Unit FOOD MARKETING

Course
Food science and technology
Study-unit Code
80016706
Curriculum
In all curricula
Teacher
Gaetano Martino
Teachers
  • Gaetano Martino
  • Luisa Paolotti (Codocenza)
Hours
  • 54 ore - Gaetano Martino
  • 27 ore (Codocenza) - Luisa Paolotti
CFU
6
Course Regulation
Coorte 2021
Offered
2023/24
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
Knowledge on the structural configuration and operation of the agri-food market, as well as the interrelationships that exist among its components. Theoretical knowledge and operational tools to address the problems inherent in the organization and control of the agricultural and agro-industrial placed in a modern agrifood system. EU agricultural policy. Policies and instruments for the regulation of quality.
Reference texts
1. MESSORI F., FERRETTI F. (2010): Economia del mercato agroalimentare, Edagricole, Milano
2. SODANO V., SASSI M., MARCHINI A. (2011): Economia Agroalimentare, mercati e politiche, Ed. McGraw-Hill
Teaching notes provided by the teacher
Educational objectives
Knowledge (to know)
1. Knowledge of the new role of agriculture and the feeding in the economies of the developed Countries and the objectives of the agricultural and agricultural and food- policies
2. Knowledge of the structural and associate-economic configuration of the Italian agriculture and its evolution from according to post-war period to the new millenium
3. Knowledge of the structural and associate-economic configuration of the Italian agricultural and food- industry
4. Knowledge of the structural and associate-economic configuration of the alimentary distribution
5. Knowledge of the tendencies underlying of the alimentary consumption in Italy and Europe
6. Knowledge of the production and the world-wide commerce of the main agricultural and agricultural and food- productions and of the role of Italy
7. Knowledge of the organizational forms and coordination between the agricultural producers
8. Knowledge of the principles of base of communitarian agricultural Politics
9. Knowledge of the principles of base of politics of the European Union in matter of circulation of the agricultural and food- produced ones with detail with regard to the quality and to safety and the role of the enterprises
10. Knowledge of the main systems of certification of food products
11. Knowledge of market failures and concepts of efficiency and equity
12. Knowledge of vertical and horizontal integration and of transaction costs
13. Knowledge of economic business management, in particular, costs, revenues and income
14. Knowledge of the break even point of a food company
15. Knowledge of budget analysis of a food company
16. Knowledge of marketing planing

Abilities (skills)
1. Ability to analyze and to study the market of reference of food (analysis of scenes, analysis SWOT, etc).
2. Ability to converse with the various rapportano professionalities with which the enterprises, in general terms, and those agricultural and food- ones, in particular.
3. Ability to join in the system of the services and the exchange of the agricultural and food- produced ones
4. Ability to work in group
5. Ability to operate with defined autonomy degrees
6. Ability to communicate and to relazionare themselves in an organizational context and of job
7. Ability to elaborate analysis of the main agricultural and food- rows
8. Analyze the costs, revenues and income of the food enterprises
9. Analyze and elaborate the break even point of a food company
10. Analyse, elaborate and interpret the financial budget of the food enterprises
11. Analyze and develop a marketing plan of the food enterprises

Behaviors (interpersonal skills)
1. Knowledge and sensibility for the problems of the sparsity and the alimentary abundance and their consequences in the total society
2. Knowledge approximately the new role of agriculture in the evolven economies and the relationships between agriculture, atmosphere and territory
3. Knowledge of the limits and the difficulties of the governance international in matter of feeding and world-wide commerce
Prerequisites
The student has to pass the examination of Economics (Istituzioni di Economia). The following are necessary knowledge to attend effectively at this Module lecturing: a) concepts of production function, supply, demand, price, cost, market equilibrium; b) economic classification of the goods (private, public, common and club goods); c) notion of farm and agricultural enterprise, agricultural productive factors; d) balancesheet of the agricultural enterprise.
Teaching methods
The teaching activity is carried out by lectures (57 hours), individual and room practicals (24 hours) . The course is organized by ecture covering the part of the progam and room practical concerning the activities carried out. The teaching tools are made avialble by the teacher by Unistudium. For each program part the student will carried out a self.evaluation test (5 minutes). After the test completion, it will be available in Unistudium.
Learning verification modality
The examination will be managed by through an oral test with the joint discussion of a brief individual written dissertation (Individual Report). The oral test concerns with an about thirty minutes discussion aimed at verifying the degree of knowledge and of understanding achieved by the student about the methodological contents of the Module. Moreover, the oral test aims at verifying: a) the student’s capability to identify the specific characteristics of the evaluation problems; b) the level of correctness in using the technical language specific of the discipline.
Extended program
Role of the agriculture and the feeding in the economies of the developed Countries (0.5 ECTS)
1.1 Agriculture and economic systems
1.2 Society, food and feeding
1.2.1 Daily bread and food revolution
1.2.2 Green revolution
1.2.3 Famine and markets
1.2.4 Food as right
1.2.5 Food industry, new peasants, citenzens and food


2. Agri-food systems in Europe and in Italy (0,5 ECTS)
2.1 Agricultural production structures
2.2 The processing industry
2.3 The food products distribution
2.4 The catering actitivities
2.5 Service actitvities
2,6 Evolution of purchasing and consumption patters

3. Definition and analysis of food firms (2.0 CFU)
3.1 Principles of management of the farm and the agri-food firm
3.2 Strategy: planning and control
3.3 Balancesheet: Asset and liablity; Profit and loss account
3.4 Financial and economic analysis

4. Value chains: definition, mapping and analysis (3,5 ECTS)
4.1 Definitions: transaction, value chains, networks
4.2 Institutional environment and value chains
4.3 Value chains mapping
4.4 Governance structures in the values chains
4.5 The globalization of the Agri-food systems

5. Agri-Food system policy (1 CFU)
5.1 Common agricultural policy: field of intervention and evolution
5.2 Quality policy
5.3 Food safety policy

6. Practical (2,7 CFU)
6.1 Data analysis for the study of the Agri-food system (0,3 CFU)
6.2 Analysis of nalance-sheets of Agri-food firms (0,4 CFU)
6.3 Agri-food compankies case study (individual practical: 0.5 CFU)
6.4 Agri-Food value chain analysis (0.5 CFU)
Condividi su