Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


MARKETING OF AGRICULTURAL AND FOOD FIRMS
MARKETING DELLE IMPRESE AGROALIMENTARI

A.Y. Credits
2016/2017 8
Lecturer Email Office hours for students
Gervasio Antonelli

Assigned to the Degree Course

Marketing and Business Communication (LM-77)
Curriculum: PERCORSO COMUNE
Date Time Classroom / Location

Learning Objectives

The course aims  at  providing  students with a conceptual framework and a set of scientific tools that allows them to implement and manage a marketing strategy for farms  and agri-food enterprises. A significant objective of the course is the development of a basic understanding of the specificities of economic organization of agri-food system, the agri-food chain, the market structure and institutions, the consumer behaviour, the role of quality and  the  resulting  implications  on  the processes of  strategic  marketing  planning. The  course  also  provides the knowledge to apply basic concepts and practices of marketing in the sector of food  products  with  denomination  of  origin  (PDO)  and geographical indication  (PGI) Trademarks, in fostering the role of territorial identities to differentiate products and in agritourism enterprises.

Program

·  Introduction to the course
·  The economic organization of agri-food system
·  Methodological instruments for the analysis of agri-food systems
·  Basic principles, concepts and techniques of marketing management
·  The theoretical basis of agri-food marketing
·  Models of food consumption and changes in food consumption models
·  The evolution of food consumption in Italy
  The analysis of consumer and buyer behaviour and their implications for marketing
·  Postmodern society and postmodern consumer
·  Research methods in marketing
·  Marketing mix variables
·  Product and services strategy
·  Quality issues and certification
·  Pricing strategy
·  Distribution channels: Retailing and wholesaling
·  Direct selling
·  Communication and promotion strategy
·  Territorial marketing for agri-food sector
·  Economics and marketing of agritourisme enterprises 

Learning Achievements (Dublin Descriptors)

The course provides theoretical knowledg and practical skills to apply the basic concepts and practices of marketing in agricultural and food firms.

Teaching Material

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Supporting Activities

Teaching material  and  slides used  during  the  course can be find inside the Moodle plataform >blended.uniurb.it  

The teaching material made available by the lecturer can be found, together with other supporting activities, inside the Moodle platform › blended.uniurb.it 


Didactics, Attendance, Course Books and Assessment

Didactics

The course will consist of lectures and class discussions. Students will be responsible for reading assigned material before the topic is discussed in class. Assignments will be given and students will be expected to discuss these in class

Course books

·  Teaching materials  and  slides used  during  the  course. This material can be find inside the Moodle plataform >blended.uniurb.it
·  Antonelli G. (a cura di), Marketing agroalimentare. Specificità e temi di analisi, FrancoAngeli, Milano, pp. 87-116.
·  Palomba P., Nomisma (a cura di) (2009), Marketing dei prodotti tipici. La valorizzazione dei prodotti agroalimentari "del territorio": criticità, prospettive e rapporti con la Grande Distribuzione, Agra Editrice, Roma.
·  ARM (a cura di) (2007), Dal campo alla tavola. Il marketing della vendita diretta dei prodotti agricoli, Agra Editrice, Roma.

Assessment

Oral examination

Additional Information for Non-Attending Students

Didactics

Students will have to refer to the readings and get ready for exam. Students may request special rehearsal sessions on specific parts of the syllabus, to be held during the first semester.

Course books

·  Teaching material  and  slides used  during  the  course. This material can be find inside the Moodle plataform >blended.uniurb.it
·  Antonelli G. (a cura di), Marketing agroalimentare. Specificità e temi di analisi, FrancoAngeli, Milano, pp. 87-116.
·  Palomba P., Nomisma (a cura di) (2009), Marketing dei prodotti tipici. La valorizzazione dei prodotti agroalimentari "del territorio": criticità, prospettive e rapporti con la Grande Distribuzione, Agra Editrice, Roma.
  ARM (a cura di) (2007), Dal campo alla tavola. Il marketing della vendita diretta dei prodotti agricoli, Agra Editrice, Roma.

Assessment

Oral examination

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