AGRI-FOOD MARKETING
- Academic year
- 2023/2024 Syllabus of previous years
- Official course title
- AGRI-FOOD MARKETING
- Course code
- EM7017 (AF:463716 AR:252114)
- Modality
- On campus classes
- ECTS credits
- 6
- Degree level
- Master's Degree Programme (DM270)
- Educational sector code
- AGR/01
- Period
- 2nd Term
- Course year
- 1
- Where
- VENEZIA
- Moodle
- Go to Moodle page
Contribution of the course to the overall degree programme goals
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.
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.
Expected learning outcomes
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 judgments
- ability to evaluate marketing plans of agri-food companies
- ability to identify the best methods for analyzing consumer behavior
- 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 judgments
- ability to evaluate marketing plans of agri-food companies
- ability to identify the best methods for analyzing consumer behavior
Pre-requirements
It is necessary to have already learned the basic concepts of marketing
Contents
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
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
Referral texts
Slide and articles will be provided
Assessment methods
The exam will be written and consists of five open-ended questions. The exam lasts 1 hour.
Teaching methods
lecture, case studies and guest speakers
Teaching language
Italian
Type of exam
written
2030 Agenda for Sustainable Development Goals
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
Definitive programme.
Last update of the programme: 14/03/2023