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


MARKETING OF AGRICULTURAL AND FOOD FIRMS
MARKETING DELLE IMPRESE AGROALIMENTARI

A.Y. Credits
2018/2019 8
Lecturer Email Office hours for students
Gervasio Antonelli

Assigned to the Degree Course

Marketing and Business Communication (LM-77)
Curriculum: PERCORSO COMUNE
Giorno Orario Aula
Giorno Orario Aula

Learning Objectives

The course aims at  providing  students with a conceptual framework and a set of scientific tools that allow them to implement and manage a marketing strategy for farms  and agri-food enterprises. A significant objective of the course is the development of basic understanding on matters such as: the economic organization of agri-food system, the agri-food chain, the market structure and institutions in the agri-food sector, food consumption patterns and their evolution, 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 principles of marketing to small and medium enterprises operating within the law framework Dop/Igp system, to farms selling directly their products, to agritourism enterprises and to the enterprises in the wine industry. In particular, the course provides students  with the analytical instruments to knowledge the business of wine industry and marketing, i.e. the market of wine, the characteristic of supply, consumer behaviour, distribution channels and strategies, the marketing mix in the wine industry,  brand management.

Program

·  Introduction to the course
·         The concept of agri-food system
·  Basic principles, concepts and techniques of marketing management
·         Theoretical basis of agri-food marketing
·  Models of food consumption and their evolution 
          Analysis of the consumer behaviour in a marketing perpective
·  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
·         The law framework of European Union for Dop and Pgi products 
·         Application of concepts and principles of marketing to different sector of agri-food system

Learning Achievements (Dublin Descriptors)

Knowledge and comprehension skills: at the end of the course, the students should be able to prove advanced knowledge and skills to understand and implement marketing strategies within enterprises of agri-food system, considering  the complexity of the organisational context of the supply system,  the consumer's expectations in terms of safety and quality of products and the opportunities and challenges facing enterprises of agri-food system in the current increasingly competitive and global market environment. In particular, they critically analyse and evaluate the relationships among the enterprises operating within the agri-food production networks in order to effectively understand and implement improved marketing strategies. They will develop advanced knowledge and skills on several aspects of marketing strategies and apply these concepts, in particular, to enterprises producing food products under the PDO/PGI scheme developed by the European Union, to farm direct selling, to agri-tourist farm enterprises and, more in depth, to enterprises in the wine sector. The educational path modality consists of lectures and analysis of case studies.

Knowledge and comprehension applied skills: at the end of course students should be able to apply the key concepts of marketing to formulate and implement strategies of agri-food sector enterprises. The knowledge and skills gained during the course will enable students to identity the differences between traditional management marketing and other approaches to marketing in order to adapt existing marketing approaches to comply with the specificity of enterprises in the agri-food system, to apply theories of consumer behaviour to the formulation of marketing strategy in the agri-food sector, to analyse alternative research methods and their relative strengths and weaknesses, to analyse  the main techniques to conduct market analysis practices, to analyse the variables to develop market segmentation,  to assess a marketing mix appropriate for the context of enterprises in the agri-food sector, to identify new approaches to marketing and to assess their potentiality for marketing in agri-food sector (i.e. experiential marketing, direct marketing, relationship marketing, internet marketing, etc.). Applied skills focus in particular on applications of such marketing concepts to enterprises producing food products under the PDO/PGI scheme developed by the European Union, to direct farm sales, to agri-tourist enterprises and, more in depth, to  enterprises in the wine sector. The students should also have gained competence within analytical tools, necessary to apply marketing to wine sector enterprises. The educational path modality consists of lectures and analysis of case studies.

Independence of judgement: the students should be able to link the knowledge of the several items learned during the course with integrated and unitary schemes and to compare themselves with the complexity of the real issues, independently and with their own sense of judgement. The educational path modality consists of lectures and analysis of case studies.

Communication skills: the students should gain clear and effective communication skills, thanks to the vocabulary and discipline given during the course. The educational path modality consists of lectures and analysis of case studies.

Learning skills: the students should have developed good learning skills which allow them to deepen the gained knowledge during the course by facing future paths of education on marketing principles and their application within other sectors.  The educational path modality consists of lectures and analysis of case studies.

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 involves the use ofdifferent didactis modality: frontal lessons, group work and analysis of case studies and classroom discussions.

Course books

Books and slides

1. Slides of the course. Such a material can be downloaded from Blended Learning UniUrb.  

2. Antonelli G. (a cura di), Marketing agroalimentare. Specificità e temi di analisi, FrancoAngeli, Milano, (frome page 11 to page 162)*.

* This volume can be downloaded from Blended Learning UniUrb.

