MARKETING OF AGRICULTURAL AND FOOD FIRMS
MARKETING DELLE IMPRESE AGROALIMENTARI
| A.Y. | Credits |
|---|---|
| 2016/2017 | 8 |
| Lecturer | Office hours for students | |
|---|---|---|
| Gervasio Antonelli |
Assigned to the Degree Course
| 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
Teaching, Attendance, Course Books and Assessment
- Teaching
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
- Disabilità e DSA
Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.
A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.
Additional Information for Non-Attending Students
- Teaching
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
- Disabilità e DSA
Le studentesse e gli studenti che hanno registrato la certificazione di disabilità o la certificazione di DSA presso l'Ufficio Inclusione e diritto allo studio, possono chiedere di utilizzare le mappe concettuali (per parole chiave) durante la prova di esame.
A tal fine, è necessario inviare le mappe, due settimane prima dell’appello di esame, alla o al docente del corso, che ne verificherà la coerenza con le indicazioni delle linee guida di ateneo e potrà chiederne la modifica.
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