Unit LEGISLATION AND MARKETING IN THE FOOD INDUSTRY

ECONOMICS AND MARKETING OF FOOD PRODUCTS

Code	80121106
CFU	5
Teacher	Andrea Marchini
Teachers	Andrea Marchini
Hours	63 ore - Andrea Marchini
Learning activities	Caratterizzante
Area	Discipline della produzione e gestione.
Sector	AGR/01
Type of study-unit	Obbligatorio (Required)
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. Lorenzini B. Manaresi A: marketing. L'eserciziario (2023),McGraw-Hill, Milano. 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 web sites 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 (1ECTS): - 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 ECTS) - 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

FOOD LAW

Code	80121006
CFU	6
Teacher	Massimo Billi
Teachers	Massimo Billi Massimo Billi
Hours	27 ore - Massimo Billi 27 ore - Massimo Billi
Learning activities	Caratterizzante
Area	Discipline della produzione e gestione.
Sector	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 "novel foods". EC Regulation no. 178/2002; basic definitions (food, food business, etc.), 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: 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 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 agrifoodstuffs (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.
Obiettivi Agenda 2030 per lo sviluppo sostenibile	Teaching contributes to the pursuit of the Sustainable Development Goals of the UN Agenda 2030.