3.Gregori M., Galletto L., Malorgio G:, Pomarici E., Rossetto L. (a cura di) (2017), Il marketing del vino. Capire, decidere, agire,  EdiSES, Napoli**.      

** Parts to be studied for the preparation of the exam: Introduction and competitive context of wine market; Chapter 1: The wine market (whole chapter); Chapter 2: from page 55 to page 65 (The segmentation of the wine market); Chapter 3: Organizations in the Wine Buying Process: Marketing to Business in the wine sector (whole chapter); Chapter 4: the marketing mix in wine sector: The Product wine (whole chapter); Chapter 5: The price (from page 129 to page 139); Chapter 6: Marketing channels and distribution policies (whole chapter); Chapter 7: Wine Communication (form page 185 to page 191, and from page 244 to page 246) (The Operating Environment of Marketing Communication); Chapter 8: form page 249 to page 251 (8.1), and form  page 256 to page 284.

Suggested reader list (optional)

1. Antonelli, G. (2011), "La prospettiva del valore nell'analisi delle filiere agroalimentari", Economia Agro-Alimentare, Anno XIII, N. 1-2, pp. 1-27;

2. Arfini F., Belletti G. Marescotti A. (2010), Prodotti tipici e denominazioni geografiche, Strumenti di tutela e valorizzazione, Edizioni Tellus, Pubblicazioni del Gruppo 2013, in http://www.gruppo2013.it/working-paper/Documents/Prodotti%20tipici%20e%20denominazioni%20geografiche.pdf);

3. ARM (a cura di) (2007), Dal campo alla tavola. Il marketing della vendita diretta dei prodotti agricoli, Agra Editrice, Roma.

4. Dalli D., Romani S., (2000), Il comportamento del consumatore: teoria e applicazioni di marketing, Franco Angeli, Milano;

5. Fattori G., Vanoli M. (2011), Il Marketing sociale: opportunità e prospettive,Carocci Editore, Roma;

6. Ismea (2012), Strategie di marketing per l'azienda agrituristica. Linee guida:  http://www.ismea.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/8003

7. Ismea (2011), Manuale di marketing per l’agricoltore che desidera operare nella vendita diretta: http://www.ismea.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/6843

8. Malassis L. e Ghersi G. (a cura di) (1995), Introduzione all'economia agroalimentare, Il Mulino,  Bologna;

9. Munari B. (V Ristampa, novembre 2014), Good Design, Corraini Editore, Mantova. 

10. Nomisma, Palomba P. (2009), Marketing dei prodotti tipici. La valorizzazione dei prodotti agroalimentari del "territorio": criticità. prospettive e rapporti con la Grande Distribuzione, Agra, Roma;

11. Pencarelli, T., Dini M., Forlani F. (2015), "Il marketing dei prodotti tipici nella prospettiva esperienziale. Il caso del tartufo", Economia agro-alimentare, n. 2, 2015.

12. Romano D. (a cura di) (2011), evoluzione strutturale, dei consumi alimentari in Italia, in Cersosimo D.(a cura di), I consumi alimentari: Evoluzione strutturale, nuove tendenze, risposta alla crisi, Pubblicazioni del Gruppo 3013, Edizioni Tellus, Roma, in http://www.gruppo2013.it/working-paper/Documents/I%20consumi%20alimentari%20-%20Gruppo%202013.pdf)

13. 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.

14. Vannini I., Fabbroni S. (2009), Organizzazione e gestione dell'attività ricettiva negli agriturismi, FrancoAngeli.

15. Viganò E., Antonelli G., Bischi G. I., Tramontana F. (2015), "Consumo e consumatori di prodotti alimentari nella società postmoderna", Economia agro-alimentare, n. 1, 2015.

Assessment

Assessment occurs by oral examinations and consists of questions on issues dealt during the course. Each exams takes approximately thirty minutes.

For the attending students who carried out individual or group projects on bibliographic material provided by the lecturer or on the analysis of cases studies, the first question is related to the topics covered in their projects. The other questions are chosen by the lecturer. In case, instead, the attending students did not carried out individual or group projects, all the questions are chosen by the lecturer.

The final assessment depends on the ability of the student to answer the question clearly, in an articulated and deep way in order to show:

  • to have gained full mastery of theoretical concepts and operational issues dealt during the course;
  • to be able to apply such knowledge in order to understand, critically assess and solve problems related to the application of marketing principles to enterprises or enterprises networks operating in the agri-food system.
  • to be able to provide his/her own arguments in a meticulous way and limited time, using an appropriate language and identifying the key points for his/her explanation.

