AGRI-FOOD MARKETING

The course contributes to the educational objectives of the Master's Degree Program which aims at providing students with the tools to plan and control marketing activity, focusing on agri-food business.
The course outlines the specific characteristics of the agri-food system in particular with reference to its economic structure and organisation, the differentiating characteristics of the product and the evolution of consumer behavior. It also provides an understanding of the main operational instruments related to agri-food marketing. Strategies to increase the value of typical agri-food products are considered.

1. Knowledge and understanding
- ability to know the methodological tools for analyzing the specificities of agriculture sector and the agri-food economy
- ability to know the policies of the sector
- ability to know the marketing strategies for small and medium-sized companies in agri-food

2. Applying knowledge and understanding
- ability to apply the methods for the analysis of consumer behavior
- ability to analyze the environment and the context in which the company operates
- ability to know how to develop a marketing plan for an agri-food product

3. Making judgements
- ability to evaluate marketing plans of agri-food companies
- ability to identify the best methods for analyzing consumer behavior

It is necessary to have already learnt the basic concepts of marketing

1. Differentiating characteristics of the product
2. Consumer behaviour and food demand
3. Peculiarity of the life cycle
4. Pricing of fresh agrifood
5. Distribution channels
6. Communication forms of agrifood marketing
7. Marketing of typical agrifood products

Slide and articles will be provided

The exam will be written and consists of five open-ended questions

lecture, case studies and guest speakers

Italian

written

This subject deals with topics related to the macro-area "Poverty and inequalities" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development