65840 - Farm Organization and Marketing

Academic Year 2020/2021

  • Moduli: Felice Adinolfi (Modulo 1) Barbara Lorenzini (Modulo 2)
  • Teaching Mode: Traditional lectures (Modulo 1) Traditional lectures (Modulo 2)
  • Campus: Bologna
  • Corso: Second cycle degree programme (LM) in Safety And Quality In Animal Production (cod. 5728)

Learning outcomes

At the end of the course the student will have acquired a reference framework on the most important tools to analyze the company structure and organization, as well as on the crucial aspects of agri-food marketing and management strategies both in terms of operational and strategic vision. The student will be able to assess the importance of technological development in product innovation. In particular, the student will have acquired the knowledge to analyse: - the evolution of consumption habits and relative purchasing behaviour and to elaborate with practical tools the market positioning strategies for agri-food products of animal origin; - the relations between companies and the institutions that make up the agri-food system; - business management with the typical tools for the management and financial analysis of the company

Course contents

Organization Module:
The main characteristics of the national and international agri-food system.
Tools for demand analysis.
Tools for product differentiation (product life cycle, company policies and planning strategies).
Tools for the analysis of business structure and management. Company balance sheet.
Cost-benefit analysis for production choices

Marketing Module:

The marketing course aims to transfer to participants the key concepts related to building a relationship between the company and its market.
In particular, the course aims to reflect on the methods of market analysis and strategic marketing in a hyper-competitive context of the food world like the current one.

In particular, the student will learn how to apply the main market research techniques to the logic of segmentation, positioning and consumer knowledge.
The main decisions of the company in the field of operational marketing, with particular reference to distribution, pricing and communication, with particular attention to the digital world, will then be addressed.

Readings/Bibliography

Organization module: 

Teacher's notebooks

Brue S.L., McConnel C.R., Flynn S.M. Essenziale di economia. McGraw-Hill, 2010

Zucchi, G. Zooeconomia. Economia del sistema delle produzioni animali. Ed. Avenue media, Bologna, 2006

 

Marketing:

"Fondamenti di marketing" John Fahy e David Jobbered. McGraw Hill

Teaching methods

Front courses

Case study analysis

Participatory teaching methods.

1) During the classes, Students are regularly required to apply the basic economic concepts and analytical schemes to practical cases and problems, suggested by the Sudents or by the Teacher himself. 2) At least once during the course (mid/final part) a review session is developed, based on Teacher instruction, where Students are demanded to recall the arguments treated during the classes, structure them according to logical criteria, identify functional links among concepts and analytical schemes.

In case of remote learning, this activity can be substituted by mid-term test (multi-choice test).

Students with special needs are invited to contact the teacher by e-mail in order to better organize teaching and exams.

Assessment methods

The methods of verification will be agreed with the students
Normally:
The verification of learning takes place through an oral final exam that verifies the achievement of the didactic objectives and verifies the acquisition of the knowledge foreseen by the course program.

GRID FOR ATTRIBUTION OF THE GRADE (ORAL EXAMINATION)

- a very thorough knowledge of the topics addressed in the course, together with high skills of critical analysis, connection and a sure command of specific terminology will be evaluated with the maximum score (30-30L);

- a thorough knowledge of the topics addressed in the course, together with good analytical and critical skills and the possession of a sure command of specific terminology will be evaluated with good marks (27-29);

- a technically adequate preparation and a sufficient analytical capacity, even if not particularly articulated, expressed in a correct language, will produce fair evaluations (23-26);

- sufficient preparation and capacity for analysis, expressed in a language which is barely formally correct, will determine the sufficiency (18-22).

 


The final grade originates from the average score of the Organization Module and the Marketing Module.

Teaching tools

Slide Showing
Analysis of case studies
Exercises and tests on dedicated platforms.
The course slides are accessible on the VIRTUALE system. Students are invited to contact the Teacher by email to report any problems related to access, organization or content of published materials.

Office hours

See the website of Felice Adinolfi

See the website of Barbara Lorenzini

SDGs

Quality education Decent work and economic growth

This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.