- Course
- Sustainable agriculture
- Study-unit Code
- 80916706
- Curriculum
- Bioeconomia
- Teacher
- Andrea Marchini
- Teachers
-
- Andrea Marchini
- Hours
- 63 ore - Andrea Marchini
- CFU
- 6
- Course Regulation
- Coorte 2022
- Offered
- 2023/24
- 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
- Contents
- The contents of the module provide in-depth knowledge for product design and management of market relations in farms and agri-food SMEs oriented towards the sustainability of production processes and products linked to the territory. Particular attention will be paid to professional tools for marketing analysis: market and competition analysis, marketing planning for collective initiatives, sales analysis and forecasting.
- Reference texts
- LAMBIN JJ: Market-driven management, (2016) McGraw-Hill, Milano, VII° edizione.
Sodano V., Sassi M., Marchini A. (2010) Economia agroalimentare, mercati e politiche, Mc Graw Hill. Milano. Messori F. - Ferretti F. (2010) Economia del mercato agroalimentare Edagricole - il Sole 24 ore. Milano - Educational objectives
- The educational objective is to provide the student with in-depth knowledge for the design and marketing of agro-food products. Particular attention will be paid to vertically integrated farms, agri-food SMEs and collective marketing actions. The course also intends to increase the skills to develop a business culture in rural contexts. Following the theoretical schemes of the marketing process, particular attention will be paid to the design of innovative products linked to the territory: market analysis, segmentation and positioning, new product launches, analysis of regulatory constraints, control and evaluation of marketing choices, management of contractual relations of supply chain. The operational contents of the course will be developed with the aim of identifying and analyzing the specificities of small and medium-sized enterprises in the main agri-food chains oriented towards the sustainability of processes and products.
- 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
- The contents of the course are as follows:
The role and evolution of the marketing function in agri-food companies (1 ECTS)
Economic analysis of agri-food markets (1CFU):
- Market forms in the agri-food supply chains
- Market types and channel analysis: commodities and specialties
Types of exchange in the agri-food system (1 ECTS)
- Types of exchange: BtoB and BtoC
- Industrial buyer and final consumer
Information sources for market analysis (1 ECTS)
- Scanner Data and Big Data
- Methods of qualitative and quantitative analysis
The collective initiatives of small and medium-sized agri-food enterprises (2 credits)
- Quality policies and regulatory constraints (EFSA, EU policies, )
- Organizational models (Coop, OP, AOP, Protection Consortia, etc.)
The specifics of marketing planning for an agri-food product (2 credits)
- Marketing management reminders
- Product and role of technology
- Pricing policies by channel
- Food distribution evolution and trends
- Food merchandising
Exchange and negotiation techniques in agri-food (1 ECTS)
- Supply chains and food logistics
- Contracts, supplies and sub-supplies and private labels
- Merchant documentation
EXERCISES
1. Competitiveness analysis, sales analysis
2. The calculation of the break even point for the management of price maneuvers
3. The use of scanned data for trade marketing policies
4. The construction of the corporate MIS and sales analysis
5. Main techniques of multivariate statistical analysis
Other activities
Company visits, seminars, group work - Obiettivi Agenda 2030 per lo sviluppo sostenibile
- The course is aimed at developing knowledge and skills necessary to develop expertise in line with the main goals of the 2030 Agenda