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

1. Slides of the course. Such a material can be downloaded from Blended Learning UniUrb.  

2. Antonelli G. (a cura di), Marketing agroalimentare. Specificità e temi di analisi, FrancoAngeli, Milano, (frome page 11 to page 162)*.

* This volume can be downloaded from Blended Learning UniUrb.

3.Gregori M., Galletto L., Malorgio G:, Pomarici E., Rossetto L. (a cura di) (2017), Il marketing del vino. Capire, decidere, agire,  EdiSES, Napoli**.      

** Parts to be studied for the preparation of the exam: Introduction and competitive context of wine market; Chapter 1: The wine market (whole chapter); Chapter 2: from page 55 to page 65 (The segmentation of the wine market); Chapter 3: Organizations in the Wine Buying Process: Marketing to Business in the wine sector (whole chapter); Chapter 4: the marketing mix in wine sector: The Product wine (whole chapter); Chapter 5: The price (from page 129 to page 139); Chapter 6: Marketing channels and distribution policies (whole chapter); Chapter 7: Wine Communication (form page 185 to page 191, and from page 244 to page 246) (The Operating Environment of Marketing Communication); Chapter 8: form page 249 to page 251 (8.1), and form  page 256 to page 284.

Suggested reader list (optional)

1. Antonelli, G. (2011), "La prospettiva del valore nell'analisi delle filiere agroalimentari", Economia Agro-Alimentare, Anno XIII, N. 1-2, pp. 1-27;

2. Arfini F., Belletti G. Marescotti A. (2010), Prodotti tipici e denominazioni geografiche, Strumenti di tutela e valorizzazione, Edizioni Tellus, Pubblicazioni del Gruppo 2013, in http://www.gruppo2013.it/working-paper/Documents/Prodotti%20tipici%20e%20denominazioni%20geografiche.pdf);

3. ARM (a cura di) (2007), Dal campo alla tavola. Il marketing della vendita diretta dei prodotti agricoli, Agra Editrice, Roma.

4. Dalli D., Romani S., (2000), Il comportamento del consumatore: teoria e applicazioni di marketing, Franco Angeli, Milano;

5. Fattori G., Vanoli M. (2011), Il Marketing sociale: opportunità e prospettive,Carocci Editore, Roma;

6. Ismea (2012), Strategie di marketing per l'azienda agrituristica. Linee guida:  http://www.ismea.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/8003

7. Ismea (2011), Manuale di marketing per l’agricoltore che desidera operare nella vendita diretta: http://www.ismea.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/6843

8. Malassis L. e Ghersi G. (a cura di) (1995), Introduzione all'economia agroalimentare, Il Mulino,  Bologna;

9. Munari B. (V Ristampa, novembre 2014), Good Design, Corraini Editore, Mantova. 

10. Nomisma, Palomba P. (2009), Marketing dei prodotti tipici. La valorizzazione dei prodotti agroalimentari del "territorio": criticità. prospettive e rapporti con la Grande Distribuzione, Agra, Roma;

11. Pencarelli, T., Dini M., Forlani F. (2015), "Il marketing dei prodotti tipici nella prospettiva esperienziale. Il caso del tartufo", Economia agro-alimentare, n. 2, 2015.

12. Romano D. (a cura di) (2011), evoluzione strutturale, dei consumi alimentari in Italia, in Cersosimo D.(a cura di), I consumi alimentari: Evoluzione strutturale, nuove tendenze, risposta alla crisi, Pubblicazioni del Gruppo 3013, Edizioni Tellus, Roma, in http://www.gruppo2013.it/working-paper/Documents/I%20consumi%20alimentari%20-%20Gruppo%202013.pdf)

13. 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.

14. Vannini I., Fabbroni S. (2009), Organizzazione e gestione dell'attività ricettiva negli agriturismi, FrancoAngeli.

15. Viganò E., Antonelli G., Bischi G. I., Tramontana F. (2015), "Consumo e consumatori di prodotti alimentari nella società postmoderna", Economia agro-alimentare, n. 1, 2015.

Assessment

As for non attending students, assessment occurs by oral examinations and consists of questions on issues envisaged by the course Programme.  Each exams takes approximately thirty minutes.

The final assessment depends on the ability of the student to answer the question clearly, in an articulated and deep way in order to show:

  • to have gained full mastery of theoretical concepts and operational issues envisaged by the course Programme;
  • to be able to apply such knowledge in order to understand, critically assess and solve problems related to the application of marketing principles to enterprises or enterprises networks operating in the agri-food system.
  • to be able to provide his/her own arguments in a meticulous way and limited time, using an appropriate language and identifying the key points for his/her explanation.
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