12523 - Agro Food Marketing

Learning outcomes

This course provides the basic concepts of the agro-food marketing in view of the globalization of the agro-food system. The students will be able to assess the relevance of the technical innovation of the product. Particularly, he will be able to analyze the evolution of consumption habits and the purchasing behavior in view of developing marketing strategies and marketing opportunities for the product of the sector.

Course contents

The course covers four main area of interest:

1.      Basic knowledge. Product outlines (technical and economic). Consumer behavior. Main factors determining the demand for food; quantitative and qualitative supply trend; consumption structure; social patterns of food consumption. The competitive environment; market structure and behavior.

2.      The agro-food system. Technological characteristics of the agro-food products (seasonality, product cycle, perishability, quality standards and variability). Quality attributes of relevant product categories (quality, safety, origin, convenience). Focus on animal origin products. Structural trends and organization of the agro-food system. Production, industrial processing, distribution. Organizational patterns; vertical and horizontal integration; relevant supply chains. The agro-food system and the territory; agro-industrial districts.

3.      Agro-food marketing

(a) Marketing basic concepts. The relevance of product characteristics. Socio-economic features of agricultural products and food demand. The competitive environment and the agro-food markets; economic and organizational patterns. Distribution channels; logistics. The communication means; promotion and advertising. (b) Marketing strategies. Product positioning; product life cycle; market segmentation and differentiation. The marketing mix. Decisions related to price, product place and promotion. (c) Marketing control and planning.

4.         Cases in animal products marketing

Readings/Bibliography

Pilati, L. Marketing agro-alimentare, UNI Service, Trento 2004

Peter J.P, Donnelly J.H., Pratesi, C.A., Marketing, 3° ed.McGrow-Hill, Publishing Group Italy, 2007

Teaching methods

Grouping

Interactive learning

Problem solving approach

Assessment methods

Oral examination; individual works may be submitted on Teacher agreement

Teaching tools

Slide projection

Office hours

See the website of Maurizio Aragrande